Authors: Norton Paley
ISBN-13: 9781574442342, ISBN-10: 1574442341
Format: Hardcover
Publisher: Taylor & Francis, Inc.
Date Published: January 1999
Edition: 2nd Edition
Norton Paley has had over twenty years' experience in general and marketing management and product development in major US corporations and has lectured extensively to managers and engineers in companies throughout the world, including American Express, Hoechst-Celenese, IBM, Chrysler and Ciba Geigy. He is the author of four successful books on marketing and a featured columnist in The Management Review and Sales and Marketing Management.
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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Explores various techniques for developing competitive strategies for marketing products and services in the global mixture of hostile competitors, breakthrough technologies, emerging markets, fickle customer behavior, and diverse cultures. No date is mentioned for the first edition; the second includes over 60 new case studies. Annotation c. Book News, Inc., Portland, OR (booknew.com)
Pt. 1 | Competitive marketing strategies : the hallmark of an effective manager | 10 |
1 | Competitive marketing strategies in action | 12 |
Pt. 2 | Develop a competitive analysis | 56 |
2 | External analysis : understand the competitive world surrounding you | 58 |
3 | Internal analysis : the central framework for implementing competitive marketing strategies | 100 |
Pt. 3 | Market intelligence and planning | 150 |
4 | Developing a marketing intelligence system : the underpinnings of your marketing strategy | 152 |
5 | Marketing research : the primary tool to stay in touch with customers and markets | 174 |
6 | Strategic marketing planning : shaping your company's growth and prosperity | 202 |
7 | Developing the marketing plan : initiating rock-solid action | 226 |
Pt. 4 | Specific competitive strategies | 256 |
8 | Market strategies : applying resources for maximum impact | 258 |
9 | Product/service strategies : your lifeline to growth and competitive advantage | 278 |
10 | Pricing for profits : strategies to maintain premium prices and higher margins | 316 |
11 | Promotional strategies : plan a total communications mix | 334 |
12 | Supply chain strategies : a demand-driven lifeline to your customers | 364 |
13 | Maintaining a global perspective : thinking like a strategist | 384 |
App | Checklists for developing competitive strategies | 398 |