Frameworks for market strategy

Cover -- Half Title -- Title Page -- Copyright Page -- Dedication -- Table of Contents -- Preface -- Positioning -- Purpose -- Customers: Students -- Customers: Marketing Faculty -- Differential Advantage -- A Pedagogical Framework for Studying and Learning -- Organization of the Book -- Supplemental Material for Teaching and Learning -- Axcess Capon Codes -- Frameworks for Market Strategy: Create Your Market Plan -- Acknowledgements -- Concluding Statement -- Section I Marketing and the Firm -- 1 Introduction to Managing Marketing -- Learning Outcomes -- Opening Case: Starbucks -- What Does Marketing Mean Today? -- The Marketing Job -- Marketing and Shareholder Value -- Marketing as a Philosophy: External and Internal Orientations -- The External Orientation -- Internal Orientations -- The Six Marketing Imperatives -- Strategic Marketing -- Imperative 1: Determine and Recommend Which Markets to Address -- Imperative 2: Identify and Target Market Segments -- Imperative 3: Set Strategic Direction and Positioning -- Implementing the Market Strategy -- Imperative 4: Design the Market Offer -- Imperative 5: Secure Support from Other Functions -- Imperative 6: Monitor and Control Execution and Performance -- The Four Principles of Marketing -- Principle 1: Selectivity and Concentration -- Principle 2: Customer Value -- Principle 3: Differential Advantage -- Principle 4: Integration -- Key Messages -- Videos and Audios -- Questions for Study and Discussion -- True/False Questions -- Multiple Choice Questions -- 2 The Value of Customers -- Learning Outcomes -- Opening Case: Handelsbanken of Sweden -- Why Customers are so Important for the Firm -- Customer Lifetime Value (CLV) -- Calculating CLV -- Increase the Profit Margin the Firm Earns from Customers -- Increase Customer Retention Rate - Reduce Customer Defection Rate -- How Customer Retention Works