Part one TEXT 1

1. What is strategic marketing?
2. Understanding consumer behaviour
3. Organisational buying behaviour
4. Understanding the competitive environment
5. Understanding the macroenvironment
6. Strategic marketing analysis
7. Marketing strategy formulation
8. Relationship marketing strategies
9. E-marketing strategies
10. Marketing strategy for services
11. International marketing strategy
12. Analysing strategic marketing case studies

Part two CASE STUDIES

13. British Telecommunications plc (2001): strategic challenges
14. BT plc: brave new world
15. Competition in the UK ice cream market
16. London Olympics 2012: the race for sponsorship
17. Abbey: mortgage marketing in the UK
18. Glaxosmithkline in South Africa
19. UPS: 100 years of turning brown into gold
20. News Corporation in the British newspaper market
21. A tale of two wine brands
22. BriCol Engineering Ltd
23. Crisis in the European airline industry
24. Golden Arch Hotels
25. Marketing Australia to the world
26. Trouble with the CPC100

Part three READINGS

Interaction, relationships and networks in business

27. markets: an evolving perspective
28. Revisiting marketing’s lawlike generalizations
29. Relationship marketing: the strategy continuum
30. Antiglobal challenges to marketing in developing
31. countries: exploring the ideological divide
32. Value-based marketing

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