Strategic marketing / David W. Cravens, and Nigel F. Piercy.

Content

PART ONE
STRATEGIC MARKETING
Chapter 1 Market-driven strategy
Market-driven strategy
Becoming market-oriented
Distinctive capabilities
Creating value for customers
Etc.

Chapter 2 Corporate, business, and market
Corporate strategy
Business and marketing strategy
Marketing strategy process
Internet strategy
Preparing the marketing
Etc.

PART TWO
MARKETS, SEGMENTS AND CUSTOMER VALUE
Chapter 3 Markets and competitive space
Markets and strategies
Product-market scope and structure
Describing and analyzing end users
Analyzing competition
Developing a strategic vision about
Etc.

Chapter 4 Strategic market segmentation
Segmentation and market-driven strategy
Identifying markets segments
Forming segments
Finer segmentation strategies

Chapter 5 Capabilities for continuous learning about markets
Market orientation and organizational learning
Marketing research information
Information systems
Marketing Intelligence systems and
Knowledge management

PART THREE
DESIGNING MARKET-DRIVEN STRATEGIES

Chapter 6 Marketing targeting and strategic positioning
Market targeting strategy
Targeting in different market
Position strategy
Developing the positioning
Determining positioning

Chapter 7 Strategic relationship
The rational for interorganizational relationships
Types of organizational relationships
Developing effective relationships between organizations
Global relationships among organizations

Chapter 8 Planning for new products
New-product planning as a customer-driven process
Steps in new-product planning
Idea generation
Screening, evaluating, and business
Product and process development
Etc.

PART FOUR
MARKET-DRIVEN PROGRAM DEVELOPMENT
Chapter 9 Strategic brand management
Challenges in building strong brands
Strategic brand analysis
Brand identity strategies
Managing products/brands

Chapter 10 Value-chain strategy
Strategic role of distribution
Channel of distribution strategy
Managing the channel
International channels
Factors affecting channels selection

Chapter 11 Pricing strategy and management
Strategic role price
Analyzing the pricing situation
Selecting the pricing strategy
Determining specific prices and policies

Chapter 12 Promotion, advertising and sales promotion strategies
Promotion strategy
Advertising strategy
Sales promotion strategy

Chapter 13 Sales force, Internet direct marketing strategies
Developing and implementing sales force strategy
Internet strategy
Direct marketing strategies

PART FIVE
IMPLEMENTING AND MANAGING MARKETING STRATEGIES

Chapter 14 Designing marketing-driven organizations
Considerations in organization design
Organization design options
Selecting an organization design
Global dimensions of organizations

Chapter 15 Marketing strategy implementation and control
The marketing plan
Implementing the plan
Strategic evaluation and control

PART SIX
COMPREHENSIVE CASE
Cases for part six

Includes bibliographical references and indexes:710-726