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Marketing Strategy
The Thinking Involved



April 2012 | 360 pages | SAGE Publications, Inc

Marketing Strategy: The Thinking Involved is an innovative text that promotes the idea that effective marketing thinking leads to successful marketing strategy. The book's theories go beyond simply introducing the reader to concepts in the field by providing tools and methods to develop marketing thinking and questioning skills that will help with application of real-life marketing strategies. As the chapters progress, the thinking/questioning develops toward higher levels and more specialized inquiry, helping readers acquire the skills needed in the practice of marketing. The book's timely focus on developing thinking agility leading to strategic agility provides the necessary skills for navigating businesses in today's dynamic markets. The book contains a wealth of pedagogy to support this active learning approach.


 
Preface
The Difference - Becoming a Marketing Strategist  
Decompression Exercises - Preparing the Way for Thinking  
The Marketing Terrain Coverage  
 
I. The Role Marketing Thinking Plays in Strategy
 
1. Marketing Thinking
Chapter Introduction  
Marketing Thinking  
Marketing Thinking and Effective Strategy  
Marketing Thinking: 4-Dimensional Spherical (4-DS) Thinking  
Learning to Think in a Marketing Way  
Summary  
 
2. Learning to Think in a Marketing Way
Chapter Introduction  
The Process of Appropriation  
Marketing Thinking in Practice: Shifting Times - The Muji Experience  
Marketing Thinking in Practice: Taking the Sleeping Business to a New Level - Sleep Squad Comes to You  
Strategy as a Question  
Obstacles to Marketing Thinking  
Summary  
 
II. Thinking Through the Marketing Process
 
3. The Big Questions: Assessing the Situation
Chapter Introduction  
The Significance of the Situation Assessment to Strategy  
Questioning Techniques Applied to the Situation Assessment  
Thinking about the Five Forces Model  
Strategy Canvas and the Four Actions Framework  
Other Related Considerations - Changes in Information  
Summary  
Case: JetBlue - Customers Matter  
 
4. Thinking Further about Marketplace Structure and Strategy
Chapter Introduction  
Market Structure Orientations  
Who is Segmenting the Market - the Marketer or the Consumer?  
Traditional Marketing Logics and Their Sequential Role to Developing Strategy  
The Problems of Not Recognizing the Position of the Questions Being Considered (Up- vs. Down-Stream Marketing Questions)  
Segmentation Questions  
Positioning Questions  
Issues with the SPOT Marketing Perspective  
Self-Selection Segmenting Questions  
Marketing Thinking in Practice - Predictive Analytics  
Summary  
Case: Red Bull - What Does the Future Hold?  
 
5. Thinking Through Difference - The Nature of the Marketplace and Consumption
Chapter Introduction  
A Difference Perspective of the Marketplace  
Marketing Thinking in Practice - The Global Crisis  
Difference Perspective of Consumers  
From a Difference Perspective - The Role of Strategy  
Marketing Thinking in Practice - Nestle  
Marketing Thinking in Practice - Strategic Collaboration Options  
Summary  
Case: Apple, Inc. - The Need to be Different  
 
6. Thinking through the Marketing Mix
Chapter Introduction  
Marketing Mixes  
Marketing Thinking in Practice - Barnes & Noble's E-Commerce  
Issues with the Marketing Mix Concept  
Marketing Thinking in Practice - Collaborative Marketing  
Alternative Views to Consider  
Thinking Strategies to Maneuver Around the Concept Obstacle  
Summary  
Case: Ally Bank - The Bank that Wants to be Your "Trusted" Friend  
 
7. Co-creating Meaningful Differences with Products and Services
Chapter Introduction  
The Meaning Generation Process - Creating Differences  
Transitional Thinking - From Quality to Innovation and Beyond  
Creating Value through Prices  
Marketing Thinking in Practice - How Online Brand Communitiies Work  
Strategy Considerations  
Summary  
Case: In-N-Out Burger - Keeping it Simple  
 
8. Co-creating (Co-marketing) Meaningful Differences with Marketing Communications
Chapter Introduction  
Traditional vs. Contemporary Forms of Marketing Communications  
An Alternative to the Persuasive Orientation  
Co-marketing Communication Strategies  
Marketing Thinking in Practice - Ford Fiesta  
Summary  
Case: Alessi - Open Innovation  
 
9. The Changing Customer Interface Landscape
Chapter Introduction  
Re-thinking the Front Office  
Marketing Thinking in Practice - The Service Interface  
Customer Interface Changing Technology  
Co-marketing: Co-creating an Experience  
Creating "Value" - An Expanding View  
The Consumer Experience - Strategy Considerations  
Summary  
Case: The Four Seasons Hotel & Resorts: Getting it Right  
 
10. Thinking Beyond Logistics
Chapter Introduction  
Thinking through the Channel Concept  
Marketing Thinking in Practice: The Value Chain  
Forms of Collaborative Distribution  
Summary  
Case: Zara Retailing - What's on the Shelf Today?  
 
