Marketing Strategies for Competitive Advantage
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- Wiley
More About This Title Marketing Strategies for Competitive Advantage
English
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
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
