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...

Addresses the issue of formulating strategic plans. A variety of techniques are suggested in the literature. Reports on the use of two of these techniques in helping to formulate strategic plans in the operating division of a large multinational company. The Porter forces of competition model...