Chapter 1 Strategic Market ManagementAn Introduction and Overview 1 PART ONE STRATEGIC MARKET ANALYSIS 17 Chapter 2 Environmental Analysis 19 Chapter 3 Customer Analysis 43 Chapter 4 Competitor Analysis 64 Chapter 5 From Strategic Market Analysis to Marketing Strategy 89 PART TWO CREATING MARKETING STRATEGY 117 Chapter 6 Creating Advantage: Customer Value Leadership 119 Chapter 7 Building and Managing Customer Relationships 139 Chapter 8 Creating Valuable Customers 164 Chapter 9 Creating Strong Brands 181 Chapter 10 Strategic Brand Management 209 PART THREE MANAGING MARKETING STRATEGY FOR GROWTH 235 Chapter 11 The Growth Imperative 237 Chapter 12 Full-Spectrum Innovation 259 Chapter 13 Evaluating Growth Options 291 Chapter 14 Managing Global Strategies 315 Chapter 15 Managing the Business and Brand Portfolio 336 PART FOUR IMPLEMENTING MARKETING STRATEGY 357 Chapter 16 Harnessing the Organization 359 Chapter 17 How Marketing Activities Create Value for Companies 379 Case Studies C-1 Appendix: Internal Analysis A-1 Notes N-1 Index I-1