Strategic marketing management : planning, implementation and control
著者
書誌事項
Strategic marketing management : planning, implementation and control
Elsevier Butterworth-Heinemann, 2005
3rd ed
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注記
Previous ed.: 1997
Includes bibliographical references (p. [813]-851) and index
内容説明・目次
内容説明
* Further materials include: Tutor Resource Pack and "Evolve" site *
目次
- Introduction
- Part 1 Marketing auditing and the analysis of capability
- Part 2 Segmental, productivity and ratio analysis
- Part 3 Market and environmental analysis
- Part 4 Approaches to customer analysis
- Part 5 Approaches to competitor analysis
- Part 6 and objectives
- Part 7 Market segmentation, targeting and positioning
- Part 8 The formulation of strategy - 1: analysing the product portfolio
- Part 9 The formulation of strategy - 2: generic strategies and the significance of competitive advantage
- Part 10 The formulation of strategy - 3: strategies for leaders, followers, challengers and nichers
- Part 11 The strategic management of the marketing mix
- Part 12 Criteria of choice
- Part 13 Modelling approaches - 1
- Part 14 Modelling approaches - 2
- Part 15 Problems to overcome
- Part 16 Management control - 1
- Part 17 Management control - 2
「Nielsen BookData」 より
