Introduction to Strategy -- Market-Oriented Perspectives Underlie Successful Corporate, Business, and Marketing Strategies -- Strategic Challenges Addressed in Chapter 1 -- Three Levels of Strategy: Similar Components but Different Issues -- What Is a Strategy? -- The Components of Strategy -- The Hierarchy of Strategies -- Corporate Strategy -- Business-Level Strategy -- Marketing Strategy -- What Is Marketing's Role in Formulating and Implementing Strategies? -- Market-Oriented Management -- Do Customers Always Know What They Want? -- Does Being Market-Oriented Pay? -- Factors That Mediate Marketing's Strategic Role -- Recent Developments Affecting the Strategic Role of Marketing -- The Future Role of Marketing -- Formulating and Implementing Marketing Strategy-An Overview of the Process -- A Decision-Making Focus -- Analysis Comes First -- Integrating Marketing Strategy with the Firm's Other Strategies and Resources -- Market Opportunity Analysis -- Formulating Marketing Strategies for Specific Situations -- Implementation and Control of the Marketing Strategy -- The Marketing Plan-A Blueprint for Action -- Corporate Strategy Decisions and Their Marketing Implications -- Strategic Challenges Addressed in Chapter 2 -- Corporate Scope-Defining the Firm's Mission -- Market Influences on the Corporate Mission -- Criteria for Defining the Corporate Mission -- Social Values and Ethical Principles -- Why Are Ethics Important? The Marketing Implications of Ethical Standards -- Corporate Objectives.