Counterturbulence marketing: a proactive strategy for volatile economic times
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Westport, Conn. u.a.
Quorum Books
1993
|
| Ausgabe: | 1. publ. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006566340&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XVI, 180 S. graph. Darst. |
| ISBN: | 0899307965 |
Internformat
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| 300 | |a XVI, 180 S. |b graph. Darst. | ||
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Datensatz im Suchindex
| _version_ | 1819297525121679360 |
|---|---|
| adam_text | Contents
Exhibits ix
Preface xi
Acknowledgments xv
Introduction 1
1 Turbulent Times and Turbulent Markets 5
2 The Key Features of Turbulence Impacting the Business
Environment 17
3 Too Much Bottom Lining and Too Little Market Orientation 29
4 The Modern Business Firm and Its Concerns 37
5 Early Diagnosis of Marketing Problems to Facilitate
Proactive Marketing Action 49
6 Product Decisions in Turbulent Markets 65
7 Pricing Decisions in Volatile Markets 81
8 Promotional Decisions in Market Turbulence 93
9 Customer Loyalty and Total Quality Management in
Turbulent Times 107
10 Logistics in Turbulent Markets 121
viii Contents
11 How Do the Targets Change? 133
12 Value Marketing and Turbulence 145
Epilogue 163
Selected Bibliography 171
Index 175
Exhibits
P l Market Turbulence versus Proactivity xii
I 1 The Essence of Counterturbulence Marketing 3
1 1 Increasing Oligopolies 8
1 2 The Relationship between Economic Turbulence and the
Quality of Life 15
2 1 Business Failures, Bankruptcies, and Unemployment
(1981 1991) 19
2 2 Percent Changes in GNP Business Failures,
Bankruptcies, and Unemployment Figures 20
2 3 Matrix of Correlation Coefficients of the Data Presented in
Exhibit 2 1 21
2 4 Matrix of Correlation Coefficients of the Data Presented in
Exhibit 2 2 21
2 5 Direct and Indirect Costs of Business Failures 24
3 1 Leveraged Buyouts as a Part of Mergers and Acquisitions 31
3 2 Relationships between the Acquired Firm and Acquirer 32
4 1 A Comparison of Adam Smith s Market to the Current
U.S. Market 38
4 2 Contrasting of Perfect Competition and Current U.S.
Market Conditions 40
4 3 The Traditional View of the Role of Business in the
Economy 47
5 1 An Input/Output Model of Strategic Symptomatology 51
5 2 The Chain Reaction in Strategic Symptomatology 52
x Exhibits
5 3 Some Key Strategic Symptoms 54
5 4 Market Position Assessment 55
A5 1 Zeroing in on the Opportunities 61
6 1 Product Market Opportunities 67
6 2 Development and Evaluation of Futuristic Products 71
6 3 A Process for Developing a Futuristic Product Portfolio 73
6 4 Counterturbulence Product Policies 78
7 1 Demand and Supply Analytics 83
7 2 Market Price and Total Revenue 83
7 3 Cost Per Unit and Price Changes 85
7 4 Conditions Dictating Price Level Strategies 89
8 1 Traditional versus Proposed Promotional Orientation 94
8 2 Increase or Decrease in Financial Statistics Reflecting
Marketing Performance in Turbulent Times 96
8 3 Reinforcing Promotional Proactivity 102
9 1 The Firm s Relationship to the Society and the Consumer 108
9 2 Process Improvement Activity Connecting Consumers to
Manufacturing 109
10 1 Partnership Path and Turbulence 128
10 2 Developing a Good Logistics Service Program 129
11 1 GAP versus Limited: A Comparison of Targeting 135
11 2 Marketing Trends 136
11 3 The Growth in the Mature Market 139
11 4 Proactive Marketing to Cope with New Market Segments 142
12 1 Critical Developments in the Market Place and Value
Marketing Implications 149
12 2 A Comparison of Traditional and Value Marketing 154
E 1 The Five Step Process to Facilitate the Development of a
Value Marketing Plan 164
|
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| id | DE-604.BV009912377 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T09:44:22Z |
| institution | BVB |
| isbn | 0899307965 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-006566340 |
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| physical | XVI, 180 S. graph. Darst. |
| publishDate | 1993 |
| publishDateSearch | 1993 |
| publishDateSort | 1993 |
| publisher | Quorum Books |
| record_format | marc |
| spellingShingle | Samli, A. Coskun Counterturbulence marketing a proactive strategy for volatile economic times Marketing Management Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4168907-0 |
| title | Counterturbulence marketing a proactive strategy for volatile economic times |
| title_auth | Counterturbulence marketing a proactive strategy for volatile economic times |
| title_exact_search | Counterturbulence marketing a proactive strategy for volatile economic times |
| title_full | Counterturbulence marketing a proactive strategy for volatile economic times A. Coskun Samli |
| title_fullStr | Counterturbulence marketing a proactive strategy for volatile economic times A. Coskun Samli |
| title_full_unstemmed | Counterturbulence marketing a proactive strategy for volatile economic times A. Coskun Samli |
| title_short | Counterturbulence marketing |
| title_sort | counterturbulence marketing a proactive strategy for volatile economic times |
| title_sub | a proactive strategy for volatile economic times |
| topic | Marketing Management Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Marketing Management Marketingmanagement |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006566340&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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