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| Preface | |
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| About the Authors | |
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| Strategy Development and the Strategic Mindset | |
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| What You Will Learn | |
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| What Is Strategy? | |
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| Development of the Strategic Mindset | |
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| Clear Vision, Focused Strategy, and Understanding by the Leadership | |
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| Focus on the Customer | |
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| Change Is Relentless | |
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| Search for a Better Way | |
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| Decision-Making Role of the Marketplace | |
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| Need for a Champion | |
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| Tradeoffs in Courses of Action | |
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| Beware of Growing and Shrinking at the Same Time-Market Share Is the Key | |
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| Force and Focus | |
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| Unique Selling Proposition | |
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| Creating Barriers for Competitors' Entry and Minimizing Barriers for Self Exit | |
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| Diversion and Dissuasion | |
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| Growth in the Present Market | |
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| Fall on Your Sword | |
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| Summary | |
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| Questions for Discussion | |
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| Notes | |
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| Understanding the Strategic, Business, and Marketing Planning Process | |
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| What You Will Learn | |
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| Resolving the Confusion: Relating the Marketing Plan to the Business Plan to the Strategic Plan | |
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| Strategic Plan | |
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| Business Plan | |
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| Marketing Plan | |
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| The Process of Starting a New Venture-What It Might Look Like | |
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| When the Customer View Is Different From Your View | |
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| The Overall Strategic and Marketing Model | |
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| Summary | |
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| Questions for Discussion | |
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| Notes | |
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| The Challenge of a Competitive Marketplace | |
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| What You Will Learn | |
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| The External Environment | |
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| Environmental Trends | |
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| The Growing Use of Technology | |
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| The Increase in Competition | |
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| Shifts in the Corporate Market | |
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| Summary | |
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| Questions for Discussion | |
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| Notes | |
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| Step 1: Conducting the Internal/External Assessment | |
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| What You Will Learn | |
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| The Assessment Process | |
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| The Environment | |
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| The Market and Its Needs | |
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| The Competition | |
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| Internal Capability | |
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| Marketing Activities | |
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| Market Research | |
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| Summary | |
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| Questions for Discussion | |
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| Notes | |
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| Step 2: Creating the Mission, Vision, and Critical Success Factors | |
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| What You Will Learn | |
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| Establishing the Context | |
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| Constituent Participation | |
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| Understanding the Difference Between Vision and Mission | |
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| Should We Create Broad or Narrow Strategy? | |
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| Stating the Mission | |
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| Defining the Vision | |
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| Tools to Work Through the Vision Conversation | |
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| What Should a Good Vision Statement Look Like? | |
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| Critical Success Factors | |
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| What Next? Who Does What? | |
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| Summary | |
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| Questions for Discussion | |
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| Notes | |
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| Further Reading | |
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| Step 3: The Strategy/Action Match | |
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| What You Will Learn | |
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| Perspectives on Strategy | |
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| Developing the Strategy/Action Match | |
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| Strategy Options | |
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| Setting Marketing Objectives | |
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| Summary | |
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| Questions for Discussion | |
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| Notes | |
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| Step 4: Determining Marketing Actions | |
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| What You Will Learn | |
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| Devising Tactics | |
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| Product/Service | |
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| Distribution | |
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| Pricing | |
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| Promotion | |
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| Advertising | |
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| Sales | |
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| Summary | |
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| Questions for Discussion | |
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| Notes | |
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| Step 5: Integration of the Marketing Plan with the Business Plan and the Strategic Plan | |
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| What You Will Learn | |
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| The Necessity of Integration | |
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| Integration of Plans with Other Management Functions | |
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| Integration Within the Organization's Portfolio | |
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| Summary | |
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| Questions for Discussion | |
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| Step 6: The Approval and Monitoring Process | |
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| What You Will Learn | |
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| An End and a Beginning | |
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| Approval Process: Establishing Guidelines for Selecting Among Alternative Plans | |
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| Monitoring Systems | |
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| The Balanced Scorecard | |
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| The Need for Contingency Plans | |
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| Planning for Next Year | |
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| Summary | |
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| Questions for Discussion | |
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| Notes | |
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| Further Reading | |
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| Conclusion | |
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| What You Will Learn | |
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| Strategy versus Tactics | |
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| Planning Issues | |
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| The Future of Strategy and Marketing | |
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| Questions for Discussion | |
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| Notes | |
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| Consolidated List of Key Questions to Ask in Analysis | |
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| Consolidation of Key Questions Used in Conducting an Internal/External Analysis | |
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| The Environment and the Market | |
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| The Competitive Environment | |
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| Internal Capability | |
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| Marketing Activities | |
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| Products and Services | |
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| Pricing Strategy | |
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| Sales Force | |
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| Promotion Strategy | |
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| Distribution Strategy | |
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| Conclusion | |
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| Sample Strategic and Marketing Plan | |
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| Case Study: The Metz Clinic in the Community of Greentree | |
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| Background Situation | |
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| External and Internal Data | |
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| Summary of Data Important to the Metz Clinic Strategy Process as Voted on by the Physician Owners | |
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| Metz Clinic Five Forces Exercise | |
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| Metz Clinic Strategic Plan | |
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| The Metz Clinic Marketing Plan 2012 | |
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| Case Questions for Discussion | |
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| Model Short-Form Consolidated Strategic and Marketing Plan for Smaller Clinical Organizations | |
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| Metz Clinic Combined Strategic and Business Plan | |
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| Metz Clinic Strategic Plan | |
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| Metz Clinic Business Plan | |
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| Index | |