Competitive Marketing Strategy for Europe: Developing, Maintaining and Defending Competitive Advantage

ISBN-13: 9780333613511 / Angielski / Miękka / 1994 / 384 str.

Linden Brown;Malcolm McDonald

Opis

Competitive Marketing Strategy for Europe is unique in its application of strategy concepts to European business. It studies the competitive positions of companies and shows how those positions can be changed through successfully applying the concepts of marketing strategy. Written for the strategist, both student and manager, Competitive Marketing Strategy for Europe identifies strategic issues attached to a range of competitive situations in case studies of more than 20 European firms. It evaluates in detail successful and failed strategies from a variety of industries.

Spis treści

Competitive Marketing Strategy: Concepts and Applications.- Low Cost, High Differentiation Strategies.- Low Cost, Low Differentiation Strategies.- Strategies for Positioning as a Major Force in the Market Growth.- Strategies for the Niche Competitor.- Competitive Marketing Strategy.- Experience Use of Case Studies to Enhance Learning.- Bibliography.

O autorze

Author Malcolm McDonald: Until 2003, Malcolm was Professor of Marketing and Deputy Director with special responsibility for E-Business. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry where, inter alia, he controlled a sales force of 250 people. He also spent some time training sales people and sales managers for multinational companies such as SKF and Alfa Laval.