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ISBN 10: 1854183656
ISBN 13: 9781854183651
Author: Norton Paley
The third edition of this best-selling book includes new sections on corporate culture, business intelligence, CRM and leadership, as well as many brand new case studies reflecting current issues including: assessing corporate culture and turning it into competitive advantage, manoeuvring around competitors when trapped in a weak position, energizing a product line and reviving a business after a period of no-growth.
Key features
* Over 60 real life case studies reflecting topical issues of concern in today's climate
* A new 4-step technique to segment markets with greater precision
* Techniques for installing a competitive intelligence system and applying market research techniques effectively
* Comprehensive chapter by chapter examination of market strategies, product/service strategies, pricing strategies and distribution strategies
* Step by step guidelines on how to write a Strategic Marketing Plan with a detailed example
SECTION I: STRATEGY AND ITS BASIC PRINCIPLES
Chapter 1: Competitive Strategies in Action
An introduction to the concept of competitive strategies and their application in real-world scenarios.
SECTION II: THE FRAMEWORK FOR COMPETITIVE ANALYSIS
Chapter 2: External Analysis
Techniques for assessing external factors that impact business strategies.
Chapter 3: Internal Analysis
Methods for evaluating internal capabilities and resources.
SECTION III: MARKETING RESEARCH AND PLANNING
Chapter 4: Developing a Marketing Intelligence System
Establishing systems to gather and analyze market information.
Chapter 5: Marketing Research Techniques
Approaches to conducting effective marketing research.
Chapter 6: Strategic Marketing Planning
Crafting long-term marketing strategies aligned with business goals.
Chapter 7: Developing the Marketing Plan
Steps to create a comprehensive marketing plan.
SECTION IV: SPECIFIC COMPETITIVE STRATEGIES
Chapter 8: Market Strategies
Approaches to entering and competing in markets.
Chapter 9: Product/Service Strategies
Strategies for developing and managing products and services.
Chapter 10: Pricing Strategies
Techniques for setting competitive prices.
Chapter 11: Promotion Strategies
Methods for effective promotion and advertising.
Chapter 12: Distribution Strategies
Strategies for delivering products and services to customers.
Chapter 13: Global Marketing Strategies
Approaches to marketing in international markets.
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Tags: Norton Paley, Manager, Competitive
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