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Tables of Contents for Marketing Strategy and Competitive Positioning
Chapter/Section Title
Page #
Page Count
Preface
xvii
Acknowledgements
xx
Abbreviations
xxiii
1 Marketing Strategy
1 Market-led strategic management
3
30
Introduction
3
4
1.1 The marketing concept and market orientation
7
4
1.2 The resource-based view of marketing
11
6
1.3 Organisational stakeholders
17
5
1.4 Marketing fundamentals
22
6
1.5 The role of marketing in leading strategic
28
1
1.6 Summary
29
1
Case Study: Psion
30
1
Discussion questions
31
2
2 Strategic marketing planning
33
26
Introduction
33
2
2.1 Defining the business purpose or mission
35
3
2.2 The marketing strategy process
38
2
2.3 Establishing the core strategy
40
8
2.4 Creation of the competitive positioning
48
4
2.5 Implementation
52
4
2.6 Summary
56
1
Case Study: Playboy
57
1
Discussion questions
58
1
3 Portfolio analysis
59
34
Introduction
59
3
3.1 Portfolio planning
62
2
3.2 The Boston Consulting Group Growth-Share Matrix
64
8
3.3 Multi-factor approaches to portfolio modelling
72
6
3.4 The process of portfolio planning
78
4
3.5 Financial portfolio theory
82
3
3.6 Resource portfolios
85
2
3.7 Summary
87
2
Case Study: Heinz
89
1
Discussion questions
90
3
Part 2 Competitive Market Analysis
4 The changing market environment
93
24
Introduction
93
1
4.1 A framework for macro-environmental analysis
94
1
4.2 The economic and political environment
94
6
4.3 The social and cultural environment
100
5
4.4 The technological environment
105
2
4.5 Changes in marketing infrastructure and practices
107
2
4.6 New strategies for changing environments
109
4
4.7 Summary
113
1
Case Study: Smart houses
113
2
Discussion questions
115
2
5 Analysis of the competitive environment
117
22
Introduction
117
1
5.1 The Five Forces Model of industry competition
117
1
5.2 Strategic groups
118
5
5.3 Industry evolution and forecasting
123
3
5.4 Environmental stability
126
3
5.5 SPACE analysis
129
5
5.6 The Advantage Matrix
134
2
5.7 Summary
136
1
Case Study: Virgin Megastore
137
1
Discussion questions
138
1
6 Assessment of organisational resources
139
40
Introduction
139
1
6.1 Understanding marketing resources
140
5
6.2 The resource-based view of the firm
145
4
6.3 Identifying the core competencies of the organisation
149
4
6.4 Auditing resources
153
4
6.5 Itemising marketing assets
157
14
6.6 Assessing marketing capabilities
171
2
6.7 Developing and exploiting resources
173
1
6.8 Summary
174
1
Case Study: H&M Stores
175
2
Discussion questions
177
2
7 Customer analysis
179
24
Introduction
179
1
7.1 What we need to know about customers
180
3
7.2 Marketing research
183
10
7.3 The marketing research process
193
2
7.4 Organising customer information
195
3
7.5 Summary
198
1
Case Study: Procter & Gamble
199
2
Discussion questions
201
2
8 Competitor analysis
203
30
Introduction
203
1
8.1 Competitive benchmarking
204
3
8.2 The dimensions of competitor analysis
207
15
8.3 Choosing good competitors
222
4
8.4 Obtaining and disseminating competitive information
226
3
8.5 Summary
229
2
Case Study: Emap
231
1
Discussion questions
232
1
9 Forecasting future demand and market requirements
233
Introduction
233
1
9.1 Forecasting what?
234
1
9.2 Forecasts based on current demand
235
2
9.3 Forecasts based on past demand
237
13
9.4 Forecasting through experimentation
250
4
9.5 Forecasting through intentions and expert opinions
254
4
9.6 Summary
258
3
Case Study: Boeing
261
1
Discussion questions
261
4
Part 3 Identifying Current and Future Competitive Positions
10 Segmentation and positioning principles
265
38
Introduction
265
2
10.1 Principles of competitive positioning
267
3
10.2 Principles of market segmentation
270
1
10.3 The underlying premises of market segmentation
271
2
10.4 Bases for segmenting markets
273
1
10.5 Segmenting consumer markets
274
14
10.6 Segmenting business markets
288
5
10.7 Identifying and describing market segments
293
1
10.8 The benefits of segmenting markets
294
1
10.9 Implementing market segmentation
