Strategic marketing management : simplified moves for rookies / Girly H. Naval

Includes bibliographical references.

Preface -- List of tables -- List of figures -- Book introduction: A walkthrough -- Chapter 1: You and the dynamic market environment -- Chapter 2: Betting in your most priced asset: The customer -- Chapter 3: Segmenting, targeting and poaitioning -- Chapter 4: Marketing plan preparation -- Chapter 5: Product and brand strategy with pricing techniques -- Chapter 6: Integrated marketing communications -- Chapter 7: Distribution strategy and sales management -- Chapter 8: Managing global operations -- Chapter 9: The ultimate attack: Customer service strategy -- Glossary -- References.

"The author began scribbling every page of this book in the late part of 2018 intending to serve three primary groups of beneficiaries. First, the college business students--this book is for them as they start to grapple new business and marketing insights pertaining to how business could swim against the current and brave the blows of the industry's dynamism and hypercompetitive environment. This book also intends to serve the college instructors and professors of business and marketing by providing discussions of some limited but very essential topics on strategic marketing management--from mere investigation of the dynamic market setting; understanding of the customers; effectively segmenting, targeting and positioning company's product in the market, strategically using marketing tools such as marketing plan, product development plans, integrated marketing communications, distribution plans and management of global markets. The third group which the author considers to benefit from this book are the business rookies. This is for budding entrepreneurs who are marketing managers of their own enterprise." -- Preface