STRATEGIC MARKETING 2ND EDITION

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Strategic Marketing (Second Edition) is a thoroughly revised and restructured textbook. With emphasis on logical sequencing of contents, the new edition is more comprehensive and contemporary. Chapters and sections have been reorganised and new topics have been incorporated at appropriate places, which makes the book appear almost like a new book. The title of this edition has also been suitably changed. The distinctive features of the present edition are the chapters on: Innovation Strategy; Recession Marketing Strategy; Relationship Strategy; Marketing Strategy and Profit; and Strategy for Business-to-Business, Consumer Goods and Services: Consolidated Analysis. Since innovations have become integral parts of modern marketing, the role of innovation and innovation strategy for effective marketing have to be properly emphasised. Knowledge of special marketing strategies for success during recession is the need of time, since most of the marketing strategies have been develop

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A. Nag has very rich experience in both academics and industry. He was Assistant Professor, BITS, Pilani and Associate Professor, XLRI, Jamshedpur. He later moved to industry. During his career in industrial sector, Dr Nag was Head (CGM), Metals Marketing, in MMTC, and later became Marketing Advisor, Hindalco Industries (Copper unit). He was also Director (Marketing), Nihon Ispat Pvt. Ltd. He has been a Visiting Faculty in institutes of repute like IIFT, IIT and Western International University, USA. He returned to full-time academics as Senior Professor in IMM and is presently Director, (Research, Consultancy and Placement) in the same institute. He has published a number of books on marketing including Marketing Successfully: A Professional Perspective. Table of Contents Preface to the Second Edition, Preface to the First Edition, List of Cases, List of Caselets, Part-I: Preparing for Strategic Marketing 1. Understanding Strategic Marketing 2. Internal Competences or Organisational Capabilities 3. The External Environment 4. Constructing Plans and Selecting Strategies Part II: Product-Market Strategies: Business-to-Business, Consumer Goods, and Services 5. Special Characteristics of Business-to-Business Markets 6. Strategy for Business-to-Business Products 7. Segmenting and Targeting Consumer Markets 8. Positioning and Repositioning 9. Selecting the Right Strategy 10. Special Characteristics of Service Goods 11. Strategy for Services Marketing Part-III: Competition, Competitive Advantage, and Growth Strategies 12. Competitor Analysis 13. Sustainable Competitive Advantage (SCA) 14. Growth Strategies: Product-Market Development and Diversification Part IV: Specialised Strategy Applications 15. Innovation Strategy 16. Recession Marketing Strategy 17. Strategic Rural Marketing 18. Relationship Strategy Part V: Strategic Marketing: Consolidated Analysis 19. Marketing Strategy and Profit 20. Strategy for Business-to-Business Products, Consumer Goods, and Services: Consolidated Analysis Part VI: Evaluation of Strategic Marketing 21. Evaluation of Marketing Strategy Index