Chapter 1 Strategic Market Management--An Introduction and Overview 1 What Is a Business Strategy? 3 Strategic Market Management 10 Marketing and Its Role in Strategy 14 PART ONE STRATEGIC ANALYSIS 17 Chapter 2 External and Customer Analysis 19 External Analysis 19 The Scope of Customer Analysis 23 Segmentation 23 Customer Motivations 28 Unmet Needs 31 Chapter 3 Competitor Analysis 39 Identifying Competitors--Customer-Based Approaches 40 Identifying Competitors--Strategic Groups 42 Potential Competitors 44 Competitor Analysis--Understanding Competitors 44 Competitor Strengths and Weaknesses 49 The Competitive Strength Grid 52 Obtaining Information on Competitors 55 Chapter 4 Market/Submarket Analysis 59 Dimensions of a Market/Submarket Analysis 59 Emerging Submarkets 61 Actual and Potential Market or Submarket Size 62 Market and Submarket Growth 63 Market and Submarket Profitability Analysis 65 Cost Structure 68 Distribution Systems 69 Market Trends 69 Key Success Factors 70 Risks in High-Growth Markets 71 Chapter 5 Environmental and Strategic Analyses 78 Environmental Analysis 79 Strategic Analysis 89 From Analysis to Strategy 96 PART TWO CREATING, ADAPTING, AND IMPLEMENTING STRATEGY 101 Chapter 6 Creating Advantage: Customer Value Leadership 103 Alternative Value Propositions 104 Customer Value Leadership 110 Managing for Customer Value Leadership 114 Chapter 7 Building and Managing Customer Relationships 122 The Customer Decision Journey 122 Managing Customer Experience 128 Toward Long-Term Customer Relationships 137 Chapter 8 Creating Valuable Customers 146 The Purchase Funnel 147 Customer Lifetime Models and Strategy Effectiveness 152 Customers as Valuable Assets 157 Chapter 9 Building and Managing Brand Equity 162 Brand Awareness 163 Brand Loyalty 164 Brand Associations 165 Brand Identity 171 Chapter 10 Toward a Strong Brand Relationship 180 Understanding and Prioritizing Brand Touchpoints 180 Focusing on the Customer''s Sweet Spot 182 How to Create or Find a Customer Sweet Spot 184 Get Beyond Functional Benefits 185 Broadening the Concept of a Brand 187 Chapter 11 Energizing the Business 194 Innovating the Offering 195 Energizing the Brand and Marketing 200 Increasing the Usage of Existing Customers 208 Chapter 12 Leveraging the Business 214 Which Assets and Competencies Can Be Leveraged? 215 Expanding the Scope of the Offering 220 New Markets 221 Evaluating Business Leveraging Options 222 The Mirage of Synergy 224 Chapter 13 Creating New Businesses 230 Create "Must Haves," Rendering Competitors Irrelevant 231 The Innovator''s Advantage 234 Managing Category Perceptions 236 Creating New Business Arenas 237 From Ideas to Market 242 Chapter 14 Global Strategies 248 Motivations Underlying Global Strategies 249 Standardization vs. Customization 253 Expanding the Global Footprint 257 Strategic Alliances 259 Global Marketing Management 262 Chapter 15 Setting Priorities for Businesses and Brands 266 The Business Portfolio 267 Divestment or Liquidation 269 The Milk Strategy 272 Prioritizing and Trimming the Brand Portfolio 275 Chapter 16 Harnessing the Organization 283 Customer-Centric Organizational Cultures 284 Customer-Centric Competencies 286 Customer-Centric Organizational Structure 288 Metrics and Incentives for Customer Centricity 291 Leading for Customer Centricity 292 Customer-Centric Talent 294 Chapter 17 How Marketing Activities Create Value for Companies 303 The Impact of Customer and Brand Equity on Firm Revenues 304 The Effect of Marketing Assets on Firm Value 307 How Markets Value Marketing Assets 311 Managing Marketing to Contribute to Firm Value 314 Case Studies 320 The Energy Bar Industry 320 Assessing the Impact of Changes in the Environment 322 Creating a New Brand for a New Business 324 Competing Against the Industry Giant 326 Leveraging a Brand Asset 329 Appendix A: Internal Analysis 332 Appendix B: Planning Forms 339 Notes 354 Index 367.