Strategic marketing
著者
書誌事項
Strategic marketing
Prentice Hall, c2012
大学図書館所蔵 全4件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references and index
内容説明・目次
内容説明
An all-purpose approach to strategic marketing management.
Because strategic marketing is the essential marketing activity, Mooradian provides readers with a highly applied decision-making framework and exploration of the tools that can be used to solve marketing problems.
目次
Section I - Overview
Chapter 1: Overview of Marketing Strategy and the Strategic Marketing Process
Chapter 2: Situation Assessment: The External Environment
Chapter 3: Situation Assessment: The Company
Chapter 4: Strategy Formation
Chapter 5: Implementation
Chapter 6: Planning, Assessment and Adjustment
Section II - Situation Assessment
Note 1: Market Definition
Note 2: Context (PEST)
Note 3: Customer Assessment - Trends and Insights
Note 4: Consumer and Organizational Buyer Behavior
Note 5: Competitor Analysis - Competitive Intelligence
Note 6: Company Assessment - Missions and Visions
Note 7: Company Assessment - The Value Chain
Note 8: Industry Analysis
Note 9: Product Lifecycle
Note 10: Experience Curve Effects on Cost Reduction
Note 11: Economies and Diseconomies of Scale
Note 12: Economies of Scope/Synergies and Virtuous Circles
Note 13: Market Share Effects
Note 14: Scenario Analysis
Section III - Marketing Strategies
Note 15: The Marketing Concept
Note 16: What Is a Marketing Strategy?
Note 17: Generic Strategies - Advantage and Scope
Note 18: Generic Strategies - The Value Map
Note 19: Generic Strategies - Product-Market Growth Strategies
Note 20: Specific Marketing Strategies
Section IV - Strategy Formulation
Note 21: Market Segmentation
Note 22: Loyalty-Based Marketing, Customer Acquisition, and Customer Retention
Note 23: Customer Lifetime Value
Note 24: Competitive Advantages
Note 25: SWOT Analysis
Note 26: Targeting
Note 27: Positioning
Section V - Implementation
Note 28: Customer-Oriented Market Research
Note 29: Brands and Branding
Note 30: Products - New Product Development
Note 31: Products - Innovations
Note 32: Products - Product Portfolios
Note 33: Pricing Strategies
Note 34: Promotion and People - Integrated Marketing Communications
Note 35: Place - Distribution
Section VI - Documentation, and Assessment and Adjustment
Note 36: Budgets, Forecasts, and Objectives
Note 37: Staircase Analysis
Note 38: Assessment and Adjustment
Appendix A: Basic Financial Math for Marketing Strategy
Appendix B: Strategic Marketing Plan Exercise
Appendix C: The One-Page Memo
Appendix D: Case Analysis and Action-Oriented Decisions
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