Strategic Marketing Decision Making and Planning

• Tongue: English
• Leaves: 337
• Edition: 5
• Category: Library

✦ Table of Contents

Prelims
Title Page
Imprint Page
Contents
Guide to the text
Guide to the online resources
Preface
About the authors
Acknowledgements
Part 1: Introduction
Chapter 01: The changing world of marketing
1.1 Era I: The early practice of marketing (before 1900)
1.2 Era II: The founding field of marketing (1900–1920)
1.3 Era III: Formalising the field (1920–1950)
1.4 Era IV: The era of marketing management (1950–1980)
1.5 Era V: The digital revolution (1980–present)
Conclusion
Summary
Chapter 2: Strategic thinking and strategic decision-making
2.1 Strategy planning and strategic management – an overview
2.2 Strategic planning at different organisational levels
2.3 The new era of strategy development
2.4 The strategic marketing management process – a framework
Summary
Part 2: Identifying strategic opportunities
Chapter 3: Strategic analysis
3.1 Getting started
3.2 Situation analysis
3.3 Sources of marketing information
Summary
Appendix to Chapter 3: Financial analysis
Part 3: Strategy development– high-level decision-making
Chaptre 4: Strategy development – high-level decision-making
4.1 Strategy development
4.2 Strategic tools and concepts
4.3 High-level marketing strategies
Summary
Appendix to chapter 4: Product life cycle concept
Chapter 5: Segmentation, targeting and positioning strategies
5.1 Segmentation
5.2 Targeting
5.3 Brand positioning
5.4 Market segmentation and positioning decision-making aids
5.5 The customer value creation mix
Summary
Chapter 6: The customer value creation mix – digital strategies
6.1 What do customers value?
6.2 Review of customer value creation mix strategies
6.3 The customer value creation mix
Summary
Part 4: marketing’s role in strategic innovation
Chapter 7: Core marketing strategies
7.1 Strategic innovation strategies
7.2 Core marketing strategies
7.3 The customer value creation mix
Summary
Chapter 8: Incremental innovation strategies
8.1 The challenge of new product development
8.2 A framework for the development of NPD best practice
8.3 Business models
Summary
Chapter 9: Market development strategies
9.1 New market segments
9.2 New marketing channels
9.3 Geographic expansion
Summary
chapter 10: Radical innovation strategies
10.1 Radical innovation
10.2 ‘Big I’ innovation – the fuzzy front end of innovation
10.3 Strategies for new-to-the-world innovations
10.4 Strategies for new-to-the-firm innovations
Summary
Part 5: Managing the strategic marketing process
Chapter 11: Strategy implementation, evaluation and control
11.1 Resource allocation
11.2 Implementation
11.3 Evaluation and control of performance
Summary
Chapter 12: Ethical considerations in strategy planning
12.1 Definition of ethics
12.2 Regulation in Australia
12.3 A framework for putting ethics into strategy
12.4 The ethics of strategy and profitability
Summary
Chapter 13: The strategic marketing report
13.1 The role of the strategic marketing report
13.2 Types of strategic marketing documents and reports
13.3 Guidelines for preparing a formal strategic marketing plan
13.4 The process of crafting marketing strategies
Summary
Glossary