Marketing Strategy and Management
This fully revised and updated edition of Michael Baker's successful text for the advanced student who has completed a basic marketing course or for the more experienced practitioner with a working knowledge of the subject. The first part of the book is c
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Other books by Michael
J. Baker include
DICTIONARY OF MARKETING AND ADVERTISING MARKETING: AN INTRODUCTORY TEXT MARKETING: THEORY AND PRACTICE RESEARCH FOR MARKETING
MARKETING STRATEGY AND MANAGEMENT Second Edition
Michael
M
J.
MACMILLAN
Baker
© Michael J. Baker 1985, 1992 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No paragraph of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, 90 Tottenham Court Road, London W1P 9HE. Any person who does any unauthorised act in relation to this publication may be liable to criminal prosecution and civil claims for damages. First edition 1985 Reprinted 1988, 1989, 1990 Second edition 1992 Published by THE MACMILLAN PRESS LTD Houndmills, Basingstoke, Hampshire RG21 2XS and London Companies and representatives throughout the world ISBN 978-0-333-57644-1 ISBN 978-1-349-22167-7 (eBook) DOI 10.1007/978-1-349-22167-7
A catalogue record for this book is available from the British Library Copy-edited and typeset by Povey-Edmondson Okehampton and Rochdale, England
To my family- Sheila, john, Fiona and Anne
I Conten ts List of Figures
XIV
List of Tables
xvu
Preface to the Second Edition Acknowledgements
PART I
x1x
xxu
MARKETING STRATEGY
1
1 Prologue 3 Introduction 3 The point of departure 3 The strategic perspective in marketing Scope of the book 8
4
2 Marketing and competition 15 Learning goals 15 Introduction 16 Competition 17 What is marketing? 19 Market structure, conduct and performance Competition and marketing strategy 23 International competition 28 The 'diamond of national advantage' 29 The role of government and chance 33 The development of 'clusters' 34 The creation of competitive advantage 35 Marketing and competitive success 38 Summary 42 3 Marketing and corporate strategy 44 Learning goals 44 Introduction 44 The development of the marketing function Vll
21
45
vm
Contents Corporate strategy 47 The concept of the firm's business 52 The concept of limited strategic alternatives 57 Corporate strategy or marketing strategy? 60 General management and marketing management Summary 66
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4 Principles of strategic marketing planning 67 Learning goals 67 Introduction 67 The evolution of management systems 69 Some definitions 73 Formulating objectives 75 A framework for strategic marketing planning 78 Principles of SMP 83 The formulation of corporate strategy 87 Criticisms of and obstacles to strategic planning 89 Summary 96 5 Analytical frameworks for strategic marketing planning Learning goals 98 Introduction 99 The product life-cycle 100 Diffusion theory 109 Using the PLC as a planning tool 114 Product portfolio analysis 116 Business portfolio analysis under attack 121 Strategic overviews 125 Gap analysis 130 Scenario planning 132 SWOT 136 Summary 137
6
