Marketing Strategy and Competitive Positioning

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The second edition of Marketing Strategy and Competitive Positioning extends the scope of the original to include a number of new topics in marketing strategy. The main thrust of the text remains competitive positioning, but the content has now been broadened to cover other aspects of competitive marketing strategy. New chapters include detailed treatment of the role of strategic alliances and networks in the development of marketing strategies, forecasting methods and techniques, competing through superior service and innovation, and the role of internal marketing in achieving competitive success. A new final chapter examines trends in marketing at the turn of the decade and suggests marketing strategy and positioning guidelines for the twenty-first century. *Expanded scope to include cover of other aspects of competitive marketing strategy. *Topical coverage of building and sustaining a competitive position in the market place.