Introduction : why marketing mavens spell marketing with a capital M | p. 1 |
The new market model | p. 11 |
Execution in marketing | p. 23 |
Imperative 1 : pick markets that matter | |
Identifying opportunities | p. 59 |
Matching markets with competencies | p. 87 |
Imperative 2 : select segments to dominate | |
Segmenting to find the sweet spots in a market that matters | p. 105 |
Imperative 3 : design the market offer to create customer value and secure differential advantage | |
Meeting customer needs and beating competition | p. 137 |
Imperative 4 : integrate to serve the customer | |
Structuring systems and processes to serve customers | p. 167 |
Creating a company-wide marketing culture | p. 201 |
Imperative 5 : measure what matters | |
Measuring enterprise and market for a custom fit | p. 227 |
Conclusion : sustaining marketing excellence | p. 255 |
Selecting the world's best marketers | p. 273 |
Executives interviewed for this book | p. 283 |
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