Strategic Marketing Management

Preface
Overview of the book's structure
1. Introduction

Stage One: Where are we now? Strategic and marketing analysis
2. Marketing auditing and the analysis of capability
3. Segmental, productivity and ratio analysis
4. Market and environmental analysis
5. Approaches to customer analysis
6. Approaches to competitor analysis

Stage Two: Where do we want to be? Strategic direction and strategic formulation
7. Missions and objectives
8. Market segmentation, targeting and positioning
9. The formulation of strategy -1
10. The formulation of strategy -2
11. The formulation of strategy -3

Stage Three: How might we get there? Strategic choice
12. The strategic management of the marketing mix

Stage Four: Which way is best? Strategic evaluation
13. Criteria of choice
14. Modelling approaches -1
15. Modelling approaches -2

Stage Five: How can we ensure arrival?
16. Problems to overcome
17. Management control -1
18. Management control -2

Bibliography
Index