Strategic Marketing: An Introduction

by Tony Proctor

Overview

Examines the nature of competitive marketing strategy and points to the need to adopt new marketing practices in order to meet the demands of business opportunities in the twenty-first century. The subjects covered include marketing strategy; the customer in the market place; analyzing the business environment; targeting and positioning; and marketing mix strategy.

Product Details

ISBN-13:	9781134619955
Publisher:	Taylor & Francis
Publication date:	09/11/2002
Sold by:	Barnes & Noble
Format:	eBook
Pages:	336
File size:	19 MB
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About the Author

Tony Proctor is Professor in Marketing at the University of Chester, UK. He has written extensively on marketing and related issues, including Creative Problem Solving for Managers, Second Edition (Routledge, 2005).

Table of Contents

1. Marketing Strategy: Introduction and Overview; 2. Portfolio Analysis; 3. Analysis of the Business Enterprise; 4. Industry Analysis; 5. Market Analysis; 6. Analysing Competition; 7. Analysing the Business Environment; 8. Analysing the Customer in the Market Place; 9. Sustainable Competitive Advantage and Generic Strategies; 10. Segmentation, Targeting and Positioning; 11. Marketing Mix Strategy; 12. Growth Strategies: Market Penetration, Innovation and Product-Market Expansion, Diversification and Vertical Integration; 13. Facilitating the Implementation of Strategy; 14. Market Planning and Implementing Marketing Strategy