Marketing Strategy and Management

by Michael J. Baker

Table of contents

  1. OVERVIEW AND EXECUTIVE SUMMARY

PART I - STRATEGY ISSUES

  1. MARKETING AND CORPORATE STRATEGY
  2. MARKETING AND COMPETITION
  3. PRINCIPLES OF STRATEGIC MARKETING PLANNING
  4. ANALYTICAL FRAMEWORKS FOR STRATEGIC MARKETING PLANNING
  5. MARKETING INTELLIGENCE – RESEARCH FOR MARKETING

PART II - THE MARKETING APPRECIATION

  1. MACRO-ENVIRONMENTAL ANALYSIS
  2. CUSTOMER ANALYSIS
  3. INDUSTRY AND COMPETITOR ANALYSIS
  4. INTERNAL (SELF-) ANALYSIS
  5. MATCHING – PUTTING IT ALL TOGETHER
  6. MARKET SEGMENTATION

PART III - MANAGING THE MARKETING MIX

  1. THE MARKETING MIX
  2. PRODUCT/SERVICE POLICY AND MANAGEMENT
  3. PACKAGING AND DESIGN
  4. PRICING POLICY AND MANAGEMENT
  5. DISTRIBUTION AND SALES POLICY
  6. INTEGRATED MARKETING COMMUNICATIONS
  7. BRANDING
  8. MARKETING IN A FOREIGN ENVIRONMENT AND GLOBALISATION

PART IV - IMPLEMENTING MARKETING

  1. CUSTOMER CARE AND SERVICE
  2. DEVELOPING A MARKETING CULTURE
  3. THE (SHORT-TERM) MARKETING PLAN
  4. IMPLEMENTATION AND CONTROL
  5. TRANSFORMATIONAL MARKETING – THE WAY AHEAD