Strategic marketing
Author(s)
Bibliographic Information
Strategic marketing
Prentice Hall, c2012
Available at 4 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Includes bibliographical references and index
Description and Table of Contents
Description
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.
Table of Contents
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
by "Nielsen BookData"