Orville Walker,
John Mullins,
Jean-Claude Larréché
McGraw-Hill
8e druk, 2013
9781259010903
Marketing Strategy
A Decision-Focused Approach
Specificaties
Paperback, 384 blz.
|
Engels
McGraw-Hill |
8e druk, 2013
ISBN13: 9781259010903
Rubricering
Verwachte levertijd ongeveer 8 werkdagen
Gratis verzonden
Samenvatting
Dit boek behandelt de concepten en theorieën om een marketingstrategie te maken en implementeren. Het focust op het planningsproces op crossfunctionele en interfunctionele marketing relaties. Dit boek helpt u om de analytische tools en de vier P's toe te passen in het brede frame van concurrentiestrategie.
Specificaties
ISBN13:9781259010903
Trefwoorden:marketingstrategie
Taal:Engels
Bindwijze:paperback
Aantal pagina's:384
Uitgever:McGraw-Hill
Druk:8
Verschijningsdatum:1-8-2013
Hoofdrubriek:Marketing
Inhoudsopgave
Section 1 Introduction to Strategy
1 Market-oriented perspectives underlie successful corporate, business, and marketing strategies
2 Corporate strategy decisions and their marketing implications
3 Business strategies and their marketing implications
Section 2 Opportunity Analysis
4 Understanding market opportunities
5 Measuring market opportunities : forecasting and market knowledge
6 Targeting attractive marketing segments
7 Differentiation and positioning
Section 3 Formulating Marketing Strategies
8 Marketing strategies for new market entries
9 Strategies for growth markets
10 Strategies for mature and declining markets
11 Marketing strategies for the new economy
Section 4 Implementation and Control
12 Organizing and planning for effective implementation
13 Marketing metrics for marketing performance
1 Market-oriented perspectives underlie successful corporate, business, and marketing strategies
2 Corporate strategy decisions and their marketing implications
3 Business strategies and their marketing implications
Section 2 Opportunity Analysis
4 Understanding market opportunities
5 Measuring market opportunities : forecasting and market knowledge
6 Targeting attractive marketing segments
7 Differentiation and positioning
Section 3 Formulating Marketing Strategies
8 Marketing strategies for new market entries
9 Strategies for growth markets
10 Strategies for mature and declining markets
11 Marketing strategies for the new economy
Section 4 Implementation and Control
12 Organizing and planning for effective implementation
13 Marketing metrics for marketing performance
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