Page 34 - Foundations of Marketing

Strategic Marketing

and Its Environment

1: Customer-Driven Strategic
PART 1 introduces the fi eld of marketing and offers a broad
Marketing
perspective from which to explore and analyze various
2: Planning, Implementing,
components of the marketing discipline. CHAPTER 1 defi nes and Evaluating Marketing
Strategies
marketing and explores some key concepts, including cus-
3: The Marketing
tomers and target markets, the marketing mix, relationship
Environment, Social
marketing, the marketing concept, and value. CHAPTER 2 Responsibility, and Ethics

provides an overview of strategic marketing issues, such

as the effect of organizational resources and opportunities
on the planning process; the role of the mission statement;

corporate, business-unit, and marketing strategies; and the
creation of the marketing plan. These issues are profoundly

affected by competitive, economic, political, legal and regula-

tory, technological, and sociocultural forces in the marketing
environment. CHAPTER 3 deals with these environ-

mental forces and with the role of social responsi-

bility and ethics in marketing decisions.

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