Book 1.  Complexity and the External Environment

Contents

Unit 1.  Introduction

Prepared for the Course Team by Tony Stapleton

1  Aims and objectives

2  Sources of complexity and mental traps

3  The external environment

4  Marketing and consumer choice

4.1  The marketing orthodoxy
4.2  Consumer behaviour
4.3  The effect of globalization
4.4  Divided loyalties

5  The impact of internationalization

5.1  The economics of international trade
5.2  The economics of international trade
5.3  Patterns of internationalization

6  Conclusion

Unit 2.  Economic drivers of change

Prepared for the Course Team by Tony Stapleton

1  Aims and objectives

2  Understanding the macroeconomy: a brief history

2.1  The case for intervention
2.2  Some terms and definitions
2.3  Social intervention and equity
2.4  The resurgence of economic liberalism
2.5  The search for consensus
2.6  A new model?

3  Economics and marketing

3.1  Economic growth
3.2  Interest rates
3.3  Exchange rates
3.4  Concluding comments

4  The firm and agency theory

4.1  Theories of the firm
4.2  Agency theory
4.3  Moral hazard
4.4  Constraints on managers
4.5  Corporate governance

5  Transaction cost analysis

5.1  Why do firms exist?
5.2  Williamson's analysis of boundaries
5.3  Applications of transaction cost theory
5.4  Implications for managers
5.5  Flexible specialization

6  Labour-market segmentation

6.1  Transaction costs and the labour-market
6.2  Causes of segmentation
6.3  Implications for society
6.4  Implications for managers

7  Game theory

7.1  The basic models
7.2  Applications of game theory

8  Conclusion

Unit 3.  Planning under conditlons of uncertainty

1  Aims and objectives

2  Historical background

3  Forecasting

3.1  The forecasting process
3.2  Short- and medium-term forecasting
3.3  Long-range forecasting

4  Historical development of scenarios

4.1  The emergence of scenario analysis
4.2  The use of scenarios
4.3  A simple approach to scenarios

5  Analysing the environment

5.1  Step 1: Environmental analysis
5.2  Step 2: Identify clusters

6  Preparing scenarios

6.1  Step 3: Select drivers and develop frameworks
6.2  Step 4: Identify scenarios
6.3  Step 5: Write the scenarios
6.4  Step 6: Identify key issues

7  Formulating strategy

8  Conclusion

Book 2.  Complexity and Marketing

Contents

Unit 4.  Relationship marketing

Prepared for the Course Team by Kellie Vincent

1  Aims and objectives

2  Development of relationship marketing

2.1  History and background
2.2  Theory
2.3  Practice

3  Forms of relationship marketing

3.1  Relationship marketing typologies
3.2  Consumer relationships
3.3  Business-to-business relationships
3.4  Service relationships

4  Stakeholder marketing

4.1  Internal marketing
4.2  Key account management
4.3  Strategic partnerships and alliances
4.4  Network marketing
4.5  Societal marketing

5  Improving understanding of customers

5.1  Segmentation
5.2  Research into customer relationships

6  Successful relationship marketing

6.1  Technological tools for relationship marketing
6.2  Costs and benefits of relationship marketing
6.3  Relationship building

7  Conclusion

Unit 5.  The strategic process of building and sustaining brands

Prepared for the Course Team by Leslie de Chernatony and Fiona Harris

1  Aims and objectives

2  The nature of brands and planning for growth

2.1  Defining 'brand'
2.2  The stages in building and sustaining brands

3  Brand vision

3.1  Brand values
3.2  Envisioned future
3.3  Brand purpose

4  Brand objectives

4.1  Long-term brand objectives
4.2  Short-term brand objectives

5  Forces enhancing and impeding the brand

5.1  The corporation
5.2  Distributors
5.3  Consumers
5.4  Competitors
5.5  The macro-environment
5.6  Summary

6  Brand essence

6.1  Characterizing a brand through the brand essence
6.2  From brand essence to brand positioning
6.3  From brand essence to brand personality and relationships

7  Implementing and evaluating the brand

7.1  The atomic model of the brand
7.2  Monitoring brand performance
7.3  Summary

8  Conclusion

Unit 6.  Communicating globally

Prepared for the Course Team by Philip Kitchen

1  Aims and objectives

2  The need to integrate communications

2.1  Aspects of communication
2.2  Communications challenges of the 21st century
2.3  Understanding the emerging global market-place
2.4  How marketing communications work
2.5  Integrating corporate and marketing communications

3  Developing integrated communications

3.1  Key competencies
3.2  From strategy to creative execution
3.3  The role of agencies

4  Improving communications performance

4.1  Developing appropriate measures
4.2  The way forward
4.3  IMC in practice

5  Conclusion

Book 3.  Complexity and Internationalization

Contents

Unit 7.  International marketing

Prepared for the Course Team by Haider Ali

1  Aims and objectives

2  The impact of internationalization

2.1  The process of globalization
2.2  Implications for strategy
2.3  The marketing environment
2.4  Implications for structure
2.5  Summary

3  Assessing international markets

3.1  Stages of market assessment
3.2  Sources of competitive advantage
3.3  The economic environment
3.4  The demographic environment
3.5  The political environment
3.6  The importance of culture
3.7  The role of geography
3.8  The role of technology

