Understanding the Competitive Marketplace

Strategic marketing has developed rapidly since the 1970s yet it is often unclear how far the existing debates rely on sound research and hard evidence. Robin Wensley looks at: the kind of data that can be used to test and refine current theories on market networks; the role of market intermediaries; and core-process versus resource-based analyses of the firm. By reviewing the most important recent theoretical developments in stategic marketing alongside practical examples and available research evidence, he provides a tool for marketing strategists. Separate sections in the book deal specifically with market share; segmentation; firms and networks; customer-driven organizations; and market-based competition. Students, consultants and managers alike should find this a useful guide to the key issues surrounding strategic marketing.
 
Strategic marketing has developed rapidly since the 1970s yet it is often unclear how far the existing debates rely on sound research and hard evidence. Robin Wensley looks at: the kind of data that can be used to test and refine current theories on market networks; the role of market intermediaries; and core-process versus resource-based analyses of the firm. By reviewing the most important recent theoretical developments in stategic marketing alongside practical examples and available research evidence, he provides a tool for marketing strategists. Separate sections in the book deal specifically with market share; segmentation; firms and networks; customer-driven organizations; and market-based competition. Students, consultants and managers alike should find this a useful guide to the key issues surrounding strategic marketing.