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 \'b.