Marketing strategy : relationships, offerings, timing, & resource allocation
著者
書誌事項
Marketing strategy : relationships, offerings, timing, & resource allocation
Prentice-Hall, c1995
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注記
Includes index
内容説明・目次
内容説明
This text is appropriate for advanced/MBA level marketing strategy courses found in marketing departments and undergraduate level marketing capstone courses in business administration departments.
Offering a fresh and extremely current approach to marketing strategy, this superb new text emphasizes relationships, presents relevant material from other fields (such as finance and accounting), and establishes coherent analytical frameworks through which to examine strategic options. Integrating coverage of research findings with observed practice and cutting-edge ideas with traditional notions, this text provides a sound, balanced and contemporary basis for understanding and implementing all facets of marketing strategy.
目次
1. Introduction.
2. Analogical and Analytical Lenses on Competition.
3. Forecasting of Contextual Possibilities.
4. Product-Market Definition.
5. Relationships with Channels of Distribution.
6. Relationships with Customers.
7. Competitive Analysis.
8. Financial Models for Marketing Strategists.
9. Portfolio Models.
10. Benchmarking and the Pims Models.
11. Timing.
12. Changes in and the Strategic Assessment of Marketing Channels.
13. Strategic Assessment of Offerings.
14. Marketing Strategic Implementation Systems.
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