Marketing Management: A Relationship Approach

Guided tour Preface About the author Acknowledgements Publisher’s acknowledgements 1 Introduction Part I ASSESSING THE COMPETITIVENESS OF THE FIRM (INTERNAL) 2 Identification of the firm’s core competences 3 Development of the firm’s competitive advantage Part II ASSESSING THE EXTERNAL MARKETING SITUATION 4 Customer behaviour 5 Competitor analysis and intelligence 6 Analysing relationships in the value chain Part III DEVELOPING MARKETING STRATEGIES 7 SWOT analysis, strategic marketing planning and portfolio analysis 8 Segmentation, targeting, positioning and competitive strategies 9 CSR strategy and the sustainable global value chain Part IV DEVELOPING MARKETING PROGRAMMES 10 Establishing, developing and managing buyer-seller relationships 11 Product and service decisions 12 Pricing decisions 13 Distribution decisions 14 Communication decisions Part V ORGANISING, IMPLEMENTING AND CONTROLLING THE MARKETING EFFORT 15 Organising and implementing the marketing plan 16 Budgeting and controlling Appendix: Market research and decision support system Glossary Index