{"product_id":"strategic-marketing-von-guenther-klein","title":"Strategic Marketing","description":"\u003cp\u003eSeminar paper from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: none, University of Leicester, language: English, abstract: I. Introduction - Competing for the future\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eToday organizations have to find answers to questions that might be asked in near future by both: customers and competitors.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eIn his book ¿On Marketing¿  by Kotler written in 1999, the author is drawing a  dramatic picture of the future, for the competitive situation in 2005: ¿Companies are unable to sustain competitive advantages (outside of patents¿)¿ . \u003c\/p\u003e\u003cp\u003eAlthough his scenario maybe came not true , the point is interesting: How do companies find the right way to respond to new developments (e-business, globalization etc.). \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eStrategy is about the long term development. Organizations need to collect information of the market, they have to define strategies and difficulty enough, they need to implement the strategies.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eIn order to remain a market leader, Hamel and Pralahad advise their reader in an article from 1994 to pause for a moment and ask questions like:\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e-Who are the customers today and who will be the customers in the future?\u003c\/p\u003e\u003cp\u003e-Who are presently our competitors and who will compete with us in the future?\u003c\/p\u003e\u003cp\u003e-What is our competitive advantage today and what will make us a leader in the future?\u003c\/p\u003e\u003cp\u003eModels like Ansoff¿s matrix or Porter¿s 5 Forces make today¿s situation visible and allow to formulate strategic options.\u003c\/p\u003e\u003cp\u003eThe task is to find and implement strategic options, that allow the best allocation of recourses in the future.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783638646482\"\u003e\u003ch3\u003e\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Softcover - 9783638646482","offer_id":39428937482333,"sku":"9783638646482","price":18.95,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/3827e5cb-6a1d-4939-a19e-b68974a864d0.jpg?v=1777263577","url":"https:\/\/shop.autorenwelt.de\/products\/strategic-marketing-von-guenther-klein","provider":"Autorenwelt Shop","version":"1.0","type":"link"}