Strategic Marketing Decisions In Global Markets

Isobel Doole is Emeritus Professor of International Marketing at Sheffield Hallam University and was previously Dean of Sheffield Business School. She is an experienced marketing professional and senior academic in international marketing and in the international competitiveness of small firms. She has built an international reputation through her academic research and a number of highly successful textbooks. In her career she has worked with a range of companies from those with major international operations to small local exporters. She has also acted as an expert adviser on governmental committees. Robin Lowe is a Marketing and Management Consultant. Through his research, consultancy and policy development work in international trade, innovation and entrepreneurship, Robin has made a major contribution to government policy and business support. He also has considerable experience of consulting and training with multinationals around the world, including IBM, Microsoft, AstraZeneca, Renault Nissan, Huawei and Batelco. He is the joint author of several bestselling texts in international marketing, innovation and entrepreneurship.

PART 1: BUILDING THE CAPABILITY TO MAKE EFFECTIVE STRATEGIC MARKETING DECISIONS 1.The challenge to strategic marketing decision makers 2.Building a learning capability for effective strategic decision making 3.The dynamic marketing environment 4.Financial appraisal for strategic marketing decisions 5.Redefining the strategic marketing direction 6.Building a presence in the global market PART 2: REORIENTING AND REFORMULATING THE MARKETING OFFER FOR STAKEHOLDER SATISFACTION 7.Achieving fast growth through innovation 8.Adding value through leveraging tangible and intangible assets 9.Refocusing the portfolio to exploit new market opportunities 10.Integrating communications to build relationships 11.Adding stakeholder value through the extended organisation 12.Issues in measuring marketing performance and stakeholders

• 1. The Challenge to Strategic Marketing Decision Makers2. Building a Learning Capability for Effective Strategic Decision Making3. The Dynamic Marketing Environment4. Financial Appraisal for Strategic Marketing Decisions5. Redefining the Strategic Marketing Direction 6. Building a Presence in the Global Market7. Achieving Fast Growth Through Innovation 8. Adding Value Through Leveraging Tangible and Intangible Assets9. Refocusing the Portfolio to Exploit New Market Opportunities10. Integrating Communications to Build Relationships11. Adding Stakeholder Value Through the Extended Organisation 12. Issues in Measuring Marketing Performance and Stakeholder Value