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Competitive Marketing Strategy


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Table of Contents

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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