The Manager's Guide To Competitive Marketing Strategies

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The third edition of this popular book explains the latest techniques for both developing and applying competitive strategies in an increasingly challenging and uncertain businessenvironment. Your will learn best to Estimate market opportunities and threats before committing resources Evaluate your capabilities and the strategies most likely to succeed Utilize competitive intelligence to build a strong competitive position Prepare innovative strategic marketing plans to guide your decisions on which markets to enter and which to avoid This new edition features over 60 real life case studies reflecting topical issues of concern including: Positioning a product to gain ground against market leaders Reviving a business for a new burst of growth after a period of no-growth Energising a product line plagued by missed opportunities Manoeuvering around competitors when trapped in a weak position Assessing corporate culture and turning it into competitive advantage

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Norton Paley has over 25 years? experience in general and marketing management. He is the author of several best-selling marketing books and his lecturing and consulting clients include American Express, IMB, McDonnel-Douglas, Dow Chemical and Johnson... plus scores of small and mid-size companies. Table Of Contents Introduction Part 1: Competitive marketing strategies: The hallmark of an effective manager Competitive marketing strategies in action Part 2: Develop a competitive analysis External analysis: Understand the competitive world surrounding you Internal analysis: The central framework for implementing competitive marketing strategies Part 3: Market intelligence and planning Developing a marketing intelligence system: The underpinnings of your marketing strategy Marketing research: The primary tool to stay in touch with customers and markets Strategic marketing planning: Shaping your company's growth and prosperity Developing the marketing plan: Initiating rock-solid action Specific competitive strategies Market strategies: Applying resources for maximum impact Product/service strategies: Your lifeline to growth and competitive advantage Pricing for profits: Strategies to maintain premium prices and higher margins Promotional strategies: Plan a total communications mix Supply chain strategies: A demand-driven lifeline to your customers Maintaining a global perspective: Thinking like a strategist