Marketing Strategy and Competitive Positioning
ISBN No. 9780133712537
No.of pages 496
This second edition extends the scope of the original book to cover new developments in strategic thinking. It serves to meet the need for an up-to-date understanding of the meaning and scope of marketing strategy and a framework to manage the critical issues of market choice and competitive positioning. In particular, it draws attention to how organisations are defining marketing as a strategic force rather than just an operational department. CD-ROM of PowerPoint slides (0-13-096206-6).
Table of contentsPART 1: MARKETING STRATEGY. 1. Market-led Strategic Management. 2. Strategic Marketing Planning. 3. Portfolio Analysis. PART 2: COMPETITIVE MARKET ANALYSIS. 4. Industry Analysis. 5. Assessment of Corporate Capabilities. 6. Customer Analysis. 7. Competitor Analysis. 8. Strategic Alliances and Networks. PART 3: IDENTIFYING CURRENT AND FUTURE COMPETITIVE POSITIONS. 9. Segmentation Concepts and Principles. 10. Segmentation and Positioning Research. 11. Forecasting. PART 4: COMPETITIVE POSITIONING STRATEGIES. 12. Selecting Target Markets. 13. Building and Maintaining Defensible Positions. 14. Offensive and Defensive Marketing Strategies. 15. Competing Through Superior Service and Customer Relationships. 16. Competing Through Innovation and New Product Development. 17. Competing Through Internal Marketing. PART 5: CONCLUSIONS. 18. Marketing Strategies for the 21st Century.
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