Marketing Strategy

Front Cover
Simon and Schuster, 1998 - Business & Economics - 216 pages
Marketing Strategy has become a classic centrist marketing text. Now, Steven Schnaars has updated and revised this clearly written, classroom-tested, and essential text to accommodate rapid changes in the business world. Combining his centrist approach to basic theory with practical real-world examples, this updated edition includes new and expanded chapters on price as a competitive weapon (with a discussion on "everyday low pricing" versus hi-low promotional pricing"), speed as a strategy (including the strategic uses of computers), globalization (including the customization-standardization debate), and customer satisfaction. Throughout, Schnaars focuses on the three Cs: customers, competition, and changing market trends.
 

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Contents

MARKETINGS INFLUENCE ON STRATEGIC THINKING
1
A BRIEF HISTORY OF MARKETING STRATEGY
18
ASSESSING COMPETITIVE INTENSITY
30
COMPETING ON COSTS THE RISE AND FALL
44
GENERIC STRATEGIES
60
COMPETING ON PRICE
70
DIFFERENTIATION STRATEGIES
84
SEGMENTATION STRATEGIES
100
MARKETSHARE STRATEGIES
129
THE EVOLUTION OF PRODUCTS MARKETS AND
144
Drivers of Product Evolution
153
Market Entry Strategies
160
SPEED AS STRATEGY
167
CUSTOMER SATISFACTION
186
Name Index
207
About the Author
217

COMPETITIVE DYNAMICS
112

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About the author (1998)

Dr. Steven R Schnaars, Professor and Department Chair in the Department of Marketing at Baruch College, New York City is also the author of Megamistakes ( Free Press) and Managing Imitation Strategies (Free Press). He lives in Huntington, New York.

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