SIMILAR BOOKS BY CATEGORY
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DESCRIPTION
The third edition of this best-selling book includes new sections on corporate culture, business intelligence, CRM and leadership, as well as many brand new case studies reflecting current issues including assessing corporate culture and turning it into competitive advantage, maneuvering around competitors when trapped in a weak position, energizing a product line and reviving a business after a period of no-growth.
Key features include over 60 real life case studies reflecting topical issues of concern in today’s climate; a new 4-step technique to segment markets with greater precision; techniques for installing a competitive intelligence system and applying market research techniques effectively; comprehensive chapter by chapter examination of market strategies, product/service strategies, pricing strategies and distribution strategies; step by step guidelines on how to write a Strategic Marketing Plan with a detailed example.