Market-driven management : strategic and operational marketing
著者
書誌事項
Market-driven management : strategic and operational marketing
Palgrave Macmillan, 2007
2nd ed
- : cloth
- : paper
大学図書館所蔵 全12件
注記
Includes bibliographical references and index
内容説明・目次
内容説明
Taking a market orientation approach, Market-Driven Management challenges the 'functional' role of marketing departments. The author enlarges the market definition to embrace all the key market players, and examines marketing strategy, demonstrating how strategic decisions can be implemented at the operational level. Also available is a companion website with extra features to accompany the text, please take a look by clicking below - http://www.palgrave.com/business/lambin/1e/
目次
PART 1: THE CHANGING ROLE OF MARKETING The Role of Marketing in the Firm and in a Market Economy Market-Driven Management in the Global Market Place PART 2: UNDERSTANDING CUSTOMER BEHAVIOUR Customers Needs Analysis Customer Purchase Behaviour Measuring Customers' Response PART 3: IMPLEMENTING STRATEGIC MARKETING Needs Analysis Through Market Segmentation Market Attractiveness Analysis Company Competitive Analysis Market Targeting and Positioning Formulating a Marketing Strategy PART 4: IMPLEMENTING OPERATIONAL MARKETING New Product Decisions Brand Management Distribution Channel Decisions Battle of the Brands in the B2C Markets Pricing Decisions Marketing Communication Decisions PART 5: IMPLEMENTATION OF MARKET-DRIVEN MANAGEMENT The Strategic and Operational Marketing Plan Emerging Values and Issues in Market-Driven Management Twenty Short Case Studies
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