1. Overview and strategy blueprint -- 2. Marketing strategy: analysis and perspectives -- 3. Environmental and internal analysis: market information and intelligence -- 4. Strategic marketing decisions, choices, and mistakes -- 5. Segmentation, targeting, and positioning strategies -- 6. Branding strategies -- 7. Relational and sustainability strategies -- 8. Product innovation and development strategies -- 9. Service marketing strategies -- 10. Pricing and distribution strategies -- 11. Marketing communications strategies -- 12. International marketing strategy -- 13. Social and ethical strategies -- 14. Strategy implementation, control, and metrics.

Machine generated contents note: pt. I Introduction -- 1. Overview and strategy blueprint -- Learning Objectives -- Chapter at a Glance -- My life as a strategy planner -- Introduction -- Approaches to competitive marketing strategy -- Thinking First -- Seeing First -- Doing First -- Simple Rules -- Postmodern -- Which one to choose? -- The book's framework -- Marketing strategy blueprint -- Things that can go wrong -- Conclusion -- Summary -- Key terms -- Discussion questions -- Online Resource Centre -- References and further reading -- End of Chapter 1 case study. To eat or not to eat -- 2. Marketing strategy: analysis and perspectives -- Learning Objectives -- Chapter at a Glance -- Case study: Plymouth Citybus -- another one rides the bus -- Introduction -- Marketing strategy in a changing environment -- Strategy concept and definitions -- Marketing strategy: nature and definitions -- Marketing strategy development -- Marketing strategy orientation.

Note continued: Social media and intelligence gathering -- Marketing orientation and corporate success -- Competitive marketing strategy: various perspectives -- Planning frameworks for making strategy -- The latest thinking the uncomfortable zone of strategy -- Conclusion -- Summary -- Key terms -- Discussion questions -- Online Resource Centre -- References and further reading -- End of Chapter 2 case study. British Petroleum: can a tarnished brand recover following an ecological disaster? -- pt. II Where are we now? -- 3. Environmental and internal analysis: market information and intelligence -- Learning Objectives -- Chapter at a Glance -- Case study: Exodus's digital strategy -- Introduction -- The marketing environment and its components -- Strategic analysis of the external environment -- Strategic analysis of the macro (remote) environment -- Environmental uncertainty and scenario analysis -- Strategic analysis of the micro (competitive) environment.

Note continued: Competitor analysis -- Competitive intelligence -- Customer behaviour analysis via social media network platforms -- The strategic use of market research and the role of big data -- Strategic analysis of the internal environment -- Resource-based approach to internal analysis -- Value chain approach to internal analysis -- Evaluation of functional areas -- Performance analysis approach -- `Strategic fit' -- the conclusion of external and internal strategic analyses -- The latest thinking: big data -- the new management revolution -- Conclusion -- Summary -- Key terms -- Discussion questions -- Online Resource Centre -- References and further reading -- End of Chapter 3 case study. Fage Yogurt: sustaining competitive advantage in a crowded market -- pt. III Where do we want to be? -- 4. Strategic marketing decisions, choices, and mistakes -- Learning Objectives -- Chapter at a Glance -- Case study: Heineken Desperados -- a sensational experience.

Note continued: Introduction -- Hierarchy of strategic choice and decisions -- Strategic choice and decisions at the corporate level -- Strategic choice and decisions at the SBU level -- Strategic choice and decisions at the functional level -- Marketing strategy -- Marketing plan and its link to strategy -- Strategy mistakes and organizational failure -- The latest thinking: categorizing strategic decisions -- Conclusion -- Summary -- Key terms -- Discussion questions -- Online Resource Centre -- References and further reading -- End of Chapter 4 case study. Luxury apparel brands in a recession market: a closer look at Michael Kors and Coach -- 5. Segmentation, targeting, and positioning strategies -- Learning Objectives -- Chapter at a Glance -- Case study: Targeting children -- an ethical dilemma? -- Introduction -- Foundations for effective segmentation -- Criteria for identifying segments -- Geographic bases for segmentation -- Demographic bases for segmentation.

