Market-driven management : strategic and operational marketing
Author(s)
Bibliographic Information
Market-driven management : strategic and operational marketing
Macmillan, 2000
- : hbk
- : pbk
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Note
Includes blbliographical references and index
Description and Table of Contents
Description
Taking a market-orientation approach, the author challenges the traditional concept of the 4Ps and the functional role of marketing departments. Using examples from a range of manufacturing, service, consumer and business to business sectors, the text ends with 10 longer case studies. There is a free Instructor's Support Manual on the Macmillan Business website.
Table of Contents
PART ONE: THE CHANGING ROLE OF MARKETING - The Role of Marketing in the Firm and in a Market Economy - From Marketing to Market-Driven Management - PART TWO: UNDERSTANDING CUSTOMER BEHAVIOUR - The Customer Choice Behaviour - The Marketing Information System - The Customer's Response Behaviour - PART THREE: MARKET-DRIVEN STRATEGY DEVELOPMENT - Needs Analysis through Market Segmentation - Market Attractiveness Analysis - Competitive Analysis - Formulating a Market Strategy - The Strategic Marketing Plan - PART FOUR: MARKET-DRIVEN MANAGEMENT DECISIONS - Market-Driven New Product Decisions - Market-Driven Distribution Decisions - Market-Driven Pricing Decisions - Market-Driven Communication Decisions - Market-Driven Advertising Decisions - PART FIVE: 10 CASE STUDIES IN MARKET-DRIVEN MANAGEMENT - The Lander Company - The Wilo Corporation - TV: Cold Bath for French Cinema - Ecover - Volvo Truck Belgium - The Petro-Equipment Company - Sierra Plastic Company - Tissex - Newfood - SAS: Meeting Customer Expectations
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