Explaining the context, meaning and value of markets, this book shows how to analyze markets, develop suitable strategies and respond appropriately to changing competitive dynamics. Debunking myths around how markets are defined, it provides ways to take advantage of the assets a company possesses and develop new assets for the target market.

Malcolm Morley explains, using practical tools and techniques, how marketing needs to be a product of, and consistent with, strategic competitive and corporate analysis, and he explores the organizational implications of the strategies, resources,...