Overview

Every enterprise needs an understanding of the strategies used by its competitors, and a basic knowledge of how the business environment impacts on its organization before it can formulate a marketing plan. Subjects covered include:



• ...
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Strategic Marketing

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Overview

Every enterprise needs an understanding of the strategies used by its competitors, and a basic knowledge of how the business environment impacts on its organization before it can formulate a marketing plan. Subjects covered include:



• marketing strategy
• analyzing the business environment
• the customer in the market place
• targeting and positioning
• marketing mix strategy.

This fresh new introductory text examines the nature of competitive marketing strategy, highlights the importance of adopting new marketing practices in order to reap most benefit from the business opportunities of the twenty-first century, and considers how effective management of internal and external relationships is vital to action the strategy. Case studies, case histories and thought-provoking questions make this a valuable resource for students and practising managers alike.

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Product Details

  • ISBN-13: 9780203460054
  • Publisher: Taylor & Francis, Inc.
  • Publication date: 6/29/2000
  • Sold by: Barnes & Noble
  • Format: eBook
  • File size: 2 MB

Table of Contents

List of figures
List of exhibits
Preface
1 Marketing strategy: introduction and overview 1
Case study: Mirela Fashions 17
Case study: Koji 19
2 Portfolio analysis 21
Case study: Acme (A) 36
Case study: Acme (B) 38
3 Analysis of the business enterprise 41
Case study: Barrington Breweries 59
Case study: Avila Batteries 60
4 Industry analysis 62
Case study: DACO 78
Case study: Agribus 80
5 Market analysis 82
Case study: Cometex 99
Case study: Ecoprods 100
6 Analysing competition 102
Case study: Cyproswim Ltd 116
Case study: Cartech 119
7 Analysing the business environment 121
Case study: Union Assurance Company 139
Case study: The Foldaway Company 142
8 Analysing the customer in the market place 144
Case study: Choosing a holiday 167
Case study: Office Improvements 168
9 Sustainable competitive advantage and generic strategies 170
Case study: Barney Malone 185
Case study: Singapore Stan 187
10 Segmentation, targeting and positioning 188
Case study: Home Baker 210
Case study: Columbus 211
11 Marketing mix strategy 212
Case study: Eau de Nuit 235
Case study: Longevity bulbs 236
12 Growth strategies: product-market expansion 238
Case study: Remote Applications 261
Case Study: Business travel agents into hotels 262
13 Facilitating the implementation of strategies 264
Case study: ACI 281
Case study: Wan Mart 283
14 Marketing planning and implementing marketing strategy 286
Case study: Folix 300
Case study: Maturity to decline 301
Bibliography 303
Further reading 309
Index 313
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