Preface   
  New to this Edition  
PART I PRODUCT DEVELOPMENT & PORTFOLIO ANALYSIS TOOLS  
  Chapter 1 The Product Life Cycle  
  Chapter 2 Booz, Allen & Hamilton’s New Product Process  
  Chapter 3 George Day’s R-W-W Screen  
  Chapter 4 Theodore Levitt’s Total Product Concept  
  Chapter 5 The Boston Consulting Group’s Growth/Share Matrix  
  Chapter 6 General Electric’s Strategic Business-Planning Grid  
  Chapter 7 Igor Ansoff’s Product-Market Expansion Grid  
PART II BRANDING & IDENTITY MANAGEMENT TOOLS  
  Chapter 8 Schmitt & Simonson’s Drivers of Identity Management  
  Chapter 9 Calder & Reagan’s Brand Design Model  
  Chapter 10 Martin Lindstrom’s 5-D Brand Sensogram  
  Chapter 11 Lederer & Hill’s Brand Portfolio Molecule  
  Chapter 12 Kevin Lane Keller’s Brand Report Card  
  Chapter 13 David Taylor’s Brand Stretch Spectrum  
PART III TARGET MARKETING TOOLS  
  Chapter 14 The Market-Product Grid  
  Chapter 15 Kotler & Trias de Bes’ Lateral Marketing Strategy  
  Chapter 16 Kim & Mauborgne’s Blue Ocean Strategy  
  Chapter 17 Philip Kotler’s Segment-by-Segment Invasion Plan  
  Chapter 18 The Perceptual Map  
  Chapter 19 Ries & Trout’s Product Ladder  
PART IV CONSUMER BEHAVIOR & PRODUCT PROMOTIONS TOOLS  
  Chapter 20 Abraham Maslow’s Hierarchy of Needs  
  Chapter 21 Everett Rogers’ Diffusion of Innovations Model  
  Chapter 22 The DAGMAR Marketing Communications Spectrum  
  Chapter 23 Raphel & Raphel’s Loyalty Ladder  
  Chapter 24 Bernd Schmitt’s CEM Framework  
  Chapter 25 Osgood, Suci & Tannenbaum’s Semantic Differential  
PART V ENVIRONMENTAL ANALYSIS & COMPETITIVE ASSESSMENT TOOLS  
  Chapter 26 The PEST Analysis  
  Chapter 27 The SWOT Analysis  
  Chapter 28 Michael Porter’s Five Forces Model  
  Chapter 29 Lehmann & Winer’s Levels of Competition Model  
  Chapter 30 Mintzberg & Van der Heyden’s Organigraph  
PARTVI MARKETING MANAGEMENT TOOLS  
  Chapter 31 Leonard Berry’s Success Sustainability Model  
  Chapter 32 George Day’s Market Orientation Model  
  Chapter 33 Blake & Mouton’s Sales Grid  
PART VII MARKETING STRATEGY & PLANNING TOOLS  
  Chapter 34 Michael Porter’s Value Chain  
  Chapter 35 Michael Porter’s Generic Strategies  
  Chapter 36 Kaplan & Norton’s Balanced Scorecard  
  Chapter 37 Kaplan & Norton’s Strategy Map  
  Chapter 38 Ries & Trout’s Marketing Warfare Strategies  
  Chapter 39 Philip Kotler’s Marketing Plan  
APPENDIX: AN INTRODUCTION TO MARKETING  
GLOSSARY   
REFERENCES