ABSTRACT
Against the background of the material covered so far we are now in a position to turn our attention to the ways in which organizations approach the development of a marketing strategy. In this, the fi rst of three chapters on strategy, we begin by examining how strategic perspectives have developed over the past 30 or more years. We then turn our attention to a variety of models of portfolio analysis. In Chapter 11 we concentrate upon the issues surrounding growth, the approaches that are most typically used to achieve it, methods of developing a sustainable competitive advantage, and the ways in which market position infl uences strategy.
