Strategic marketing

著者

書誌事項

Strategic marketing

Todd A. Mooradian, Kurt Matzler, Lawrence J. Ring

Prentice Hall, c2012

大学図書館所蔵 件 / 全4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

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

「Nielsen BookData」 より

詳細情報

ページトップへ