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Part I. Fundamentals of Strategy, a Starting Point: 1. What is strategy; 2. Corporate and business strategies: a market oriented perspective; Part II. Wearing the Hat of the Strategic Analyst: 3. Where does our future lie?; 4. Who will we share our future with?; 5. The customers we serve; 6. Taking stock of what we have; 7. Decision making - how do we change?; Part III. Wearing the Hat of the Strategic Planner: 8. Introducing a product and creating a market; 9. Growing markets; 10. Mature markets; 11. Markets in decline; Part IV. Articulating, Implementing and Monitoring your Strategy: 12. A system to deliver and measure performance in a market. Introduction Mark Edwards and Alvin Lee; Part I. The Fundamentals of Strategy: 1. Corporate social responsibility, stakeholder theory and climate change: is green the new black for ExxonMobil? Catherine Archer; 2. The true character of Jacob's Creek Peter Ling; 3. Child brand ambassadors - merely a child's play for business? Shamsul Kamariah Abdullah; Part II. The Strategic Analyst: 4. Marketing Spanish wine and wine tourism: an unfulfilled potential? Abel Duarte Alonso and Martin O'Neill; 5. Corporate social responsibility (CSR) and professional sports Abel Duarte Alonso and Michelle O'Shea; 6. To toy or not to toy? Claire Lambert and Stephen Fanning; 7. The art of online marketing: linking remote Aboriginal artists with global markets Tim Acker; 8. ThurayaDSL: a product failed in maritime market Imtiaz Sharik Hossain and M. Yunus Ali; 9. Raiders of the lost niche Lara Stocchi; Part III. The Strategic Planner: 10. The ugly truth: customers are not always (exclusively) loyal Lara Stocchi and Arry Tanusondjaja; 11. Air Asia: fulfilling a childhood dream Peter Ling; 12. Marketing in unstable times: new Aboriginal art and enterprise Tim Acker; 13. Daffodil Day: ANZ national bank - cancer society of NZ Nitha Palakshappa and Gabriel Eweje; 14. Why did HP's Touchpad fail in the consumer market, and Amazon's Kindle Fire succeed? Ralf Wilden; 15. New product glitters but no glory for Thuraya in high-tech MSS market Imtiaz Sharik Hossain and M. Yunus Ali; Part IV. Implementing and Monitoring Strategy: 16. Do you have a 'green thumb' when it comes to growing your brand? Lara Stocchi; 17. Marketing for transformational futures: the case of Marshalls PLC Mark Edwards, Chris Harrop and Alvin Lee.