{"product_id":"understanding-markets-and-strategy-9780749471521","title":"Understanding Markets and Strategy","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eProfessor Malcolm Morley OBE \u003c\/b\u003eis 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"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 *\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cul\u003e\u003cli\u003e\u003cul\u003e\n\u003cli\u003eChapter - 00: \tIntroduction;\u003c\/li\u003e\n\u003cli\u003eChapter - 01: \tSo, what is a market?;\u003c\/li\u003e\n\u003cli\u003eChapter - 02: \tWhat makes markets attractive?;\u003c\/li\u003e\n\u003cli\u003eChapter - 03: \tWhere do markets exist?;\u003c\/li\u003e\n\u003cli\u003eChapter - 04: \tHave to buy or discretionary buy?;\u003c\/li\u003e\n\u003cli\u003eChapter - 05: \tProducts and services;\u003c\/li\u003e\n\u003cli\u003eChapter - 06: \tProduct and service benefits and price;\u003c\/li\u003e\n\u003cli\u003eChapter - 07: \tMarket segmentation;\u003c\/li\u003e\n\u003cli\u003eChapter - 08: \tHow to analyse markets;\u003c\/li\u003e\n\u003cli\u003eChapter - 09: \tHow to develop market scenarios – demand;\u003c\/li\u003e\n\u003cli\u003eChapter - 10: \tHow to develop market scenarios – competition;\u003c\/li\u003e\n\u003cli\u003eChapter - 11: \tMarket scenarios – future strategic market issues;\u003c\/li\u003e\n\u003cli\u003eChapter - 12: \tPutting the company and its competitors in the context of the market;\u003c\/li\u003e\n\u003cli\u003eChapter - 13: \tWhat is success?;\u003c\/li\u003e\n\u003cli\u003eChapter - 14: \tWhat is strategy and why is the strategy process important?;\u003c\/li\u003e\n\u003cli\u003eChapter - 15: \tCompeting in markets;\u003c\/li\u003e\n\u003cli\u003eChapter - 16: \tMaking strategic choices and corporate strategy\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\u003c\/ul\u003e","brand":"Kogan Page Ltd","offers":[{"title":"Default Title","offer_id":49404527149399,"sku":"9780749471521","price":33.24,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780749471521.jpg?v=1730486729","url":"https:\/\/bookcurl.com\/products\/understanding-markets-and-strategy-9780749471521","provider":"Book Curl","version":"1.0","type":"link"}