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2nd Edition

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



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ISBN 9781574442342
Published April 30, 1999 by CRC Press
448 Pages

 
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Book Description

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.

Features
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Table of Contents

Strategy and its Basic Principles
Competitive Strategies in Action
Framework for Competitive Analysis
External Analysis
Internal Analysis
Marketing Research and Planning
Developing a Marketing Intelligence System
Marketing Research Techniques
Strategic Marketing Planning
Developing the Marketing Plan
Specific Competitive Strategic
Market Strategies
Product/Service Strategies
Pricing Strategies
Promotion Strategies
Distribution Strategies
A Global Marketing Perspective and Strategy Teams
Appendix:
Checklist for Developing Competitive Strategies

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Reviews

"This book is a pragmatic examination of a 21st century manager, and the second edition of this book updates the reader to the latest techniques in developing competitive strategies."
--European Foundation for Management Development
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"The Manager's Guide to Competitive Marketing Strategy is the ultimate weapon in helping a company increase market share." - Atlanta, Georgia Constitution
nager's Guide to Competitive Marketing Strategy is the ultimate weapon in helping a company increase market share." - Atlanta, Georgia Constitution