| Strategic Marketing |
|
Marketing activity the world over has witnessed an unprecendented spurt at the end of the twentieth century owing to the process of globalization. In the face of new competition, which includes both global players and a new breed of aggressive domestic entrepreneurs, companies need to rethink their marketing strategies to survive and grow in the crowded market. Strategic Marketing: A Guide for Developing Sustainable Competitive Advantage provides a systematic approach to help marketing managers formulate strategies that can give their organizations the desired competitive edge in the current environment, as well as assist them to forecast and plan for future challenges. The book covers the various aspects of strategic marketing including the basic concepts, new developments, and strategies to cope with the changing business environment. It discusses methods to analyze markets, customer requirements, competitors capabilities, organizational competencies, and the marketing mix. It also covers marketing research methods and demand forecasting techniques. In conclusion, the book integrates all these aspects and discusses the formulation of an effective marketing strategy. Written
in an absorbing and lucid manner, this comprehensive book includes interesting
cases, checklists and diagrams. It will be of immense use to CEOs, marketing
managers, product managers, market researchers, strategic planners, and
entrepreneurs. It will also serve as a valuable textbook for course on
strategic marketing |
