Contents in Brief

SECTION ONE

INTRODUCTION TO STRATEGY



1 The strategic role of marketing

2 Corporate strategy decisions

3 Business strategies and their marketing implications

SECTION TWO

OPPORTUNITY ANALYSIS

4 Environmental analysis

5 Industry dynamics and strategic change

6 Market targeting

7 Positioning decisions

SECTION THREE

FORMULATING MARKETING STRATEGIES

8 Marketing strategies for new-market entries

9 Strategies for growth markets

10 Strategies for mature and declining markets

11 International marketing strategy

SECTION FOUR

IMPLEMENTATION AND CONTROL

12 Implementing business and marketing strategies

13 Controlling marketing strategies and programs

E P I LOG Card wars: Competition heats up in the credit-card industry

APPENDIX Major sources of competitive intelligence and the marketplace

SECTION FIVE

THE SAMAR CASE

SAMAR : Strategic allocation of marketing resources

Index