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• Brief Contents
• Detailed Contents
• Preface
• Chapter I An Overview—Understanding the Role of Marketing Management Across the Strategic Marketi
• Chapter II Focus on Situation Analysis
• Chapter III Focus on Strategy Formulation
• Chapter IV Focus on Marketing Execution
• Notes Aligned with Chapter II: Focus on Situational Analysis
• Note 1 Marketing Research
• Note 2 Customer Assessment
• Note 3 Consumer and Organizational Buyer Behavior
• Note 4 Industry Analysis
• Note 5 Product Life Cycle
• Note 6 Experience Curve Effects
• Note 7 Economies and Diseconomies of Scale
• Note 8 Economies of Scope and Synergies
• Note 9 Market Share Effects
• Note 10 Competitive Intelligence
• Note 11 Mission, Vision, and Social Responsibility
• Note 12 Company Assessment—The Value Chain
• Note 13 SWOT Analysis
• Note 14 Scenario Analysis
• Notes Aligned with Chapter III: Focus on Strategy formulation
• Note 15 Competitive Strategies
• Note 16 Generic Strategies—Advantage and Scope
• Note 17 Value Map
• Note 18 Product–Market Growth Strategies
• Note 19 International Market Strategies
• Note 20 Digital Transformation and Platform Economies
• Note 21 Market Segmentation
• Note 22 Loyalty-Based Marketing: ­Balancing ­Customer Acquisition and ­Customer Retention
• Note 23 Targeting
• Note 24 Positioning
• Notes Aligned with Chapter IV: Focus on Marketing Execution
• Note 25 Brand Development
• Note 26 Product Portfolios
• Note 27 New Product Development
• Note 28 Product Innovations
• Note 29 Pricing Strategies
• Note 30 Place—Distribution
• Note 31 Promotion—Integrated Marketing Communications
• Note 32 People—The Ultimate Sales Tool
• Note 33 Forecasts, Budgets, and Objectives
• Appendix A: Basic Financial Math for Marketing
• Appendix B: Building a Strategic ­Marketing Plan Exercise
• Appendix C: One-Page Memo