PRELIMS
PART 1 MARKETING STRATEGY
CHAPTER 1 MARKET-LED STRATEGIC MANAGEMENT
CHAPTER 2 STRATEGIC MARKETING PLANNING
PART 2 COMPETITIVE MARKET ANALYSIS
CHAPTER 3 THE CHANGING MARKET ENVIRONMENT
CHAPTER 4 CUSTOMER ANALYSIS
CHAPTER 5 COMPETITOR ANALYSIS
CHAPTER 6 UNDERSTANDING THE ORGANISATIONAL RESOURCE BASE
PART 3 IDENTIFYING CURRENT AND FUTURE COMPETITIVE POSITIONS
CHAPTER 7 SEGMENTATION AND POSITIONING PRINCIPLES
CHAPTER 8 SELECTING MARKET TARGETS
PART 4 COMPETITIVE POSITIONING STRATEGIES
CHAPTER 9 CREATING SUSTAINABLE COMPETITIVE ADVANTAGE
CHAPTER 10 COMPETING THROUGH THE EVOLVING MARKETING MIX
CHAPTER 11 COMPETING THROUGH INNOVATION
CHAPTER 12 COMPETING THROUGH SUPERIOR SERVICE AND CUSTOMER RELATIONSHIPS
PART 5 IMPLEMENTING THE STRATEGY
CHAPTER 13 STRATEGIC CUSTOMER MANAGEMENT AND THE STRATEGIC SALES ORGANISATION
CHAPTER 14 STRATEGIC ALLIANCES AND NETWORKS
CHAPTER 15 STRATEGY IMPLEMENTATION AND INTERNAL MARKETING
CHAPTER 16 CORPORATE SOCIAL RESPONSIBILITY AND ETHICS
PART 6 CONCLUSIONS
CHAPTER 17 MARKETING FOR MODERN MARKETS AND MARKETERS
REFERENCES

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