Strategic Marketing Management

Strategic Marketing Management

Strategic Marketing Management outlines the fundamentals of marketing strategy, providing a systematic approach to marketing management. The theory presented stems from the view of marketing as a value-creation process that is central to any business enterprise. More important, this book offers a framework and a set of practical tools that enable managers to apply the theory to address business challenges and take advantage of market opportunities.

This book combines theoretical rigor with practical relevance to enhance the marketing skills of a wide range of business professionals—from those developing new market offerings to those refining existing ones, from entrepreneurs starting new ventures to professionals in established companies, and from managers responsible for specific products, services, and brands to senior executives guiding overall organizational success. Its concise format also makes it an ideal textbook 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)