Description
Book SynopsisProfessor Malcolm Morley OBE is a chief executive and leader who has worked at Board level in both the private and public sectors. As a management consultant he gained international experience developing senior managers into leaders, developing strategies in a diverse range of markets and supporting strategic and organisational change. As an academic specialising in strategic management he has lectured widely on MBA courses and spoken at many conferences. He has maintained his academic interest and input and is currently a Visiting Professor at The Lord Ashcroft International Business School of Anglia Ruskin University and at the Business School of the University of Bedfordshire. He was made an Officer of the Most Excellent Order of the British Empire (OBE) in Her Majesty the Queen New Years Honours List of 2016.
Trade Review"Aims to help senior managers understand markets so that marketing strategies can be developed in context, and investments in products, services and marketing can be pursued with real prospects for success in practice." * John Gibbs, Leading Business Books *
Table of Contents
- Chapter - 00: Introduction;
- Chapter - 01: So, what is a market?;
- Chapter - 02: What makes markets attractive?;
- Chapter - 03: Where do markets exist?;
- Chapter - 04: Have to buy or discretionary buy?;
- Chapter - 05: Products and services;
- Chapter - 06: Product and service benefits and price;
- Chapter - 07: Market segmentation;
- Chapter - 08: How to analyse markets;
- Chapter - 09: How to develop market scenarios – demand;
- Chapter - 10: How to develop market scenarios – competition;
- Chapter - 11: Market scenarios – future strategic market issues;
- Chapter - 12: Putting the company and its competitors in the context of the market;
- Chapter - 13: What is success?;
- Chapter - 14: What is strategy and why is the strategy process important?;
- Chapter - 15: Competing in markets;
- Chapter - 16: Making strategic choices and corporate strategy
