Understanding Markets and Strategy
How to Exploit Markets for Sustainable Business Growth
(Sprache: Englisch)
In order to expand your business in existing and 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....
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Klappentext zu „Understanding Markets and Strategy “
In order to expand your business in existing and 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 possess 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 organization. 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 Directors and senior managers as well as strategic planners and marketing managers, it provides you with everything you need to understand markets and to create a strategic context for the development of credible and robust commercial strategies and plans to exploit them.
Inhaltsverzeichnis zu „Understanding Markets and Strategy “
AcknowledgementsIntroduction01 So, what is a market?
Introduction
Defining a market
Market definition
Knowledge in markets
What markets look likePractitioner's tipsPractitioner's questions
02 What makes markets attractive?
Introduction
Attractive versus attraction
Clarifying what constitutes attractivenessPractitioner's tipsPractitioner's questions
03 Where do markets exist?
Introduction
Markets and places
Virtual marketplaces
Managing multiple marketplacesPractitioner's tipsPractitioner's questions
04 Have to buy or discretionary buy?
Introduction
Understanding have to buy and discretionary buy
Motivation to buy
Competition not substitutesPractitioner's tipsPractitioner's questions
05 Products and services
Introduction
The nature of products and services
Premium pricing
Products and services cocktail
Value creationPractitioner's tipsPractitioner's questions
06 Product and service benefits and price
Introduction
Ranking your products and services
Market research
Products, services and pricePractitioner's tipsPractitioner's questions
07 Market segmentation
Introduction
Segmenting markets
Marketing and market segments
Have to have, like to have and the economyPractitioner's tipsPractitioner's questions
08 How to analyse markets
Introduction
Starting with the market
Variables in markets
Shared understandingPractitioner's tipsPractitioner's questions
09 How to develop market scenarios - demand
Introduction
Scenarios
Context is all
Keep it real
Putting the elements togetherPractitioner's tipsPractitioner's questions
10 How to develop market scenarios - competition
Introduction
Market scenarios and what affects competitionPractitioner's tipsPractitioner's questions
11 Market scenarios - future strategic market issues
Introduction
The future scenario market matrix
Don't bet the company
Triggers of
... mehr
changePractitioner's tipsPractitioner's questions
12 Putting the company and its competitors in the context of the market
Introduction
Looking from the outside in
Whose strength or weakness is it?
Convincing others of your SWOT
Knowing your competitorsPractitioner's tipsPractitioner's questions
13 What is success?
Introduction
Getting the terms right
Success is more than market share
Success and stakeholders
Understanding 'acceptable'
Getting beyond market sharePractitioner's tipsPractitioner's questions
14 What is strategy and why is the strategy process important?
Introduction
Defining 'strategy'
Understanding the strategy process
Flexing in the strategy processPractitioner's tipsPractitioner's questions
15 Competing in markets
Introduction
What are the options available?
Moving in the buyer market competition matrix
Positioning in the buyer market competition matrix
Options for markets or market segments
Don't forget cumulative riskPractitioner's tipsPractitioner's questions
16 Making strategic choices and corporate strategy
Introduction
The relationships between competitive and corporate strategies
Organizational culture
Organizational competency
Organizational capabilities
Organizational capacity
Linkages and clarity
ResourcesPractitioner's tipsPractitioner's questions
Epilogue
References
Index
12 Putting the company and its competitors in the context of the market
Introduction
Looking from the outside in
Whose strength or weakness is it?
Convincing others of your SWOT
Knowing your competitorsPractitioner's tipsPractitioner's questions
13 What is success?
Introduction
Getting the terms right
Success is more than market share
Success and stakeholders
Understanding 'acceptable'
Getting beyond market sharePractitioner's tipsPractitioner's questions
14 What is strategy and why is the strategy process important?
Introduction
Defining 'strategy'
Understanding the strategy process
Flexing in the strategy processPractitioner's tipsPractitioner's questions
15 Competing in markets
Introduction
What are the options available?
Moving in the buyer market competition matrix
Positioning in the buyer market competition matrix
Options for markets or market segments
Don't forget cumulative riskPractitioner's tipsPractitioner's questions
16 Making strategic choices and corporate strategy
Introduction
The relationships between competitive and corporate strategies
Organizational culture
Organizational competency
Organizational capabilities
Organizational capacity
Linkages and clarity
ResourcesPractitioner's tipsPractitioner's questions
Epilogue
References
Index
... weniger
Autoren-Porträt von Malcolm Morley
Malcolm Morley is a serving chief executive and leader who has worked at board level in both the private and public sectors. As a management consultant he gained international experience developing senior managers into leaders, developing strategies in a diverse range of markets and supporting strategic and organizational change. As an academic specializing in strategic management he lectures on MBA courses, speaks at conferences and provides masterclasses for senior managers. He has maintained his academic interest and input and is currently a Visiting Professor in Strategic Management at University of Bedfordshire.
Bibliographische Angaben
- Autor: Malcolm Morley
- 274 Seiten, Maße: 15,6 x 23,4 cm, Kartoniert (TB), Englisch
- Verlag: Kogan Page
- ISBN-10: 0749471522
- ISBN-13: 9780749471521
- Erscheinungsdatum: 01.08.2014
Sprache:
Englisch
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