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  • Textbook
  • © 1994

Competitive Marketing Strategy for Europe

Developing, Maintaining and Defending Competitive Advantage

Authors:

  1. Linden Brown
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  2. Malcolm H. B. McDonald
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Table of contents (7 chapters)

  1. Front Matter

    Pages i-xii
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  2. Competitive Marketing Strategy: Concepts and Application

    • Linden Brown, Malcolm H. B. McDonald
    Pages 1-71

  3. Low Cost, High Differentiation Strategies

    • Linden Brown, Malcolm H. B. McDonald
    Pages 72-112

  4. Low Cost, Low Differentiation Strategies

    • Linden Brown, Malcolm H. B. McDonald
    Pages 113-178

  5. Strategies for Positioning as a Major Force in the Market

    • Linden Brown, Malcolm H. B. McDonald
    Pages 179-257

  6. Growth Strategies for the Niche Competitor

    • Linden Brown, Malcolm H. B. McDonald
    Pages 258-321

  7. Competitive Marketing Strategy Experience

    • Linden Brown, Malcolm H. B. McDonald
    Pages 322-339

  8. Uses of Case Studies to Enhance Learning

    • Linden Brown, Malcolm H. B. McDonald
    Pages 340-348

  9. Back Matter

    Pages 349-370
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About this book

Competitive Marketing Strategy for Europe is unique in its application of strategy concepts to European business. It studies the competitive positions of companies and shows how those positions can be changed through successfully applying the concepts of marketing strategy. Written for the strategist, both student and manager, Competitive Marketing Strategy for Europe identifies strategic issues attached to a range of competitive situations in case studies of more than 20 European firms. It evaluates in detail successful and failed strategies from a variety of industries.
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Keywords

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About the authors

Author Malcolm McDonald: Until 2003, Malcolm was Professor of Marketing and Deputy Director with special responsibility for E-Business. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry where, inter alia, he controlled a sales force of 250 people. He also spent some time training sales people and sales managers for multinational companies such as SKF and Alfa Laval.
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Bibliographic Information

  • Book Title: Competitive Marketing Strategy for Europe

  • Book Subtitle: Developing, Maintaining and Defending Competitive Advantage

  • Authors: Linden Brown, Malcolm H. B. McDonald

  • DOI: https://doi.org/10.1007/978-1-349-23392-2

  • Publisher: Red Globe Press London

  • Copyright Information: Macmillan Publishers Limited 1994

  • Edition Number: 1

  • Number of Pages: XII, 384

  • Additional Information: Previously published under the imprint Palgrave

  • Topics: Marketing

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