Strategic Marketing Analysis

Author: Vasant R. Lall
Publisher:
Publish Date: 2001-12-01
Features: Business Management Classics Series · Marketing Series
"Marketing Management," "Marketing Research," "Service Marketing," "Personal Selling," "Marketing Channels," "Retail Management"
This book primarily elaborates on strategic marketing planning, as well as the research and analysis work required during implementation. It provides a detailed explanation of a comprehensive and mature methodological approach to help managers, offering readers deeper guidance in understanding and clarifying strategic marketing issues. The main content of this book includes:
The role of analysis in strategic formulation, what consumers want; identifying competitors; who we are really competing with; understanding and predicting external environments, including demographic, social, economic, and political factors; understanding and predicting market environments, technological factors, and forecasts; competitive advantage analysis: how to compete; resource allocation methods.
The numerous real-world case studies in this book provide readers with highly valuable references.