Marketing Strategy and Management (Paperback, 5 ed)

PART I: MARKETING STRATEGY 1.- 1. Overview and Executive Summary.- 2. Marketing and Corporate Strategy.- 3. Marketing and Competition.- 4. Principles of Strategic Marketing Planning.- 5. Analytical Frameworks for Strategic Marketing.- 6. Marketing Intelligence Research for Marketing.- PART II: THE MARKETING APPRECIATION.- 7. Macro-environmental Analysis.- 8. Customer Analysis.- 9. Industry and Competitor Analysis.- 10. Internal (Self) Analysis.- 11. Matching ? Putting it All Together.- 12. Market Segmentation.- PART III: MANAGING THE MARKETING MIX.- 13. The Marketing Mix.- 14. Product Service Policy and Management.- 15. Packaging and Design.- 16. Pricing Policy and Management.- 17. Distribution and Sales Policy.- 18. Integrated Marketing Communications.- 19. Branding.- PART IV: IMPLEMENTING MARKETING.- 20. Marketing in a Foreign Environment and Globalisation.- 21. Customer Care and Service.- 22. Developing a Marketing Culture.- 23. The (Short-term) Marketing Plan.- 24. Implementation and Control.- 25. Transformational Marketing.