Introduction

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book looks at strategies relating to the marketing of goods and services. There are many definitions of strategy, but in business it refers to how a firm sets about both setting and achieving organizational objectives. The organization has to keep abreast of developments in its external and internal environments. It also has to ensure that a matching process between skills and resources is available to take best advantage of developments and opportunities in the environment and to avoid any threats that are posed. An analysis of the relevant factors which impinge on the opening and shutting of strategic windows needs to be undertaken by an organization prior to making strategic decisions. Such changes in the environment can be introduced through technological innovations, changes in customer tastes, changes in legal regulations, economic and financial constraints or any changes in environmental conditions.