Competitive marketing strategy for Europe : developing, maintaining and defending competitive advantage
| 000 | 00985camuuu200313 4500 | |
| 001 | 000000450109 | |
| 003 | OCoLC | |
| 005 | 19961223030504.0 | |
| 008 | s1994 enka b 0010 eng | |
| 010 | ▼a gb 94041790 | |
| 015 | ▼a GB94-41790 | |
| 019 | ▼a 30736474 | |
| 020 | ▼a 0333613503 (hardcover) | |
| 020 | ▼a 0333613511 (pbk.) | |
| 040 | ▼a EUN ▼c EUN ▼d ESU ▼d UKM ▼d CUV ▼d NYP | |
| 043 | ▼a e------ | |
| 049 | 1 | ▼l 111073808 |
| 082 | 0 4 | ▼a 658.80094 ▼2 20 |
| 090 | ▼a 658.80094 ▼b B878c | |
| 100 | 1 | ▼a Brown, Linden. |
| 245 | 1 0 | ▼a Competitive marketing strategy for Europe : ▼b developing, maintaining and defending competitive advantage / ▼c Linden Brown and Malcolm H.B. McDonald. |
| 260 | ▼a London : ▼b MacMillan, ▼c 1994. | |
| 300 | ▼a xi, 370 p. : ▼b ill. ; ▼c 24 cm. | |
| 504 | ▼a Includes bibliographical references (p. 349-357) and index. | |
| 650 | 0 | ▼a Marketing ▼z Europe ▼x Management. |
| 653 | 0 | ▼a Marketing |
| 653 | 0 | ▼a Europe |
| 700 | 1 | ▼a McDonald, Malcolm H. B. |
소장정보
| No. | 소장처 | 청구기호 | 등록번호 | 도서상태 | 반납예정일 | 예약 | 서비스 |
|---|---|---|---|---|---|---|---|
| No. 1 | 소장처 중앙도서관/교육보존A/6 | 청구기호 658.80094 B878c | 등록번호 111073808 (3회 대출) | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
컨텐츠정보
목차
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 : Myson 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 plc = 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 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 plc = 316 6 Competitive Marketing Strategy Experience = 322 7 Uses of Case Studies to Enhance Learning = 340 Notes and References = 349 Bibliography = 356 Index = 358