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Strategic Marketing: Planning and Control, Third Edition

(Wang) #1

  • 1 The strategic perspective Acknowledgements xvi

    • About this chapter

    • Introduction

    • What is strategy?

    • Towards strategic management

    • Change – shaping strategy

    • Balanced scorecard approach

    • The role of marketing within strategy

    • What is marketing strategy?

    • Summary



  • Part 1 Strategic Analysis

  • 2 External analysis

    • About this chapter

    • Introduction

    • Scanning

    • Macro-environmental analysis

    • Industry analysis

    • Competitor analysis

    • Problems in identifying competitors

    • The market analysis

    • Summary



  • 3 Competitive intelligence

    • About this chapter

    • What is competitive intelligence?

    • The CI cycle

    • Sources of competitive information

    • Summary



  • 4 Segmentation

    • About this chapter

    • Introduction

    • Why segment?

    • The segmentation process

    • Consumer behaviour

    • Consumer segmentation criteria

    • Profile variables

    • Behavioural variables

    • Psychographic variables

    • Organisational/industrial segmentation techniques

    • Organisational buyer behaviour

    • The Webster–Wind framework

    • The Sheth framework

    • Approaches to organisational market segmentation

    • Summary



  • 5 Internal analysis

    • About this chapter

    • Introduction

    • Organisational capabilities

    • Organisational assets

    • Organisational competencies

    • Initial corporate wide internal audit

    • The internal marketing audit

    • The innovation audit

    • Auditing tools

    • Summary



  • 6 Developing a future orientation

    • About this chapter

    • Introduction

    • Forecasting

    • Trend extrapolation

    • Modelling

    • Intuitive forecasting

    • Consensus forecasting

    • Scenario planning

    • Market sensing

    • Strategic questions

    • People involved

    • Summary



  • Part 2 Formulation of Strategy

  • 7 Strategic intent

    • About this chapter

    • Introduction

    • Mission

    • Statement of strategic intent

    • Nature of support for the mission statement

    • Goals and objectives

    • Hierarchy of objectives

    • Long-term versus short-term goals

    • The balanced scorecard

    • Gap analysis

    • Summary



  • 8 Strategy formulation

    • About this chapter

    • Strategy formulation – an overview

    • Competitive advantage

    • Identifying sources of competitive advantage

    • Experience and value effects

    • Industry position

    • Product and market strategies

    • Strategic wear-out

    • Difficult market conditions

    • Summary



  • 9 Targeting, positioning and brand strategy

    • About this chapter

    • Introduction

    • Evaluating market segments

    • Establishing organisational capability

    • Strategic alignment of assets and competencies (targeting)

    • The strategic nature of making target segment choices

    • Positioning

    • Perceptual mapping

    • Positioning alternatives

    • Creating brand equity

    • Brand valuation

    • Strategic brand management

    • Brand name strategy

    • Combined brand strategies

    • Brand extension

    • Brand stretching

    • Brand revitalisation

    • Brand repositioning

    • Brand extinction

    • Summary



  • 10 Product development and innovation

    • About this chapter

    • The strategic agenda

    • The nature of products and product development

    • Why do products fail?

    • Managing innovation

    • Risk and the innovation dilemma

    • Summary



  • 11 Alliances and relationships

    • About this chapter

    • Introduction

    • Alliances

    • Relationship marketing

    • Developing relationships

    • Summary



  • 12 The strategic marketing plan

    • About this chapter

    • Corporate and marketing plans

    • Corporate planning

    • Marketing plans: strategy or tactics?

    • Why does planning matter?

    • Barriers to successful planning

    • The structure of a strategic marketing plan

    • Approaches to marketing planning

    • Summary



  • Part 3 Strategic Implementation

  • 13 Strategic implementation

    • About this chapter

    • Implementation: stressing the importance

    • Success versus failure

    • Fundamental principles

    • Assessing ease of implementation

    • People, power and politics

    • Internal marketing

    • Applying project management techniques

    • Summary



  • 14 Control

    • About this chapter

    • Introduction

    • Control: the basic principles

    • What makes an effective control system?

    • Management control

    • Financial control

    • Performance appraisal

    • Benchmarking

    • Controlling marketing performance

    • Summary



  • Part 4 Contemporary Issues in Strategic Marketing

  • 15 Customer relationship management

    • About this chapter

    • Introduction

    • Strategic versus operational CRM

    • What makes a strong relationship?

    • Lifetime customer value

    • Summary



  • 16 Marketing ethics and strategic marketing decision making

    • About this chapter

    • Introduction

    • Political philosophy and ethical decision making

    • Ethical frameworks

    • Moral reasoning



  • Part 5 Teaching strategic marketing

  • 17 Problem-based learning

    • About this chapter

    • What is problem-based learning?

    • Applicability of PBL to strategic marketing

    • Writing effective PBL problems

    • PBL tasks in the classroom

    • Example of PBL for strategic marketing



  • Index

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