Mooradian Todd, Matzler Kurt, Ring Larry. Strategic Marketing

Pearson Education, 2014. — 427 p. — ISBN 10: 1-292-02056-3, ISBN 13: 978-1-292-02056-3.For highly applied undergraduate and graduate marketing management or strategy courses. An all-purpose approach to strategic marketing management. Because strategic marketing is the essential marketing activity, Mooradian provides students with a highly applied decision-making framework and exploration of the tools that can be used to solve marketing problems.Appendix: Basic Financial Math for Marketing Strategy
Appendix: Strategic Marketing Plan Exercise
Appendix: The One-Page Memo
Appendix: Case Analysis and Action-Oriented Decisions
Overview of Marketing Strategy and the Strategic Marketing Process
Situation Assessment-- The External Environment
Situation Assessment-- The Company
Strategy Formation
Implementation
Planning, Assessment, and Adjustment
Market Definition
Context-- PEST Analysis
Customer Assessment – Trends and Insights
Consumer and Organizational Buyer Behavior
Competitor Analysis – Competitive Intelligence
Company Assessment – Missions and Visions
Company Assessment – The Value Chain
Industry Analysis
Product Lifecycle
Experience Curve Effects on Cost Reduction
Economies and Diseconomies of Scale
Economies of Scope/Synergies and Virtuous Circles
Market Share Effects
Scenario Analysis
The Marketing Concept
What Is a Marketing Strategy?
Generic Strategies – Advantage and Scope
Generic Strategies – The Value Map
Generic Strategies – Product-Market Growth Strategies
Specific Marketing Strategies
Market Segmentation
Loyalty-Based Marketing, Customer Acquisition, and Customer Retention
Customer Lifetime Value
Competitive Advantages
SWOT Analysis
Targeting
Positioning
Customer-Oriented Market Research
Brands and Branding
Products – New Product Development
Products – Innovations
Products – Product Portfolios
Pricing Strategies
Promotion and People – Integrated Marketing Communications
Place – Distribution
Budgets, Forecasts, and Objectives
Assessment and Adjustment