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This second edition of Strategic Marketing Analysis offers students an in-depth understanding of a variety of strategic marketing planning tools that can be applied to either a small business or a multinational organisation. The text examines how strategic marketing models are constructed from basic principles, developed through analysis and then applied to create strategies. Featuring enhanced explanations, the text covers new developments in the field of marketing strategy, particularly the marketing planning process. Updated and improved regional and international examples, including in the services and agribusiness areas, serve to engage local students. New case studies and review questions also give students the opportunity to apply the strategic marketing models and to develop marketing strategies. Suitable for both university and TAFE students, Strategic Marketing Analysis 2e is accessible to students exposed to high-level management practices for the first time after having undertaken an introductory marketing subject.
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Table of Contents

1. The strategic planning process 2. SWOT (or TOWS) analysis 3. Portfolio models 4. The strategic planning gap and growth strategies 5. Five forces (industry structure) model 6. Competitive generic strategies 7. Value through brand equity and value adding 8. Competitive market positions and related strategies 9. Strategic alliances and networks 10. Marketing program evaluation Appendix 1: Integrating case study: The ABC Cheese Factory Appendix 2: Additional case studies Appendix 3: Sample marketing plans Appendix 4: Competitive cost efficiencies

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