Strategic marketing
著者
書誌事項
Strategic marketing
(Pearson international edition)
Pearson, c2012
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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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