295
4
10.10 Summary
299
1
Case Study: Internet Exchange
300
2
Discussion questions
302
1
11 Segmentation and positioning research
303
34
Introduction
303
3
11.1 A priori segmentation approaches
306
5
11.2 Post-hoc/cluster-based segmentation approaches
311
9
11.3 Qualitative approaches to positioning research
320
3
11.4 Quantitative approaches to positioning research
323
10
11.5 Summary
333
2
Case Study: Asianet, Zee TV, Namaste and more
335
1
Discussion questions
336
1
12 Selecting market targets
337
30
Introduction
337
2
12.1 The process of market definition
339
3
12.2 Defining how the market is segmented
342
2
12.3 Determining market segment attractiveness
344
10
12.4 Determining current and potential strengths
354
3
12.5 Making market and segment choices
357
3
12.6 Alternative targeting strategies
360
2
12.7 Summary
362
1
Case Study: Cadillac
363
1
Discussion questions
364
3
Part 4 Competitive Positioning Strategies
13 Creating sustainable competitive advantage
367
24
Introduction
367
1
13.1 Using organisational resources to create sustainable competitive advantage
367
3
13.2 Generic routes to competitive advantage
370
1
13.3 Achieving cost leadership
371
4
13.4 Achieving differentiation
375
10
13.5 Sustaining competitive advantage
385
2
13.6 Summary
387
1
Case Study: Nokia
387
2
Discussion questions
389
2
14 Offensive and defensive competitive strategies
391
22
Introduction
391
1
14.1 Build strategies
392
7
14.2 Holding and defensive strategies
399
6
14.3 Market niche strategies
405
2
14.4 Harvesting strategies
407
1
14.5 Divestment/deletion
408
1
14.6 Matching managerial skills to strategic tasks
409
1
14.7 Summary
410
1
Case Study: BSkyB
410
2
Discussion questions
412
1
15 Competing through strategic alliances and networks
413
30
Introduction
413
2
15.1 The era of strategic collaboration
415
2
15.2 The drivers of collaboration strategies
417
4
15.3 Types of network
421
5
15.4 Alliances and partnerships
426
3
15.5 Strategic alliances as a competitive force
429
1
15.6 The risks In strategic alliances
430
4
15.7 Competing through strategic alliances
434
3
15.8 Summary
437
1
Case Study: Napster
438
4
Discussion questions
442
1
16 Competing through superior service and customer relationships
443
22
Introduction
443
2
16.1 The goods and services spectrum
445
2
16.2 Relationship marketing
447
5
16.3 The three Ss of customer service
452
1
16.4 Providing superior service
452
4
16.5 Measuring and monitoring customer satisfaction
456
5
16.6 Summary
461
1
Case Study: Petite Pictet & Cie
461
2
Discussion questions
463
2
17 Competing through innovation
465
24
Introduction
465
1
17.1 New product success and failure
466
4
17.2 `Planned innovation
470
3
17.3 The new product development process
473
8
17.4 Speeding new product development
481
1
17.5 Organising for new product development
482
3
17.6 Summary
485
1
Case Study: Obituary of Ely Callaway
486
2
Discussion questions
488
1
18 Competing through e-marketing
489
30
Introduction
489
2
18.1 The growth of the Internet as a marketing medium
491
8
18.2 The metrics of e-marketing
499
2
18.3 e-marketing research
501
4
18.4 The impact of e-marketing on marketing strategy
505
10
18.5 Emerging themes in e-marketing
515
1
18.6 Summary
515
1
Case Study: Tesco Online
516
2
Discussion questions
518
1
19 Implementation through internal marketing
519
34
Introduction
519
3
19.1 The development of internal marketing
522
2
19.2 The scope of internal marketing
524
13
19.3 Planning for internal marketing
537
2
19.4 Partnership with human resource management
539
8
19.5 Summary
547
1
Case Study: DaimlerChrysler UK
548
1
Discussion questions
549
4
Part 5 Conclusions
20 Marketing strategies for the twenty-first century
553
53
Introduction
553
1
20.1 The changing competitive arena
554
6
20.2 Fundamentals of strategy in a changing world
560
7
20.3 Competitive positioning strategies
567
14
20.4 Summary
581
1
Case Study: It's scary out there
581
2
Discussion questions
583
1
References
584
22
Indices
By author
606
6
By company/brand
612
7
By subject
619