Strategic marketing : creating competitive advantage

著者

書誌事項

Strategic marketing : creating competitive advantage

Douglas West, John Ford, and Essam Ibrahim

Oxford University Press, 2006

大学図書館所蔵 件 / 全11件

この図書・雑誌をさがす

注記

Includes bibliographical references and index

内容説明・目次

内容説明

Suitable for both undergraduate and postgraduate marketing students, Strategic Marketing examines the key aspects of traditional marketing strategy topics and presents an assessment and synthesis of recent thinking. It demonstrates how companies create competitive advantage through the use of strategic marketing. The book combines theory and practice within a unique conceptual framework. The text poses and answers questions relating to: * Where Are We Now? * Where Do We Want To Be? * How Will We Get There? * Did We Get There? Using established frameworks and concepts, the book reviews recent thinking in marketing strategy and reviews a number of marketing tools and techniques. ONLINE RESOURCE CENTRE For Lecturers: additional case studies, guide to discussion questions, case analyses and teaching notes, PowerPoint slides, answers to case studies, guide to additional case studies and group assignments and tasks. tasks, and extra case studies. For Students: Internet exercises and annotated web links.

目次

  • PART 1: INTRODUCTION
  • 1. Overview
  • 2. Marketing Strategy: Analysis and Perspectives
  • PART 2: WHERE ARE WE NOW?
  • 3. Environmental and Internal Analysis: market information and intelligence
  • PART 3: WHERE DO WE WANT TO BE?
  • 4. Strategic Marketing Decisions and Choices
  • 5. Segmentation, Targeting and Positioning Strategies
  • 6. Relationship Strategies
  • PART 4: HOW WILL WE GET THERE?
  • 7. Product Innovation and Development Strategies
  • 8. Branding Strategies
  • 9. Service Marketing Strategies
  • 10. Pricing and Distribution Strategies
  • 11. Marketing Communications Strategies
  • 12. E-Marketing Strategies
  • PART 5: DID WE GET THERE?
  • 13. Strategy Implementation and Control
  • PART 6: CONCLUSION
  • 14. Social Marketing and Corporate Social Reponsibility

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