Marketing Strategies: A Contemporary Approach

Includes index

1 From structure to chaos? Understanding marketing strategyIntroductionTechnological advancesThe marketing conceptMarketing as a business processThe role of market orientationStrategic planning to deliver the marketing conceptEnvironmental factorsCreating a sense of identityTime as an issue in planningEthics as a marketing issueTowards a new strategic marketing planning modelSummaryChapter questions 2 Opening up analysis and positioningIntroductionInternal analysisExternal analysisKey issues to consider when using portfolio matricesThe marketing information systemMarket segmentationStrategic positioningThe Internet, postmodern marketing and globalisationSummaryChapter questions 3 Stakeholder concerns and solutionsIntroductionStakeholder theoryDeveloping competitive marketing strategiesSummaryChapter questions 4 A sustainable Earth mattersIntroductionUnderstanding environmental marketingImplications for organisationsGreen consumer behaviourGreen marketing strategiesSummaryChapter questions 5 Communicating effectivelyIntroductionCorporate image and corporate identityDefining the IMC conceptOrganisational challenges to implementing the IMC conceptImplementing the IMC conceptIMC in an online environmentBrandsSummaryChapter questions 6 Implementation is the keyIntroductionPlanned versus emergent implementationThe main factors influencing strategy implementationThe impact of technology on marketing implementationCustomer relationshipsSummaryChapter questions 7 Understanding and creating effective marketing culturesIntroductionThe visible and invisible parts of an organisationThe transition from focusing on products to a customer orientationThe learning organisationKeeping the benefits of a learning orientationSummaryChapter questions 8 Globalising marketing effortsIntroductionThe main factors influencing international marketing operationsOffshoring and globalisation of suppliersInternational marketing orientationsStandardisation versus adaptationSelecting which foreign markets to targetMarketing entry strategiesManaging international operationsSummaryChapter questions 9 Measuring for effectiveness in marketingIntroductionMeasuring marketing performanceThe role of financial analysisProfit ratiosLiquidity ratiosLeverage ratiosActivity ratiosMarketing metricsUnderstanding measurement within the global contextMeasuring environmental effectivenessDeveloping individual measuresSummaryChapter questions 10 New perspectives in marketing and the way forward IntroductionMoving away form the 4 PsConsumer behaviourValue cocreationThe dynamic environmentDigital marketingSocial marketingRural marketingTowards a strategic marketing modelSummary and final observationsChapter questions References and further readingIndex

Written for upper level courses in BA Marketing modules as well as MBA and BA Business Studies, this text develops a fresh approach to marketing by taking an integrated approach to strategic development.