Strategic Marketing: An Introduction
- ISBN13:
9780415458177
- ISBN10:
041545817X
- Edition: 1st
- Format: Nonspecific Binding
- Copyright: 2008-09-03
- Publisher: Routledge
- More Book Details
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Supplemental Materials
What is included with this book?
- The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
- The Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.
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 |
| Table of Contents provided by Ingram. All Rights Reserved. |
