Strategic Marketing: In the Customer Driven Organization

About the Author.

Scope of Strategic Marketing.

PART I: IDENTIFYING AND SELECTING CUSTOMER VALUE.

Focus on the Customer.

Market Segmentation and Positioning.

Strategic Market Planning.

Obtaining Customer Information.

Competition in the Business System.

PART II: PROVIDING THE VALUE.

Building Competitive Brands.

Developing New Products and Services.

Managing the Product through the Life Cycle.

PART III: COMMUNICATING THE VALUE.

Marketing Communications.

Direct Marketing and Personal Selling.

PART IV: DELIVERING THE VALUE.

Pricing Strategies and Tactics.

Marketing Channels of Distribution.

Aligning Performance with Marketing Strategy.

Index of Authors.

Index of Firms.

Index of Subjects.