Strategic Marketing Management

Strategic Marketing Management

Strategic Marketing Management outlines the fundamentals of marketing strategy and offers a systematic approach to marketing management. Grounded in the view of marketing as a value-creation process, the book provides a framework and practical tools that help managers tackle business challenges and capitalize on market opportunities.

It blends theoretical rigor with practical relevance to strengthen the marketing skills of a wide range of professionals—from those developing new offerings to those improving existing ones, from entrepreneurs launching ventures to professionals in established firms, and from product, service, and brand managers to senior executives shaping organizational strategy. Recommended for MBA, Executive MBA, and Executive Education courses.

Table of Contents
Part One: The Framework for Marketing Management
Marketing as a Business Discipline (Chapter 1)
Marketing Strategy and Tactics (Chapter 2)
Marketing Planning and Management (Chapter 3)
Part Two: Developing a Marketing Strategy
Identifying Target Customers (Chapter 4)
Developing a Customer Value Proposition (Chapter 5)
Creating Company Value (Chapter 6)
Part Three: Designing Value
Managing Products (Chapter 7)
Managing Services (Chapter 8)
Managing Brands (Chapter 9)
Managing Price (Chapter 10)
Managing Incentives (Chapter 11)
Part Four: Communicating and Delivering Value
Managing Communication (Chapter 12)
Managing Distribution Channels (Chapter 13)
Part Five: Managing Growth
Gaining and Defending Market Position (Chapter 14)
Developing New Market Offerings (Chapter 15)
Managing Product Lines (Chapter 16)
Part Six: Marketing Toolbox
Segmentation and Targeting Workbook (Chapter 17)
The Business Model Workbook (Chapter 18)