Marketing strategy : the difference between marketing and markets
著者
書誌事項
Marketing strategy : the difference between marketing and markets
Routledge, 2016
3rd ed
- : hbk
大学図書館所蔵 件 / 全1件
-
該当する所蔵館はありません
- すべての絞り込み条件を解除する
注記
This edition originally published: Butterworth-Heinemann, 2007
Includes index
内容説明・目次
内容説明
The third edition of this established book brings the reader up to date with the latest repurcussions of new technology upon marketing planning and implementation, and launches a new strategy model (SCORPIO) at the core of the book.
As in previous editions, 'Marketing Strategy' strips away the confusion and jargon that surround what ought to be one of the most straightforward areas of modern business. Retaining a clear focus on the relationships between people as the basis of marketing, the book offers analysis of the pivotal role of marketing in the business strategy process. It shows how to:
* develop a business strategy
* devise a marketing strategy
* implement a marketing strategy
Providing a good balance between sound theory and practical know-how in an increasingly competitive environment, the book is indispensable for marketing practitioners, general managers and students alike.
目次
Contents
Preface to the third edition
Preface to the second edition
Preface to the first edition
Acknowledgements
Introduction
I.1 What is Marketing?
I.2 What is Strategy?
I.3 What is Market(ing) Strategy?
I.4 The approach of this book
Part One - Preparing for the Market Strategy
1. The internal business drivers
1.1. Personal value of the key implementers
1.2. The Mission/Leadership
1.3. Shareholder Value
1.4. Long term Financial Objective
1.5. Other Stakeholders' requirements
1.6. The Vision
2. The external environment
2.1. Customer & Market orientation
2.2. The Environment audit
2.2.1. Political audit
2.2.2. Economic audit
2.2.3. Sociological audit
2.2.4. Technological audit
2.2.5. International audit
2.2.6. Environmental audit
2.3. Opportunities & Threats
2.3.1. Industry analysis
2.3.2. Competition
2.3.3. Structural opportunities
2.3.4. The Resource/Performance audit
2.4. Strengths & Weaknesses
2.5. Competitor analysis
2.5.1. Competitive Opportunities
3. The business strategy
3.1. The Financial Hurdles
3.2. The Business Objective
3.3. The Business Strategy
3.4. Competitive Strategy
3.5. Sustainable Competitive Advantage
Part Two - Developing the Market Strategy
4. From business to market strategy
5. The Market Objectives
6. Developing the Market Strategy (SCORPIO (c))
6.1. Industry or Market? (I)
6.2. The Customer (C)
6.3. Segmentation & Targeting (S)
6.4. Positioning & Branding (P)
6.5. Customer Retention (R)
6.6. Organisation - Processes & Culture (O) (with Hamish Mackay)
6.7. Offerings (O)
Part Three - From Market Strategy to Tactics
7. Making it happen
7.1. Market Plans
7.2. Market Control Systems
7.3. Strategy Evaluation
7.4. Identifying Barriers to Implementation
7.5. Identifying Drivers for Change
7.6. Using the System
7.7. Epilogue
Appendices
1. The Strategy Checklist
2. Index
「Nielsen BookData」 より
