Marketing Strategy
The Difference Between Marketing and Markets
(Sprache: Englisch)
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...
As in previous...
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Klappentext zu „Marketing Strategy “
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.
Strips away the confusion and jargon that surround what ought to be one of the most straightforward areas of modern business
Retains a clear focus on the relationships between people as the basis of marketing
Offers analysis of the pivotal role of marketing in the business strategy process
Inhaltsverzeichnis zu „Marketing Strategy “
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©)
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
Bibliographische Angaben
- Autor: Paul Fifield
- 2007, 3d. Ed., 336 Seiten, Kartoniert (TB), Englisch
- Verlag: Taylor & Francis
- ISBN-10: 0750656751
- ISBN-13: 9780750656757
Sprache:
Englisch
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