Marketing Strategy - Planning, Implementation and Control (Paperback)

Marketing Strategy focuses on building the strategic skills necessary to compete in the global economy by using a variety of analytical frameworks to understand how companies formulate strategy, make strategic decisions, and how they implement strategy. This text focuses on marketing strategy from the viewpoint of the business unit and clearly distinguishes marketing strategy from marketing management. Organized around the three C's model-company, competition and customer this book provides a step-by-stepanalysis of the pros and cons of specific concepts and techniques.

Key Feature
* Provides comprehensive coverage of all important aspects of marketing
* Designed for courses at the junior/seniorlevel in marketing strategy
* Introduces strategic thinking skills for new product management
* Examines the growing importance of information technologies that can be used to seek and sustain the competitive advantage
* 29 cases throughout the text

Table of Contents
Preface
Part I:Introduction
1. Marketing & the Concept of Planning and Strategy
2. Strategic Marketing

Part II: Strategic Analysis
3. Corporate Appraisal
4. Understanding Competition
5. Focusing on the Customer
6. Scanning the Environment

Part III: Strategic Capabilities and Direction
7. Measuring Strengths and Weaknesses
8. Developing Marketing Objectives and Goals

Part IV: Strategy Formulation
9. Strategy Selection
10. Portfolio Analysis
Part V: Strategy Implementation and Control
11. Organizational Structure
12. Strategic Tools

Part VI: Marketing Strategies
13. Market Strategies
14. Product Strategies
15. Pricing Strategies
16. Distribution Strategies
17. Promotion Strategies
18. Global Market Strategies
Cases
Index