영문목차
Chapter 1 Strategic Market Management - An Introduction and Overview 1
Part I strategic Analysis 17
Chapter 2 External and Customer Analysis 19
Chapter 3 Competitor Analysis 38
Chapter 4 Market/ Submarket Analysis 58
Chapter 5 Environmental analysis and Strategic Uncertainty 78
Chapter 6 Internal Analysis 95
Part II Creating, adapting, and Implementing Strategy 117
Chapter 7 Creating Advantage, synergy, and Strategic Philosophies 119
Chapter 8 Alternative Value Propositions 138
Chapter 9 Building and Managing Brand Equity 157
Chapter 10 Energizing the Business 176
Chapter 11 Leveraging the Business 193
Chatper 12 Creating New Businesses 208
Chatper 13 Global strategies 223
CHapter 14 Setting Priorities for Businesses and Brands - The Exit, Milk, and Consolidate Options 242
Chapter 15 Organizational Issues 259
Appendix: Planning Forms 294
Index 309