The global strategies chapter will be completely revised to address the issue of global strategy outside the United States. Truly global perspective New topics like the financial aspects of marketing will be introduced. Fully revised and updated case material.

Preface
Acknowledgements
Strategic Market Management: An Introduction and Overview
What Is a Business Strategy?
Strategic Market Management
Marketing and its Role in Strategy
Strategic Analysis
External and Customer Analysis
External Analysis
The Scope of Customer Analysis
Segmentation
Customer Motivations
Unmet Needs
Competitor Analysis
Identifying Competitors - Customer-Based Approaches
Identifying Competitors - Strategic Groups
Potential Competitors
Competitor Analysis - Understanding Competitors
Competitor Strengths and Weaknesses
Obtaining Information on Competitors
Market/Submarket Analysis
Dimensions of a Market/Submarket Analysis
Emerging Submarkets
Actual and Potential Market or Submarket Size
Market and Submarket Growth
Market and Submarket Profitability Analysis
Cost Structure
Distribution Systems
Market Trends
Key Success Factors
Risks in High-Growth Markets
Environmental Analysis and Strategic Uncertainty
Technology Trends
Consumer Trends
Government/Economic Trends
Dealing with Strategic Uncertainty
Impact Analysis - Assessing the Impact of Strategic Uncertainties
Scenario Analysis
Internal Analysis
Financial Analysis - Sales and Profitability
Performance Measurement - Beyond Profitability
Strengths and Weaknesses
Threats and Opportunities
From Analysis to Strategy
Cases for the End of Part I
Understanding and Working with Industry Trends
The Future of Newspapers
Evaluating and Assessing the Implications of a New Business Model
Spotify - Identifying a New Value Proposition
Competing Agaist Industry Giants
Competing Against Tesco
Creating, Adapting, and Implementing Strategy
Creating Advantage, Synergy, and Commitment versus Opportunism versus Adaptability
The Sustainable Competitive Advantage
The Role of Synergy
Strategic Commitment, Opportunism, and Adaptability
Alternative Value Propositions
Business Strategy Challenges
Alternative Value Propositions
Superior Quality
Value
Building and Managing Brand Equity
Brand Awareness
Brand Loyalty
Brand Associations
Brand Identity
Energizing the Business
Innovating the Offering
Energize the Brand and Marketing
Increasing the Usage of Existing Customers
Leveraging the Business
Which Assets and Competences Can Be Leveraged?
Brand Extensions
Expanding the Scope of the Offering
New Markets
Evaluating Business Leverage Options
The Mirage of Synergy
Creating New Businesses
The New Business
The Innovator's Advantage
Managing Category Perceptions
Creating New Business Arenas
From Ideas to Market
Global Strategies
Motivations Underlying Global Strategies
Standardization Versus Customization
Expanding the Global Footprint
Strategic Alliances
Global Marketing Management
Setting Priorities for Businesses and Brands - the Exit, Milk, and Consolidate Options
The Business Portfolio
Divestment or Liquidation
The Milk Strategy
Prioritizing and Trimming the Brand Portfolio
From Silos to Synergy - Harnessing the Organization
Silo-Driven Problems - The Case of Marketing
Addressing the Silo Marketing Issues - Challenges and Solutions
Organizational Levers and Their Link to Strategy
Structure
Systems
People
Culture
A Recap of Strategic Marketing Management
Cases for the End of Part II
Strategic Positioning
Alltech FEI World Equestrian Games 2010
Leveraging a Brand Asset
Innocent Drinks
Competing Against the Industry Giant
HTC - Something Beautiful Is Coming
Creating a New Brand for a New Market
Tata Nano - Estimating the True Cost of the Cheapest Car in the World
Transformative Innovation in the Developing World
Vodaphone M-PESA - Mobile Banking in Kenya
Learning Learning - One Laptop Per Child Initiative
Merck - Making Life-Saving Drugs Accessible and Affordable
Nestlé - Creating Shared Value through Business
Selco - Solar-Powered LEDs Paid for Using Microfinancing
Appendix Planning Forms
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