This book provides the blueprint for visionary companies who are building markets today to be market leaders tomorrow. It does so by providing a practical and comprehensive base for defining and redefining marketing in competitive and fast-changing global markets. You'll find invaluable information about market identification, analysis, selection, and strategy.

Contents
Preface

• Acknowledgments
• Part 1: Defining Business Markets: A Primer
• Market Definition: An Overview
• Defining Markets: Key Concepts
• Part II: Market Definition: Research Findings
• Five Critical Market Definition Dimensions
• Customer- and Competitive-Based Market Definitions
• Defining and Segmenting Business Markets
• Market Redefinition Guidelines
• Market Strategies and Performance
• Part III: Market Definition: Finding Strategic Advantage
• Defining Markets: A Three-Stage Framework
• Defining Markets: Implications for Management
• Market Definition and Redefinition: Reprise
• Part IV: Case Studies
• Market Definition Case Study 1: The U.S. Newspaper Industry
• Market Definition Case Study 2: Sportmed
• Part V: Appendixes
• Appendix A: Sample Profile
• Appendix B: Market Definition Survey
• Notes
• Index