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List of figures | ||
List of exhibits | ||
Preface | ||
1 | Marketing strategy: introduction and overview | 1 |
Case study: Mirela Fashions | 17 | |
Case study: Koji | 19 | |
2 | Portfolio analysis | 21 |
Case study: Acme (A) | 36 | |
Case study: Acme (B) | 38 | |
3 | Analysis of the business enterprise | 41 |
Case study: Barrington Breweries | 59 | |
Case study: Avila Batteries | 60 | |
4 | Industry analysis | 62 |
Case study: DACO | 78 | |
Case study: Agribus | 80 | |
5 | Market analysis | 82 |
Case study: Cometex | 99 | |
Case study: Ecoprods | 100 | |
6 | Analysing competition | 102 |
Case study: Cyproswim Ltd | 116 | |
Case study: Cartech | 119 | |
7 | Analysing the business environment | 121 |
Case study: Union Assurance Company | 139 | |
Case study: The Foldaway Company | 142 | |
8 | Analysing the customer in the market place | 144 |
Case study: Choosing a holiday | 167 | |
Case study: Office Improvements | 168 | |
9 | Sustainable competitive advantage and generic strategies | 170 |
Case study: Barney Malone | 185 | |
Case study: Singapore Stan | 187 | |
10 | Segmentation, targeting and positioning | 188 |
Case study: Home Baker | 210 | |
Case study: Columbus | 211 | |
11 | Marketing mix strategy | 212 |
Case study: Eau de Nuit | 235 | |
Case study: Longevity bulbs | 236 | |
12 | Growth strategies: product-market expansion | 238 |
Case study: Remote Applications | 261 | |
Case Study: Business travel agents into hotels | 262 | |
13 | Facilitating the implementation of strategies | 264 |
Case study: ACI | 281 | |
Case study: Wan Mart | 283 | |
14 | Marketing planning and implementing marketing strategy | 286 |
Case study: Folix | 300 | |
Case study: Maturity to decline | 301 | |
Bibliography | 303 | |
Further reading | 309 | |
Index | 313 |
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