Note continued: Psychographic bases for segmentation -- Behaviouristic bases for segmentation -- Cross-border segmentation and international challenges -- Strategic framework for segmentation -- Segmentation tools -- Targeting -- Measuring effectiveness of target segments -- Targeting improvement -- Positioning -- The positioning statement -- Perceptual mapping -- Positioning and the importance of consistency -- The latest thinking: real-time experience tracking and how to build superconsumers -- Real-time experience tracking (RET) -- The building of superconsumers -- Conclusion -- Summary -- Key terms -- Discussion questions -- Online Resource Centre -- References and further reading -- End of Chapter 5 case study. Celebrity brands: a risky business -- 6. Branding strategies -- Learning Objectives -- Chapter at a Glance -- Case study: Unilever -- Corporate branding for a consumer products company? Can Lynx and Dove be seen as appropriate under the same brand umbrella?

Note continued: Introduction -- Branding and industry structure -- The complex nature of brands -- Branding and functionality -- Brand architecture: a strategic management framework -- Industry cost structure: brand efficiency and profitability -- Consumer perceptions of brands -- Key brand assessment vehicles for differentiation purposes: the brand wheel -- Social media and branding -- Lovemarks -- The latest thinking: neuromarketing and sensory branding -- Conclusion -- Summary -- Key terms -- Discussion questions -- Online Resource Centre -- References and further reading -- End of Chapter 6 case study. IKEA: global brand perspectives -- 7. Relational and sustainability strategies -- Learning Objectives -- Chapter at a Glance -- Case study: Faux relationships -- companies that go through the motions to build customer relationships only hurt themselves in the end -- Introduction -- Relationship marketing in the B2C context -- Suspects -- Prospects -- Customers.

Note continued: Clients -- Supporters -- Advocates -- Partners -- Customer love -- Relationships and loyalty in B2B markets -- Customer relationship management (CRM) -- CRM pitfalls to avoid -- Sustainability of relationships and competitive advantage -- Judging sustainability -- The latest thinking on customer relationships -- Conclusion -- Summary -- Key terms -- Discussion questions -- Online Resource Centre -- References and further reading -- End of Chapter 7 case study. The relationship chain -- pt. IV How will we get there? -- 8. Product innovation and development strategies -- Learning Objectives -- Chapter at a Glance -- Case study: Brands and the Red Queen Theory -- Introduction -- What is innovation? -- Disruptive business models -- Disruptive products -- NPD (new product development) -- Process -- Toolkit strategy -- Systematic inventive thinking -- Market preparation and branding -- Product rollovers -- Solo-product roll -- Dual-product roll.

Note continued: Disruptive technologies -- Rogers' perspective -- Moore's perspective -- Crossing the chasm -- Two marketing campaigns -- Horizons of growth -- If you aren't the market leader -- Innovation `modes' -- Isolate mode -- Follow mode -- Shape mode -- Interaction mode -- Strategic choice -- Customization -- Elicitation -- Process flexibility -- Logistics -- Inventory -- The car industry -- Implementing customization -- Conclusion -- Summary -- Key terms -- Discussion questions -- Online resource centre -- References and further reading -- Key article abstracts -- End of Chapter 8 case study. Amazon instant video -- 9. Service marketing strategies -- Learning Objectives -- Chapter at a Glance -- Case study: India's Mumbai dabbawalas bring new meaning to service excellence -- Introduction -- The distinctive nature of services -- Intangibility -- Heterogeneity -- Inseparability -- Perishability -- The 7Ps of services -- Customer experience strategies.

Note continued: SERVQAL: measuring the quality of the customer experience -- Service-dominant logic: enhancing the customer experience through the customer as co-producer -- Service delivery as drama -- The stage: servicescape -- The actors: service personnel interactions with each other -- The audience: customer interactions during the service experience -- Great performances and emotional engagement -- Operational efficiency and profitability -- Streamlining and cost cutting -- Creative strategic alliances -- Effect of Internet/digital/technology on expectations -- Customer value and sustainable competitive advantage -- Relationship building with customers -- Customer service as a basis for differentiation -- The latest thinking: the Chief Experience Officer -- Conclusion -- Summary -- Key terms -- Discussion questions -- Online Resource Centre -- References and further reading.

