The Manager's Guide to Competitive Marketing Strategies

The Manager's Guide to Competitive Marketing Strategies

The Manager's Guide to Competitive Marketing Strategies

The Manager's Guide to Competitive Marketing Strategies

Synopsis

The third edition of this best-selling book includes new sections on corporate culture, business intelligence, CRM and leadership, as well as many brand new case studies reflecting current issues including: assessing corporate culture and turning it into competitive advantage, manoeuvring around competitors when trapped in a weak position, energizing a product line and reviving a business after a period of no-growth.

Key features
• Over 60 real life case studies reflecting topical issues of concern in today's climate
• A new 4-step technique to segment markets with greater precision
• Techniques for installing a competitive intelligence system and applying market research techniques effectively
• Comprehensive chapter by chapter examination of market strategies, product/service strategies, pricing strategies and distribution strategies
• Step by step guidelines on how to write a Strategic Marketing Plan with a detailed example

Case studies include:
Positioning a product to gain ground against market leaders
Reviving a business for a new burst of growth after a period of no-growth
Energising a product line plagued by missed opportunities
Manoeuvering around competitors when trapped in a weak position
Assessing corporate culture and turning it into competitive advantage

New sections on:
Business intelligence CRM Leadership Corporate culture

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