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Full Description
Designed around the marketing strategy process with a clear emphasis on analysis, planning, and implementation, this text and casebook discusses the concepts and processes for gaining a competitive advantage in the marketplace. The new edition of Strategic Marketing uses a decision-making process to examine the key concepts and issues involved in analyzing and selecting strategies. Marketing strategy is considered from a total business perspective, examining marketing strategy beyond the traditional emphasis on marketing functions. The length and design of the book offer flexibility in the use of the text material and cases. New features and updated cases have made this text the most relevant text in the market today.
Contents
Part IStrategy Appendix 1A Strategic Marketing Planning Cases for Part IPart II: Markets, Segments, and Customer ValueChapter 2 Markets And Competitive Space Appendix 2A Financial Analysis for Marketing Planning and ControlChapter 3 Strategic Market SegmentationChapter 4 Strategic Customer Relationship ManagementChapter 5 Capabilities For Learning About Customers and Markets Cases for Part IIPart III: Designing Market-Driven StrategiesChapter 6 Market Targeting and Strategic PositioningChapter 7 Strategic Relationships Chapter 8 Innovation and New Product StrategyCases for Part IIIPart IV: Market-Driven Program DevelopmentChapter 9 Strategic Brand ManagementChapter 10Value Chain StrategyChapter 11 Pricing Strategy Chapter 12Promotion, Advertising and Sales Promotion StrategiesChapter 13Sales Force, Internet and Direct Marketing StrategiesCases for Part IVPart V: Implementing and Managing Market-Driven StrategiesChapter 14Designing Market-Driven OrganizationsChapter 15Marketing Strategy Implementation and Control Appendix 15A Marketing MetricsCases for Part VPart VI: Comprehensive Cases
