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Contents in Brief
PART I
BUSINESS AND MARKETING STRATEGIES
CHAPTER 1
Marketing Strategy and Planning
CHAPTER 2
Business Strategy and Competitive Advantage
CASES FOR PART I
PART II
MARKETING SITUATION ANALYSIS
CHAPTER 3
Analyzing Markets and Competition
CHAPTER 4
Segmenting Markets
CHAPTER 5
Continuous Learning about Markets
CASES FOR PART II
PART III
DESIGNING MARKETING
STRATEGY
CHAPTER 6
Market Targeting and Postitoning
Strategies
CHAPTER 7
Relationship Strategies
CHAPTER 8
Planning for New Products
CASES FOR PART III
PART IV
MARKETING PROGRAM
DEVELOPMENT
CHAPTER 9
Product,Branding,and Customer-Service Strategies
CHAPTER 10
Distribution Strategy
CHAPTER 11
pricting Strategy
CHAPTER 12
Promotion,Advertising,and Sales
Promotion Strategies
CHAPTER 13
Sales Force and Direct Marketing
Strategies
CASES FOR PART IV
PART V
IMPLEMENTING AND
MANAGING MARKETING
STRATEGY
CHAPTER 14
Designing Effective Marketing Organizations
CHAPTER 15
Marketing Strategy Implementation and Control
CASES FOR PART V
PART VI
COMPREHENSIVE CASES
NAME INDEX
SUBJECT INDEX
