Strategic Marketing - Chapter 1 - So what is marketing?

Aug 23, 2026

Strategic Marketing provides a structured foundation for understanding marketing as a discipline and as a business process. It explains the three levels of marketing, the value links between needs, utility, exchange relationships and demand, and theoretical lenses for competition and competitive advantage. The text also covers what can be marketed, core product concepts, and the role of marketing in the business through strategic issues, environmental analysis, forecasting, objectives and control.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages121

Reading Time5 h 5 min

AccessFree to download

Preface

1. So what is marketing?

1.1 The Three levels of Marketing

1.2 The value of Marketing; Needs, Utility, Exchange Relationships & Demand

1.3 The Theoretical basis of competition

1.4 Alternative Frameworks: Evolutionary Change and Hypercompetition

1.5 The Marketing Concept

2. What can be marketed?

2.1 Core Benefit Product

2.2 Basic product

2.3 Augmented product

2.5 A note on branding

2.6 Summary of the Chapter

3. Marketing’s role in the business

3.2 Strategic issues

3.3 Forecasting market and sales

3.4 Implementation, Analysis, Control & Evaluation

3.5 Objectives setting

4. Segmentation, Targeting & Positioning

4.1 Segmentation

4.2 Targeting

4.3 What is positioning?

4.4 Positioning and Perception

4.5 Perceptual Mapping

5. Branding

5.1 Why do we brand products?

5.2 Chapter summary

6. The Marketing Mix

6.1 Price

6.2 Place

6.3 Product

6.4 Promotion

6.5 Physical Evidence

6.6 People

6.7 Process

7. Product Management

8. Marketing Communications or MarCom or Integrated Marketing Communications (IMC)

8.1 The Marketing Communications Mix

Strategic Marketing Andrew Whalley Download free books at Andrew Whalley Strategic Marketing Download free ebooks at [bookboon.com](bookboon.com) Strategic Marketing © 2010 Andrew Whalley & Ventus Publishing ApS ISBN 978-87-7681-643-8 Download free ebooks at [bookboon.com](bookboon.com)[ ](bookboon.com)3 Please c l ick the advert Contents Preface 9 1. So what is marketing? 11 1.1 The Three levels of Marketing 11 1.2 The value of Marketing; Needs, Utility, Exchange Relationships & Demand 13 1.3 The Theoretical basis of competition 20 1.3.1 Generic Strategy: Types of Competitive Advantage 21 1.3.2 What is the basis for competitive advantage? 23 1.3.3 How is competitive advantage created? 24 1.3.4 How is competitive advantage implemented? 27 1.3.5 How is competitive advantage sustained? 30 1.3.6 What are core competencies and capabilities? 31 1.3.7 Resource-Based View of the Firm (RBV) 33 1.4. Alternative Frameworks: Evolutionary Change and Hypercompetition 36 1.4.1 Evolutionary Change 36 1.4.2 Hypercompetition 37 1.5 The Marketing Concept 38 2. What can be marketed? 43 2.1 Core Benefit Product 47 2.2 Basic product 47 2.3 Augmented product 48 |
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[www.london.edu/mim/](www.london.edu/mim/) | | Download free ebooks at [bookboon.com](bookboon.com) 2.4 Perceived product 48 2.5 A note on branding 48 2.6 Summary of the Chapter 48 3. Marketing’s role in the business 50 3.1 Cross-functional issues 50 3.2 Strategic issues 52 3.2.1 Research of environment and situation 53 3.2.1.1 PESLEDI 55 3.2.1.2 BCG Matrix, Improved BCG matrix and the GE/McKinsey Matrix 57 3.2.1.3 Porter ’s Five Forces 63 3.2.1.4 Ansoff’s Matrix 63 3.2.1.5 5Ms internal audit 65 3.2.1.6 SWOT-Analysis 66 3.3 Forecasting market and sales 68 3.4 Implementation, Analysis, Control & Evaluation 68 3.5 Objectives setting 70 3.5.1 Research and designing of strategies 70 3.5.2 Strategic marketing programme 70 3.5.3 Control 71 4. Segmentation, Targeting & Positioning 72 4.1 Segmentation 74 4.2 Targeting 76 4.3 What is positioning? 77 | | You’re full of energy and ideas. And that’s
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FAQs

What are the three levels of marketing described in the book?

The book introduces marketing through three levels, building from how marketing creates value to how it connects to demand and exchange relationships.

How does the text explain the theoretical basis of competition and competitive advantage?

It lays out frameworks for understanding competitive advantage, including types of competitive advantage, the basis for it, how it is created and implemented, and how it is sustained.

What topics are covered under segmentation, targeting, and positioning?

The book covers segmentation and targeting, defines positioning, and extends to positioning and perception, perceptual mapping, and strategies for product positioning and repositioning.

Aug 23, 2026

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