Download Strategic Marketing Management 2nd Edition PDF

TitleStrategic Marketing Management 2nd Edition
File Size3.9 MB
Total Pages565
Table of Contents
                            Strategic Marketing Planning
Copyright Page
Preface to the Second Edition
Overview of the Book's Structure
Chapter 1 Introduction
	1.1 Learning Objectives
	1.2 The Nature of Marketing (or, 'Delivering Value and Winning Customer Preference')
	1.3 The Management Process
	1.4 Strategic Decisions and the Nature of Strategy
	1.5 The Marketing/Strategy Interface
	1.6 Summary
Chapter 2 Strategic Marketing Planning and the Marketing Plan
	2.1 Learning Objectives
	2.2 Introduction
	2.3 The Role of Strategic Marketing Planning
	2.4 So What is Marketing Strategy?
	2.5 The Three Dimensions of Planning
	2.6 Summary
Stage One: Where Are We Now? Strategic and Marketing Analysis
	Chapter 3 Marketing Auditing and the Analysis of Capability
		3.1 Learning Objectives
		3.2 Introduction
		3.3 Reviewing Marketing Effectiveness
		3.4 The Role of SWOT Analysis
		3.5 Competitive Advantage and the Value Chain
		3.6 Conducting Effective Audits
		3.7 Summary
	Chapter 4 Segmental, Productivity and Ratio Analysis
		4.1 Learning Objectives
		4.2 Introduction
		4.3 The Clarification of Cost Categories
		4.4 Marketing Cost Analysis: Aims and Methods
		4.5 An Illustration of Segmental Analysis
		4.6 An Alternative Approach to Segmental Analysis
		4.7 Customer Profitability Analysis
		4.8 Marketing Experimentation
		4.9 The Nature of Productivity
		4.10 The Use of Ratios
		4.11 Analysing Ratios and Trends
		4.12 Ratios and Interfirm Comparison
		4.13 A Strategic Approach
		4.14 Summary
	Chapter 5 Market and Environmental Analysis
		5.1 Learning Objectives
		5.2 Introduction
		5.3 Analysing the Environment
		5.4 The Nature of the Marketing Environment
		5.5 The Evolution of Environmental Analysis
		5.6 The Political, Economic, Social and Technological Environments
		5.7 Coming to Terms with Industry and Market Breakpoints
		5.8 Coming to Terms with the Very Different Future: The Implications for Marketing Planning
		5.9 Approaches to Environmental Analysis and Scanning
		5.10 Summary
	Chapter 6 Approaches to Customer Analysis
		6.1 Learning Objectives
		6.2 Introduction
		6.3 Coming to Terms with Buyer Behaviour
		6.4 Factors Influencing Consumer Behaviour
		6.5 The Buying Decision Process
		6.6 The Rise of the New Consumer and the Implications for Marketing Planning
		6.7 Organizational Buying Behaviour
		6.8 The Growth of Relationship Marketing
		6.9 Summary
		Appendix: The Drivers of Consumer Change
	Chapter 7 Approaches to Competitor Analysis
		7.1 Learning Objectives
		7.2 Introduction
		7.3 Against Whom Are We Competing?
		7.4 Identifying and Evaluating Competitors' Strengths and Weaknesses
		7.5 Evaluating Competitive Relationships and Analysing How Organizations Compete
		7.6 Identifying Competitors' Objectives
		7.7 Identifying Competitors' Likely Response Profiles
		7.8 Competitor Analysis and the Development of Strategy
		7.9 The Competitive Intelligence System
		7.10 The Development of a Competitive Stance: The Potential for Ethical Conflict
		7.11 Summary
Stage Two: Where do We Want to Be? Strategic Direction and Strategy Formulation
	Chapter 8 Missions and Objectives
		8.1 Learning Objectives
		8.2 Introduction
		8.3 The Purpose of Planning
		8.4 Establishing the Corporate Mission
		8.5 Influences on Objectives and Strategy
		8.6 Guidelines for Establishing Objectives and Setting Goals and Targets
		8.7 The Development of Strategies
		8.8 Summary
	Chapter 9 Market Segmentation, Targeting and Positioning
		9.1 Learning Objectives
		9.2 Introduction
		9.3 The Nature and Purpose of Segmentation
		9.4 Approaches to Segmenting Markets
		9.5 Factors Affecting the Feasibility of Segmentation
		9.6 Approaches to Segmentation
		9.7 The Bases for Segmentation
		9.8 Geographic and Geodemographic Techniques
		9.9 Demographic Segmentation
		9.10 Behavioural Segmentation
		9.11 Psychographic and Lifestyle Segmentation
		9.12 Approaches to Segmenting Industrial Markets
		9.13 Market Targeting
		9.14 Deciding on the Breadth of Market Coverage
		9.15 Product Positioning: The Battle for the Mind
		9.16 Summary
	Chapter 10 The Formulation of Strategy 1: Analysing the Product Portfolio
		10.1 Learning Objectives
		10.2 Introduction
		10.3 The Development of Strategic Perspectives
		10.4 Models of Portfolio Analysis
		10.5 Market Attractiveness and Business Position Assessment
		10.6 Criticisms of Portfolio Analysis
		10.7 Summary
	Chapter 11 The Formulation of Strategy 2: Generic Strategies and the Significance of Competitive Advantage
		11.1 Learning Objectives
		11.2 Introduction
		11.3 Types of Strategy
		11.4 Porter's Three Generic Competitive Strategies
		11.5 Competitive Advantage and Its Pivotal Role in Strategic Marketing Planning
		11.6 Summary
	Chapter 12 The Formulation of Strategy 3: Strategies for Leaders, Followers, Challengers and Nichers
		12.1 Learning Objectives
		12.2 Introduction
		12.3 The Influence of Market Position on Strategy
		12.4 Strategies for Market Leaders
		12.5 Marketing Strategy and Military Analogies: Lessons for Market Leaders
		12.6 Strategies for Market Challengers
		12.7 Strategies for Market Followers
		12.8 Strategies for Market Nichers
		12.9 Military Analogies and Competitive Strategy: A Brief Summary
		12.10 The Inevitability of Strategic Wear-out (or, The Law of Marketing Gravity and Why Dead Cats Only Bounce Once)
		12.11 The Influence of Product Evolution and the Product Life Cycle on Strategy
		12.12 Summary

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