Strategic marketing management / Carol H. Anderson, Julian W. Vincze.

Enhanced descriptions from Syndetics:

Anderson and Vincze prepare students to recognize, embrace, and manage change by focusing on higher-level strategic issues and decision making in marketing management. The Second Edition features an integrated approach that combines both theory and cases in a single volume for easy reference and evaluation. One of the most up-to-date collections available, the comprehensive cases have all been class-tested and cover a range of small, medium, and large organizations across several industries and environments.Mini-cases offer more choices for flexible casework in and outside of class and the Marketing Plan appendix can be assigned throughout the semester. Experiential exercises encourage students to practice applying chapter concepts to real-world scenarios.

Table of contents provided by Syndetics

• Note: Each chapter concludes with a Summary, Questions, and Exercises. Case Grid
• I An Introduction to Strategic Marketing Management
• 1 The Changing Role of Marketing
• Marketing and Marketing Management
• Defined Evolution of the Marketing Concept
• The Marketing Mix Marketing
• Management in the Twenty-First Century
• Focusing on Customer Satisfaction
• Building Markets for the Long Term
• Organization of Strategic Marketing Management
• 2 Forces of Change and Their Impact
• The Marketing Ecocycle Business
• Revolutions and Catalysts for Change
• Impact of Change on Strategic and Tactical
• Marketing Decisions
• II Achieving Competitive Advantage
• 3 Strategic Market Planning Marketing
• Management Decisions and Strategic Planning
• Strategic Market Planning: A Multilevel Process
• The Strategic Planning Process
• Planning for the Long Term Strategic
• Planning and the Challenge of Change StrategicPlanning and a Customer Orientation
• 4 Marketing Intelligence and Creative Problem Solving
• Marketing Management Decisions and Creative Problem Solving
• The Marketing Research Process
• Key Information for Marketing Decisions
• Sources of Information
• Issues in Marketing Information
• Acquisition and Use
• 5 Understanding Consumer Buying Behavior
• The Consumer Buying Process
• Social and Cultural Influences on Buying Behavior
• Individual Influences on Buying Behavior
• Consumers and Products
• Consumers and Situations
• Relationship Marketing
• 6 Business Markets and Buying Behavior Scope of Business Markets Differences Between Organizational and Consumer Buying Behavior
• The Business-to-Business
• Buying Process
• Organizational Structure and Buyer Characteristics
• Types of Business
• Purchase Decisions
• Major Influences on Purchase Decisions
• Relationship Marketing
• 7 Market Segmentation, Target Marketing, and Positioning
• The Basics of Market Segmentation Target Marketing Strategies
• The Market-Segmentation Process Selection of Market
• Segments Ethical Issues in Market
• Segmentation Positioning Strategies
• III Implementing Marketing-Mix Strategies
• 8 Product Strategy What Is a Product?
• Classification of Goods
• Product Strategy Issues
• The Product Life
• Cycle Test
• Marketing Launching
• New Products Brand Strategies
• 9 Services Marketing Strategy
• Services: A Major Force in the U.S. Economy
• Characteristics of Services versus Goods Levels of Service
• Service as Value
• Service Marketing Issues
• The Service Design Process
• Setting Standards for Service
• Quality Service
• Delivery and Implementation
• 10 Distribution Strategy
• Distribution Channels: An Overview
• Channel Structures and Marketing Systems
• Channel Members
• Channel Selection and Design Channel Management
• 11 Integrated Marketing
• Communications Strategy
• Integrated Marketing
• Communications Pull versus Push IMC Strategies
• Financial Aspects of IMC
• 12 Integrated Marketing Communications Tools
• Managing Salesforce Activity
• Managing the Advertising Program
• Determining Advertising Opportunities
• Publicity, Direct Marketing, and Sales Promotion
• 13 Direct Marketing
• Direct Marketing
• Defined Factors
• Leading to Growth of Direct Marketing
• Direct Marketing Tools
• Objectives of Direct Marketing
• Integrated Direct Marketing Communications
• The Direct Marketing Process
• Issues in Direct Marketing
• Trends in Direct Marketing
• 14 Pricing Strategy
• The Role of Price in Strategic Marketing
• Product Life Cycle
• Pricing Psychological Pricing
• Strategic Pricing
• Models Pricing
• Strategy and Break-Even
• Analysis Pricing Strategy
• Decisions: Issues, Problems, and Legal Concerns Pricing Strategy and IMC IV.
• Managing Marketing Efforts
• 15 Control and Measurement of Marketing
• Performance Controlling
• Marketing Efforts Levels of Analysis
• Measuring Performance
• 16 The Marketing-Oriented Organization
• The Marketing Organization's Structure
• The Evolving Marketing Organization
• Integrated Management Systems
• Recent Trends in Management Practice
• The Virtual Organization V. Cases
• Introduction to the Case Method
• Case 1 Botton Village
• Case 2 W.L Gore & Associates, Inc.: Entering 1998
• Case 3 Service in the Skies: High-Class, Low-Class, and No Class
• Case 4 Cowgirl Chocolates
• Case 5 Calgene Inc.: Marketing High-Tech Tomatoes
• Case 6 3DV-LS: Assessing Market Opportunity in the Computer Visualization Market
• Case 7 Rayovac Corporation: "Recreating a Proud America Brand"
• Case 8 DeCopier Technologies, Inc.
• Case 9 Circus Circus Enterprises, Inc. (1998)
• Case 10 Priceline.com: Act III-- From Dot.com to "Real Business"
• Case 11 Black Diamond, Ltd.: Hanging on the Cutting Edge
• Case 12 hilip Morris, Inc. ("Big Mo"): The Consumer Brand Powerhouse Plans Its Future (2001)
• Case 13 Frigidaire Company: Launching the Front-Loading Washing Machine
• Case 14 Target Is Hot! What's Next for the "Upscale Discounter" (2001)
• Case 15 Outback Goes International
• Case 16 Perdue Farms Inc.: Responding to Twenty-First-Century Challenges
• Case 17 Nike, Inc. (1999)
• Case 18 Nike's Dispute with the University of Oregon
• Case 19 Kellogg Company
• Case 20 Women's Undergarment Factory #8
• Case 21 America Online
• Case 22 Kentucky Fried Chicken and the Global Fast-Food Industry
• Appendix A Development, Implementation, and Evaluation of a Marketing Plan