Orville Walker,
John Mullins,
Jean-Claude Larréché
Marketing Strategy
A Decision-Focused Approach
Paperback Engels 2013 8e druk 9781259010903Verwachte levertijd ongeveer 8 werkdagen
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
Lezersrecensies
Wees de eerste die een lezersrecensie schrijft!
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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