Marketing Strategies for Competitive Advantage

Marketing Strategies for Competitive Advantage

Marketing Strategies for Competitive Advantage

Marketing Strategies for Competitive Advantage

Synopsis

Considers ways of achieving competitive advantage and, ultimately, how to succeed in the market place. Dennis Adcock explores strategic decision making from two angles: he shows how to build relationships and develop competencies that will reinforce these relationships, and he also examines how to develop and own new markets. At the crucial stage of the implementation of a marketing plan, he gives priority to customer care and building relationships with customers.
Features:
Includes a chapter on relationship marketing and competitive advantage.
Examples are drawn from real situations.
Considers the benefits of value added partnership and the long-term management of customers.

Excerpt

There are already many books available on marketing strategy and marketing management, so why another one? This question needs to be answered in two specific ways. First, how is this new book different from others, and second, what does it offer to readers that is of particular value to them? These are precisely the questions that every marketer has to ask with regard to the product offerings for which they are responsible, and I would be failing as an author if these aspects were ignored with regard to this book. Of course these questions have to be considered from the perspective of those specific customers (readers) who are the prime target, those for whom this book was written. These are the potential customers and it is their needs that must be considered above all else.

The initial stimulus for this book came from the students studying marketing at Coventry University. Some were mature part-time students with experience in practical marketing operations; others had studied full time the many aspects of marketing, but all required a framework to integrate their knowledge in a way relevant to the various marketing careers they wanted to pursue.

All these students and marketing practitioners already have a good basic understanding of the principles of marketing but now wish to consider the role of marketing in a wider context and with a longer time horizon. They are typically final-year undergraduates studying business and marketing, and hoping for a career start in a marketing-related area, as well as master's level students on an MBA or a more specialist course where the scope of market-based decisions is of more relevance than the operational dimensions of the marketing mix. Both groups understand that market-focused decisions are inseparable from general business decisions in every organization. They also realize the truth in the edict 'No customers – no business!'. However, the issues covered range across all aspects of where and how to compete, therefore the book will be useful to practising marketers who want to explore the various aspects of success in a dynamic, customer-driven market-place in more detail, especially the interrelationship of these.

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