Marketing Strategies for Competitive Advantage

Abstract

PREFACE Section 1* THE PROCESS AND PLAYERS INVOLVED Chapter 1*Strategic Marketing Management Chapter 2*Customers, Company Capabilities And Competitors Chapter 3*Analysing External Markets And Internal Assets For Strategic Decisions Section 2 WHERE TO COMPETE Chapter 4*Where and When to Compete - Markets & Products Chapter 5*Standardisation vs Adaption of Offerings: Global Issues in Marketing Compared to Customisation Chapter 6*Segmentation As A Strategic Tool Section 3 How to compete Chapter 7*Positioning, Perception And Value Chapter 8*Sources of Sustainable Competitive Advantage Chapter 9*Total Quality - Total Marketing Chapter 10*Lessons from Services Marketing Chapter 11*Building Strong Brands Chapter 12*Channel Management and Value-Added Relationships Chapter 13*Relationship Marketing and Competitive Advantage Chapter 14*Expeditionary Marketing And New Product Development Chapter 15*Where To Compete - Strategic Windows Section 4 *EVALUATION AND SELECTION OF STRATEGY Chapter 16*EvaluatiNG Strategic Market Options Section 5*IMPLEMENTATION AND CONTROL OF STRATEGY Chapter 17*Implementing Marketing Strategy Chapter 18*Satisfaction and Customer Care Chapter 19*Company Capabilities and Internal Marketing Chapter 20*Building Relationship That Last Chapter 21*Monitoring & Feedback

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