Advanced marketing strategy : phenomena, analysis, and decisions
Author(s)
Bibliographic Information
Advanced marketing strategy : phenomena, analysis, and decisions
Prentice Hall, c1991
- : Intl. ed
Available at 28 libraries
-
Research Institute for Economics & Business Administration (RIEB) Library , Kobe University図書
: Intl. ed658.8-485s081000085392*,
658.8-485081000085392
Note
Includes bibliographical references and indexes
Description and Table of Contents
- Volume
-
: Intl. ed ISBN 9780130132932
Description
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.
Table of Contents
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.
- Volume
-
ISBN 9780138519407
Description
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.
Table of Contents
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.
by "Nielsen BookData"