STRATEGIC MARKETING MANAGEMENT: A PACIFIC RIM EDITION

This Australasian adaptation of Aaker's popular Strategic Market Management text retains the conciseness of the original, while bringing an abundance of local examples to enhance the text's relevance to undergraduate students from Australia, New Zealand, and the Asia Pacific. Marketing planning and analysis is at the forefront, along with Aaker's traditional strong focus on strategic planning to achieve a competitive marketing strategy. Increased student pedagogy will make the adaptation more student friendly and appropriate for undergraduate classroom use.
* New chapters on Marketing Information and Marketing Strategy

* Clear focus on marketing planning and strategic planning, the distinctions between these as well as their interdependent nature.

* Competitive industry positioning highlighted as a precursor to strategy (eg what are appropriate strategies for market leaders, as opposed to challengers?)

* Focus on all aspects of the marketing mix as they apply to strategy

* Coverage of market analysis tools such as forecasting and research methods

* Emphasis on strategy evaluation and the marketing "audit"

* End of Book Case Studies

* Increased student pedagogy with each chapter featuring:


* Learning outcomes,

* "Real world" scene setters,

* Boxed features (mini cases, checklists)

* Chapter summary

* End of chapter questions (including both short answer and essays)

* Applied learning activities

PART 1: Introduction and Strategy OverviewChapter 1 Introduction to strategyToday\'s fast-changing business environment: the need for strategyStrategic orientation: why strategic market management?Strategic market managementStrategic components and definitionsStrategic elementsHierarchical levels of strategy: model/focus and issuesMarketing strategy: structure of the bookCriteria for strategy evaluationThe marketing plan introducedSummaryAt the end of each chapter:Check your understanding Essay questions/reflection questions Applied learning activities NotesChapter 2 Corporate and business strategies: marketing implications and strategic relationshipsCorporate and business-level strategyCorporate decisions of scope and missionCorporate goals and objectivesSustainable competitive advantageStrategic positioningCorporate resource allocation and managementSynergy: integration of corporate and business unit strategiesBusiness unit strategySustainable competitive advantageSummaryChapter 3 The process of marketing strategy: an overviewMarketing strategy: process model and approachExternal analysisInternal analysisStrategy identification and selectionSelecting among strategic marketing alternativesThe processSummaryPART 2: Strategic market opportunity analysis and methodsChapter 4 Environmental analysis Dimensions of environmental analysisDealing with strategic uncertaintyImpact analysis - assessing the impact of strategic uncertaintiesScenario analysisSummaryChapter 5 Customer analysisThe scope of customer analysisCustomer motivationsUnmet needsSummaryChapter 6 Competitor and industry analysisIdentifying competitors - customer-based approachesIdentifying competitors - competitive positionsIdentifying competitors - strategic groupsPotential competitorsCompetitor analysis - understanding competitorsCompetitor strengths and weaknessesObtaining information on competitorsSummaryChapter 7 Market characteristics analysisDimensions of a market analysisActual and potential market sizeMarket growthMarket profitability analysisCost structureDistribution systemsMarket trendsKey success factors - bases of competitionRisks in high-growth marketsSummaryChapter 8 Internal analysisFinancial performance - sales and profitabilityPerformance measurement - beyond profitabilityDeterminants of strategic optionsFrom analysis to strategySummaryChapter 9 Strategic market information: systems, concepts and methodsThe importance of informationThe marketing information systemThe role of marketing research in the strategic market management process and the MISThe marketing research process: strategic issues and considerationsGathering research information: secondary versus primary data advantagesEvaluating research suppliers: strategic considerationsStrategic considerations in choosing the forecasting techniqueSummaryPART 3: Alternative marketing strategiesChapter 10 Differentiation strategiesSuccessful differentiation strategiesThe quality optionBuilding strong brandsBrand loyaltySummaryChapter 11 Cost, focus, and the pre-emptive moveLow-cost strategiesFocus strategiesThe pre-emptive moveSummaryChapter 12 Growth strategies: penetration, product-market expansion, vertical integration, and the \'big idea\'Growth in existing product-marketsProduct development for the existing marketMarket development using existing products\'Vertical integration strategiesThe big ideaSummaryChapter 13 DiversificationRelated diversificationThe mirage of synergyUnrelated diversificationEntry strategiesSummaryChapter 14 Strategies in declining and hostile marketsCreating growth in declining industriesBe the profitable survivorMilk of harvestDivestment or liquidationSelecting the right strategy fir the declining environmentHostile marketsSummaryChapter 15 Global strategiesMotivations underlying global strategiesStandardisation versus customisationGlobal leadership not global brandsGlobal brand managementStrategic alliancesSummaryPART 4: ImplementationChapter 16 ImplementationA conceptual frameworkStructureSystemsPeopleCultureObtaining strategic congruenceOrganising for innovationFurther discussion: factors contributing to poor implementationA recap of strategic market managementSummaryCase studiesKrill: marketing strategy issues for a new rock bandIndigenous joint venture - Aboriginal Business Development Pty LtdHeavenly Health and Aged Care GroupWhey to go - a market leader fights backAlternative business strategies: 42 BELOW vodka - the quality optionAlternative business strategies: innovation - TimeZoneOne takes advantage of time?