This text is designed as a stand alone text in a Marketing Strategy course with a focus on building customer value through the firm's marketing activities. The author aims to indicate the specific steps that comprise the strategic marketing planning process and how each of these steps should be implemented. The focus is on the activities that a company should perform within the framework of strategic marketing. The book follows the four-part division of evaluation, analysis, planning, and implementation.
Table of contents:
1. The strategic marketing planning process 2. Strategy review and market definition 3. Customer analysis 4. Internal analysis 5. Competitor analysis 6. Industry attractiveness analysis 7. Distribution channel and supplier analysis 8. Other techniques for strategic analysis 9. Corporate objectives and strategies 10. Marketing objectives and strategies 11. Marketing instrument objectives and strategies 12. Marketing plan and implementation
Table of contents:
1. The strategic marketing planning process 2. Strategy review and market definition 3. Customer analysis 4. Internal analysis 5. Competitor analysis 6. Industry attractiveness analysis 7. Distribution channel and supplier analysis 8. Other techniques for strategic analysis 9. Corporate objectives and strategies 10. Marketing objectives and strategies 11. Marketing instrument objectives and strategies 12. Marketing plan and implementation