11. The Question of Price
Chapter Introduction  
The Origins of Price  
The Strategy Role of Price  
Marketing Thinking in Practice - Raise Your Prices!  
Price Determination  
Summary  
Panera Bread Company - Believing in Reciprocity  
 
III. Reflective vs. Forward-Looking Sides of Marketing Thinking
 
12. Assessment vs. Navigating Strategy - Using Metrics
Chapter Introduction  
The Backward-Looking Perspective and Rear-View Metrics  
Marketing Thinking in Practice: Rear-View Metrics  
The Balanced Scorecard Perspective  
The Forward-Looking Perspective and Metrics  
Differences between Assessment and Navigating  
Summary  
Case: Best Buy - Looking Forward - A New Way  
 
IV. Thinking Organization
 
13. Cultivating a Thinking Culture
Chapter Introduction  
Organizational Cultures  
Barriers to Organizational Thinking  
Marketing Thinking in Practice: Creativity is the New Style in Leadership!  
Characteristics of Thinking Organization  
Summary  
Case: Google, Inc. - Seeking the Fun in Innovation  

“The unique feature of this textbook is that it blends traditional marketing thinking and the emerging theme of thinking in marketing. It is an awesome marketing textbook.”

Jifeng Mu
Alabama A&M University

“The author introduces strategy as a ‘way of thinking’ as opposed to using models in a passive manner. The goal is very ambitious and I commend him on adopting this stance. The various thought projects, decompression exercises, etc, are very well thought out.”

Debi Mishra
Binghamton University

Interesting book, but too complex concepts. It can work for graduate courses, but not for undergraduates

Dr Marcos Hashimoto
School Of Business, University Of Indianapolis
May 9, 2018

The content is really interesting! It provides a new way of thinking the marketing strategies. The book is good for begginers and also for professionals that has great experience with the discipline.

Professor Lucas Lira Finoti
Business Administration , FACEAR
April 7, 2016

Fantastic tips and very good detailed thinking on Marketing Strategy the real life case studies are brought to life by the author

Mr Mohammed Arshad
Training, Calderdale College
May 14, 2015

The book provides basic knowledge about marketing strategy. The topics being covered are well chosen. Furthermore, many examples and cases are used for a better understanding and application of the theory. Especially the chapter about prices is well elaborated and gives many practical insights. However, it would be nice if the book would aslo contain a chapter about different marketing strategic tools and their application (e.g. calculation of the BCG-Matrix).

Miss Agnieszka Zablocki
Department of Marketing/Institute for International Marketing Management, Vienna University of Economics and Business
April 22, 2015

This book provides a slightly different view on some of the current thinking. It allows students to widen their perspective of marketing strategy.

Mr Alan Shaw
Business, Sheffield Hallam University
October 17, 2014

Fantastic book

Mr Troels Møller
Danish Academy of Business & Technology , Danish Business Academy
July 9, 2014

Good overview, nice examples, good business graphics

Mr Florian Dieterle
Marketing Management, Hochschule fuer Unternehmensfuehrung
December 18, 2012

A really interesting perspective of the thinking behind marketing strategy.

Mrs Claire Dodson
Academy of commercial enterprise, Doncaster College
December 17, 2012
Key features

Key Features

  • Chapter discussions integrate marketing concepts and theories.
  • Over 45 Marketing Thinking Challenges throughout the chapters allow readers to try different forms of marketing thinking—traditional and contemporary—thus providing the means for developing thinking agility skills.
  • Decompression Exercises at the beginning of each chapter provide a pause before getting started, preparing the way for more effective thinking and learning.
  • Character Figures, posed as questioners throughout the chapters, provide different lines of questioning while breaking up the text.
  • Contemporary Cases are available at the end of many of the chapters, providing an additional element for developing marketing thinking.

Sample Materials & Chapters

toc

ch 1 & 2

ch 13


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