Strategic Market Management Book

This edition has been revised and updated to offer a market-responsive approach to strategic planning. It has been designed to generate a wide range of effective, profitable strategic options in today's changing marketplace. Aimed at undergraduate courses in marketing strategy or marketing policy, and at corporate seminars or training programmes, the text focuses on concepts and practices for anticipating market trends, threats and opportunities, and developing strategies to meet them. The text explains how to establish Sustainable Competitive Advantages (SCAs) based on an organization's unique assets and skills. Specific strategies in brand management, advertising, distribution, finance and manufacturing based on SCAs are developed. Also covered are strategic investment alternatives, market penetration, product expansion, market expansion, diversification and vertical integration.Read More