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| From structure to chaos? | |
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| Understanding marketing strategy | |
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| Introduction | |
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| Technological advances | |
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| The marketing concept | |
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| Marketing as a business process | |
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| The role of market orientation | |
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| Strategic planning to deliver the marketing concept | |
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| Environmental factors | |
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| Creating a sense of identity | |
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| Time as an issue in planning | |
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| Ethics as a marketing issue | |
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| Towards a new strategic marketing planning model | |
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| Summary | |
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| Chapter questions | |
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| Opening up analysis and positioning | |
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| Introduction | |
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| Internal analysis | |
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| External analysis | |
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| Key issues to consider when using portfolio matrices | |
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| The marketing information system | |
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| Market segmentation | |
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| Strategic positioning | |
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| The Internet, postmodern marketing and globalisation | |
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| Summary | |
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| Chapter questions | |
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| Stakeholder concerns and solutions | |
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| Introduction | |
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| Stakeholder theory | |
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| Developing competitive marketing strategies | |
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| Summary | |
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| Chapter questions | |
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| A sustainable Earth matters | |
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| Introduction | |
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| Understanding environmental marketing | |
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| Implications for organisations | |
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| Green consumer behaviour | |
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| Green marketing strategies | |
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| Summary | |
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| Chapter questions | |
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| Communicating effectively | |
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| Introduction | |
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| Corporate image and corporate identity | |
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| Defining the IMC concept | |
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| Organisational challenges to implementing the IMC concept | |
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| Implementing the IMC concept | |
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| IMC in an online environment | |
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| Brands | |
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| Summary | |
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| Chapter questions | |
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| Implementation is the key | |
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| Introduction | |
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| Planned versus emergent implementation | |
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| The main factors influencing strategy implementation | |
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| The impact of technology on marketing implementation | |
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| Customer relationships | |
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| Summary | |
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| Chapter questions | |
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| Understanding and creating effective marketing cultures | |
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| Introduction | |
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| The visible and invisible parts of an organisation | |
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| The transition from focusing on products to a customer orientation | |
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| The learning organisation | |
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| Keeping the benefits of a learning orientation | |
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| Summary | |
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| Chapter questions | |
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| Globalising marketing efforts | |
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| Introduction | |
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| The main factors influencing international marketing operations | |
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| Offshoring and globalisation of suppliers | |
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| International marketing orientations | |
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| Standardisation versus adaptation | |
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| Selecting which foreign markets to target | |
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| Marketing entry strategies | |
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| Managing international operations | |
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| Summary | |
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| Chapter questions | |
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| Measuring for effectiveness in marketing | |
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| Introduction | |
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| Measuring marketing performance | |
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| The role of financial analysis | |
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| Profit ratios Liquidity ratios | |
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| Leverage ratios | |
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| Activity ratios | |
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| Marketing metrics | |
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| Understanding measurement within the global context | |
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| Measuring environmental effectiveness | |
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| Developing individual measures | |
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| Summary | |
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| Chapter questions | |
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| New perspectives in marketing and the way forward | |
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| Introduction | |
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| Moving away form the 4 Ps | |
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| Consumer behaviour | |
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| Value cocreation | |
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| The dynamic environment | |
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| Digital marketing | |
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| Social marketing Rural marketing | |
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| Towards a strategic marketing model | |
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| Summary and final observations | |
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| Chapter questions | |
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| References and further reading | |
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| Index | |