Strategic marketing : theory and applications for competitive advantage

Peet Venter · Mari Jansen van Rensburg

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Marketing and Advertising Strategies Business Strategies and Innovation Consumer Market Behavior and Pricing

Abstract

INTRODUCTION 1. The nature of strategic marketing SECTION 1 MARKET OPPORTUNITY ANALYSIS 2. The Southern African strategic marketing environment 3. Identifying market opportunities 4. Developing marketing opportunities SECTION 2 STRATEGIC MARKETING PROCESS 5. Identifying and targeting attractive market segments 6. Marketing strategies in the life cycle 7. Branding and positioning SECTION 3 MARKETING STRATEGY IMPLEMENTATION 8. The marketing plan 9. Implementation of marketing strategies SECTION 4 CONTEMPORARY ISSUES IN MARKETING 10. Marketing metrics 11. Current issues in marketing

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