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 ...
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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.
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Seller's Description:
Very Good. Very Good condition. 2nd edition. A copy that may have a few cosmetic defects. May also contain light spine creasing or a few markings such as an owner's name, short gifter's inscription or light stamp. Bundled media such as CDs, DVDs, floppy disks or access codes may not be included.
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Good. Good condition. 2nd edition. A copy that has been read but remains intact. May contain markings such as bookplates, stamps, limited notes and highlighting, or a few light stains.
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Fine. Fine Published by John Wiley & Sons in 1988 364 pages Very light shelf wear to cover, otherwise NEW Quality Books Because We Care-Shipped from Canada Usually ships within 1-2 business days If you buy this book from us, we will donate a book to a local school We donate 10, 000+ books to local schools every year.
