Marketing Strategy Masterclass

Contents (short form)

Preface xi

Introduction xiii

Part One: Preparing for the marketing strategy 1

1 The internal business drivers 3

2 The external environment 19

3 The business strategy 52

4 The marketing objectives 70

Part Two: Developing the marketing strategy 83

5 Industry or Market? (I) 95

6 The Customer (C) 131

7 Segmentation and Targeting (S) 190

8 Positioning and Branding (P) 250

9 Customer Retention (R) 317

10 Organisation: Processes and Culture (O) (with Hamish 

 Mackay) 357

11 Offerings (O) 423

Part Three: Co-ordinating your marketing strategy stances 483

12 Co-ordinating your marketing strategy 485

Part Four: Implementing your marketing strategy 505

13 Making it happen 507

Appendices 543

Index 591