Strategic Market Management, 11ed, (An Indian Adaptation)

Jamid Ul Islam, Zillur Rahman, David A. Aaker , Christine Moorman

ISBN: 9789354243387

328 pages

INR 779


This Indian adaptation is revised to benefit students develop a comprehensive understanding of various aspects of strategic market management and strategic decision making. The chapters have been thoroughly revised with the addition of new topics including Marketing Myopia, DESTEP Framework, Customer Engagement, Brand Love, and many others. A new set of cases and examples relevant to the Indian scenario have been added, which provide students the opportunity to relate better to and apply the knowledge gained from the text. There are updated end-of-chapter cases reflecting the best digital and global practices to help learners understand how the strategic decisions and actions of a variety of companies and industries shape their future.


Chapter 1 Strategic Market Management—An Introduction and Overview

What Is a Strategy?

What is Marketing Strategy?

Marketing Myopia

Downstream Marketing as a Strategic Imperative

Strategic Market Management

The Dynamic Outlook of Marketing

Marketing and Its Role in Strategy




Chapter 2 External and Internal Analysis

Macro Environmental Analysis

Customer Analysis

Competitor Analysis

Market Analysis

Industry Analysis

When Should an External Analysis be Conducted?

Internal Analysis


Chapter 3 Macro Environmental Analysis and Customer Analysis

Customer Analysis

DESTEP Framework

Demographic Environment

Economic Environment

Socio-Cultural Environment

Technological Environment

Environmental Issues and Firm Responses

Green Marketing

Political-Legal Environment

Customer Segmentation

Consumer Buying Behavior Process

Customer Motivations

Unmet Needs


Chapter 4 Competitor Analysis

Identifying Competitors—Customer-Based Approaches

Identifying Competitors—Strategic Groups

Potential Competitors

Competitive Advantage

Value Chain

Competitive Behavior

Who are Our Competitors?

Red Ocean and Blue Ocean Strategies

Competitor Analysis and Development of Strategy

Competitor Strengths and Weaknesses

The Competitive Strength Grid

Competitive Intelligence


Chapter 5 Market and Industry Analysis

Dimensions of a Market/Submarket Analysis

Emerging Submarkets

Actual and Potential Market or Submarket Size

Market and Submarket Growth

Market and Submarket Profitability Analysis

Cost Structure

Distribution Systems

Market Trends

Key Success Factors

Risks in High-Growth Markets

Industry Life Cycles


Chapter 6 Internal Analysis

The Resource-Based View

The Asset-Based Approach

Innovation Audit

Aspects of Internal Analysis

Balanced Scorecard

Brand Report Card

From Analysis to Strategy




Chapter 7 Creating Valuable Customers and Customer Value Leadership

The Purchase Funnel

Customer Lifetime Models and Strategy Effectiveness

Customers as Valuable Assets

Alternative Value Propositions

Customer Value Leadership

Managing for Customer Value Leadership


Chapter 8 Building and Managing Customer Relationships

The Customer Decision Journey

Managing Customer Engagement and Customer Experience

Toward Long-Term Customer Relationships

Customer Relationship Management in the Digital World


Chapter 9 Building and Managing Brand Equity

Broadening the Concept of a Brand

Brand Awareness

Brand Loyalty

Brand Love

Brand Associations

Brand Identity

Brand Anthropomorphism


Chapter 10 Toward a Strong Brand Relationship

Understanding and Prioritizing Brand Touchpoints

Focusing on the Customer’s Sweet Spot

How to Create or Find a Customer Sweet Spot

Get Beyond Functional Beneļ¬ts


Chapter 11 Creating and Energizing the Business

Innovating the Offering

Managing Innovation

Energizing the Brand and Marketing

Increasing the Usage of Existing Customers

Creating a New Business

Create “Must Haves,” Rendering Competitors Irrelevant

The Innovator’s Advantage

Managing Category Perceptions

Creating New Business Arenas

From Ideas to Market


Chapter 12 Leveraging the Business

Which Assets and Competencies Can Be Leveraged?

Expanding the Scope of the Offering

New Markets

Evaluating Business Leveraging Options

The Mirage of Synergy


Chapter 13 Global Strategies

Motivations Underlying Global Strategies

Standardization vs. Customization

Expanding the Global Footprint

Strategic Alliances

Strategic Alliances and Networks

Management Issues with Strategic Alliances

Global Marketing Management

Strategic Wear Out


Chapter 14 Setting Priorities for Businesses and Brands

The Business Portfolio

Divestment or Liquidation

The Milk Strategy

Prioritizing and Trimming the Brand Portfolio




Chapter 15 Harnessing the Organization

Stressing the Importance of Strategy Implementation

Customer-Centric Organizational Cultures

Customer-Centric Competencies

Customer-Centric Organizational Structure

Metrics and Incentives for Customer Centricity

Leading for Customer Centricity

Customer-Centric Talent

Accessing Ease of Strategic Implementation

People, Power, and Politics


Chapter 16 How Marketing Activities Create Value for Companies

The Impact of Customer and Brand Equity on Firm Revenues

The Effect of Marketing Assets on Firm Value

How Markets Value Marketing Assets

Managing Marketing to Contribute to Firm Value

Role of Communication in Getting Strategies Implemented

Putting Strategies into Practice

Control Management and Approaches to Control


Case Studies

The Energy Bar Industry

Assessing the Impact of Changes in the Environment

JioMart: Changing the Retail Market in India

CRED: Facilitating Exclusive Peer-to-Peer Transactions

Byju’s: The Learning App


Appendix : Planning Forms






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