1. Marketing strategy : introduction and overview -- 2. Portfolio analysis -- 3. Analysis of the business enterprise -- 4. Industry analysis -- 5. Market analysis -- 6. Analysing competition -- 7. Analysing the business environment -- 8. Analysing the customer in the market place -- 9....

Successful marketing strategies in the twenty‐first century require successful communication strategies and this requires more creative thinking allied to an integrated approach to all communication activities. A postmodernist perspective and the influence of societal pressure now challenge...

Introducing change into an organisation usually raises resistance from those who have the most to lose because of the introduction of the envisaged change. This article looks at the introduction of change in the management structure produced in a large public organisation. The key to successful...

Business process re‐engineering can be a very effective tool for introducing cost‐effective changes into an organisation to the benefit of the organisation and its customers. The article reports on the introduction of “One Stop Shops” into a UK metropolitan local government organisation...

Purpose: This paper aims to consider why creative problem-solving techniques may not always produce useful results and sets out to explain why this might be and what steps should be taken to avoid it happening. The paper provides an understanding of how different creative problem-solving...

Purpose – Informs executives of the dangers of entrapment which can occur when there is an increasing commitment to an ineffective course of action to justify previous allocation of resources when managing new projects. Design/methodology/approach – Reviews research studies on establishing...

Suggests a structured approach to decision making in the context of generating appropriate marketing strategies. The method includes the use of a creative problem‐solving method, brainstorming. Decisions often involve several people and different people may have different viewpoints on the...

Exploring data and relationships between variables by visual inspection permits one to obtain excellent information for decision‐making purposes. CA Compete ! for Windows facilitates this process. The range of applications for the package in management decision making is quite enormous....