Includes bibliographical references and index.

1. Introduction -- 2. Strategic marketing planning and the marketing plan -- Stage 1. Where are we now? Strategic and marketing analysis -- 3. Marketing auditing and the analysis of capability -- 4. Segmental, productivity and ratio analysis -- 5. Approaches to competitor analysis -- 6. Approaches to customer analysis -- Stage 2. Where do we want to be? Strategic direction and strategy formulation -- 7. Missions and objectives -- 8. Market and environmental analysis -- 9. Market segmentation, targeting and positioning -- 10. The formulation of strategy 1: analysing the product portfolio -- 11. The formulation of strategy 2: generic strategies and the significance of competitive advantage -- 12. The formulation of strategy 3: strategies for leaders, followers, challengers and nichers.