Strategic Marketing Planning

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ISBN: 9781856176170 | 1856176177
Cover: Nonspecific Binding
Copyright: 5/7/2009

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Strategic Marketing Planning provides marketers with all the tools they need to develop a successful marketing strategy. It reflects the changing focus of the strategic marketing planning process and illustrates how to tailor a strategic marketing plan to today's rapidly changing environment.

Preface to the Second Edition	p. ix
Overview of the Book's Structure	p. xi
Introduction	p. 1
Learning Objectives	p. 1
The Nature of Marketing (or, 'Delivering Value and Winning Customer Preference')	p. 1
The Management Process	p. 6
Strategic Decisions and the Nature of Strategy	p. 8
The Marketing/Strategy Interface	p. 16
Summary	p. 39
Strategic Marketing Planning and the Marketing Plan	p. 41
Learning Objectives	p. 41
Introduction	p. 41
The Role of Strategic Marketing Planning	p. 42
So What is Marketing Strategy?	p. 49
The Three Dimensions of Planning	p. 54
Summary	p. 69
Where Are We Now? Strategic and Marketing Analysis	p. 73
Marketing Auditing and the Analysis of Capability	p. 77
Learning Objectives	p. 77
Introduction	p. 77
Reviewing Marketing Effectiveness	p. 84
The Role of SWOT Analysis	p. 85
Competitive Advantage and the Value Chain	p. 102
Conducting Effective Audits	p. 104
Summary	p. 109
Segmental, Productivity and Ratio Analysis	p. 111
Learning Objectives	p. 111
Introduction	p. 111
The Clarification of Cost Categories	p. 113
Marketing Cost Analysis: Aims and Methods	p. 114
An Illustration of Segmental Analysis	p. 119
An Alternative Approach to Segmental Analysis	p. 121
Customer Profitability Analysis	p. 121
Marketing Experimentation	p. 135
The Nature of Productivity	p. 136
The Use of Ratios	p. 138
Analysing Ratios and Trends	p. 142
Ratios and Interfirm Comparison	p. 144
A Strategic Approach	p. 147
Summary	p. 150
Market and Environmental Analysis	p. 153
Learning Objectives	p. 153
Introduction	p. 153
Analysing the Environment	p. 155
The Nature of the Marketing Environment	p. 161
The Evolution of Environmental Analysis	p. 167
The Political, Economic, Social and Technological Environments	p. 170
Coming to Terms with Industry and Market Breakpoints	p. 178
Coming to Terms with the Very Different Future: The Implications for Marketing Planning	p. 182
Approaches to Environmental Analysis and Scanning	p. 189
Summary	p. 194
Approaches to Customer Analysis	p. 197
Learning Objectives	p. 197
Introduction	p. 197
Coming to Terms with Buyer Behaviour	p. 198
Factors Influencing Consumer Behaviour	p. 202
The Buying Decision Process	p. 211
The Rise of the New Consumer and the Implications for Marketing Planning	p. 217
Organizational Buying Behaviour	p. 221
The Growth of Relationship Marketing	p. 229
Summary	p. 243
Appendix: The Drivers of Consumer Change	p. 244
Approaches to Competitor Analysis	p. 251
Learning Objectives	p. 251
Introduction	p. 251
Against Whom Are We Competing?	p. 259
Identifying and Evaluating Competitors' Strengths and Weaknesses	p. 265
Evaluating Competitive Relationships and Analysing How Organizations Compete	p. 271
Identifying Competitors' Objectives	p. 276
Identifying Competitors' Likely Response Profiles	p. 277
Competitor Analysis and the Development of Strategy	p. 279
The Competitive Intelligence System	p. 280
The Development of a Competitive Stance: The Potential for Ethical Conflict	p. 284
Summary	p. 289
Where do We Want to Be? Strategic Direction and Strategy Formulation	p. 293
Missions and Objectives	p. 297
Learning Objectives	p. 297
Introduction	p. 297
The Purpose of Planning	p. 300
Establishing the Corporate Mission	p. 303
Influences on Objectives and Strategy	p. 316
Guidelines for Establishing Objectives and Setting Goals and Targets	p. 317
The Development of Strategies	p. 332
Summary	p. 336
Market Segmentation, Targeting and Positioning	p. 339
Learning Objectives	p. 339
Introduction	p. 339
The Nature and Purpose of Segmentation	p. 341
Approaches to Segmenting Markets	p. 344
Factors Affecting the Feasibility of Segmentation	p. 346
Approaches to Segmentation	p. 347
The Bases for Segmentation	p. 348
Geographic and Geodemographic Techniques	p. 349
Demographic Segmentation	p. 352
Behavioural Segmentation	p. 357
Psychographic and Lifestyle Segmentation	p. 361
Approaches to Segmenting Industrial Markets	p. 365
Market Targeting	p. 367
Deciding on the Breadth of Market Coverage	p. 369
Product Positioning: The Battle for the Mind	p. 372
Summary	p. 377
The Formulation of Strategy 1: Analysing the Product Portfolio	p. 379
Learning Objectives	p. 379
Introduction	p. 379
The Development of Strategic Perspectives	p. 379
Models of Portfolio Analysis	p. 384
Market Attractiveness and Business Position Assessment	p. 392
Criticisms of Portfolio Analysis	p. 398
Summary	p. 401
The Formulation of Strategy 2: Generic Strategies and the Significance of Competitive Advantage	p. 403
Learning Objectives	p. 403
Introduction	p. 403
Types of Strategy	p. 404
Porter's Three Generic Competitive Strategies	p. 407
Competitive Advantage and Its Pivotal Role in Strategic Marketing Planning	p. 413
Summary	p. 453
The Formulation of Strategy 3: Strategies for Leaders, Followers, Challengers and Nichers	p. 455
Learning Objectives	p. 455
Introduction	p. 455
The Influence of Market Position on Strategy	p. 455
Strategies for Market Leaders	p. 457
Marketing Strategy and Military Analogies: Lessons for Market Leaders	p. 468
Strategies for Market Challengers	p. 483
Strategies for Market Followers	p. 495
Strategies for Market Nichers	p. 497
Military Analogies and Competitive Strategy: A Brief Summary	p. 498
The Inevitability of Strategic Wear-out (or, The Law of Marketing Gravity and Why Dead Cats Only Bounce Once)	p. 506
The Influence of Product Evolution and the Product Life Cycle on Strategy	p. 510
Summary	p. 518
Bibliography	p. 519
Index	p. 537
Table of Contents provided by Ingram. All Rights Reserved.

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Strategic Marketing Planning

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