Table of Contents

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Part 1 Marketing Strategy

• Prologue
• Marketing and competition
• Marketing and corporate strategy
• Principles of strategic marketing planning
• Analytical frameworks for strategic marketing planning
• Research for marketing

 

Part 2 The Marketing Appreciation

• Macro-environmental analysis
• Industry and competitor analysis
• Customer analysis
• Internal (self-)analysis
• Matching – putting it all together
• Product differentiation and market segmentation
• Positioning and branding

 

Part 3 Managing the Marketing Mix

• The marketing mix
• Product policy and management
• Packaging
• Pricing policy and management
• Distribution and sales policy
• Promotion policy and management

 

Part 4 Implementing Marketing

• Customer care and service
• Developing a marketing culture
• The (short-term) marketing plan
• Implementation and control
• Current issues and future trends
• Recapitulation