Strategic Marketing: An Introduction

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  • Edition: 1st
  • Format: Nonspecific Binding
  • Copyright: 2008-09-03
  • Publisher: Routledge

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Fully updated to include case studies from a range of industry sectors, the 2 nd edition is a concise, thorough and enlightening textbook that demonstrates how organizations can take advantage of 'strategic windows' to improve their positions.

Author Biography

Tony Proctor is Professor in Marketing at the University of Chester, UK. He has written extensively on marketing and related issues, including Creative Problem Solving for Managers, Second Edition (Routledge, 2005)

Table of Contents

List of illustrationsp. vii
Prefacep. xi
Marketing strategy: introduction and overviewp. 1
Portfolio analysisp. 21
Analysis of the business enterprisep. 42
Industry analysisp. 67
Market analysisp. 85
Analysing competitionp. 109
Analysing the business environmentp. 128
Analysing the customer in the market placep. 148
Sustainable competitive advantage and generic strategiesp. 173
Segmentation, targeting and positioningp. 190
Marketing mix strategyp. 220
Growth strategies: product-market expansionp. 246
Facilitating the implementation of strategiesp. 281
Marketing planning and implementing marketing strategyp. 300
Bibliographyp. 317
Further readingp. 323
Indexp. 331
Table of Contents provided by Ingram. All Rights Reserved.

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