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strategic marketing: planning and control ( pdfdrive )

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strategic marketing: planning and control this page intentionally left blank strategic marketing: planning and control third edition graeme drummond john ensor ruth ashford amsterdam • boston • heidelberg • london • new york • oxford paris • san diego • san francisco • singapore • sydney • tokyo butterworth-heinemann is an imprint of elsevier butterworth-heinemann is an imprint of elsevier linacre house, jordan hill, oxford ox2 8dp 30 corporate drive, suite 400, burlington, ma 01803, usa first edition 1999 second edition 2001 copyright © 1999, 2001, 2008 published by elsevier ltd. all rights reserved. no part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without the prior written permission of the publisher permissions may be sought directly from elsevier’s science & technology rights department in oxford, uk: phone (�44) (0) 1865 843830; …
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ements xvi 1 the strategic perspective 1 about this chapter 3 introduction 3 what is strategy? 4 towards strategic management 6 change – shaping strategy 8 balanced scorecard approach 9 the role of marketing within strategy 10 what is marketing strategy? 12 summary 15 part 1 strategic analysis 17 2 external analysis 19 about this chapter 21 introduction 21 scanning 22 macro-environmental analysis 24 industry analysis 26 competitor analysis 29 problems in identifying competitors 33 the market analysis 33 summary 34 3 competitive intelligence 37 about this chapter 39 what is competitive intelligence? 39 the ci cycle 41 sources of competitive information 44 summary 45 4 segmentation 47 about this chapter 49 introduction 49 why segment? 49 the segmentation process 50 consumer behaviour 51 consumer segmentation criteria 57 contents profile variables 58 behavioural variables 66 psychographic variables 69 organisational/industrial segmentation techniques 73 organisational buyer behaviour 73 the webster–wind framework 76 …
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ummary 146 vi contents 8 strategy formulation 149 about this chapter 151 strategy formulation – an overview 151 competitive advantage 152 identifying sources of competitive advantage 156 experience and value effects 158 industry position 160 product and market strategies 166 strategic wear-out 172 difficult market conditions 172 summary 174 9 targeting, positioning and brand strategy 177 about this chapter 179 introduction 179 evaluating market segments 179 establishing organisational capability 183 strategic alignment of assets and competencies (targeting) 185 the strategic nature of making target segment choices 188 positioning 189 perceptual mapping 190 positioning alternatives 193 creating brand equity 195 brand valuation 195 strategic brand management 198 brand name strategy 201 combined brand strategies 203 brand extension 205 brand stretching 205 brand revitalisation 206 brand repositioning 206 brand extinction 208 summary 209 10 product development and innovation 211 about this chapter 213 the strategic agenda 213 the nature of products and …
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summary 270 14 control 273 about this chapter 275 introduction 275 control: the basic principles 275 what makes an effective control system? 277 management control 279 financial control 280 performance appraisal 285 benchmarking 286 controlling marketing performance 287 summary 289 part 4 contemporary issues in strategic marketing 291 15 customer relationship management 293 about this chapter 295 introduction 295 strategic versus operational crm 299 what makes a strong relationship? 299 lifetime customer value 301 summary 301 16 marketing ethics and strategic marketing decision making 303 about this chapter 305 introduction 305 political philosophy and ethical decision making 305 viii contents ethical frameworks 307 moral reasoning 311 part 5 teaching strategic marketing 315 17 problem-based learning 317 about this chapter 319 what is problem-based learning? 319 applicability of pbl to strategic marketing 321 writing effective pbl problems 321 pbl tasks in the classroom 322 example of pbl for strategic marketing 322 …
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● the concept of a market-led orientation ● a resource/asset-based approach to internal analysis and planning innovation is a theme throughout the text, reflecting the growing import- ance of this issue, both in terms of its academic profile and current busi- ness practice. there is also an emphasis on developing a view of the future through various forecasting techniques. this new edition also includes three new chapters which relate to crm, ethics and problem-based learning approaches. throughout this new edition new illustrative examples have been included to reinforce the material covered in each chapter. an instructor’s manual is available to academic staff adopting this text. this contains expanded versions of selected illustrative examples fea- tured in the main text, new cases and a pack of lecture material. ■ information for students studying for the cim qualifications the chartered institute of marketing has continued to offer the professional diploma in marketing …

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strategic marketing: planning and control this page intentionally left blank strategic marketing: planning and control third edition graeme drummond john ensor ruth ashford amsterdam • boston • heidelberg • london • new york • oxford paris • san diego • san francisco • singapore • sydney • tokyo butterworth-heinemann is an imprint of elsevier butterworth-heinemann is an imprint of elsevier linacre house, jordan hill, oxford ox2 8dp 30 corporate drive, suite 400, burlington, ma 01803, usa first edition 1999 second edition 2001 copyright © 1999, 2001, 2008 published by elsevier ltd. all rights reserved. no part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means electronic, mechanical, photocopying, recording …

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