This systematically organized and accessible text gives an in-depth analysis of the multidimensional aspects of strategic marketing. It is a harmonious blend of theoretical aspects and real-world applications, equipping the students with the requisite knowledge and skills for understanding the subject. It illustrates how to design effective marketing strategies to compete in a highly dynamic and competitive market.
Divided into five parts, the text attempts to bridge the gap between the science and the art of marketing strategy. The book provides a stimulating learning environment. Initially, it gives a thorough analysis of the framework that would help managers make their businesses effective. Then it goes on to discuss such topics as customer behaviour and customer relationship management, along with competitor analysis. The text concludes with the strategies that fall within the scope of marketing mix, viz. product, marketing communication, personal selling, distribution and pricing.
Provides Case Studies in the context of Indian business at the end of each chapter to reinforce the understanding of the theory.
Besides chapter-end summary and exercises, the text gives a glossary of terms.
The text emphasizes managerial viewpoint to facilitate decision-making.
Uses teach-yourself technique so that students can learn the concepts through self-study.
This book is recommended in North Eastern Regional Institute of Management, Assam.
Primarily intended as a text for postgraduate students of management and commerce, the book would also be useful to practising managers.
CONTENTS: Preface. Acknowledgements. Part I: FUNDAMENTALS FOR STRATEGIC MARKETING1. Nature and Principles of Strategic Marketing. 2. Strategic Marketing Framework. 3. The Marketing Environment. 4. Assessing Corporate Capabilities and Resources. Part II: CUSTOMERS, MARKETS, AND COMPETITION5. Analyzing Consumer Behaviour. 6. Competitor Analysis and Competitive Position. 7. Competing through Superior Service and Customer Relationships. 8. Market, Targeting and Positioning. 9. Marketing Strategies. Part III: ANALYSIS FOR STRATEGIC MARKETING10. Information for Marketing Decision-Making. 11. Forecasting the Market Opportunities. Part IV: MARKETING DECISION-MAKING12. Product and New Product Strategies. 13. Distribution Strategy and Channel Management. 14. Communication Strategies. 15. Personal Selling and Sales Promotion. 16. Pricing Policies and Strategies. Part V: STRATEGIC IMPLEMENTATION AND CONTROL17. Implementing and Controlling Marketing Strategies. Appendix AStudying Marketing Through Case: A Guideline to the Student. Appendix BMarketing: A Career Option. Glossary. References. Index.