Strategic Market Management

Thoroughly revised and updated from the acclaimed 1984 edition, this textbook offers a market-responsive approach to strategic planning designed to generate a wide range of effective, profitable strategic options in today's changing marketplace. Ideal for undergraduate courses in marketing strategy or management policy, and for corporate seminars or training, the text focuses on concepts and practices for anticipating market trends, threats, and opportunities, and developing strategies to meet them. Shows how to establish Sustainable Competitive Advantages (SCAs) based on an organization's unique assets and skills. Develops specific strategies in brand management, advertising, distribution, finance, and manufacturing based on SCAs. Also covers strategic investment alternatives, market penetration, product expansion, market expansion, diversification, and vertical integration.