Strategic Marketing Management,9780750622448

Strategic Marketing Management

by ; ;
Edition: 2nd
ISBN13: 9780750622448
ISBN10: 075062244X
Format: Paperback
Pub. Date: 1997-12-01
Publisher(s): Butterworth-Heinemann
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Summary

Strategic Marketing Management is now well established as the classic textbook on the subject. Its step by step approach provides comprehensive coverage of the five key strategic stages: *Where are we now? Strategic and marketing analysis *Where do we want to be? Strategic direction and strategy formulation *How might we get there? Strategic choice *Which way is best? Strategic evaluation *How can we ensure arrival? Strategic implementation and control. This new, revised and updated edition builds on the strengths of the original text, making it essential reading for everyone studying the management of marketing. New features for this edition include: Expanded coverage of a number of important topics, including relationship marketing, internal marketing, market research and marketing logistics Greater emphasis throughout on marketing implementation Mini-cases and questions in every chapter to reinforce the key points raised Essential reading for the CIM Diploma paper Supported by a comprehensive Tutor Resource Pack

Table of Contents

Foreword xv
Preface xvii
Acknowledgements xix
Introduction
3(38)
Learning objectives
3(1)
The nature of marketing
3(3)
The management process
6(2)
A modelling approach
8(10)
Strategic decisions and the nature of strategy
18(4)
The marketing/strategy interface
22(12)
Summary
34(2)
Exercises
36(1)
Case study
36(5)
Stage One Where are we now? Strategic and marketing analysis 41(156)
Marketing auditing and SWOT analysis
43(34)
Learning objectives
43(1)
Introduction
43(4)
Reviewing marketing effectiveness
47(3)
The role of SWOT analysis
50(15)
The characteristics of effective audits
65(7)
Summary
72(1)
Exercises
73(1)
Case studies
73(4)
Segmental, productivity and ratio analysis
77(39)
Learning objectives
77(1)
Introduction
77(1)
The clarification of cost categories
78(1)
Marketing cost analysis: aims and methods
79(4)
An illustration of segmental analysis
83(2)
An alternative approach to segmental analysis
85(1)
Customer profitability analysis
85(10)
Marketing experimentation
95(1)
The nature of productivity
96(2)
The use of ratios
98(1)
Analysing ratios and trends
99(3)
Ratios and interfirm comparison
102(2)
A strategic approach
104(3)
Summary
107(1)
Exercises
108(2)
Discussion questions
110(1)
Case studies
110(6)
Approaches to competitor analysis
116(39)
Learning objectives
116(1)
Introduction
116(6)
Against whom are we competing?
122(4)
Evaluating competitive relationships and analysing how organizations compete
126(5)
Identifying competitors' objectives
131(2)
Identifying and evaluating competitors' strengths and weaknesses
133(4)
Identifying competitors' likely response profiles
137(2)
The competitive information system (CIS)
139(3)
Summary
142(1)
Further reading
143(1)
Exercises
143(1)
Discussion questions
144(1)
Case studies
144(11)
Approaches to customer analysis
155(42)
Learning objectives
155(1)
Introduction
155(1)
A simple model of buyer behaviour
156(3)
Factors influencing consumer behaviour
159(9)
The buying decision process
168(6)
Organizational buying behaviour
174(17)
The influence of the product on marketing strategy
191(2)
Summary
193(1)
Exercises
193(4)
Stage Two Where do we want to be? Strategic direction and strategy formulation 197(192)
Missions and objectives
199(35)
Learning objectives
199(1)
Introduction
199(2)
The purpose of planning
201(3)
Establishing the corporate mission
204(6)
Influences on objectives and strategy
210(3)
Guidelines for establishing objectives and setting goals and targets
213(13)
The development of strategies
226(4)
Summary
230(1)
Exercises
231(1)
Case study
232(2)
Structural, market and environmental analysis
234(34)
Learning objectives
234(1)
Introduction
234(1)
Analysing the environment
235(4)
The nature of the marketing environment
239(6)
The evolution of environmental analysis
245(4)
The political, economic, social and technological environments
249(10)
Approaches to environmental analysis and scanning
259(5)
Summary
264(1)
Exercises
265(1)
Case study
265(3)
Market segmentation, targeting and positioning
268(39)
Learning objectives
268(1)
Introduction
268(1)
The nature and purpose of segmentation
269(5)
Approaches to segmenting markets
274(1)
Factors affecting the feasibility of segmentation
275(1)
Approaches to segmentation
275(2)
Bases for segmentation
277(3)
Geographic and geodemographic techniques
280(3)
Demographic segmentation
283(5)
Behavioural segmentation
288(3)
Psychographic and lifestyle segmentation
291(5)
