Chapter 1 Strategic Market Management—An Introduction and Overview 1
PART ONE STRATEGIC MARKET ANALYSIS 17
Chapter 2 Environmental Analysis 19
Chapter 3 Customer Analysis 43
Chapter 4 Competitor Analysis 64
Chapter 5 From Strategic Market Analysis to Marketing Strategy 89
PART TWO CREATING MARKETING STRATEGY 117
Chapter 6 Creating Advantage: Customer Value Leadership 119
Chapter 7 Building and Managing Customer Relationships 139
Chapter 8 Creating Valuable Customers 164
Chapter 9 Creating Strong Brands 181
Chapter 10 Strategic Brand Management 209
PART THREE MANAGING MARKETING STRATEGY FOR GROWTH 235
Chapter 11 The Growth Imperative 237
Chapter 12 Full-Spectrum Innovation 259
Chapter 13 Evaluating Growth Options 291
Chapter 14 Managing Global Strategies 315
Chapter 15 Managing the Business and Brand Portfolio 336
PART FOUR IMPLEMENTING MARKETING STRATEGY 357
Chapter 16 Harnessing the Organization 359
Chapter 17 How Marketing Activities Create Value for Companies 379
Case Studies C-1
Appendix: Internal Analysis A-1
Notes N-1
Index I-1