Cover -- Half Title -- Series Page -- Title Page -- Copyright Page -- Contents -- Preface -- Introduction -- 1 Marketing strategy -- 2 Product portfolio and marketing capabilities -- 3 Industry and competition -- 4 The marketing environment -- 5 Customer and market analysis -- 6 Sustainable...

A fresh and thorough examination of competitive marketing strategy. This new introductory text highlights the importance of adopting new marketing practices to reap most benefit from the business opportunities of the twenty-first century