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• Half Title
• Title
• Copyright
• Contents
• LIST OF FIGURES
• LIST OF TABLES
• PREFACE
• ACKNOWLEDGEMENTS
• PART I – STRATEGIC MARKETING PROCESS
• 1 CREATING VALUE
• 2 STRATEGIC MANAGEMENT AND MARKETING
• 3 STRATEGIC POSITIONING STEP 1: DETERMINING THE RELEVANT MARKET
• 4 STRATEGIC POSITIONING STEP 2: SEGMENTING THE RELEVANT MARKET
• 5 STRATEGIC POSITIONING STEP 3: ASSESSING THE ATTRACTIVENESS OF SUB-MARKETS AND THE RELATIVE COMPET
• 6 STRATEGIC POSITIONING STEP 4: SELECTING AND IMPLEMENTING THE INTENDED MARKET POSITION
• 7 STRATEGIC BRANDING
• 8 MARKETING INTELLIGENCE
• PART II – VALUE-CREATION PROCESS
• 9 PRODUCT MANAGEMENT
• 10 CUSTOMER RELATIONSHIP MANAGEMENT
• 11 ADVERTISING
• 12 OTHER FORMS OF COMMUNICATION
• PART III – VALUE-GENERATION PROCESS
• 13 BUILDING AND MANAGING A DISTRIBUTION NETWORK
• 14 SALES MANAGEMENT
• 15 DIRECT AND INTERACTIVE MARKETING
• 16 MERCHANDISING AND LOGISTICS
• 17 SALES PROMOTION
• 18 PRICING DECISIONS
• INDEX