- Chapter 1 What is strategic marketing?
- Chapter 2 Understanding consumer behaviour
- Chapter 3 Organisational buying behaviour
- Chapter 4 Understanding the competitive environment
- Chapter 5 Understanding the macroenvironment
- Chapter 6 Strategic marketing analysis
- Chapter 7 Marketing strategy formulation
- Chapter 8 Relationship marketing strategies
- Chapter 9 E-marketing strategies
- Chapter 10 Marketing strategy for services
- Chapter 11 International marketing strategy
- Chapter 12 Analysing strategic marketing case studies
- The organisation, structure and purpose of this book
- The distinction between strategy and tactics
- The differences between corporate strategy and competitive strategy
- The differences between corporate strategy and marketing strategy
- What is meant by effectiveness and efficiency in marketing
- The defining characteristics of strategic marketing
- What consumer behaviour is and why understanding it well is so important to strategic planners wishing to sustain a competitive advantage
- How a private individual’s psychological make-up affects consumption behaviour
- How consumer decisions are routinely affected, not only by personal factors, but also by the consumer’s social and cultural context
- Details of a variety of strategic principles and models that have been developed to help us better understand consumption behaviour
- The strategic implications of the study of consumer behaviour for the field of marketing.
- The key differences between business-to-business markets and consumer markets
- Why effective business-to-business marketing strategy must be built on a sound understanding of business purchasing processes
- How business purchasing can be analysed using the concepts of the decision-making process and purchasing decision criteria
- How to analyse the relationship between a buying firm and a selling firm as the basis for a marketing strategy.
- The role of environmental analysis in strategic marketing
- The distinction between the competitive environment and the macroenvironment
- The importance of the underlying economic forces of supply and demand in the competitive environment
- How to classify and analyse factors in the competitive environment
- The impact of the Internet on the competitive environment
- How the ‘resource-based view’ of the firm can contribute to strategy development.
- More about the role of environmental analysis in strategic marketing
- How to classify and analyse factors in the macroenvironment
- How to assess the impact of macroeconomic, demographic and ‘green/sustainable development’ issues on marketing strategy
- A method of assessing the relative importance of environmental factors.
- What key tools are available to marketers for strategic marketing analysis
- How those tools are defined
- How those tools can be applied, their strengths and weaknesses
- The limitations to a formal, analytical approach to marketing strategy formulation.
- What key tools are available to marketers for marketing strategy formulation
- How those tools are defined
- How those tools can be applied, their strengths and their weaknesses.
- The distinction between discrete transactions and relational exchange
- The nature of the relationship life cycle
- What is meant by relationship marketing
- Methods of implementing relationship marketing
- The application of relationship marketing in consumer goods markets, consumer services markets and business-to-business markets
- A range of criticisms that have been levelled at relationship marketing.
- The context in which e-marketing operates
- The relative advantages and disadvantages of using different interactive tools
- The impact of information and communication technologies (ICTs) upon the business-to-consumer (B2C) and business-to-business (B2B) marketing mixes
- The qualities of an effective webpage
- The most appropriate business model for a traditional retailer wishing to go online.
- How the nature of services affects how they are marketed
- How to outline the extended marketing mix for services
- What service quality is and how it is measured
- How to segment business and consumer markets for service providers using customer related and product-related approaches
- The relative importance of customer acquisition and retention.
- Reasons why companies seek opportunities in international markets
- Ways in which companies approach strategic marketing at the international level
- How and why companies choose particular markets abroad to invest in
- The risk factors involved with international marketing and how to assess them
- The additional complexity and challenges that international markets pose for companies.
- The role of case studies in studying strategic marketing
- The importance of clear problem identification to successful case analysis
- A series of steps that can be adopted to make case analysis effective
- How to prepare successful oral presentations and written reports on case studies.