Includes index.

Preface -- Strategic market management : an introduction and overview -- External and customer analysis -- Competitor analysis -- Market/submarket analysis -- Environmental analysis and strategic uncertainty -- Internal analysis -- Creating advantage : synergy and commitment vs. opportunism vs. adaptability -- Alternative value propositions -- Building and managing brand equity -- Toward a strong brand relationship -- Energizing the business -- Leveraging the business -- Creating new businesses -- Global strategies -- Setting priorities for businesses and brands : the exit, milk, and consolidate options -- From silos to synergy-harnessing the organization --