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Innovation and Best Practice
for Business Success

Established 1967

Understanding Markets and Strategy

Understanding Markets and Strategy

How to Exploit Markets for Sustainable Business Growth

Malcolm Morley


Understanding Markets and Strategy explains the context, meaning and value of markets and how to make the best decisions by putting the business into the context of the market, rather than vice versa.

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About the book

In order to expand your business in existing and into new and diverse markets, it is vital that strategies and plans can be developed with realistic prospects of success. Understanding Markets and Strategy explains the context, meaning and value of markets. It shows you how to analyze them, develop appropriate strategies and respond appropriately to changing competitive dynamics, ensuring that resources are used to create the greatest chances of success. Debunking myths around how markets are defined, it explores how to exploit the assets you currently possess and how to develop new assets for the target market. It also explores the implications for the strategies, resources, competencies and capabilities of expansion into international territories on your organization. The author explains, with practical tools and techniques, how marketing needs to be a product of, and consistent with, strategic competitive and corporate analysis.

Ideal for Directors and senior managers as well as strategic planners and marketing managers, it provides you with everything you need to understand markets and to create a strategic context for the development of credible and robust commercial strategies and plans to exploit them.

Table Of Contents

    • Chapter - 00: Introduction;
    • Chapter - 01: So, what is a market?;
    • Chapter - 02: What makes markets attractive?;
    • Chapter - 03: Where do markets exist?;
    • Chapter - 04: Have to buy or discretionary buy?;
    • Chapter - 05: Products and services;
    • Chapter - 06: Product and service benefits and price;
    • Chapter - 07: Market segmentation;
    • Chapter - 08: How to analyse markets;
    • Chapter - 09: How to develop market scenarios – demand;
    • Chapter - 10: How to develop market scenarios – competition;
    • Chapter - 11: Market scenarios – future strategic market issues;
    • Chapter - 12: Putting the company and its competitors in the context of the market;
    • Chapter - 13: What is success?;
    • Chapter - 14: What is strategy and why is the strategy process important?;
    • Chapter - 15: Competing in markets;
    • Chapter - 16: Making strategic choices and corporate strategy


Aims to help senior managers understand markets so that marketing strategies can be developed in context, and investments in products, services and marketing can be pursued with real prospects for success in practice.
John Gibbs, Leading Business Books

Book Details

  • EAN: 9780749471521
  • Edition: 1
  • Published: 3rd August 2014
  • Paperback
  • Dimensions: 234x156
  • 272 pages

About the Author

Professor Malcolm Morley OBE is a chief executive and leader who has worked at Board level in both the private and public sectors. As a management consultant he gained international experience developing senior managers into leaders, developing strategies in a diverse range of markets and supporting strategic and organisational change. As an academic specialising in strategic management he has lectured widely on MBA courses and spoken at many conferences. He has maintained his academic interest and input and is currently a Visiting Professor at The Lord Ashcroft International Business School of Anglia Ruskin University and at the Business School of the University of Bedfordshire. He was made an Officer of the Most Excellent Order of the British Empire (OBE) in Her Majesty the Queen New Years Honours List of 2016.

Malcolm Morley

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