4  Methods of market entry

4.1  Exporting
4.2  Contractual methods
4.3  Investment
4.4  Alliances and partnerships
4.5  Comparing methods of market entry

5  Sources of complexity

5.1  Complexity, volatility and risk
5.2  Managing complexity

6  The international marketing mix

6.1  Marketing mix strategies
6.2  Product
6.3  Marketing logistics
6.4  Price and financing
6.5  Promotion

7  Managing marketing programmes

7.1  International business-to-business marketing
7.2  International services marketing
7.3  The threat to domestic marketing
7.4  Summary

8  Conclusion

Unit 8.  Marketing under conditions of complexity

Prepared for the Course Team by Tony Stapleton

1  Aims and objectives

2  Planning in a volatile environment

2.1  Environmental determinism
2.2  Non-linear systems
2.3  Positive and negative feedback
2.4  The edge of chaos

3  Complex systems

3.1  Chaos and complexity
3.2  Adaptive systems

4  Taking stock

5  Application of complexity theory

5.1  Complexity and strategy
5.2  Complexity and timing
5.3  Complexity and learning
5.4  Complexity and flexibility
5.5  Resource flexibility and commitment
5.6  Complexity and relationships

6  Conclusion

Unit 9.  Conclusions

Prepared for the Course Team by Tony Stapleton

1  Aims and objectives

2  Marketing and the external environment

2.1  The use of scenarios
2.2  Flexible organizations

3  Marketing and the consumer

3.1  Relationship marketing
3.2  Brand management
3.3  Customer satisfaction

4  Marketing and the global market-place

4.1  The impact of the Internet
4.2  The regulatory environment

5  Conclusion

5.1  Adapting to volatile environments
5.2  Competing on the edge
5.3  Robust adaptive strategies
5.4  Summary

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Managing Business Relationships

David Ford. Lars-Erik Gadde. Hakan Hakansson. Anders Lundgren. Ivan Snehota. Peter Turnbull. David Wilson.

Contents

About the Authors

1.  MAKING SENSE OF BUSINESS MARKETS

• Introduction
• Interaction and relationships
• The realities of business markets
• Interdependence and networks
• Conclusions: relationships, portfolios and networks

2.  HOW COMPANIES RELATE TO EACH OTHER

• Introduction
• Problems, uncertainties and solutions
• Change and development of Buyer-Seller relationships
• The pre-relationship stage
• The exploratory stage
• The developing stage
• The stable stage
• Movement between different relationship stages
• Conclusions: the task of managing relationships

3.  THE NATURE OF MANAGEMENT IN BUSINESS

• Introduction
• The substance of Buyer-Seller relationships
• A relationship view of the company
• Managing in this complex world
• Conclusions: relationships as a way to reduce complexity

4.  THE IDEA OF STRATEGY IN BUSINESS MARKETS

• Introduction
• Strategic management and business relationships
• What relationships mean for strategy in business markets
• Conclusions: complexity in strategy

5.  DEVELOPING STRATEGY IN BUSINESS MARKETS

• Introduction: strategic choice
• Customer portfolio
• Customer value
• Organisation for effectiveness and efficiency
• Strategic success
• The strategy development process
• Conclusions: strategy development in business markets

6.  MANAGING RELATIONSHIPS WITH SUPPLIERS

• A starting point: changes in supply
• Analysing supplier relationships
• Managing supplier relationships and supply strategy
• The dimensions of supply strategy
• Conclusions: making the most of supplier relationships

7.  MANAGING CUSTOMER RELATIONSHIPS

• Introduction
• The basis of customer relationships
• The dimensions of customer relationships
• Pricing in relationships
• Conclusions: business relationships

8.  DISTRIBUTION RELATIONSHIPS

• Introduction
• The nature of distribution networks
• Distribution relationship choices
• Managing relationships in distribution
• Evolution in distribution
• Conclusions: distribution from a network perspective

9.  RELATIONSHIPS AND TECHNOLOGY

• Introduction
• Alternative pictures of technological development
• Technology and companies
• Technological development in business networks
• The technological content of business relationships
• The influence of technological development on relationships
• Bringing relationships and technology together
• Creating economic value from technology
• Relationships as multidimensional links
• Conclusions: the technology interface

10.  MANAGING BUSINESS RELATIONSHIPS

• So what does it all mean?
• A view of managing business relationships
• A view of markets and networks
• A view of technology
• A view of the company
• A view of strategy
• A view of distribution
• A view of marketing and purchasing

Communicating Globally
An integrated marketing approach

Don E.Schultz, Philip J.Kitchen

Contents

1. Transitioning into the 21st-century Marketplace
2. Understanding the Emerging Global Marketplace
3. How Marketing Communication Works
4. Integrated Communication or Integrated Marketing Communication
5. Developing Integrated Global Marketing Communication Programs
6. Implementing the IGMC Strategy
7. From Strategy to Creative Execution: Capturing the Imagination of Consumers and Publics
8. IGMC Drivers and Agency Interaction
9. An Integrated View of IGMC Management and Vendor Compensation
10. Developing IGMC Investments and Measurements
11. The Way Forward: Overcoming Barriers with IGMC Solutions

Appendix i: Case Studies

• Case Study 1: British Telecom
• Case Study 2: De Beers
• Case Study 3: Dow Chemical
• Case Study 4: Orange PLC

Appendix 2: The Oral-B Study Case

• Bibliography
• Index