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Chapter 1 Strategic Market Management—An Introduction and Overview
• Foundations of Marketing Strategy
• Selecting a Marketing Strategy
• Strategic Market Management
• The Strategic Planning Cycle
• Marketing and its Role in Strategy
PART ONE STRATEGIC MARKET ANALYSIS
Chapter 2 Environmental Analysis
• Environmental Trends
• Customer Trends
• Sustainability Trends
• Technology and Digital Trends
• Government/Policy Trends
• Economic Trends
• Managing Environmental Analysis
Chapter 3 Customer Analysis
• The Scope of Customer Analysis
• Unmet Needs
• Customer Motivations
• Segmentation
Chapter 4 Competitor Analysis
• Identifying Competitors
• Potential Market Entrants
• Assessing Competitor Strengths and Weaknesses
• Predicting Competitor Actions
• Obtaining Competitive Intelligence
Chapter 5 From Strategic Market Analysis to Marketing Strategy
• Analyzing Strategic Uncertainty
• Identifying and Evaluating Marketing Strategy Alternatives
• From Strategic Analysis to Marketing Strategy Decisions
PART TWO CREATING MARKETING STRATEGY
Chapter 6 Creating Advantage: Customer Value Leadership
• Alternative Value Propositions
• Customer Value Leadership
• Managing for Customer Value Leadership
Chapter 7 Building and Managing Customer Relationships
• The Customer Decision Journey
• Managing Customer Experience
• Toward Long-Term Customer Relationships
Chapter 8 Creating Valuable Customers
• The Purchase Funnel
• Customer Lifetime Models and Strategy Effectiveness
• Customers as Valuable Assets
Chapter 9 Creating Strong Brands
• Develop a Brand Vision
• Locate a Strong Brand Position
• Establish Must-Haves
• Link Powerful Associations
• Create Brand Visibility
• Breakthrough with Digital
• Ensure Brand Consistency
• Optimize Brand Touchpoints
• Lock in Brand Loyalty
• Build Brand Community
• Energize the Brand
• Maintain Brand Relevance
• Leverage the Brand Internally
Chapter 10 Strategic Brand Management
• Managing Brands in a Hyperconnected World
• Design Brand Architecture
• Extend the Brand
• Manage Cobranding Partners
• Purpose-Driven Branding
• Brands and Political Activism
• Protect the Brand
• Measure Brand Health
PART THREE MANAGING MARKETING STRATEGY FOR GROWTH
Chapter 11 The Growth Imperative
• What is Innovation?
• Why Innovation is Key to Company Growth
• Why Innovation is Resisted
• The Growth Mindset
• Organizing for Innovation
Chapter 12 Full-Spectrum Innovation
• Market Penetration
• Market Expansion
• Offering Expansion
• Narrow Offerings and/or Markets
• Adjacent Offerings for Adjacent Customers
• Innovate Through Branding and Engagement Strategies
• Innovate Using the Business Model
• Build Innovation Capabilities
Chapter 13 Evaluating Growth Options
• Question 1: Is the Offering Differentiated?
• Question 2: Is the Offering Attractive?
• Question 3: Is the Offering Feasible?
• Question 4: Is the Core Business Successful and What are the KSFs?
• Question 5: What Assets and Capabilities Should be Leveraged?
• Question 6: Can the Core Business be Transferred to the New Market?
• Question 7: Are There Synergies Between the New and Existing Business?
• Question 8: Will the New Business be Successful? Become a Market Leader?
• Question 9: Can the Market be Defended?
• Question 10: Is the Growth Strategy Scalable?
• Question 11: Can Growth Strategy Risk be Minimized?
• Growth Metrics
Chapter 14 Managing Global Strategies
• Global Strategy Objectives
• Standardization vs. Customization
• Expanding the Global Footprint
• Strategic Alliances
• Global Marketing Management
Chapter 15 Managing the Business and Brand Portfolio
• The Business Portfolio
• Divestment or Liquidation
• The Milk Strategy
• Prioritizing and Trimming the Brand Portfolio
PART FOUR IMPLEMENTING MARKETING STRATEGY
Chapter 16 Harnessing the Organization
• Customer-Centric Organizational Cultures
• Customer-Centric Capabilities
• Customer-Centric Organizational Structure
• Metrics and Incentives for Customer Centricity
• Leading for Customer Centricity
• Customer-Centric Talent
Chapter 17 How Marketing Activities Create Value for Companies
• The Impact of Customer and Brand Equity on Firm Revenues
• The Effect of Marketing Assets on Firm Value
• How Markets Value Marketing Assets
• Managing Marketing to Contribute to Firm Value
Case Studies
• The Energy Bar Industry
• Competing Against the Industry Giant
• Leveraging a Brand Asset
• The Rise of Retail Healthcare
• Using Automated Text Analysis for Marketing Insights
Appendix: Internal Analysis
Notes
Index
