Advanced marketing strategy : phenomena, analysis, and decisions

著者

書誌事項

Advanced marketing strategy : phenomena, analysis, and decisions

Glen L. Urban, Steven H. Star

Prentice Hall, c1991

  • : Intl. ed

大学図書館所蔵 件 / 全28件

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注記

Includes bibliographical references and indexes

内容説明・目次

巻冊次

: Intl. ed ISBN 9780130132932

内容説明

This book aims to present state-of-the-art marketing technology in a three-level decision and analysis framework, and to integrate case studies with the text. It provides a flow diagram for formulating marketing strategies, and offers case studies developed to provide practice with the book's concepts, applying both managerial judgement and higher-level analytical approaches to complex marketing strategy problems. There is also software support demonstrating the level of analysis, and an annual marketing plan.

目次

I. MARKETING STRATEGY FORMULATION. 1. Marketing Strategy and Decision Making. 2. Formulating Marketing Strategy. 3. Godfather's Pizza Case. 4. General Electric Company: Aircraft Engine Business Group. II. STRATEGIC ANALYSIS. 5. Customer Decision Making. 6. Life Cycles. 7. Market Segmentation. 8. Product Positioning. 9. Market Response. 10. Competitive Behavior. 11. Central Bell Publishing, Inc. 12. American Express Company: Credit Card Marketing. 13. General Motors Corporation: Buick Reatta. III. STRATEGIC DECISION MAKING. 14. New Product Development. 15. Management of Established Products. 16. Product Line Management. 17. Worldwide Corporate Strategy. 18. Cabot Corporation: E-A-R(R) Division Consumer Marketing Strategy. 19. USA Today. 20. Sun Micro Systems. 21. Citibank Indonesia: Developing a Market for Electronic Banking. IV. IMPLEMENTATION. 22. Tactics and Control. 23. The Marketing Plan-An Example and Review of Marketing Strategy. 24. International Business Machines Corporation: Marketing Strategy for Typewriters and PC Printers. 25. Marketing Strategy, Analysis, and Decision Making in the Future. Index.
巻冊次

ISBN 9780138519407

内容説明

This book aims to present state-of-the-art marketing technology in a three-level decision and analysis framework, and to integrate case studies with the text. It provides a flow diagram for formulating marketing strategies, and offers case studies developed to provide practice with the book's concepts, applying both managerial judgement and higher-level analytical approaches to complex marketing strategy problems. There is also software support demonstrating the level of analysis, and an annual marketing plan.

目次

I. MARKETING STRATEGY FORMULATION. 1. Marketing Strategy and Decision Making. 2. Formulating Marketing Strategy. 3. Godfather's Pizza Case. 4. General Electric Company: Aircraft Engine Business Group. II. STRATEGIC ANALYSIS. 5. Customer Decision Making. 6. Life Cycles. 7. Market Segmentation. 8. Product Positioning. 9. Market Response. 10. Competitive Behavior. 11. Central Bell Publishing, Inc. 12. American Express Company: Credit Card Marketing. 13. General Motors Corporation: Buick Reatta. III. STRATEGIC DECISION MAKING. 14. New Product Development. 15. Management of Established Products. 16. Product Line Management. 17. Worldwide Corporate Strategy. 18. Cabot Corporation: E-A-R<194> Division Consumer Marketing Strategy. 19. USA Today. 20. Sun Micro Systems. 21. Citibank Indonesia: Developing a Market for Electronic Banking. IV. IMPLEMENTATION. 22. Tactics and Control. 23. The Marketing Plan-An Example and Review of Marketing Strategy. 24. International Business Machines Corporation: Marketing Strategy for Typewriters and PC Printers. 25. Marketing Strategy, Analysis, and Decision Making in the Future. Index.

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