Strategic Marketing

Strategic Marketing is aimed as an introduction to Strategic Marketing Management for students on Marketing and Business strategy courses. It covers the origins of modern marketing, relates contemporary and classic theory to Marketing in both academic and practical terms, providing a solid foundation for the understanding of Marketing. A valuable resource to the student and marketing practioneer alike, this book is a discerning choice for those seeking a deeper knowledge of Marketing’s theory and its place within a modern, effectively and efficiently run business.

1. The Three levels of Marketing
2. The value of Marketing; Needs, Utility, Exchange Relationships & Demand
3. The Theoretical basis of competition
4. Alternative Frameworks: Evolutionary Change and Hypercompetition
5. The Marketing Concept

1. Core Benefit Product
2. Basic product
3. Augmented product
4. Perceived product
5. A note on branding
6. Summary of the Chapter

1. Cross-functional issues
2. Strategic issues
3. Forecasting market and sales
4. Implementation, Analysis, Control & Evaluation
5. Objectives setting

1. Segmentation
2. Targeting
3. What is positioning?
4. Positioning and Perception
5. Perceptual Mapping
6. Strategies for Product Positioning
7. Product Re-positioning
8. Corporate Positioning
9. Chapter Summary

1. Why do we brand products?
2. Chapter summary

1. Price
2. Place
3. Product
4. Promotion
5. Physical Evidence
6. People
7. Process

1. The Marketing Communications Mix
2. The Marketing Communication Process
3. Marketing Related Messages
4. The development of Marcoms
5. Chapter Summary