Understanding Markets and Strategy: How to Exploit Markets for Sustainable Business Growth - Softcover

Morley

Softcover

ISBN 10: 0749471522 ISBN 13: 9780749471521

Publisher: Kogan Page, 2014

Synopsis

In order to expand your business into new and diverse markets it is vital that strategies and plans can be developed with realistic prospects of success. Understanding Markets and Strategy explains the context, meaning and value of markets. It shows you how to analyze them, develop appropriate strategies and respond appropriately to changing competitive dynamics, ensuring that resources are used to create the greatest chances of success. Debunking myths around how markets are defined, it explores how to exploit the assets you currently posses and how to develop new assets for the target market. It also explores the implications for the strategies, resources, competencies and capabilities of expansion into international territories on your organisation. The author explains, with practical tools and techniques, how marketing needs to be a product of, and consistent with, strategic competitive and corporate analysis.

Ideal for strategic planners, Directors and senior managers as well as marketing managers, it provides you with everything you need to understand markets and create a strategic context for the development of credible and robust commercial plans to exploit them.

About this title

Review:

"Aims to help senior managers understand markets so that marketing strategies can be developed in context, and investments in products, services and marketing can be pursued with real prospects for success in practice." (John Gibbs, Leading Business Books)

Book Description:

Explains how to develop your strategy process based on your analysis of markets and align your marketing actions with your company's strategy

Gives practical help to senior managers and those aspiring to senior management positions by clarifying expectations around markets and investment

Provides practical options to overcome internal barriers to market entry

Illustrates how buyer perceptions of your products or services can be analyzed and addressed

Supported by practical, tried-and-tested tools and techniques

About this edition

• Publisher: Kogan Page
• Publication date: 2014
• ISBN 10: 0749471522
• ISBN 13: 9780749471521
• Binding: Paperback
• Edition number: 1
• Number of pages: 272