Front Cover -- Strategic Marketing -- Title -- Copyright -- Contents -- List of figures -- List of exhibits -- Preface -- 1 Marketing strategy: introduction and overview -- Introduction -- Market drivers -- Impact of competition -- 2 Portfolio analysis -- Introduction -- The product life cycle -- Product life cycle stages -- The product/service portfolio -- Portfolio models -- 3 Analysis of the business enterprise -- Introduction -- Marketing competencies -- Resource-based view of the firm -- Value chain analysis -- Shareholder value analysis -- Financial performance-sales and profitability -- Other kinds of performance measurement -- Customer satisfaction and brand loyalty -- Product and service quality -- Brand or firm associations -- Relative cost -- Manager/employee capability and performance -- Other performance factors -- Determinants of strategic options -- Creativity -- How creative thinking may be used in marketing -- The need to be ready for change -- Mindset -- Barriers to individual's creativity -- Blocks to creative thinking in organizations -- Elements of creative organizations -- Questions -- Case studies: Barrington Breweries -- 4 Industry analysis -- Introduction -- Industry life cycles -- Analysis of emerging and developing industries -- Analysis of maturing industries -- Implications of the transition to maturity -- Analysis of declining markets -- Hostile markets -- Analysis of fragmented industries -- Strategic groups -- SPACE analysis -- The competitive advantage matrix -- Questions -- Case studies: DACO -- 5 Market analysis -- Introduction -- Dimensions of market analysis -- Actual and potential market size -- Market growth -- Forecasting methods -- Longer-term forecasting -- Market profitability analysis -- Cost structure -- Distribution systems -- Key success factors-bases of competition -- Risks in high growth markets.

Questions -- Case studies: Cometex -- 6 Analysing competition -- Introduction -- Nature of competition and identification of an organization's competitors -- Strategy typologies -- Competition research -- Understanding competitors' strategies -- Identifying competitors -- Sources of information about competitors -- Benchmarking -- Market signals -- Types of market signals -- Questions -- Case studes: Cyproswim Ltd -- Cartech -- 7 Analysing the business environment -- Introduction -- Changing patterns and changing strategies -- The changing nature of social and cultural aspects of consumers -- The influence of political, fiscal and economic policies -- The influence of technology -- Changes in distribution patterns -- How firms are responding to environmental change -- Green marketing -- The legal environment and its influence on marketing activities -- Ethics and code of practice -- Pressure groups, watch-dogs and consumerism -- Predicting environmental trends and events -- Questions -- Case studies: Union Assurance Company -- 8 Analysing the customer in the market place -- Introduction -- Models of consumer behaviour -- Psychological factors influencing the buying decision process -- Social factors influencing the buying decision process -- Postmodernism in consumer behaviour -- Societal marketing and consumer behaviour -- Organizational buying decisions -- Similarities of organizational buyer behaviour with consumer behaviour -- Role for market research -- Nature of marketing research Information sources -- The process of research -- Analysing information -- Questions -- Case studies: Choosing a holiday -- 9 Sustainable competitive advantage and generic strategies -- Introduction -- Competitive advantage should be market led -- Core competencies and competitive advantage -- Strategic intent -- Generic strategies -- Focus strategies.

The pre-emptive move -- Questions -- Case studies: Barney Malone -- 10 Segmentation, targeting and positioning -- Introduction -- Segmentation -- Market segmentation research -- Cartographying geographic segmentation -- Segmentation, targeting and product positioning -- Segmentation strategy -- Segment synergies -- Segment invasion strategy -- Market targeting and positioning -- Factors influencing choice of targeting strategy -- Positioning -- Qualitative approaches to positioning research -- Quantitative approaches to positioning research -- Multi-dimensional scaling and perceptual mapping -- Questions -- Case studies: Home Baker -- 11 Marketing mix strategy -- Introduction -- The product as a complex entity -- Product mix -- Distribution strategy -- Evolving channels -- Pricing decisions -- Other dimensions to pricing -- Price leadership strategy -- Price wars -- Marketing communications -- Advertising strategy -- Media decisions -- Selling -- Sales promotion -- Using the Internet -- Marketing research on the Internet -- Marketing mix and the Internet -- Questions -- Case studies: Eau de Nuit -- 12 Growth strategies: product-market expansion -- Introduction -- Growth strategies -- Market penetration strategy of existing markets -- Market development strategy -- Product development strategy -- New product failures -- Vertical integration -- Further developments of the Ansoff matrix -- Questions -- Case studies: Remote Applications -- 13 Facilitating the implementation of strategies -- Introduction -- Strategic collaboration -- Reasons behind collaborative strategies -- Alliances and partnerships -- Types of network -- Strategic alliances as a competitive force -- Strategic alliances: management issues -- Customer service and relationship marketing -- The goods and service spectrum -- Relationship marketing -- Building relationships with customers.

Characteristics of a marketing relationship -- Requirements for successful relationship marketing -- The search for consumer focus -- Customer service-strategy, systems and staff -- Providing superior service -- Evaluations -- Measuring and monitoring customer satisfaction -- Satisfaction gap analysis -- Service quality measurement -- Internal marketing -- Questions -- Case studies: ACI -- 14 Marketing planning and implementing marketing -- Introduction -- Corporate strategy and the corporate plan -- The marketing plan -- The nature and contents of a marketing plan -- Plans are not readily implemented -- Role of communication in getting plans adopted -- Putting strategies into practice -- Questions -- Case studies: Folix -- Bibliography -- Further reading -- Index.

Every enterprise needs an understanding of the strategies used by its competitors, and a basic knowledge of how the business environment impacts on its organization before it can formulate a marketing plan. Subjects covered include: * marketing strategy * analyzing the business environment * the customer in the market place * targeting and positioning * marketing mix strategy. This fresh new introductory text examines the nature of competitive marketing strategy, highlights the importance of adopting new marketing practices in order to reap most benefit from the business opportunities of the twenty-first century, and considers how effective management of internal and external relationships is vital to action the strategy. Case studies, case histories and thought-provoking questions make this a valuable resource for students and practising managers alike.

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Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2018. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.