PART I ASSESSING THE COMPETITIVENESS OF THE FIRM (INTERNAL) 222 Identification of the firm’s core competences 273 Development of the firm’s competitive advantage 60PART II ASSESSING THE EXTERNAL MARKETING SITUATION 1024 Customer behaviour 1075 Competitor analysis and intelligence 1556 Analysing relationships in the value chain 185PART III DEVELOPING MARKETING STRATEGIES 2327 SWOT analysis, strategic marketing planning and portfolio analysis 2378 Segmentation, targeting, positioning and competitive strategies 2829 CSR strategy and the sustainable global value chain 325PART IV DEVELOPING MARKETING PROGRAMMES 35210 Establishing, developing and managing buyer–seller relationships 35911 Product and service decisions 39212 Pricing decisions 43213 Distribution decisions 46114 Communication decisions 490PART V ORGANISING, IMPLEMENTING AND CONTROLLING THE MARKETING EFFORT 52815 Organising and implementing the marketing plan 53316 Budgeting and controlling 565Appendix Market research and decision support system