Defining Your Market

This book offers a practical guide for companies aiming to become market leaders by redefining marketing strategies. It includes research, case studies, and exercises to help identify and analyze relevant markets.

"Defining Your Market" serves as a comprehensive guide for companies aiming to establish themselves as market leaders in an ever-evolving global landscape. The book presents a practical framework for understanding and redefining marketing strategies, focusing on the importance of market identification, analysis, and selection. It draws on research, case studies, and literature reviews to equip marketers, managers, and strategic planners with the knowledge needed to formulate effective and profitable marketing strategies.

The text emphasizes the significance of market definition as a foundational element for business strategy and corporate performance. It addresses common pitfalls that marketers and executives face, such as relying on intuition or incomplete analyses when targeting markets. By exploring successful marketing methods employed by leading companies, the book provides readers with actionable insights to develop strategies that resonate with their specific business contexts.

Key topics covered include customer and competitive-driven market definitions, the five core dimensions of market definition—customer needs, customer groups, technology, products, and competition—and the implications for strategic planning and marketing integration. Each chapter includes exercises designed to reinforce new concepts and encourage immediate application of the methods discussed. By learning from the experiences of prominent companies like Dell, Intel, and Microsoft, readers will be better positioned to define and redefine relevant markets, ultimately enhancing their competitiveness in the 21st century.