Ebook: Strategic Marketing

BoBoCoAe, AW & Ventus Publishing ApS – 2010, 121 pages
ISBN: 8776816438, 9788776816438This book is aimed as an introduction to Strategic Marketing Management for students on Marketing and Business strategy courses. It covers the origins of modern marketing, relates contemporary and classic theory to Marketing in both academic and practical terms, providing a solid foundation for the understanding of Marketing. A valuable resource to the student and marketing practioneer alike, this book is a discerning choice for those seeking a deeper knowledge of Marketing’s theory and its place within a modern, effectively and efficiently run business.Contents:
Preface
So what is marketing?
The Three levels of Marketing
The value of Marketing; Needs, Utility, Exchange Relationships & Demand
The Theoretical basis of competition
Alternative Frameworks: Evolutionary Change and Hypercompetition
The Marketing Concept
What can be marketed?
Core Benefit Product
Basic product
Augmented product
Perceived product
A note on branding
Summary of the Chapter
Marketing’s role in the business
Cross-functional issues
Strategic issues
Forecasting market and sales
Implementation, Analysis, Control & Evaluation
Objectives setting
Segmentation, Targeting & Positioning
Segmentation
Targeting
What is positioning?
Positioning and Perception
Perceptual Mapping
Rationale behind perceptual mapping
Strategies for Product Positioning
Product Re-positioning
Corporate Positioning
Chapter Summary
Branding
Why do we brand products?
Chapter summary
The Marketing Mix
Price
Place
Product
Promotion
Physical Evidence
People
Process
Product Management
Marketing Communications or MarCom or Integrated Marketing Communications (IMC)
The Marketing Communications Mix
The Marketing Communication Process
Marketing Related Messages
The development of Marcoms
Chapter Summary
Expanding marketing’s traditional boundaries with TOC BookMarkLinksAbout Author
Andrew Whalley is the module coordinator for the MN2061 Marketing Management and MN3035 Marketing Research undergraduate modules, and a dissertation supervisor on postgraduate programmes at Royal Holloway.