Note continued: End of Chapter 9 case study. United Parcel Service: courier and express delivery services -- 10. Pricing and distribution strategies -- Learning Objectives -- Chapter at a Glance -- Case study: Two pieces of the marketing jigsaw -- pricing and distribution -- Introduction -- Pricing -- Definition -- Strategic mindset -- Strategic options -- Dolan's eight options -- Maintaining price points -- Online pricing -- New product pricing -- Implementing pricing strategy -- Human capital -- Systems capital -- Social capital -- Distribution -- Definition -- Buyer's perspective -- Navigation -- Distribution options and principal channels -- buyer's perspective -- Multi-channel marketing -- Value proposition -- Organizational structures and incentives -- Create metrics -- Grey marketing -- Price and distribution strategies meet -- Market leader -- Market challenger -- Market follower -- Market niche -- Conclusion -- Summary -- Key terms -- Discussion questions.

Note continued: Online Resource Centre -- References and further reading -- Key article abstracts -- End of Chapter 10 case study. Uniqlo: the next ten years -- 11. Marketing communications strategies -- Learning Objectives -- Chapter at a Glance -- Case study: A CRISP approach to brand and communications strategy -- Introduction -- Shift from push to pull -- Services -- Communities -- MARCOMS strategic process -- Audit -- Establishing the strategy -- Target market -- Position -- Creative strategy -- Operations -- Creative execution -- Media execution -- Measurement -- The latest thinking: lean advertising -- Conclusion -- Summary -- Key terms -- Discussion questions -- Online resource centre -- References and further reading -- Key article abstracts -- End of Chapter 11 case study. Cookie turns 100: how a successful heritage brand updates the product, packaging, and advertising -- 12. International marketing strategy -- Learning Objectives -- Chapter at a Glance.

Note continued: Case study: HSBC Expat -- Introduction -- International marketing strategy -- International marketing analysis -- International marketing choices and decisions -- Choice of foreign countries and markets to enter -- Choice of generic strategy for foreign countries -- Choice of foreign investment (entry) modes -- International marketing mix strategies -- International product decisions -- International pricing decisions -- International distribution decisions -- International marketing communication decisions -- Social media and international marketing strategy -- The latest thinking: `guarded globalization' -- Conclusion -- Summary -- Key terms -- Discussion questions -- Online Resource Centre -- References and further reading -- End of Chapter 12 case study. Branding Las Vegas internationally -- 13. Social and ethical strategies -- Learning Objectives -- Chapter at a Glance -- Case study: Watch out in the afternoon when the moral slope gets slipperier.

Note continued: Introduction -- The firm and its role in society -- The nature of the firm's stakeholders -- Social marketing -- Corporate ethics and ethical codes of conduct -- Corporate social responsibility (CSR) -- Greenwashing -- Moving CSR from compliance to strategic imperative -- The virtue matrix -- Issues related to new media: privacy, security, etc. and their relation to strategy -- The latest thinking: UPS and sustainability, and making cause marketing work -- UPS and sustainability -- Making cause marketing work -- Conclusion -- Summary -- Key terms -- Discussion questions -- Online Resource Centre -- References and further reading -- End of Chapter 13 case study. Nespresso's sustainability challenge -- pt. V Did we get there? -- 14. Strategy implementation, control, and metrics -- Learning Objectives -- Chapter at a Glance -- Case study: The problems of implementing, controlling, and measuring marketing strategy -- Introduction.

Note continued: The implementation of marketing strategy -- Marketing budget -- Controlling marketing strategy -- Organization -- Culture -- Structure -- Metrics -- Sources of competitive advantage -- Performance outcomes -- Financial measures -- Key issues -- Market share -- Customer equity -- Customer lifetime value -- From CLTV to customer equity -- Conclusion -- Summary -- Key terms -- Discussion questions -- Online resource centre -- References and further reading -- Key article abstracts -- End of Chapter 14 case study. Social media Impact on a brand Launch at PepsiCo -- End of book cases -- End of book case I -- End of book case II -- End of book case III -- End of book case IV.

Includes bibliographical references and index.

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