This text and casebook discusses the concepts and processes for gaining the competitive advantage in the marketplace. The authors examine many components of a market-driven strategy, including technology, customer service, customer relationships, pricing and the global economy.
Table of Contents
Table of Contents
Part 1: Strategic Marketing Chapter 1
Imperatives for Market-Driven Strategy Appendix 1A Strategic Marketing Planning Cases for Part I Case 1�1 Audi
Case 1�2 The New York Times. Case 1�3 Coca-Cola Co. Part II: Markets, Segments and Customer Value Chapter 2
Markets And Competitive Space Appendix 2A Financial Analysis for Marketing Planning and Control Chapter 3
Strategic Market Segmentation Chapter 4
Strategic Customer Relationship Management Chapter 5
Capabilities For Learning About Customers and Markets Cases for Part II Case 2�1 Pfizer Inc.
Case 2�2 Ikea
Case 2�3 China and India: Opportunities and Challenges Case 2�4 Johnson & Johnson Part III: Designing Market-Driven Strategies Chapter 6
Market Targeting and Strategic Positioning Chapter 7
Strategic Relationships Chapter 8
Innovation and New Product Strategy Cases for Part III Case 3�1 Walt Disney Co. Case 3�2 Intel Corp. Case 3�3 McDonald's Case 3�4 Tesco PLC Part IV: Market-Driven Program Development Chapter 9
Strategic Brand Management Chapter 10
Value Chain Strategy Chapter 11
Pricing Strategy Chapter 12
Promotion, Advertising and Sales Promotion Strategies Chapter 13
Sales Force, Internet and Direct Marketing Strategies Cases for Part IV Case 4�1 Microsoft Corp. (A). Case 4�2 Nike Inc. Case 4�3 Dell Inc. Case 4�4 Hewlett-Packard Co. Part V: Implementing and Managing Market-Driven Strategies Chapter14
Designing Market-Driven Organizations Chapter 15
Marketing Strategy Implementation and Control Appendix 15A Marketing Metrics Cases for Part V Case 5-1 Verizon Communications Inc. Case 5-2 Home Depot Inc. Case 5-3 Yahoo! Inc.
Case 5-4 Nissan Motor Co. Part VI: Comprehensive Cases Case 6-1 Microsoft Corp. (B) Case 6-2 Samsung Electronics Case 6-3 General Electric Appliances Case 6-4 Slendertone Case 6-5 Toyota Case 6-6 Coca-Cola (B) Case 6-7 Keurig Inc. Case 6-8 Dura-Plast, Inc. Case 6-9 Wal-Mart Case 6-10 Blair Water Purifiers India Case 6-11 Murphy Brewery Ireland, Limited Case 6-12 Dairyland Seed Company Case 6-13 International Business Machines Case 6-14 L�Oreal Nederland B.V Case 6-15 ESPN Case 6-16 Cowgirl Chocolates Case 6-17 Procter & Gamble Co. Case 6-18 Amazon.com Inc. Case 6-19 Nanophase Technologies Corporation Case 6-20 Cola Wars in China Case 6-21 Smith & Nephew---Innovex Case 6-22 Sun Microsystems (B) Case 6-23 Telus Mobility Case 6-24 Tri-Cities Community Bank Case 6-25 Cima Mountaineering Inc.
