Chapter 1 Strategic Market Management—An Introduction and Overview 1

PART ONE STRATEGIC ANALYSIS 17

Chapter 2 External and Customer Analysis 19

Chapter 3 Competitor Analysis 39

Chapter 4 Market/Submarket Analysis 59

Chapter 5 Environmental and Strategic Analyses 78

PART TWO CREATING, ADAPTING, AND IMPLEMENTING STRATEGY 101

Chapter 6 Creating Advantage: Customer Value Leadership 103

Chapter 7 Building and Managing Customer Relationships 122

Chapter 8 Creating Valuable Customers 146

Chapter 9 Building and Managing Brand Equity 162

Chapter 10 Toward a Strong Brand Relationship 180

Chapter 11 Energizing the Business 194

Chapter 12 Leveraging the Business 214

Chapter 13 Creating New Businesses 230

Chapter 14 Global Strategies 248

Chapter 15 Setting Priorities for Businesses and Brands 266

Chapter 16 Harnessing the Organization 283

Chapter 17 How Marketing Activities Create Value for Companies 303