The aim of this text is to enable the reader to develop a sound theoretical
and practical understanding of marketing, planning and control.
Although primarily written for those studying for the Chartered Institute
of Marketing Professional Diploma and Postgraduate Diploma professional marketing qualifications, this text is equally useful for industry
practitioners. This is not an introductory text to the subject of marketing planning, but builds on the existing knowledge that students and practitioners already hold about the principles of the subject. The aim has been
to provide a clear, concise guide to the tools, techniques and concepts necessary to undertake strategic marketing decisions.
The text also covers contemporary issues by exploring current developments in marketing theory and practice including:
● Customer relationship management
● Ethics and strategic marketing decision making
● The concept of a market-led orientation
● A resource/asset-based approach to internal analysis and planning
1 The strategic perspective 1
About this chapter 3
Introduction 3
What is strategy? 4
Towards strategic management 6
Change - shaping strategy 8
Balanced scorecard approach 9
The role of marketing within strategy 10
What is marketing strategy? 12
Summary 15
Part 1 Strategic Analysis 17
2 External analysis 19
About this chapter 21
Introduction 21
Scanning 22
Macro-environmental analysis 24
Industry analysis 26
Competitor analysis 29
Problems in identifying competitors 33
The market analysis 33
Summary 34
3 Competitive intelligence 37
About this chapter 39
What is competitive intelligence? 39
The CI cycle 41
Sources of competitive information 44
Summary 45
4 Segmentation 47
About this chapter 49
Introduction 49
Why segment? 49
The segmentation process 50
Consumer behavior 51
Consumer segmentation criteria 57
vi Contents
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