Strategic Marketing: An Introduction

by Proctor; Tony

• ISBN13: 9780415458177
• ISBN10: 041545817X
• Edition: 2nd
• Format: Nonspecific Binding
• Copyright: 2008-09-03
• Publisher: Routledge

Summary

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 illustrations	p. vii
Preface	p. xi
Marketing strategy: introduction and overview	p. 1
Portfolio analysis	p. 21
Analysis of the business enterprise	p. 42
Industry analysis	p. 67
Market analysis	p. 85
Analysing competition	p. 109
Analysing the business environment	p. 128
Analysing the customer in the market place	p. 148
Sustainable competitive advantage and generic strategies	p. 173
Segmentation, targeting and positioning	p. 190
Marketing mix strategy	p. 220
Growth strategies: product-market expansion	p. 246
Facilitating the implementation of strategies	p. 281
Marketing planning and implementing marketing strategy	p. 300
Bibliography	p. 317
Further reading	p. 323
Index	p. 331
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