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MARKETING STRATEGY & COMPETITIVE POSITIONING

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PArt 1 MARKETING STRATEGY 3 1 MARKET-LED STRATEGIC MANAGEMENT 4 2 STRATEGIC MARKETING PLANNING 28 PArt 2 COMPETITIvE MARKET ANALYSIS 53 3 THE CHANGING MARKET ENvIRONMENT 54 4 CUSTOMER ANALYSIS 88... 5 COMPETITOR ANALYSIS 106 6 UNDERSTANDING THE ORGANISATIONAL RESOURCE BASE 130 PArt 3 IDENTIFYING CURRENT AND FUTURE COMPETITIvE POSITIONS 157 7 SEGMENTATION AND POSITIONING PRINCIPLES 158 8 SEGMENTATION AND POSITIONING RESEARCH 188 9 SELECTING MARKET TARGETS 214 PArt 4 COMPETITIvE POSITIONING STRATEGIES 237 10 CREATING SUSTAINABLE COMPETITIvE ADvANTAGE 238 11 COMPETING THROUGH THE NEW MARKETING MIx 268 12 COMPETING THROUGH INNOvATION 298 13 COMPETING THROUGH SUPERIOR SERvICE AND CUSTOMER RELATIONSHIPS 332 PArt 5 IMPLEMENTING THE STRATEGY 363 14 STRATEGIC CUSTOMER MANAGEMENT AND THE STRATEGIC SALES ORGANISATION 365 15 STRATEGIC ALLIANCES AND NETWORKS 400vi Brief contents 16 STRATEGY IMPLEMENTATION AND INTERNAL MARKETING 429 17 CORPORATE SOCIAL RESPONSIBILITY AND ETHICS [Show More]

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