"Strategic Marketing" by Andrew Whalley

This book is aimed as an introduction to Strategic Marketing Management for students on Marketing and Business strategy courses. It covers the origins of modern marketing, relates contemporary and classic theory to Marketing in both academic and practical terms, providing a solid foundation for the understanding of Marketing. A valuable resource to the student and marketing practioneer alike, this book is a discerning choice for those seeking a deeper knowledge of Marketing’s theory and its place within a modern, effectively and efficiently run business.

Contents
Preface
1. So what is marketing?
1.1 The Three levels of Marketing
1.2 The value of Marketing; Needs, Utility, Exchange Relationships & Demand
1.3 The Theoretical basis of competition
1.3.1 Generic Strategy: Types of Competitive Advantage
1.3.2 What is the basis for competitive advantage?
1.3.3 How is competitive advantage created?
1.3.4 How is competitive advantage implemented?
1.3.5 How is competitive advantage sustained?
1.3.6 What are core competencies and capabilities?
1.3.7 Resource-Based View of the Firm (RBV)
1.4. Alternative Frameworks: Evolutionary Change and Hypercompetition
1.4.1 Evolutionary Change
1.4.2 Hypercompetition
1.5 The Marketing Concept
2. What can be marketed?
2.1 Core Benefit Product
2.2 Basic product
2.3 Augmented product
2.4 Perceived product
2.5 A note on branding
2.6 Summary of the Chapter
3. Marketing’s role in the business
3.1 Cross-functional issues
3.2 Strategic issues
3.2.1 Research of environment and situation
3.2.1.1 PESLEDI
3.2.1.2 BCG Matrix, Improved BCG matrix and the GE/McKinsey Matrix
3.2.1.3 Porter’s Five Forces
3.2.1.4 Ansoff’s Matrix
3.2.1.5 5Ms internal audit
3.2.1.6 SWOT-Analysis
3.3 Forecasting market and sales
3.4 Implementation, Analysis, Control & Evaluation
3.5 Objectives setting
3.5.1 Research and designing of strategies
3.5.2 Strategic marketing programme
3.5.3 Control
4. Segmentation, Targeting & Positioning
4.1 Segmentation
4.2 Targeting
4.3 What is positioning?
4.4 Positioning and Perception
4.5 Perceptual Mapping
4.5.1 Rationale behind perceptual mapping
4.6 Strategies for Product Positioning
4.6.1 Positioning in relation to attributes
4.6.2 Positioning in relation to the user/usage.
4.6.3 Positioning in relation to competitors.
4.6.3.1 Positioning directly against competitors
4.6.3.2 Positioning away from competitors
4.6.3.3 Positioning in relation to a different product class
4.7 Product Re-positioning
4.8 Corporate Positioning
4.9 Chapter Summary
5. Branding
5.1 Why do we brand products?
5.1.1 High brand equity
5.1.2 Increased product awareness
5.1.3 Premium pricing and reduced susceptibility to price wars
5.1.4 Competitive edge
5.1.5 Building relationships
5.1.6 Repeat purchases
5.1.7 Retail leverage
5.1.8 New product success
5.2 Chapter summary
6. The Marketing Mix
6.1 Price
6.2 Place
6.3 Product
6.3.1 The Product Life-cycle
6.4 Promotion
6.4.1 Personal Selling.
6.4.2 Sales Promotion
6.4.3 Public Relations (PR)
6.4.4 Direct Marketing
6.4.5 Trade Fairs and Exhibitions
6.4.6 Advertising
6.4.7 Sponsorship
6.5 Physical Evidence
6.6 People
6.6.1 Training
6.6.2 Personal Selling
6.6.3 Customer Service
6.7 Process
7. Product Management
8. Marketing Communications or MarCom or Integrated Marketing Communications (IMC)
8.1 The Marketing Communications Mix
8.2 The Marketing Communication Process
8.3 Marketing Related Messages
8.4 The development of Marcoms
8.5 Chapter Summary
9. Expanding marketing’s traditional boundaries

About Author
Andrew Whalley is the module coordinator for the MN2061 Marketing Management and MN3035 Marketing Research undergraduate modules, and a dissertation supervisor on postgraduate programmes at Royal Holloway.

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