Approaches to segmenting industrial markets
296(1)
Market targeting
297(1)
Deciding on the breadth of market coverage
298(4)
Product positioning
302(2)
Summary
304(1)
Exercises
305(1)
Case study
305(2)
The formulation of strategy 1: analysing the product portfolio
307(19)
Learning objectives
307(1)
Introduction
307(1)
The development of strategic perspectives
307(4)
Models of portfolio analysis
311(4)
Market attractiveness and business position assessment
315(5)
Criticisms of portfolio analysis
320(2)
Summary
322(1)
Exercises
323(1)
Case study
324(2)
The formulation of strategy 2: generic strategies for leaders, followers, challengers and nichers
326(63)
Learning objectives
326(1)
Introduction
326(1)
Types of strategy
326(3)
Porter's three generic competitive strategies
329(3)
Identifying potential competitive advantages
332(5)
The influence of market position on strategy
337(2)
Strategies for market leaders
339(8)
Marketing strategy and military analogies: lessons for market leaders
347(5)
Strategies for market challengers
352(9)
Strategies for market followers
361(1)
Strategies for market nichers
362(6)
The dangers of strategic wear out
368(1)
The attractions of being a market pioneer
369(2)
The influence of product evolution and the product life cycle on strategy
371(5)
Achieving above average performance and excellence
376(6)
Summary
382(1)
Exercises
383(1)
Case study
384(5)
Stage Three How might we get there? Strategic choice 389(138)
Product and new product strategies
391(45)
Learning objectives
391(1)
Introduction
391(1)
What is a product?
392(1)
The dimensions of product policy
393(4)
Brand strategies
397(9)
The development of new products
406(6)
The new product development process
412(10)
Reasons for new product failure
422(3)
Lessons from new product success
425(1)
Organizing for new product development
426(3)
The R&D and marketing interface
429(1)
Summary
430(1)
Exercises
431(1)
Case studies
431(5)
Pricing policies and strategies
436(25)
Learning objectives
436(1)
Introduction
436(1)
The role and significance of price
436(2)
Approaches to price setting
438(4)
Deciding on the pricing objectives
442(2)
Methods of pricing
444(4)
Using price as a tactical weapon
448(2)
The behaviour of costs over time
450(3)
The principles of offensive pricing
453(1)
How does British industry price?
454(1)
Summary
455(1)
Exercises
456(5)
The promotional plan
461(28)
Learning objectives
461(1)
Introduction
461(8)
The advertising plan
469(6)
Sales promotion
475(5)
Public relations
480(2)
Planning personal selling
482(5)
Summary
487(1)
Exercises
488(1)
The distribution plan
489(38)
Learning objectives
489(1)
Introduction
489(7)
Channel management
496(5)
Logistics
501(11)
Summary
512(1)
Exercises
513(1)
Discussion questions
514(1)
Case studies
514(13)
Stage Four Which way is best? Strategic evaluation 527(124)
Criteria of choice
535(39)
Learning objectives
535(2)
Introduction
537(2)
Financial criteria
539(5)
Non-financial criteria
544(8)
Multiple criteria
552(8)
Summary
560(1)
Exercises
561(1)
Discussion questions
562(1)
Case studies
562(12)
Modelling approaches -- 1
574(42)
Learning objectives
574(1)
Introduction
574(4)
Cost-volume-profit analysis
578(13)
Investment appraisal
591(11)
Summary
602(1)
Exercises
603(1)
Discussion questions
603(1)
Case study
604(12)
Modelling approaches -- 2
616(35)
Learning objectives
616(1)
Introduction
616(1)
Allowing for risk and uncertainty
616(12)
Matrix models
628(6)
The marketing performance assessment model
634(4)
Some other approaches to modelling
638(8)
Summary
646(1)
Exercises
647(1)
Discussion questions
648(3)
Stage Five How can we ensure arrival? Strategic implementation and control 651(138)
Problems to overcome
659(41)
Learning objectives
659(1)
Introduction to control
659(1)
Pressures
660(4)
Problems in the marketing sub-system
664(2)
Problems of marketing feedback
666(3)
Information adequacy
669(5)
Cost problems
674(5)
Marketing orientation
679(6)
Planning orientation
685(2)
Organizational issues
687(6)
Summary
693(1)
Exercises
694(1)
Discussion questions
695(1)
Case study
695(5)
Management control -- 1
700(41)
Learning objectives
700(1)
Introduction to control
700(1)
Control defined
701(2)
Basic control concepts
703(4)
Responsibility accounting
707(11)
Approaches to control
718(8)
Some behavioural factors
726(4)
Summary
730(1)
Exercises
731(1)
Discussion questions
732(1)
Case studies
732(9)
Management control -- 2
741(48)
Learning objectives
741(1)
Introduction
741(1)
Controls
741(27)
Taking corrective action
768(9)
Management reports
777(1)
Summary
778(1)
Exercises
779(1)
Discussion questions
779(1)
Case studies
779(10)
Appendix 789(2)
Bibliography 791(22)
Author Index 813(4)
Subject Index 817

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