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Chapter 1 Strategic Market Management - An Introduction and Overview
PART ONE STRATEGIC ANALYSIS
Chapter 2 External and Customer Analysis
Chapter 3 competitor Analysis
Chapter 4 Market/Submarket Analysis
Chapter 5 Environmental and strategic Analyses
PART TWO CREATING, ADAPTING, AND IMPLEMENTING STRATEGY
Chapter 6 Creating Advantage: Customer Value Leadership
Chapter 7 Building and Managing Customer Relationships
Chapter 8 Creating Valuable Customers
Chapter 9 Building and Managing Brand Equity
Chapter 10 Toward a Strong Brand Relationship
Chapter 11 Energizing the Business
Chapter 12 Leveraging the Business
Chapter 13 Creating New Businesses
Chapter 14 Global Strategies
Chapter 15 Setting Priorities for Businesses and Brands
Chapter 16 Harnessing the Organization
Chapter 17 How Marketing Activities Create Value for Companies
Case Studies
Appendix A
Appendix B
Notes
Index
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