Strategic Marketing ^{3rd Ed.}

The completely revised and updated 3rd edition of the hugely successful Strategic Marketing: Planning and Control continues to provide a concise yet comprehensive synthesis of the key strategic marketing concepts. The text cuts through the complexity and jargon surrounding the subject and is tightly written to accommodate the reading time pressures on students.

A clear, comprehensive and user-friendly text it provides an unrivalled digest of the tools, techniques and knowledge required to understand strategic marketing. Covering contemporary issues by exploring current developments in marketing theory and practice. It offers:

• Coverage of key developments in customer relationship management, business ethics, market-led orientation and resource/asset-based approaches to internal analysis and planning
• A highly exam focused approach which has been class tested and refined
• A new chapter offering a 'problem-based learning' (PBL) approach to the subject
• Thoroughly revised and updated case studies and vignettes of real world best practice throughout the text

Now established as one of the leading texts in the field Strategic Marketing 3rd edition will continue to be an essential learning tool for CIM students and marketing undergraduates and postgraduates. It will also be ideal for marketing professionals who want to improve their strategic knowledge and those on relevant executive courses.

• Preface
1. The Strategic Perspective
   • About this chapter
   • Introduction
   • What is strategy?
   • Towards strategic management
   • Change — shaping strategy
   • Balanced scorecard approach
   • The role of marketing within strategy
   • What is marketing strategy?
   • Summary
• Part 1: Strategic Analysis
  2. External Analysis
     • About this chapter
     • Introduction
     • Scanning
     • Macro-environmental analysis
     • Industry analysis
     • Competitor analysis
     • Problems in identifying competitors
     • The market analysis
     • Summary
  3. Competitive intelligence
     • About this chapter
     • What is competitive intelligence?
     • The CI cycle
     • Sources of competitive information
     • Summary
  4. Segmentation
     • About this chapter
     • Introduction
     • Why segment?
     • The segmentation process
     • Consumer behaviour
     • Consumer segmentation criteria
     • Profile variables
     • Behavioural variables
     • Psychographic variables
     • Organisational/industrial segmentation techniques
     • Organisational buyer behaviour
     • The Webster-Wind framework
     • The Sheth framework
     • Approaches to organisational market segmentation
     • Summary
  5. Internal Analysis
     • About this chapter
     • Introduction
     • Organisational capabilities
     • Organisational assets
     • Organisational competencies
     • Initial corporate wide internal audit
     • The internal marketing audit
     • The innovation audit
     • Auditing tools
     • Summary
  6. Developing a Future Orientation
     • About this chapter
     • Introduction
     • Forecasting
     • Trend extrapolation
     • Modelling
     • Intuitive forecasting
     • Consensus forecasting
     • Scenario planning
     • Market sensing
     • Strategic questions
     • People involved
     • Summary
• Part 2: Formulation of Strategy
  7. Strategic Intent
     • About this chapter
     • Introduction
     • Mission
     • Statement of strategic intent
     • Nature of support for the mission statement
     • Goals and objectives
     • Hierarchy of objectives
     • Long-term versus short-term goals
     • The balanced scorecard
     • Gap analysis
     • Summary
  8. Strategy Formulation
     • About this chapter
     • Strategy formulation — an overview
     • Competitive advantage
     • Identifying sources of competitive advantage
     • Experience and value effects
     • Industry position
     • Product and market strategies
     • Strategic wear-out
     • Difficult market conditions
     • Summary
  9. Targeting, Positioning and Brand Strategy
     • About this chapter
     • Introduction
     • Evaluating market segments
     • Establishing organisational capability
     • Strategic alignment of assets and competencies (targeting)
     • The strategic nature of making target segment choices
     • Positioning
     • Perceptual mapping
     • Positioning alternatives
     • Creating brand equity
     • Brand valuation
     • Strategic brand management
     • Brand name strategy
     • Combined brand strategies
     • Brand extension
     • Brand stretching
     • Brand revitalisation
     • Brand repositioning
     • Brand extinction
     • Summary
  10. Product Development and Innovation
      • About this chapter
      • The strategic agenda
      • The nature of products and product development
      • Why do products fail?
      • Managing innovation
      • Risk and the innovation dilemma
      • Summary
  11. Alliances and Relationships
      • About this chapter
      • Introduction
      • Alliances
      • Relationship marketing
      • Developing relationships
      • Summary
  12. The Strategic Marketing Plan
      • About this chapter
      • Corporate and marketing plans
      • Corporate planning
      • Marketing plans: strategy or tactics?
      • Why does planning matter?
      • Barriers to successful planning
      • The structure of a strategic marketing plan
      • Approaches to marketing planning
      • Summary
• Part 3: Strategic Implementation
  13. Strategic Implementation
      • About this chapter
      • Implementation: stressing the importance
      • Success versus failure
      • Fundamental principles
      • Assessing ease of implementation
      • People, power and politics
      • Internal marketing
      • Applying project management techniques
      • Summary
  14. Control
      • About this chapter
      • Introduction
      • Control: the basic principles
      • What makes an effective control system?
      • Management control
      • Financial control
      • Performance appraisal
      • Benchmarking
      • Controlling marketing performance
      • Summary
• Part 4: Contemporary Issues in Strategic Marketing
  15. Customer Relationship Management
      • About this chapter
      • Introduction
      • Strategic versus operational CRM
      • What makes a strong relationship?
      • Lifetime customer value
      • Summary
  16. Marketing Ethics and Strategic Marketing Decision Making
      • About this chapter
      • Introduction
      • Political philosophy and ethical decision making
      • Ethical frameworks
      • Moral reasoning
• Part 5: Teaching Strategic Marketing
  17. Problem-based-learning
      • About this chapter
      • What is problem-based learning?
      • Applicability of PBL to strategic marketing
      • Writing effective PBL problems
      • PBL tasks in the classroom
      • Example of PBL for strategic marketing

This is the next level after Kotler. A very good book that tries to introduce strategy to marketing and make them coherent.

The only criticism, is that it is a bit shallow from time to time, but on the other hand, the authors claims to be concise (interpret that how you want).

Worth reading for the more ambitious student or marketeer that feels that something is missing.