Competitive Marketing Strategy

	Stephen Dann , Australian National University Susan Dann , Consultant         Request an inspection copy    ISBN:  9780733971617      ISBN10:  073397161X      RRP inc. GST:  $95.95    Published:  9/04/2007      Format:  Paperback      Pages:  336

Description top Strategy with a twist… This new Australian text presents innovative strategic thinking and business practice grounded in classical theoretical frameworks and business processes. It examines marketing and strategy in the new era of stakeholders, value and customer relationships. Competitive marketing strategy is presented as an ongoing, dynamic process of analysis, refinement and continued assessment. This book is designed to be used in a capstone marketing strategy unit at either an upper level undergraduate or postgraduate level.

Features and Benefits top • No theoretical model is left in isolation! Students won’t be wondering where models fit or why they were covered in the first place. • Integrated theoretical framework! As the text progresses, relevant models, ideas and concepts from previous chapters are cross referenced and integrated into the core text to show how the strategic process works as an ongoing process. • Annotated bibliography. This online tool provides summaries of key research within each of the chapter areas. • No superfluous material within the text. The book provides a succinct yet rigorous emphasis on content.

Table of Contents top Preface Acknowledgements About the authors About the book Part 1 – Review of Key Concepts 1. A refresher in marketing 2. Review of key strategic models Part 2 – Doing the Groundwork 3. Marketing and stakeholder selection 4. Analysis 1 - Internal analysis 5. Analysis 2 - External analysis Part 3 – Analysis into Strategy 6. Strategic objectives 7. Growth strategy 1 - Market penetration 8. Growth strategy 2 - Market development 9. Growth strategy 3 - Product development 10. Value addition and strategic competitive advantage 1 - Cost leader 11. Value addition and strategic competitive advantage 2 - Product differentiation 12. Value addition and strategic competitive advantage 3 - Niche strategy 13. Defensive marketing - Maintaining the position Part 4 – Marketing Implications 14. From analysis to action - The marketing plan 15. Implementing the marketing plan References Websites Legislation Index

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	Instructor Resources top

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Downloads

		PowerPoint Presentation: PowerPoints, chapters 01-15 - Authored by Dr Stephen Dann, Australian National University
		Instructor's Manual: Instructor's Manual, Chapters 01-15 - Authored by Dr Stephen Dann, Australian National University
		Miscellaneous: Testbank, Chapters 1-15 - Authored by Dr Stephen Dann, Australian National University