Cover -- Title -- Copyright -- Contents -- Acknowledgements -- Introduction -- 01 So, what is a market? -- Introduction -- Defining a market -- Market definition -- Knowledge in markets -- What markets look like -- Practitioner's tips -- Practitioner's questions -- 02 What makes markets attractive? -- Introduction -- Attractive versus attraction -- Clarifying what constitutes attractiveness -- Practitioner's tips -- Practitioner's questions -- 03 Where do markets exist? -- Introduction -- Markets and places -- Virtual marketplaces -- Managing multiple marketplaces -- Practitioner's tips -- Practitioner's questions -- 04 Have to buy or discretionary buy? -- Introduction -- Understanding have to buy and discretionary buy -- Motivation to buy -- Competition not substitutes -- Practitioner's tips -- Practitioner's questions -- 05 Products and services -- Introduction -- The nature of products and services -- Premium pricing -- Products and services cocktail -- Value creation -- Practitioner's tips -- Practitioner's questions -- 06 Product and service benefits and price -- Introduction -- Ranking your products and services -- Market research -- Products, services and price -- Practitioner's tips -- Practitioner's questions -- 07 Market segmentation -- Introduction -- Segmenting markets -- Marketing and market segments -- Have to have, like to have and the economy -- Practitioner's tips -- Practitioner's questions -- 08 How to analyse markets -- Introduction -- Starting with the market -- Variables in markets -- Shared understanding -- Practitioner's tips -- Practitioner's questions -- 09 How to develop market scenarios - demand -- Introduction -- Scenarios -- Context is all -- Keep it real -- Practitioner question -- Practitioner question -- Practitioner question -- Practitioner question -- Practitioner question -- Putting the elements together.

Practitioner's tips -- Practitioner's questions -- 10 How to develop market scenarios - competition -- Introduction -- Market scenarios and what affects competition -- Practitioner question -- Practitioner question -- Practitioner question -- Practitioner question -- Practitioner question -- Practitioner's tips -- Practitioner's questions -- 11 Market scenarios - future strategic market issues -- Introduction -- The future scenario market matrix -- Don't bet the company -- Triggers of change -- Practitioner's tips -- Practitioner's questions -- 12 Putting the company and its competitors in the context of the market -- Introduction -- Looking from the outside in -- Whose strength or weakness is it? -- Convincing others of your SWOT -- Knowing your competitors -- Practitioner's tips -- Practitioner's questions -- 13 What is success? -- Introduction -- Getting the terms right -- Success is more than market share -- Success and stakeholders -- Understanding 'acceptable' -- Getting beyond market share -- Practitioner's tips -- Practitioner's questions -- 14 What is strategy and why is the strategy process important? -- Introduction -- Defining 'strategy' -- Understanding the strategy process -- Flexing in the strategy process -- Practitioner's tips -- Practitioner's questions -- 15 Competing in markets -- Introduction -- What are the options available? -- Moving in the buyer market competition matrix -- Positioning in the buyer market competition matrix -- Options for markets or market segments -- Don't forget cumulative risk -- Practitioner's tips -- Practitioner's questions -- 16 Making strategic choices and corporate strategy -- Introduction -- The relationships between competitive and corporate strategies -- Organizational culture -- Organizational competency -- Organizational capabilities -- Organizational capacity -- Linkages and clarity.

Resources -- Practitioner's tips -- Practitioner's questions -- Epilogue -- References -- Index.