Summary |
The book is divides in 4 parts.
The part one is Marketing Strategy. The book starts with a prologue which is intended to provide an overview of the book as a whole, Chapter 2 takes a wide raging look at the nature of competition and the role which marketing has to play in contributing to organizational success. Chapter 3 explores the relationship between corporate strategy and marketing strategy. Chapter 4 explains what is involved in formulating an effective strategy through the process of strategic marketing planning. Chapter 5 explores a number of key concepts which experience has shown are of fundamental importance in defining the strategic alternatives available to the firm. The chapter 6 explains research for marketing.
Part two is called as marketing appreciation. The section opens with the discussion of micro-environment which determines the courses of action available to all competitors in the marketplace. This is followed by micro-environmental analyses of industries and competitors, customers and the firm itself. These analysis provide the raw material for identifying market opportunities. The final two chapters explore three processes central to the development of effective marketing strategy.
Part three is concerned with the management of the marketing mix.
Part four - implementing marketing - explores a number of issues involved in converting objectives and ideas into effective action.
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