Marketing. A strategic approach to the competition perspective. Second edition

MARKETING. A strategic approach from a competition perspective presents in a logical and systematic manner a series of fundamental concepts in the field of strategic marketing, theoretical and practical notions, working tools, market analysis methods, marketing strategies and tactics adopted in practice.

The structure of the book is based on 7 thematic chapters, with specific objectives, keywords, mottoes, abstracts, charts and tables, 21 case studies representative of the themes approached, and 17 themes of work to deepen the notions presented.

Organizational performance, competitive advantage, consumer loyalty, and competitive marketing strategies are important goals that are being achieved through the ability of marketing managers. Developing strong marketing skills and abilities is, more than ever, a necessity for all those who are perfecting and intending to pursue their marketing activities.

The success of a business is due to an integrative marketing vision that allows for marketing approach at all levels of the organization and provides a strategic orientation towards the market. Market orientation involves taking into account and focusing the organization's efforts on the two significant components: consumers and competitors.

Thus, faced with a dynamic business environment, with strong competitive approaches from other competitors, organizations will develop competitive behavior to ensure that they get profitable positions within their field of activity.

The strong competitive position in the benchmark market and the achievement of organizational performance can only be achieved through the development of skills and the approach of strategic marketing. Concretely, the implementation of competitive marketing strategies and the implementation of appropriate tactics considerably increase the chances of success of a business.