Strategic Marketing Management (Hardcover, 4 New edition)

1. Introduction; Where are we now? Strategic and marketing analysis 2. Marketing auditing and the analysis of capability 3. Segmental, productivity and ratio analysis 4. Approaches to environmental analysis 5. Approaches to customer analysis 6. Where do we want to be? Strategic direction and strategic formulation 7. Missions and objectives; Market segmentation, targeting and positioning 8. The formulation of strategy; The formulation of strategy 9. The formulation of strategy; How might we get there? 10. Strategic choice; The strategic management of the marketing mix 11. Which way is best? 12. Strategic evaluation 13. Criteria of choice 14. Modelling approaches 1 15. Modelling approaches 2 16. How can we ensure arrival? Problems to overcome 17. Management control