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CONTENTS
Preface
Acknowledgements
Publisher's acknowledgements
PART 2
COMPETITIVE MARKET
ANALYSIS
CHAPTER 3
THE CHANGING MARKET ENVIRONMENT
PART1
MARKETING STRATEGY
CHAPTER 1
MARKET-LED STRATEGIC MANAGEMENT
Puma gives the boot to cardboard shoeboxes .
4
Introduction
5
1.1 The marketing concept and market orientation 6
1.2 The resource-based view of marketing
12
14
1.3 Organisational stakeholders
1.4 Marketing fundamentals
19
1.5 The role of marketing in leading strategic
management
23
Summary
25
Case study: Consumer trust sees John Lewis
set retail pace
25
CHAPTER 2
STRATEGIC MARKETING PLANNING
27
27
28
29
32
54
54
55
56
57
59
62
64
65
68
71
74
77
79
81
83
84
85
33
CHAPTER 4
42
C U S T O M E R ANALYSIS
87
87
88
45
49
49
viii
CONTENTS
91
99
101
103
COMPETITOR ANALYSIS
105
105
CHAPTER 7
FORECASTING FUTURE DEMAND AND
MARKET REQUIREMENTS
Airbus talks of rise in demand
Introduction
7.1 Forecasting what?
7.2 Forecasts based on current demand
7.3 Forecasts based on past demand
7.4 Forecasting through experimentation
7.5 Forecasting through intentions and
expert opinion
Summary
Case study: Procter & Gamble raises market
growth forecast
103
CHAPTER 5
CHAPTER 6
UNDERSTANDING THE ORGANISATIONAL
RESOURCE BASE
.-,
PART 3
106
107
108
121
123
126
127
129
129
130
131
132
134
CHAPTER 8
SEGMENTATION AND POSITIONING
PRINCIPLES
Jaeger targets younger shoppers
Introduction
8.1 Principles of competitive positioning
8.2 Principles of market segmentation
8.3 The underlying premises of market
segmentation
8.4 Bases for segmenting markets
8.5 Segmenting consumer markets
8.6 Segmenting business markets
8.7 Identifying and describing market
segments
8.8 The benefits of segmenting markets
8.9 Implementing market segmentation
Summary
Case study: Nestle refines its arsenal in the
luxury coffee war
CHAPTER 9
SEGMENTATION AND POSITIONING
RESEARCH
182
182
183
184
187
187
188
189
200
204
205
206
209
209
211
138
147
149
151
152
153
154
156
156
157
211
212
213
217
224
226
234
235
CHAPTER 10
SELECTING MARKET TARGETS
238
169
238
239
240
172
242
244
251
253
255
157
157
159
175
178
CONTENTS
Summary
Case study: B&O
257
258
CHAPTER 14
COMPETING THROUGH SUPERIOR
SERVICE AND CUSTOMER
RELATIONSHIPS
PART 4
COMPETITIVE POSITIONING
STRATEGIES
CHAPTER 11
CREATING SUSTAINABLE COMPETITIVE
ADVANTAGE
Droid takes on iPhone 4
Introduction
11.1 Using organisational resources to create
sustainable competitive advantage
11.2 Generic routes to competitive advantage
11.3 Achieving cost leadership
11.4 Achieving differentiation
11.5 Sustaining competitive advantage
11.6 Offensive and defensive competitive
strategies
Summary
Case study: Volvo's heart will 'remain in Sweden'
Summary
Case study: Gillette
262
262
263
263
265
265
ix
350
350
352
352
354
355
357
360
364
365
368
369
371
375
375
269
277
278
290
290
PART 5
IMPLEMENTING THE
STRATEGY
CHAPTER 12
COMPETING THROUGH THE NEW
MARKETING MIX
Microsoft Office set to go free online
Introduction
12.1 The market offer
12.2 Pricing strategies
12.3 Communications strategies
12.4 Distribution strategies
12.5 The extended marketing mix - people,
processes and physical evidence
12.6 New businesses and business models
Summary
Case study: Tyrrells
292
292
293
294
304
308
314
315
317
319
320
CHAPTER 15
STRATEGIC CUSTOMER MANAGEMENT
Letting go can cut both ways
Introduction
15.1 Priorities for identifying strategic sales
capabilities
15.2 The new and emerging competitive role
for sales
15.3 The strategic sales organisation
15.4 Strategic customer management tasks
15.5 Managing the customer portfolio
15.6 Dealing with dominant customers
Summary
Case study: Xerox
383
384
385
386
389
392
398
400
402
412
413
CHAPTER 13
COMPETING THROUGH INNOVATION
323
CHAPTER 1 6
STRATEGIC ALLIANCES AND NETWORKS
416
323
324
325
335
338
340
346
347
416
417
421
422
425
428
431
CONTENTS
432
434
439
440
CHAPTER 17
STRATEGY I M P L E M E N T A T I O N A N D
INTERNAL M A R K E T I N G
GM backs away from drive to end
use of 'Chevy'
Introduction
17.1 The strategy implementation challenge in
marketing
17.2
17.3
17.4
17.5
442
442
443
447
449
458
466
468
469
Eco-friendly fabrics
Introduction
18.1 Marketing strategy and corporate social
responsibility
18.2 The scope of corporate social
responsibility and corporate citizenship
18.3 Drivers of corporate social responsibility
initiatives
481
485
490
494
498
499
500
445
CHAPTER 1 8
CORPORATE SOCIAL RESPONSIBILITY
PART 6
CONCLUSIONS
460
470
470
471
472
CHAPTER 19
TWENTY-FIRST CENTURY MARKETING
504
504
505
505
References
Index
529
551
511
516
527
527
475
478