• Chapter 1 What is strategic marketing?
• Chapter 2 Understanding consumer behaviour
• Chapter 3 Organisational buying behaviour
• Chapter 4 Understanding the competitive environment
• Chapter 5 Understanding the macroenvironment
• Chapter 6 Strategic marketing analysis
• Chapter 7 Marketing strategy formulation
• Chapter 8 Relationship marketing strategies
• Chapter 9 E-marketing strategies
• Chapter 10 Marketing strategy for services
• Chapter 11 International marketing strategy
• Chapter 12 Analysing strategic marketing case studies

By reading this chapter you will learn:

• The organisation, structure and purpose of this book
• The distinction between strategy and tactics
• The differences between corporate strategy and competitive strategy
• The differences between corporate strategy and marketing strategy
• What is meant by effectiveness and efficiency in marketing
• The defining characteristics of strategic marketing

By reading this chapter you will learn:

• What consumer behaviour is and why understanding it well is so important to strategic planners wishing to sustain a competitive advantage
• How a private individual’s psychological make-up affects consumption behaviour
• How consumer decisions are routinely affected, not only by personal factors, but also by the consumer’s social and cultural context
• Details of a variety of strategic principles and models that have been developed to help us better understand consumption behaviour
• The strategic implications of the study of consumer behaviour for the field of marketing.

By reading this chapter you will learn:

• The key differences between business-to-business markets and consumer markets
• Why effective business-to-business marketing strategy must be built on a sound understanding of business purchasing processes
• How business purchasing can be analysed using the concepts of the decision-making process and purchasing decision criteria
• How to analyse the relationship between a buying firm and a selling firm as the basis for a marketing strategy.

By reading this chapter you will learn:

• The role of environmental analysis in strategic marketing
• The distinction between the competitive environment and the macroenvironment
• The importance of the underlying economic forces of supply and demand in the competitive environment
• How to classify and analyse factors in the competitive environment
• The impact of the Internet on the competitive environment
• How the ‘resource-based view’ of the firm can contribute to strategy development.

By reading this chapter you will learn:

• More about the role of environmental analysis in strategic marketing
• How to classify and analyse factors in the macroenvironment
• How to assess the impact of macroeconomic, demographic and ‘green/sustainable development’ issues on marketing strategy
• A method of assessing the relative importance of environmental factors.

By reading this chapter you will learn:

• What key tools are available to marketers for strategic marketing analysis
• How those tools are defined
• How those tools can be applied, their strengths and weaknesses
• The limitations to a formal, analytical approach to marketing strategy formulation.

By reading this chapter you will learn:

• What key tools are available to marketers for marketing strategy formulation
• How those tools are defined
• How those tools can be applied, their strengths and their weaknesses.

By reading this chapter you will learn:

• The distinction between discrete transactions and relational exchange
• The nature of the relationship life cycle
• What is meant by relationship marketing
• Methods of implementing relationship marketing
• The application of relationship marketing in consumer goods markets, consumer services markets and business-to-business markets
• A range of criticisms that have been levelled at relationship marketing.

By reading this chapter you will learn:

• The context in which e-marketing operates
• The relative advantages and disadvantages of using different interactive tools
• The impact of information and communication technologies (ICTs) upon the business-to-consumer (B2C) and business-to-business (B2B) marketing mixes
• The qualities of an effective webpage
• The most appropriate business model for a traditional retailer wishing to go online.

By reading this chapter you will learn:

• How the nature of services affects how they are marketed
• How to outline the extended marketing mix for services
• What service quality is and how it is measured
• How to segment business and consumer markets for service providers using customer related and product-related approaches
• The relative importance of customer acquisition and retention.

By reading this chapter you will learn:

• Reasons why companies seek opportunities in international markets
• Ways in which companies approach strategic marketing at the international level
• How and why companies choose particular markets abroad to invest in
• The risk factors involved with international marketing and how to assess them
• The additional complexity and challenges that international markets pose for companies.

By reading this chapter you will learn:

• The role of case studies in studying strategic marketing
• The importance of clear problem identification to successful case analysis
• A series of steps that can be adopted to make case analysis effective
• How to prepare successful oral presentations and written reports on case studies.