CONTENTS
Chapter 1 Strategic Market Management—An Introduction and Overview
Marketing and Its Role in Strategy
Chapter 2 External and Customer Analysis
The Scope of Customer Analysis
Identifying Competitors—Customer-Based Approaches
Identifying Competitors—Strategic Groups
Competitor Analysis—Understanding Competitors
Competitor Strengths and Weaknesses
Obtaining Information on Competitors
Chapter 4 Market/Submarket Analysis
Dimensions of a Market/Submarket Analysis
Actual and Potential Market or Submarket Size
Market and Submarket Profitability Analysis
Chapter 5 Environmental Analysis and Strategic Uncertainty
Dealing with Strategic Uncertainty
Impact Analysis—Assessing the Impact of Strategic Uncertainties
Financial Performance and Profitability
Get Strategic Market Management, 10th Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
