TY  - BOOK
AU  - Paley,Norton
TI  - The manager's guide to competitive marketing strategies 
SN  - 1574442341
AV  - HF5415.13 PAL 
PY  - 1999///
CY  - Boca Raton
PB  - St. Lucie Press
KW  - Marketing
KW  - Management
KW  - Gestion
N1  - Includes bibliographical references and index; Contents 	Strategy and Its Basic Principles -- Competitive Strategies in Action -- The Framework for Competitive Analysis -- External Analysis -- Internal Analysis -- Marketing Research and Planning -- Developing a Marketing Intelligence System -- Marketing Research Techniques -- Strategic Marketing Planning -- Developing the Marketing Plan -- Specific Competitive Strategies -- Market Strategies -- Product/Service Strategies -- Pricing Strategies -- Promotion Strategies -- Distribution Strategies -- A Global Marketing Perspective and Strategy Teams
N2  - "The ability to think strategically is permeating every level of successful organizations - particularly among senior executives and line managers responsible for maintaining a competitive advantage for their products and services. Above all, The Manager's Guide to Competitive Marketing Strategies is a pragmatic examination of a 21st century manager. The second edition of this book updates the reader to the latest techniques on developing competitive strategies. It examines how to apply strategies and tactics in a confusing global mixture of hostile competitors, breakthrough technologies, emerging markets, fickle customer behavior, and diverse cultures."--Jacket
ER  -