The Interface of Marketing and Strategy
Published on 1. October 1990
Book
Hardback
300 pages
978-0-89232-809-3 (ISBN)
Description
This text covers such topics as the structure and evolution of competitive markets, gaining and sustaining competitive advantage, and formulating strategy components.
More details
Language
English
Place of publication
Oxford
United Kingdom
Publishing group
Elsevier Science & Technology
Target group
College/higher education
Professional and scholarly
Product notice
Laminated cover
Illustrations
black & white illustrations
Dimensions
Height: 234 mm
Width: 156 mm
Weight
846 gr
ISBN-13
978-0-89232-809-3 (9780892328093)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Content
Introduction: the contribution of marketing to strategy, George Day et al. Part 1 The structure and evolution of competitive markets: market structure analysis - practice, problems and promise, Allan D. Shocker et al; relationships among competitors, Geoffrey Easton; the impact of competition on strategic marketing decisions, Ram C. Rao; evolutionary models of markets and competitive structure, Mary Lambkin. Part 2 Gaining and sustaining competitive advantage: market position and competitive strategy, Bradley T. Gale and Robert D. Buzzell; modelling customer loyalty - a customer-based source of competitive advantage, Barbara E. Kahn and Robert J. Meyer; the design and management of channels of distribution, Gary L. Frazier; market entry and defensive strategies, Hubert Gatignon and Pradeep Bansal. Part 3 Formulating strategy components: market response approaches to marketing strategy decisions, Leonard Lodish and Bari Harlam; assessing market response - a review of empirical research, Gary M. Erickson; positioning analysis and strategy, Yoram J. Wind; indetifying and evaluating new product opportunities, Robert G. Cooper.