TY  - BOOK
AU  - RAO,Vithala R.
AU  - Steckel Joel H
TI  - Analysis for strategic marketing
AV  - HF5415 RAO 
PY  - 1998///
PB  - Addison-Wesley
KW  - Marketing management
N1  - Includes index; 	Ch. 1. The Role of Analysis in Strategy Formulation --
Ch. 2. Segmenting Markets: Who Are the Potential Buyers? --
Ch. 3. Identifying Unmet Needs: What Do the Customers Want? --
Ch. 4. Identifying Competitors: Whom Will We Compete Against? --
Ch. 5. Understanding and Forecasting the External Environment: Demographic, Social, Economic, and Political Factors --
Ch. 6. Understanding and Forecasting the Market Environment: Technological Factors and Forecasting --
Ch. 7. Analyzing Competitive Advantage: How to Compete? --
Ch. 8. Resource Allocation Methods --
Ch. 9. Actual Case Examples: Analyses in Action
N2  - Proving modern scientific marketing methods for a strategic marketing course, this book adds analysis and research tools to traditional marketing material. It also ties aspects of strategic marketing and marketing research together
ER  -