Strategic Marketing Management: a Pacific Rim Edition
Published on 6. May 2005
Book
Paperback/Softback
431 pages
978-0-470-80506-0 (ISBN)
Description
This Australasian adaptation of Aaker's popular Strategic Market Management text retains the conciseness of the original, while bringing an abundance of local examples to enhance the text's relevance to undergraduate students from Australia, New Zealand, and the Asia Pacific. Marketing planning and analysis is at the forefront, along with Aaker's traditional strong focus on strategic planning to achieve a competitive marketing strategy. Increased student pedagogy will make the adaptation more student friendly and appropriate for undergraduate classroom use. Features: * New chapters on Marketing Information and Marketing Strategy* Clear focus on marketing planning and strategic planning, the distinctions between these as well as their interdependent nature. * Competitive industry positioning highlighted as a precursor to strategy (eg what are appropriate strategies for market leaders, as opposed to challengers?)
* Focus on all aspects of the marketing mix as they apply to strategy* Coverage of market analysis tools such as forecasting and research methods * Emphasis on strategy evaluation and the marketing "audit" * End of Book Case Studies* Increased student pedagogy with each chapter featuring:* Learning outcomes, *"Real world" scene setters,* Boxed features (mini cases, checklists)* Chapter summary * End of chapter questions (including both short answer and essays)* Applied learning activities
* Focus on all aspects of the marketing mix as they apply to strategy* Coverage of market analysis tools such as forecasting and research methods * Emphasis on strategy evaluation and the marketing "audit" * End of Book Case Studies* Increased student pedagogy with each chapter featuring:* Learning outcomes, *"Real world" scene setters,* Boxed features (mini cases, checklists)* Chapter summary * End of chapter questions (including both short answer and essays)* Applied learning activities
More details
Language
English
Place of publication
New York
United States
Target group
College/higher education
Dimensions
Height: 255 mm
Weight
890 gr
ISBN-13
978-0-470-80506-0 (9780470805060)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Content
PART 1: Introduction and Strategy Overview Chapter 1 Introduction to strategy Today's fast-changing business environment: the need for strategy Strategic orientation: why strategic market management? Strategic market management Strategic components and definitions Strategic elements Hierarchical levels of strategy: model/focus and issues Marketing strategy: structure of the book Criteria for strategy evaluation The marketing plan introduced Summary At the end of each chapter: Check your understanding Essay questions/reflection questions Applied learning activities Notes Chapter 2 Corporate and business strategies: marketing implications and strategic relationships Corporate and business-level strategy Corporate decisions of scope and mission Corporate goals and objectives Sustainable competitive advantage Strategic positioning Corporate resource allocation and management Synergy: integration of corporate and business unit strategies Business unit strategy Sustainable competitive advantage Summary Chapter 3 The process of marketing strategy: an overview Marketing strategy: process model and approach External analysis Internal analysis Strategy identification and selection Selecting among strategic marketing alternatives The process Summary PART 2: Strategic market opportunity analysis and methods Chapter 4 Environmental analysis Dimensions of environmental analysis Dealing with strategic uncertainty Impact analysis - assessing the impact of strategic uncertainties Scenario analysis Summary Chapter 5 Customer analysis The scope of customer analysis Customer motivations Unmet needs Summary Chapter 6 Competitor and industry analysis Identifying competitors - customer-based approaches Identifying competitors - competitive positions Identifying competitors - strategic groups Potential competitors Competitor analysis - understanding competitors Competitor strengths and weaknesses Obtaining information on competitors Summary Chapter 7 Market characteristics analysis Dimensions of a market analysis Actual and potential market size Market growth Market profitability analysis Cost structure Distribution systems Market trends Key success factors - bases of competition Risks in high-growth markets Summary Chapter 8 Internal analysis Financial performance - sales and profitability Performance measurement - beyond profitability Determinants of strategic options From analysis to strategy Summary Chapter 9 Strategic market information: systems, concepts and methods The importance of information The marketing information system The role of marketing research in the strategic market management process and the MIS The marketing research process: strategic issues and considerations Gathering research information: secondary versus primary data advantages Evaluating research suppliers: strategic considerations Strategic considerations in choosing the forecasting technique Summary PART 3: Alternative marketing strategies Chapter 10 Differentiation strategies Successful differentiation strategies The quality option Building strong brands Brand loyalty Summary Chapter 11 Cost, focus, and the pre-emptive move Low-cost strategies Focus strategies The pre-emptive move Summary Chapter 12 Growth strategies: penetration, product-market expansion, vertical integration, and the 'big idea' Growth in existing product-markets Product development for the existing market Market development using existing products 'Vertical integration strategies The big idea Summary Chapter 13 Diversification Related diversification The mirage of synergy Unrelated diversification Entry strategies Summary Chapter 14 Strategies in declining and hostile markets Creating growth in declining industries Be the profitable survivor Milk of harvest Divestment or liquidation Selecting the right strategy fir the declining environment Hostile markets Summary Chapter 15 Global strategies Motivations underlying global strategies Standardisation versus customisation Global leadership not global brands Global brand management Strategic alliances Summary PART 4: Implementation Chapter 16 Implementation A conceptual framework Structure Systems People Culture Obtaining strategic congruence Organising for innovation Further discussion: factors contributing to poor implementation A recap of strategic market management Summary Case studies Krill: marketing strategy issues for a new rock band Indigenous joint venture - Aboriginal Business Development Pty Ltd Heavenly Health and Aged Care Group Whey to go - a market leader fights back Alternative business strategies: 42 BELOW vodka - the quality option Alternative business strategies: innovation - TimeZoneOne takes advantage of time ?