Chapter 1 Introduction

Part I Assessing the competitiveness of the firm (internal)

Chapter 2 Identification of the firm’s core competences

Chapter 3 Development of the firm’s competitive advantage

Part II Assessing the external marketing situation

Chapter 4 Customer behaviour

Chapter 5 Competitor analysis and intelligence

Chapter 6 Analysing relationships in the value chain

Part III Developing marketing strategies

Chapter 7 SWOT analysis, strategic marketing planning and portfolio analysis

Chapter 8 Segmentation, targeting, positioning and competitive strategies

Chapter 9 CSR strategy and the sustainable global value chain

Part IV Developing marketing programmes

Chapter 10 Establishing, developing and managing buyer–seller relationships

Chapter 11 Product and service decisions

Chapter 12 Pricing decisions

Chapter 13 Distribution decisions

Chapter 14 Communication decisions

Part V Organising, implementing and controlling the marketing effort

Chapter 15 Organising and implementing the marketing plan

Chapter 16 Budgeting and controlling

Appendix Market research and decision support system

Glossary

Index