Marketing Management: The Big Picture

CONTENTS

PREFACE

Chapter 1. TOOLS AND RESPONSIBILITIES

THE BIG PICTURE FRAMEWORK

ETHICAL PRACTICE IN MARKETING

PERSONAL ETHICS AND BUSINESS ETHICS

ETHICS AND THE BIG PICTURE FRAMEWORK

Chapter 2. THE BUSINESS OBJECTIVE

THE BUSINESS OBJECTIVE DECISIONS AND WHY THEY MATTER

THE CONCEPT OF FUNDAMENTAL ENTITY: WHO ARE WE?

DIFFERENT BRANDING STRATEGIES AND THEIR ADVANTAGES AND DISADVANTAGES

WHAT WE DO BEST: CORE COMPETENCE

WHAT BUSINESSES ARE WE IN?: CORE BUSINESS

WHERE ARE WE GOING?: THE GOAL

Chapter 3. THE MARKETING OBJECTIVE: CUSTOMER FOCUS

THE VALUE OF DEVELOPING A CUSTOMER ORIENTATION IN THE FIRM

DEVELOPING A CUSTOMER DEFINITION

THREE TYPES OF CUSTOMER LOYALTY

STRATEGIC CHOICES: ACQUISITION VS. RETENTION

Chapter 4. SOURCE OF VOLUME: COMPETITIVE FOCUS

IDENTIFYING THE SOURCE OF VOUME: THE FIRST STEP IN PERFORMING COMPETITIVE ANALYSES

DEVELOPING A BENEFIT-BASED DEFINITION OF THE BUSINESS CATEGORY

STIMULATING DEMAND: GROWING THE CATEGORY

EARNING SHARE FROM A COMPETITOR OR A MARKET SEGMENT

IMPORTANT DISTINCTIONS BETWEEN EARNING SHARE AND STIMULATING DEMAND

CHOOSING A STRATEGIC FOCUS

STRATEGIC FORECASTING: THE 4 BS

Chapter 5. SEGMENTATION

SEGMENTATION: FROM STRATEGY TO EXECUTION

SEGMENTATION VARIABLES

SEGMENTATION: MAIN AND DYNAMIC BENEFIT

SEGMENTATION CRITERIA

SEGMENTATION VS. STEREOTYPING

SEGMENTATION: STEPS IN THE PROCESS

Chapter 6. TARGETING

TARGETING: THE VALUE OF UNDERSTANDING THE TARGET AUDIENCE

PLOTTING THE MARKET: CREATING AND INTERPRETING BENEFIT PLOTS

THE PURPOSE OF THE TARGET ...