Contents Guided tour Preface About the author Author's acknowledgements Publisher's acknowledgements 1 Introduction 1.1 Introduction 1.2 The marketing management process 1.3 The traditional (transactional) marketing (TM) concept versus the relationship marketing (RM) concept 1.4 Balancing the transactional and relationship concepts throughout the book 1.5 How the RM concept influences the traditional marketing concept 1.6 Different organisational forms of RM 1.7 Summary Case study 1.1 Hunter Boot Ltd: the iconic British brand is moving into exclusive fashions Questions for discussion References PART I ASSESSING THE COMPETITIVENESS OF THE FIRM (INTERNAL) Part 1 Video case study Tata Nano: competitiveness of the world's cheapest car Introduction to Part I 2 Identification of the firm's core competences Learning objectives 2.1 Introduction 2.2 Roots of competitive advantage 2.3 The resource-based view (RBV) Exhibit 2.1 Honda's competences in small engines 2.4 Market orientation view (MOV) compared to the resource-based view 2.5 The value chain-based view (VBV) Exhibit 2.2 Nike's value chain Exhibit 2.3 The value chain of Acme Axles, Inc. 2.6 Value shop and the 'service value chain' 2.7 Internationalising the value chain 2.8 The virtual value chain 2.9 Experimental marketing Exhibit 2.4 Ikea's use of AR 2.10 Summary Case study 2.1 Zalando: how can the online apparel retailer turn financial losses into positive profits? Questions for discussion References 3 Development of the firm's competitive advantage Learning objectives 3.1 Introduction 3.2 General sources of competitive advantage 3.3 Introduction of a holistic model of competitiveness: from macro to micro level 3.4 Analysis of national competitiveness (the Porter diamond) 3.5 Competition analysis in an industry 3.6 Value chain analysis 3.7 Blue ocean strategy and value innovation Exhibit 3.1 Value innovation at hotel chain Formule 1 3.8 Outsourcing - a strategic decision framework based on customers' evaluation Exhibit 3.2 Sony, an outsourcing company 3.9 Summary Case study 3.1 Nintendo Wii: Nintendo's Wii took first place on the world market - but it didn't last Questions for discussion References PART II ASSESSING THE EXTERNAL MARKETING SITUATION Part II Video case study Muller: Muller yoghurts are penetrating the US market Introduction to Part II 4 Customer behaviour Learning objectives 4.1 Introduction 4.2 Consumer B2C decision making 4.3 Influences on consumers' decision making Exhibit 4.1 Example of loyalty: store loyalty versus brand loyalty Exhibit 4.2 Brand-switching strategy in times of recession - the case of Skoda Superb 4.4 Organisational B2B decision making 4.5 Influences on the buying process 4.6 Customer-perceived value and