Malcolm McDonald
1 Competitive Marketing Strategy: Concepts and
Application
The task of competitive marketing strategy
The strategic planning process
Strategic analysis concepts
Integration of concepts and models
Competitive position
Competitive strategies
References
2 Strategic Marketing Planning: What
Marketing planning myths
The marketing planning process
Marketing planning systems - design and implementation
References
3 A State-of the-art Review
A recipe for commercial success?
Does marketing theory have any value?
Marketing techniques, structures and frameworks
Organisational barriers to strategic marketing planning
Conclusion
Appendix: The directional policy matrix
References
4 An Investigation of Management Attitudes in the Context
of Marketing Planning
Initial considerations, research objectives, design and
terminology
Desk research and literature review
Research findings and conclusions
Conclusions
Postscript
References
5 The Role Of Expert Computer Systems
What are expert systems?
Why has progress been so slow in marketing?
EXMAR - previous work and early observations
Results of analysis work - and the demonstrator
Demonstrator feedback and the development of a prototype
The role of the computer
6 The Changing Face of Marketing in the 1990s
Marketing and profit
Portfolio approaches
Marketing and information technology
Marketing quality
Professional marketing
Organisation
Conclusion - the future of marketing
References