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For highly applied undergraduate and graduate marketing management or strategy courses. An all-purpose approach to strategic marketing management. Because strategic marketing is the essential marketing activity, Mooradian provides students with a highly applied decision-making framework and exploration of the tools that can be used to solve marketing problems.

Strategic Marketing: Pearson New International Edition

• Table of Contents


• 1. Appendix: Basic Financial Math for Marketing Strategy


• 2. Appendix: Strategic Marketing Plan Exercise


• 3. Appendix: The One-Page Memo


• 4. Appendix: Case Analysis and Action-Oriented Decisions


• 5. Overview of Marketing Strategy and the Strategic Marketing Process


• 6. Situation Assessment-- The External Environment


• 7. Situation Assessment-- The Company


• 8. Strategy Formation


• 9. Implementation


• 10. Planning, Assessment, and Adjustment


• 11. Market Definition


• 12. Context-- PEST Analysis


• 13. Customer Assessment ? Trends and Insights


• 14. Consumer and Organizational Buyer Behavior


• 15. Competitor Analysis ? Competitive Intelligence


• 16. Company Assessment ? Missions and Visions


• 17. Company Assessment ? The Value Chain


• 18. Industry Analysis


• 19. Product Lifecycle


• 20. Experience Curve Effects on Cost Reduction


• 21. Economies and Diseconomies of Scale


• 22. Economies of Scope/Synergies and Virtuous Circles


• 23. Market Share Effects


• 24. Scenario Analysis


• 25. The Marketing Concept


• 26. What Is a Marketing Strategy?


• 27. Generic Strategies ? Advantage and Scope


• 28. Generic Strategies ? The Value Map


• 29. Generic Strategies ? Product-Market Growth Strategies


• 30. Specific Marketing Strategies


• 31. Market Segmentation


• 32. Loyalty-Based Marketing, Customer Acquisition, and Customer Retention


• 33. Customer Lifetime Value


• 34. Competitive Advantages


• 35. SWOT Analysis


• 36. Targeting


• 37. Positioning


• 38. Customer-Oriented Market Research


• 39. Brands and Branding


• 40. Products ? New Product Development


• 41. Products ? Innovations