Strategic Market Management (Paperback, 12th)

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