Competitive marketing strategy for Europe: developing, maintaining and defending competitive advantage
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Basingstoke u.a.
Macmillan
1994
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XI, 370 S. Ill., zahlr. graph. Darst. |
| ISBN: | 0333613511 0333613503 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804124208829038592 |
|---|---|
| adam_text | ¦ Contents
List of Tables vii
List of Figures ix
Acknowledgements xii
1 Competitive Marketing Strategy: Concepts and
Application 1
The Task of Competitive Marketing Strategy 1
The Strategic Planning Process 2
Strategic Analysis Concepts 7
Integration of Concepts and Models 40
Competitive Position 45
Competitive Strategies 50
Case Study 1: My son Radiator Division 53
2 Low Cost, High Differentiation Strategies 72
Introduction 72
Multibrand Strategies to Protect Dominance 76
Maximising Market Potential and Profit as the Dominant Industry
Force 83
Strategic Issues in Mature and Declining Markets 88
Case Study 2: JCB Defends its Dominance in a Declining Market 97
Case Study 3: Andrex 103
Case Study 4: Glaxo 108
3 Low Cost, Low Differentiation Strategies 113
Introduction 113
Developing a Market Leadership Position in Service Industries 115
Case Study 5: The Single European Grocery Market 120
Case Study 6: Leadership Issues in the European Cellopp Market 133
Case Study 7: Gaining Leadership in an Undifferentiated Market
Ratners Group pic 140
Attacking the Market Leader 144
Case Study 8: Amstrad Learns from the Japanese Approach 153
Repositioning the Business for Leadership 160
Case Study 9: Tesco 167
Case Study 10: Bernard Matthews 173
vi Contents
4 Strategies for Positioning as a Major Force in the
Market 179
Introduction 179
Creating a Third Force 183
Case Study 11: Ballentine s (Hiram Walker/Allied Lyons) in Spain 186
Flanking Strategy and Cost Leadership to Position as a Major Force 189
Case Study 12: Argos 208
Restructuring the Market to Break Monopolistic Competition 212
Case Study 13: Courtelle 218
Case Study 14: The European Fertiliser Industry 221
Case Study 15: Virgin Atlantic Airways 234
Case Study 16: Pretty Polly 238
Case Study 17: Selincourt 241
5 Growth Strategies for the Niche Competitor 258
Competitive Infiltration Strategies 260
Case Study 18: Europeanising a Medium size Company 266
Expanding Regional Brands 274
Case Study 19: Firkin Pubs A London Regional Brand 282
Case Study 20: San Serif and Trivial Pursuit 286
Case Study 21: Derwent Valley Foods Ltd Marketing Success Story
or One Product Wonder? 291
Niche Marketing Against Big Budget Competitors 294
Case Study 22: Stollwerck AG in Germany 299
Case Study 23: Next 302
Case Study 24: The Launch of The Independent Newspaper 312
Case Study 25: Thorntons pic 316
6 Competitive Marketing Strategy Experience 322
7 Uses of Case Studies to Enhance Learning 340
Notes and References 349
Bibliography 356
Index 358
|
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| geographic | Europa Europa (DE-588)4015701-5 gnd |
| geographic_facet | Europa |
| id | DE-604.BV009854077 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T17:42:01Z |
| institution | BVB |
| isbn | 0333613511 0333613503 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-006523032 |
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| physical | XI, 370 S. Ill., zahlr. graph. Darst. |
| publishDate | 1994 |
| publishDateSearch | 1994 |
| publishDateSort | 1994 |
| publisher | Macmillan |
| record_format | marc |
| spelling | Brown, Linden Verfasser aut Competitive marketing strategy for Europe developing, maintaining and defending competitive advantage Linden Brown and Malcolm H. B. McDonald 1. publ. Basingstoke u.a. Macmillan 1994 XI, 370 S. Ill., zahlr. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing gtt Strategische planning gtt Marketing Europe Management Marketing (DE-588)4037589-4 gnd rswk-swf Wettbewerbsstrategie (DE-588)4200234-5 gnd rswk-swf Fallstudie (DE-588)4124897-1 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf Europa Europa (DE-588)4015701-5 gnd rswk-swf Europa (DE-588)4015701-5 g Marketing (DE-588)4037589-4 s Strategisches Management (DE-588)4124261-0 s DE-604 Fallstudie (DE-588)4124897-1 s Wettbewerbsstrategie (DE-588)4200234-5 s 1\p DE-604 McDonald, Malcolm 1938- Verfasser (DE-588)118107585 aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006523032&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Brown, Linden McDonald, Malcolm 1938- Competitive marketing strategy for Europe developing, maintaining and defending competitive advantage Marketing gtt Strategische planning gtt Marketing Europe Management Marketing (DE-588)4037589-4 gnd Wettbewerbsstrategie (DE-588)4200234-5 gnd Fallstudie (DE-588)4124897-1 gnd Strategisches Management (DE-588)4124261-0 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4200234-5 (DE-588)4124897-1 (DE-588)4124261-0 (DE-588)4015701-5 |
| title | Competitive marketing strategy for Europe developing, maintaining and defending competitive advantage |
| title_auth | Competitive marketing strategy for Europe developing, maintaining and defending competitive advantage |
| title_exact_search | Competitive marketing strategy for Europe developing, maintaining and defending competitive advantage |
| title_full | Competitive marketing strategy for Europe developing, maintaining and defending competitive advantage Linden Brown and Malcolm H. B. McDonald |
| title_fullStr | Competitive marketing strategy for Europe developing, maintaining and defending competitive advantage Linden Brown and Malcolm H. B. McDonald |
| title_full_unstemmed | Competitive marketing strategy for Europe developing, maintaining and defending competitive advantage Linden Brown and Malcolm H. B. McDonald |
| title_short | Competitive marketing strategy for Europe |
| title_sort | competitive marketing strategy for europe developing maintaining and defending competitive advantage |
| title_sub | developing, maintaining and defending competitive advantage |
| topic | Marketing gtt Strategische planning gtt Marketing Europe Management Marketing (DE-588)4037589-4 gnd Wettbewerbsstrategie (DE-588)4200234-5 gnd Fallstudie (DE-588)4124897-1 gnd Strategisches Management (DE-588)4124261-0 gnd |
| topic_facet | Marketing Strategische planning Marketing Europe Management Wettbewerbsstrategie Fallstudie Strategisches Management Europa |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006523032&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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