The Manager's Guide to Competitive Marketing Strategies, Second Edition

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CRC Press, Apr 30, 1999 - Business & Economics - 448 pages
The ability to think strategically is permeating every level of successful organizations - particularly among senior executives and line managers responsible for maintaining a competitive advantage for their products and services. Above all, Manager's Guide to Creative Marketing Strategies is a pragmatic examination of a 21st century manager.
The second edition of this popular book will update you on the latest techniques for developing competitive strategies. It examines how to apply strategies and tactics in a confusing global mixture of hostile competitors, breakthrough technologies, emerging markets, fickle customer behavior, and diverse cultures.
You will gain practical information about what strategy is, how competitive intelligence contributes to successful strategies - and how to put it all together. The book is an all-in-one resource for analyzing, planning, and developing competitive strategies, a workbook with checklists and forms, and a reference with numerous case histories.

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Contents

THE FRAMEWORK FOR COMPETITIVE ANALYSIS
39
MARKETING RESEARCH AND PLANNING
177
SPECIFIC COMPETITIVE STRATEGIES
273
Pricing Strategies
339
Promotion Strategies
353
Distribution Strategies
374
A Global Marketing Perspective and Strategy Teams
387
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