Strategic Marketing An Introduction

Examines the nature of competitive marketing strategy and points to the need to adopt new marketing practices in order to meet the demands of business opportunities in the twenty-first century. The subjects covered include marketing strategy; the customer in the market place; analyzing the business environment; targeting and positioning; and marketing mix strategy.

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.

1. Marketing Strategy: Introduction and Overview; 2. Portfolio Analysis; 3. Analysis of the Business Enterprise; 4. Industry Analysis; 5. Market Analysis; 6. Analysing Competition; 7. Analysing the Business Environment; 8. Analysing the Customer in the Market Place; 9. Sustainable Competitive Advantage and Generic Strategies; 10. Segmentation, Targeting and Positioning; 11. Marketing Mix Strategy; 12. Growth Strategies: Market Penetration, Innovation and Product-Market Expansion, Diversification and Vertical Integration; 13. Facilitating the Implementation of Strategy; 14. Market Planning and Implementing Marketing Strategy