Marketing Strategies: A Contemporary Approach

1 From structure to chaos? Understanding marketing strategy Introduction Technological advances The marketing concept Marketing as a business process The role of market orientation Strategic planning to deliver the marketing concept Environmental factors Creating a sense of identity Time as an issue in planning Ethics as a marketing issue Towards a new strategic marketing planning model Summary Chapter questions 2 Opening up analysis and positioning Introduction Internal analysis External analysis Key issues to consider when using portfolio matrices The marketing information system Market segmentation Strategic positioning The Internet, postmodern marketing and globalisation Summary Chapter questions 3 Stakeholder concerns and solutions Introduction Stakeholder theory Developing competitive marketing strategies Summary Chapter questions 4 A sustainable Earth matters Introduction Understanding environmental marketing Implications for organisations Green consumer behaviour Green marketing strategies Summary Chapter questions 5 Communicating effectively Introduction Corporate image and corporate identity Defining the IMC concept Organisational challenges to implementing the IMC concept Implementing the IMC concept IMC in an online environment Brands Summary Chapter questions 6 Implementation is the key Introduction Planned versus emergent implementation The main factors influencing strategy implementation The impact of technology on marketing implementation Customer relationships Summary Chapter questions 7 Understanding and creating effective marketing cultures Introduction The visible and invisible parts of an organisation The transition from focusing on products to a customer orientation The learning organisation Keeping the benefits of a learning orientation Summary Chapter questions 8 Globalising marketing efforts Introduction The main factors influencing international marketing operations Offshoring and globalisation of suppliers International marketing