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 first of three chapters on strategy, we begin by examining how strategic
perspectives have developed over the past 30 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 influences
strategy.
