PREFACE Section 1 THE PROCESS AND PLAYERS INVOLVED Chapter 1 Strategic Marketing Management Chapter 2 Customers, Company Capabilities And Competitors Chapter 3 Analysing External Markets And Internal Assets For Strategic Decisions Section 2 WHERE TO COMPETE Chapter 4 Where and When to Compete - Markets & Products Chapter 5 Standardisation vs Adaption of Offerings: Global Issues in Marketing Compared to Customisation Chapter 6 Segmentation As A Strategic Tool Section 3 How to compete Chapter 7 Positioning, Perception And Value Chapter 8 Sources of Sustainable Competitive Advantage Chapter 9 Total Quality - Total Marketing Chapter 10 Lessons from Services Marketing Chapter 11 Building Strong Brands Chapter 12 Channel Management and Value-Added Relationships Chapter 13 Relationship Marketing and Competitive Advantage Chapter 14 Expeditionary Marketing And New Product Development Chapter 15 Where To Compete - Strategic Windows Section 4 EVALUATION AND SELECTION OF STRATEGY Chapter 16 EvaluatiNG Strategic Market Options Section 5 IMPLEMENTATION AND CONTROL OF STRATEGY Chapter 17 Implementing Marketing Strategy Chapter 18 Satisfaction and Customer Care Chapter 19 Company Capabilities and Internal Marketing Chapter 20 Building Relationship That Last Chapter 21 Monitoring & Feedback.