Overview

A fresh and thorough examination of competitive marketing strategy. This new introductory text highlights the importance of adopting new marketing practices to reap most benefit from the business opportunities of the twenty-first century.
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Strategic Marketing

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Overview

A fresh and thorough examination of competitive marketing strategy. This new introductory text highlights the importance of adopting new marketing practices to reap most benefit from the business opportunities of the twenty-first century.
Read More Show Less

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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