October 2013
Intermediate to advanced
336 pages
12h 33m
English
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CONTENTS
Chapter 1 Strategic Market Management—An Introduction and Overview
Marketing and Its Role in Strategy
Chapter 2 External and Customer Analysis
The Scope of Customer Analysis
Identifying Competitors—Customer-Based Approaches
Identifying Competitors—Strategic Groups
Competitor Analysis—Understanding Competitors
Competitor Strengths and Weaknesses
Obtaining Information on Competitors
Chapter 4 Market/Submarket Analysis
Dimensions of a Market/Submarket Analysis
Actual and Potential Market or Submarket Size
Market and Submarket Profitability Analysis
Chapter 5 Environmental Analysis and Strategic Uncertainty
Dealing with Strategic Uncertainty
Impact Analysis—Assessing the Impact of Strategic Uncertainties
Financial Performance and Profitability
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