Strategic marketing : a guide for developing sustainable competitive advantage / M.J. Xavier.

By:

Xavier, M. J

Material type: Text

TextPublication details: New Delhi ; Thousand Oaks, Calif. : Response Books, c1999.Description: 359 p. : ill. ; 22 cmISBN:

9780761993216

Subject(s):

Marketing

DDC classification:

658.802 XAV

Online resources:

Contents:

Preface 8 (11) Strategic Marketing: An Effective Tool for Business Planning The Concept of Strategy The Marketing Concept Business Strategy vs Marketing Strategy Strategic Marketing and Marketing Management Strategic Marketing Summary References 11 (37) Scanning the Environment for Scenario Building Major Factors Affecting the Marketing Environment The Global Environment The Domestic Environment Coping with the Turbulent Environment Summary References 48 (29) Researching Markets and the Consumer Base Applications of Marketing Research Marketing Research in India Definition of Terms Steps in the Research Process Summary Appendix 1: Forecasting Techniques Appendix 2: Secondary Data Sources References 77 (58) Identifying the Market Structure and Trends Broad Market Characteristics Market Segments Structural Market Changes Industry Structure Technology Assessment Product Life-cycle Cost Dynamics---The Experience Curve Summary References 135 (28) Understanding the Requirements of Consumers Different Approaches to Study Consumer Behavior A Model of Consumer Behavior Grouping of Consumers Diffusion of Innovation The Consumer Decision-making Process Brand Loyalty Industrial Buying Behavior Checklist for Customer Analysis Internal Customers Summary Appendix: Internal Marketing References 163 (40) Assessing the Capabilities of Competitors Lessons from the Battle of Cannae Different Models of Competition Global Competition Competing through Information Technology Competitive Intelligence Competitive Strategies Summary References 203 (26) Mapping the Competency Profile of the Company Vision Mission Corporate Culture Beliefs Attitudes Core Competence Core Capabilities and Key Resources Strategic Intent Studies of Excellence Corporate Renewal and Revitalization The Learning Organization Summary References 229 (25) Analyzing the Marketing Mix Product Pricing Promotion Distribution Integrated Marketing Mix Analysis Summary References 254 (60) Formulating Strategies for Sustainable Competitive Advantage Strategic Marketing The Three Cs Framework Generic Strategies Growth Strategies Survival Strategies Strategies to Lift Sagging Sales Shotgun Strategy vs Rifle Strategy Strategic Alliances Strategies for Domestic Players Strategies for Global Players Sustainable Competitive Advantage Summary References 314 (36) Brand / Company Index 350 (4) Subject Index 354 (6) About the Author 360

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Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	658.802 XAV (Browse shelf(Opens below))	1	Available		0067577

Total holds: 0

Includes bibliographical references and indexes.

Preface 8 (11)
Strategic Marketing: An Effective Tool for Business Planning

The Concept of Strategy

The Marketing Concept

Business Strategy vs Marketing Strategy

Strategic Marketing and Marketing Management

Strategic Marketing

Summary

References
11 (37)
Scanning the Environment for Scenario Building

Major Factors Affecting the Marketing Environment

The Global Environment

The Domestic Environment

Coping with the Turbulent Environment

Summary

References
48 (29)
Researching Markets and the Consumer Base

Applications of Marketing Research

Marketing Research in India

Definition of Terms

Steps in the Research Process

Summary

Appendix 1: Forecasting Techniques

Appendix 2: Secondary Data Sources

References
77 (58)
Identifying the Market Structure and Trends

Broad Market Characteristics

Market Segments

Structural Market Changes

Industry Structure

Technology Assessment

Product Life-cycle

Cost Dynamics---The Experience Curve

Summary

References
135 (28)
Understanding the Requirements of Consumers

Different Approaches to Study Consumer Behavior

A Model of Consumer Behavior

Grouping of Consumers

Diffusion of Innovation

The Consumer Decision-making Process

Brand Loyalty

Industrial Buying Behavior

Checklist for Customer Analysis

Internal Customers

Summary

Appendix: Internal Marketing

References
163 (40)
Assessing the Capabilities of Competitors

Lessons from the Battle of Cannae

Different Models of Competition

Global Competition

Competing through Information Technology

Competitive Intelligence

Competitive Strategies

Summary

References
203 (26)
Mapping the Competency Profile of the Company

Vision

Mission

Corporate Culture

Beliefs

Attitudes

Core Competence

Core Capabilities and Key Resources

Strategic Intent

Studies of Excellence

Corporate Renewal and Revitalization

The Learning Organization

Summary

References
229 (25)
Analyzing the Marketing Mix

Product

Pricing

Promotion

Distribution

Integrated Marketing Mix Analysis

Summary

References
254 (60)
Formulating Strategies for Sustainable Competitive Advantage

Strategic Marketing

The Three Cs Framework

Generic Strategies

Growth Strategies

Survival Strategies

Strategies to Lift Sagging Sales

Shotgun Strategy vs Rifle Strategy

Strategic Alliances

Strategies for Domestic Players

Strategies for Global Players

Sustainable Competitive Advantage

Summary

References
314 (36)
Brand / Company Index 350 (4)
Subject Index 354 (6)
About the Author 360

eng.

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