Marketing Plan

ANDREW WHALLEY

STRATEGIC MARKETING

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Andrew Whalley

Strategic Marketing

Download free books at BookBooN.com

2

Strategic Marketing

© 2010 Andrew Whalley & Ventus Publishing ApS

ISBN 978-87-7681-643-8

Download free books at BookBooN.com

3

Strategic Marketing

Contents

Contents

Preface

9

1.

1.1

1.2

1.3

1.3.1

1.3.2

1.3.3

1.3.4

1.3.5

1.3.6

1.3.7

1.4.

1.4.1

1.4.2

1.5

So what is marketing?

The Three levels of Marketing

The value of Marketing; Needs, Utility, Exchange Relationships & Demand

The Theoretical basis of competition

Generic Strategy: Types of Competitive Advantage

What is the basis for competitive advantage?

How is competitive advantage created?

How is competitive advantage implemented?

How is competitive advantage sustained?

What are core competencies and capabilities?

Resource-Based View of the Firm (RBV)

Alternative Frameworks: Evolutionary Change and Hypercompetition

Evolutionary Change

Hypercompetition

The Marketing Concept

11

11

13

20

21

23

24

27

30

31

33

36

36

37

38

2.

2.1

2.2

2.3

What can be marketed?

Core Benefit Product

Basic product

Augmented product

43

47

47

48

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Strategic Marketing

Contents

Perceived product

A note on branding

Summary of the Chapter

48

48

48

3.

3.1

3.2

3.2.1

3.2.1.1

3.2.1.2

3.2.1.3

3.2.1.4

3.2.1.5

3.2.1.6

3.3

3.4

3.5

3.5.1

3.5.2

3.5.3

Marketing’s role in the business

Cross-functional issues

Strategic issues

Research of environment and situation

PESLEDI

BCG...