1 Introduction 1

2 Strategic marketing planning and the marketing plan 41

3 Marketing auditing and the analysis of capability 77

4 Segmental, productivity and ratio analysis 127

5 Approaches to competitor analysis 173

6 Approaches to customer analysis 219

7 Missions and objectives 289

8 Market and environmental analysis 339

9 Market segmentation, targeting and positioning 395

10 The formulation of strategy 1: analysing the product portfolio 447

11 The formulation of strategy 2: generic strategies and the significance of competitive advantage 473

12 The formulation of strategy 3: strategies for leaders, followers, challengers and nichers 517