- Explains how to develop your strategy process based on your analysis of markets and align your marketing actions with your company's strategy
- Gives practical help to senior managers and those aspiring to senior management positions by clarifying expectations around markets and investment
- Provides practical options to overcome internal barriers to market entry
- Illustrates how buyer perceptions of your products or services can be analyzed and addressed
- Supported by practical, tried-and-tested tools and techniques
Understanding Markets and Strategy
How to Exploit Markets for Sustainable Business Growth
Make the best decisions by putting the business in the context of the market with this guide to markets and strategy.
Key features at a glance
EAN: 9780749471521
Edition: 1
Published:
Format: 234x157
272 pages
About the book
In order to expand your business in existing and into new and diverse markets, it is vital that strategies and plans can be developed with realistic prospects of success. Understanding Markets and Strategy explains the context, meaning and value of markets. It shows you how to analyze them, develop appropriate strategies and respond appropriately to changing competitive dynamics, ensuring that resources are used to create the greatest chances of success. Debunking myths around how markets are defined, it explores how to exploit the assets you currently possess and how to develop new assets for the target market. It also explores the implications for the strategies, resources, competencies and capabilities of expansion into international territories on your organization. The author explains, with practical tools and techniques, how marketing needs to be a product of, and consistent with, strategic competitive and corporate analysis.
Ideal for Directors and senior managers as well as strategic planners and marketing managers, it provides you with everything you need to understand markets and to create a strategic context for the development of credible and robust commercial strategies and plans to exploit them.
About the authors
Professor Malcolm Morley OBE is a chief executive and leader who has worked at Board level in both the private and public sectors. As a management consultant he gained international experience developing senior managers into leaders, developing strategies in a diverse range of markets and supporting strategic and organisational change. As an academic specialising in strategic management he has lectured widely on MBA courses and spoken at many conferences. He has maintained his academic interest and input and is currently a Visiting Professor at The Lord Ashcroft International Business School of Anglia Ruskin University and at the Business School of the University of Bedfordshire. He was made an Officer of the Most Excellent Order of the British Empire (OBE) in Her Majesty the Queen New Years Honours List of 2016.
Aims to help senior managers understand markets so that marketing strategies can be developed in context, and investments in products, services and marketing can be pursued with real prospects for success in practice.
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