This book aims to be that rare thing in management writing: at once original, readable and immediately useful. John Legge argues that it is innovation which will give Australian enterprises a competitive edge; and it is innovative firms which will be the basis of a prosperous Australian economy. The trick is making innovative products work in complex and turbulent markets. "The Competitive Edge" provides a wholly original approach to the nature and purpose of marketing in a competitive environment. It explains how modern markets operate and how they respond to new products. This outstanding book explains the theory of knowledge diffusion and relates it to the development of new products in a way that every product manager, innovator and business strategist can apply. Legge brings to bear the latest theories about competition (games theory) and predictability (chaos theory) and applies them to the Australian business environment. "The Competitive Edge" goes beyond the usual accounts of how certain strategies worked for different products in far away countries. This book explains the principles that make particular marketing techniques work.
Using this book, managers will be able to develop the right campaign to launch their product. John M. Legge was born in Sydney in 1942. After university he worked for 22 years in the computer industry, holding senior positions in sales, marketing and business strategy with a major multinational computer firm. He now works as a consultant and lecturer specializing in strategic business and market planning. He teaches at the Graduate School of Innovation and Enterprise in Hawthorn, Victoria and is the author of "Successful Marketing Strategies" and "Chaos Theory and Business Planning". This book is intended for marketing professionals and students.
- ISBN13 9781863732727
- Publish Date 17 July 1992
- Publish Status Out of Print
- Out of Print 13 October 1994
- Publish Country AU
- Imprint Allen & Unwin
- Format Paperback
- Pages 376
- Language English