The CIM handbook of strategic marketing
著者
書誌事項
The CIM handbook of strategic marketing
Butterworth-Heinemann, c1998
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注記
"Published on behalf of the Chartered Institute of Marketing"
Includes bibliographical reference and index
内容説明・目次
内容説明
The CIM Handbook of Strategic Marketing targets senior executives responsible for shaping and managing the company's strategic direction. The strategic dimensions of marketing management are emphasised along with the critical importance of matching the company's capabilities with genuinely attractive market sectors. The Handbook's strategic perspective and pragmatic outlook pervade the text and underpin its practical foundations.
The rise of global competition and continuous innovation have redefined market structures, reshaped industries and given customers unprecedented value and choice. In this era of customer sovereignty there is a tremendous amount of pressure on organizations to adopt the principles of the marketing concept and to develop a much sharper strategic focus.
The CIM Handbook of Strategic Marketing is a reference source to guide effective marketing practice. It provides supportive material for managers and employees who are building their marketing competence by attending training programmes, and includes contributions from leading academics - such as, Peter Doyle, Malcolm McDonald, Nigel Piercy
The book amounts to a firm blueprint written by leading marketing thinkers for designing and implementing effective marketing strategies and improving business performance.
Colin Egan is Professor of Strategic Management at Leicester Business School.
Michael J Thomas is Professor of Marketing at the University of Strathclyde Business School.
目次
- Market dynamics and marketing strategies
- A strategic perspective on the marketing mix
- Marketing strategies for growth, maturity and decline
- Innovation strategies for competitive success
- Strategies in the end game
- Exploring the principles of market segmentation
- Competitive positioning
- Market-driven strategic planning
- Developing an effective brand strategy
- Strategic marketing networks
- The challenges of global marketing
- Evaluating stakeholder principles in strategic marketing management
- Implementing marketing strategies
- Looking to the future: marketing in the twenty-first century
- A strategic view of the future of the marketing profession.
「Nielsen BookData」 より
