Marketing strategy : the difference between marketing and markets

Abstract

Contents Preface to the third edition Preface to the second edition Preface to the first edition Acknowledgements Introduction I.1 What is Marketing? I.2 What is Strategy? I.3 What is Market(ing) Strategy? I.4 The approach of this book Part One - Preparing for the Market Strategy 1. The internal business drivers 1.1. Personal value of the key implementers 1.2. The Mission/Leadership 1.3. Shareholder Value 1.4. Long term Financial Objective 1.5. Other Stakeholders' requirements 1.6. The Vision 2. The external environment 2.1. Customer & Market orientation 2.2. The Environment audit 2.2.1. Political audit 2.2.2. Economic audit 2.2.3. Sociological audit 2.2.4. Technological audit 2.2.5. International audit 2.2.6. Environmental audit 2.3. Opportunities & Threats 2.3.1. Industry analysis 2.3.2. Competition 2.3.3. Structural opportunities 2.3.4. The Resource/Performance audit 2.4. Strengths & Weaknesses 2.5. Competitor analysis 2.5.1. Competitive Opportunities 3. The business strategy 3.1. The Financial Hurdles 3.2. The Business Objective 3.3. The Business Strategy 3.4. Competitive Strategy 3.5. Sustainable Competitive Advantage Part Two - Developing the Market Strategy 4. From business to market strategy 5. The Market Objectives 6. Developing the Market Strategy (SCORPIO(c)) 6.1. Industry or Market? (I) 6.2. The Customer (C) 6.3. Segmentation & Targeting (S) 6.4. Positioning & Branding (P) 6.5. Customer Retention (R) 6.6. Organisation - Processes & Culture (O) (with Hamish Mackay) 6.7. Offerings (O) Part Three - From Market Strategy to Tactics 7. Making it happen 7.1. Market Plans 7.2. Market Control Systems 7.3. Strategy Evaluation 7.4. Identifying Barriers to Implementation 7.5. Identifying Drivers for Change 7.6. Using the System 7.7. Epilogue Appendices 1. The Strategy Checklist 2. Index