Manager's Guide to Competitive Marketing Strategies: Third Edition

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ISBN: 9781854183651 | 1854183656
Cover: Paperback
Copyright: 8/30/2006

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The third edition of this best-selling book includes new sections on corporate culture, business intelligence, CRM and leadership as well as many brand new case studies reflecting current issues including: assessing corporate culture and turning it into competitive advantage, manoeuvring around competitors when trapped in a weak position, energizing a product line and reviving a business after a period of no-growth. Features over 60 real life case studies reflecting topical issues of concern in today's climate; and a new 4-step technique to segment markets with greater precision. Norton Paley is an experienced consultant whose clients include American Express, IBM and Hoechst. He is the author of several best-selling books.

Introduction	p. 2
Key accomplishments	p. 2
Purpose and use of this book	p. 5
Competitive marketing strategies: The hallmark of an effective manager	p. 10
Competitive marketing strategies in action	p. 12
Strategy defined for business	p. 15
Human factors in strategy	p. 17
Physical disruption	p. 18
Psychological disruption	p. 19
Military strategy and marketing strategy: the indisputable relationship	p. 24
Direct attack	p. 24
Indirect attack	p. 27
Envelopment attack	p. 32
Bypass attack	p. 35
Guerrilla attack	p. 36
Strategy principles	p. 39
Speed	p. 40
Organizing for speed and quick reaction	p. 41
Indirect approach	p. 42
Concentration	p. 44
Alternative objectives	p. 45
Unbalancing competition	p. 46
A focus on business strategy	p. 49
Competitive intelligence	p. 51
Conclusion	p. 53
Develop a competitive analysis	p. 56
External analysis: Understand the competitive world surrounding you	p. 58
Customer analysis	p. 59
Market and product segments	p. 63
Categories for segmenting markets	p. 64
Applying field ethnography to segment a market	p. 70
Patterns of customer behaviour	p. 77
Competitor analysis	p. 83
Industry analysis	p. 87
Conducting an industry analysis	p. 91
Environmental analysis	p. 94
Internal analysis: The central framework for implementing competitive marketing strategies	p. 100
Performance analysis	p. 104
Strategy analysis	p. 107
Strategic priorities analysis	p. 109
Cost analysis	p. 113
Sales forecasting	p. 119
Sales forecasting techniques	p. 120
Portfolio analysis	p. 126
Financial resource analysis	p. 133
Summary of internal analysis	p. 147
Market intelligence and planning	p. 150
Developing a marketing intelligence system: The underpinnings of your marketing strategy	p. 152
Information, intelligence and decision making	p. 156
The World Wide Web	p. 157
Implementing a marketing intelligence system	p. 160
Assembling competitor intelligence	p. 165
Applications of the competitor and marketing intelligence systems	p. 167
Summary	p. 172
Marketing research: The primary tool to stay in touch with customers and markets	p. 174
Market research guidelines	p. 178
Types of data	p. 178
Generating primary data	p. 179
Three approaches	p. 182
Focus group interviews	p. 185
Effective research on the worldwide web	p. 188
Image research	p. 191
The importance of a favourable image	p. 192
Developing an image	p. 193
Changing an image	p. 194
Guidelines to image management	p. 196
Major sources of secondary information	p. 197
Suppliers of commercial marketing data	p. 198
Summary	p. 199
Strategic marketing planning: Shaping your company's growth and prosperity	p. 202
The strategic plan: looking forward three to five years	p. 207
Strategic direction	p. 208
Objectives and goals	p. 213
Quantitative objectives and goals	p. 214
Growth strategies	p. 216
Business portfolio	p. 219
The total plan	p. 223
Developing the marketing plan: Initiating rock-solid action	p. 226
Sample marketing plan	p. 228
The marketing plan	p. 229
Competitor analysis	p. 240
Sales force effectiveness and market coverage	p. 241
Marketing opportunities	p. 243
Marketing objectives	p. 245
Strategies and action plans	p. 248
Summary statement of final strategy	p. 250
Financial controls and budgets	p. 251
Getting started: Form a strategy team	p. 253
Specific competitive strategies	p. 256
Market strategies: Applying resources for maximum impact	p. 258
Market dimension	p. 259
Market entry	p. 262
Strategy applications	p. 263
Market commitment	p. 265
Market demand	p. 268
Market diversification	p. 271
Action steps	p. 275
Product/service strategies: Your lifeline to growth and competitive advantage	p. 278
Positioning	p. 279
Product life cycle	p. 283
Strategies throughout the life cycle	p. 288
Product competition	p. 292
Product mix	p. 295
Product design	p. 298
New products/services	p. 302
Combined approach for new product categories	p. 307
Action steps to implement product/market strategies	p. 312
Pricing for profits: Strategies to maintain premium prices and higher margins	p. 316
New products	p. 317
Established products	p. 323
Auction pricing	p. 329
Fees	p. 330
Action steps	p. 331
Promotional strategies: Plan a total communications mix	p. 334
Advertising	p. 336
How to develop a successful advertising campaign	p. 339
Sales promotion	p. 345
How to use sales promotion to stimulate sales	p. 348
Develop your sales promotion program	p. 351
Direct and interactive marketing	p. 352
The Internet	p. 356
Public relations	p. 357
Personal selling	p. 359
Summary and action steps	p. 361
Supply chain strategies: A demand-driven lifeline to your customers	p. 364
Supply chain strategies	p. 367
Supply chain control	p. 371
Evaluating distributors	p. 375
Innovations in supply-chain strategies	p. 378
Maintaining a global perspective: Thinking like a strategist	p. 384
Defining a global perspective	p. 384
A global perspective on market possibilities	p. 387
Entry strategies for global markets	p. 389
The team approach - thinking like a strategist	p. 391
Identifying opportunities	p. 394
Summary	p. 395
Checklists for developing competitive strategies	p. 398
Checklists and forms	p. 401
Table of Contents provided by Ingram. All Rights Reserved.

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Manager's Guide to Competitive Marketing Strategies: Third Edition

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Manager's Guide to Competitive Marketing Strategies: Third Edition

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