Strategic Marketing: Planning and Control, Second Edition (Marketing Series (London, England). Student.)

Front Cover......Page 1
Strategic Marketing Planning and Control......Page 4
Copyright Page......Page 5
Contents......Page 6
Preface......Page 12
Acknowledgements......Page 16
Introduction......Page 18
What is strategy?......Page 19
Towards strategic management......Page 21
Change – shaping strategy......Page 24
Balanced scorecard approach......Page 25
The role of marketing within strategy......Page 26
What is marketing strategy?......Page 27
Summary......Page 31
Part 1: Strategic analysis......Page 34
Scanning......Page 36
Macro-environmental analysis......Page 39
Industry analysis......Page 41
Competitor analysis......Page 44
Summary......Page 50
What is competitive intelligence?......Page 52
The competitive intelligence cycle......Page 54
Sources of competitive intelligence......Page 57
Introduction......Page 60
Why segment?......Page 61
Consumer buyer behaviour......Page 62
Consumer segmentation criteria......Page 69
Profile variables......Page 70
Behavioural variables......Page 80
Psychographic variables......Page 82
Organizational buyer behaviour......Page 86
The Webster–Wind framework......Page 89
The Sheth framework......Page 91
Approaches to organizational market segmentation......Page 95
Summary......Page 97
Introduction......Page 100
Organizational competencies......Page 101
Initial corporate-wide internal audit......Page 105
The internal marketing audit......Page 106
The innovation audit......Page 107
Auditing tools......Page 113
Summary......Page 120
Introduction......Page 122
Forecasting......Page 123
Trend extrapolation......Page 124
Modelling......Page 125
Consensus forecasting......Page 126
Scenario planning......Page 132
Strategic questions......Page 137
People involved......Page 138
Summary......Page 140
Part 2: Formulation of strategy......Page 142
Mission......Page 144
Nature of support for the mission statement......Page 150
Goals and objectives......Page 152
Hierarchy of objectives......Page 154
The balanced scorecard......Page 156
Gap analysis......Page 157
Summary......Page 159
About this chapter......Page 161
Identifying sources of competitive advantage......Page 167
Experience and value effects......Page 170
Industry position......Page 172
Product and market strategies......Page 178
Difficult market conditions......Page 184
Summary......Page 186
Introduction......Page 188
Evaluating market segments......Page 189
Establishing organizational capability......Page 193
Strategic brand management......Page 194
The strategic nature of making target segment choices......Page 198
Positioning......Page 199
Positioning alternatives......Page 203
Creating brand equity......Page 205
Brand valuation......Page 206
Brand name strategy......Page 212
Combined brand strategies......Page 215
Brand revitalization......Page 216
Brand repositioning......Page 219
Brand extinction......Page 221
Summary......Page 222
The strategic agenda......Page 224
The nature of products and product development......Page 225
Why do products fail?......Page 231
Managing innovation......Page 232
Risk and the innovation dilemma......Page 234
Summary......Page 238
Introduction......Page 240
Alliances......Page 241
Relationship marketing......Page 245
Developing relationships......Page 247
Summary......Page 249
Corporate and marketing plans......Page 251
Corporate planning......Page 252
Marketing plans – strategy or tactics?......Page 254
Why does planning matter?......Page 255
Barriers to successful planning......Page 256
Approaches to marketing planning......Page 259
Summary......Page 261
Part 3: Strategic implementation......Page 264
Implementation – stressing the importance......Page 266
Success vs failure......Page 267
Fundamental principles......Page 268
Assessing ease of implementation......Page 273
People, power and politics......Page 275
Internal marketing......Page 277
Applying project management techniques......Page 278
Summary......Page 282
Control – the basic principles......Page 284
What makes an effective control system?......Page 287
Management control......Page 289
Financial control......Page 290
Performance appraisal......Page 296
Benchmarking......Page 297
Controlling marketing performance......Page 298
Summary......Page 300
Introduction......Page 302
15.1 The National Westminster Bank plc – brand strategy, June 1999......Page 305
15.2 easyJet......Page 310
15.3 Green Space......Page 313
15.4 Gillette......Page 316
Index......Page 318