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Strategic Marketing


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Table of Contents

Part I: Strategic Marketing Chapter 1 Imperatives for Market-Driven Strategy Appendix 1A Strategic Marketing Planning Cases for Part I Part II: Markets, Segments, and Customer Value Chapter 2 Markets And Competitive Space Appendix 2A Financial Analysis for Marketing Planning and Control Chapter 3 Strategic Market Segmentation Chapter 4 Strategic Customer Relationship Management Chapter 5 Capabilities For Learning About Customers and Markets Cases for Part II Part III: Designing Market-Driven Strategies Chapter 6 Market Targeting and Strategic Positioning Chapter 7 Strategic Relationships Chapter 8 Innovation and New Product Strategy Cases for Part III Part IV: Market-Driven Program Development Chapter 9 Strategic Brand Management Chapter 10Value Chain Strategy Chapter 11 Pricing Strategy Chapter 12Promotion, Advertising and Sales Promotion Strategies Chapter 13Sales Force, Internet and Direct Marketing Strategies Cases for Part IV Part V: Implementing and Managing Market-Driven Strategies Chapter 14Designing Market-Driven Organizations Chapter 15Marketing Strategy Implementation and Control Appendix 15A Marketing Metrics Cases for Part V Part VI: Comprehensive Cases

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