Summary

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.Key features* Over 60 real life case studies reflecting topical issues of concern in today's climate* A new 4-step technique to segment markets with greater precision* Techniques for installing a competitive intelligence system and applying market research techniques effectively* Comprehensive chapter by chapter examination of market strategies, product/service strategies, pricing strategies and distribution strategies* Step by step guidelines on how to write a Strategic Marketing Plan with a detailed exampleCase studies include: Positioning a product to gain ground against market leadersReviving a business for a new burst of growth after a period of no-growthEnergising a product line plagued by missed opportunitiesManoeuvering around competitors when trapped in a weak positionAssessing corporate culture and turning it into competitive advantageNew sections on: Business intelligence . CRM . Leadership . Corporate culture"