Understanding markets and strategy : how to exploit markets for sustainable business growth / Malcolm Morley.

Includes bibliographical references (page 255) and index.

Machine generated contents note: Introduction -- 01 So, what is a market? -- Introduction -- Defining a market -- Market definition -- Knowledge in markets -- What markets look like -- 02 What makes markets attractive? -- Introduction -- Attractive versus attraction -- Clarifying what constitutes attractiveness -- 03 Where do markets exist? -- Introduction -- Markets and places -- Virtual marketplaces -- Managing multiple marketplaces -- 04 Have to buy or discretionary buy? -- Introduction -- Understanding have to buy and discretionary buy -- Motivation to buy -- Competition not substitutes -- 05 Products and services -- Introduction -- The nature of products and services -- Premium pricing -- Products and services cocktail -- Value creation -- 06 Product and service benefits and price -- Introduction -- Ranking your products and services -- Market research -- Products, services and price -- 07 Market segmentation -- Introduction -- Segmenting markets -- Marketing and market segments -- Have to have, like to have and the economy -- 08 How to analyse markets -- Introduction -- Starting with the market -- Variables in markets -- Shared understanding -- 09 How to develop market scenarios - demand -- Introduction -- Scenarios -- Context is all -- Keep it real -- Putting the elements together -- 10 How to develop market scenarios - competition -- Introduction -- Market scenarios and what affects competition -- 11 Market scenarios - future strategic market issues -- Introduction -- The future scenario market matrix -- Don't bet the company -- Triggers of change -- 12 Putting the company and its competitors in the context of the market -- Introduction -- Looking from the outside in -- Whose strength or weakness is it? -- Convincing others of your SWOT -- Knowing your competitors -- 13 What is success? -- Introduction -- Getting the terms right -- Success is more than market share -- Success and stakeholders -- Understanding 'acceptable' -- Getting beyond market share -- 14 What is strategy and why is the strategy process important? -- Introduction -- Defining 'strategy' -- Understanding the strategy process -- Flexing in the strategy process -- 15 Competing in markets -- Introduction -- What are the options available? -- Moving in the market competition matrix -- Positioning in the buyer market competition matrix -- Options for markets or market segments -- Don't forget cumulative risk -- 16 Making strategic choices and corporate strategy -- Introduction -- The relationships between competitive and corporate strategies -- Organizational culture -- Organizational competency -- Organizational capabilities -- Organizational capacity -- Linkages and clarity -- Resources -- Epilogue -- Glossary -- References -- Index.

"Explaining the context, meaning and value of markets, this book shows how to analyze markets, develop appropriate strategies and respond appropriately to changing competitive dynamics. Debunking myths around how markets are defined, it provides ways to take advantage of the assets a company possesses and how to develop new assets for the target market.Malcolm Morley explains, using practical tools and techniques, how marketing needs to be a product of, and consistent with, strategic competitive and corporate analysis, and he explores the organizational implications of the strategies, resources, competencies and capabilities of expansion into international territories. Ideal for strategic planners, directors and senior managers as well as marketing managers, Understanding Markets and Strategy provides everything necessary to understand markets and create a strategic context for the development of credible commercial plans to make the most of them. "--

"In order to expand your business into new and diverse markets it is vital that strategies and plans can be developed with realistic prospects of success. Understanding Markets and Strategy explains the context, meaning and value of markets. It shows you how to analyze them, develop appropriate strategies and respond appropriately to changing competitive dynamics, ensuring that resources are used to create the greatest chances of success. Debunking myths around how markets are defined, it explores how to exploit the assets you currently posses and how to develop new assets for the target market. It also explores the implications for the strategies, resources, competencies and capabilities of expansion into international territories on your organisation. The author explains, with practical tools and techniques, how marketing needs to be a product of, and consistent with, strategic competitive and corporate analysis. Ideal for strategic planners, Directors and senior managers as well as marketing managers, it provides you with everything you need to understand markets and create a strategic context for the development of credible and robust commercial plans to exploit them"--