Strategic Marketing Analysis (Classic Translations Series in Business Administration · Marketing Series)

Author: Josepha R. Rao
Publisher:
Publish Date: 2001-12-28
Features: This book is not only an excellent textbook for marketing students and faculty in major universities and colleges across the country, as well as a vital reference for middle and senior-level managers in enterprises and relevant researchers, but also a foundational tool for management consulting firms, institutions, and professionals in the field of market research. Additionally, it can be used for training marketing management personnel in enterprises and for self-study. Marketing and innovation may be the two most crucial driving forces behind economic growth. The successful growth of a company, organization, or industry heavily relies on in-depth, systematic, and scientific decision-making, as well as the flexible application of marketing principles and methods. Marketing managers make decisions at both strategic and tactical levels regarding products and services. Tactical decisions are routine tasks that focus more on addressing current issues, while strategic decisions primarily consider the long-term survival and development of the company. This book primarily elaborates on strategic marketing planning and the necessary research and analysis required for implementing such plans. It also provides a detailed exposition of a set of mature analytical methods to help managers, offering readers deeper guidance in understanding and addressing strategic marketing challenges. The main content of this book includes: The role of analysis in strategic formulation; Market segmentation: Who are the potential buyers; Identifying unmet needs: What do consumers want; Identifying competitors: Who are we actually competing against; Understanding and predicting the external environment: Demographic, social, economic, and political factors; Understanding and predicting the market environment: Technological factors and forecasting; Competitive advantage analysis: How to compete; Resource allocation methods. The numerous real-world case studies in this book provide readers with highly valuable references.