Strategy and process in marketing:
Gespeichert in:
| Beteiligte Personen: | , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
London ; Munich [u.a.]
Prentice Hall
1996
|
| Ausgabe: | 1. publ. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007157739&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XIII, 505 S. graph. Darst. |
| ISBN: | 0131821636 |
Internformat
MARC
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| 245 | 1 | 0 | |a Strategy and process in marketing |c John A. Murray and Aidan O'Driscoll |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a London ; Munich [u.a.] |b Prentice Hall |c 1996 | |
| 300 | |a XIII, 505 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
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| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-007157739 | |
Datensatz im Suchindex
| _version_ | 1819285305085132800 |
|---|---|
| adam_text | Contents
Preface xi
Part I Marketing: concepts and contexts l
1 Market focus 3
Marketing, exchange and transactions 4
Denning marketing 6
Marketing s evolving role in the firm 8
Market focus 11
Managing marketing 15
Marketing in action case
Swedish Match goes shopping 14
2 Marketing contexts 20
Transactions 21
Marketing processes 22
The marketing manager 27
The competitive marketplace 32
International marketing 34
Marketing in action case
The organization of tomorrow 26
3 The business system 37
The macro business system 38
Organization of markets in a business system 40
From upstream to downstream marketing 42
Firm s micro business system 46
Identifying key process activities 49
Linking micro and macro business systems 52
Marketing in action case
National Panasonic s human bicycle 45
V
vi Contents 4 Strategy and process 54
Sustainable competitive advantage 55
Strategic management and strategic marketing 59
Strategic frameworks 61
Strategy and process 66
Consumer, business to business, services marketing 68
Theory and practice: the need for integration 69
Marketing in action case
Svenska Kullager Fabriken s (SKF) competitive advantage in bearings 58
5 The job of the marketing manager 72
Managing the core marketing processes 73
Competences in marketing 76
Managing marketing interfaces 77
Tasks of the marketing manager 79
The international marketing manager 82
Marketing in action cases
Computer manufacturer redesigns its core processes 78
Kindle Software s shoe leather marketing 83
tatII Informing marketing activity 85
6 Understanding the customer 87
Concepts of customer behaviour 88
Need recognition 90
Search for alternatives 94
Evaluation of alternatives 98
Choice 102
Usage: post purchase behaviour 104
Marketing in action cases
ICI s Eclat plastic packaging to customer need 89
Ladona Teja Construccion s tiles on TV 99
7 Measuring the market 107
Why measure the market? 108
Key measures 110
Market definition 113
Forecasting 114
Marketing information system 117
Elements of a marketing information system 119
Marketing in action case
AmEx goes database marketing 128
Contents vii
8 Analyzing competition and industry structure 130
Analyzing competitors 131
Strategic group mapping 137
Leakage analysis 139
Competitive structure of an industry 140
Five driving forces model 141
The business system and competitive analysis 146
Marketing in action cases
Toshiba s laptop and expeditionary marketing 136
Continuum s old masters change the rules 145
9 Assessing company capability 149
Core competences 150
Resource based advantage 151
Assessing company competence 152
An evaluation framework 154
Matching capability to market need 159
Marketing in action case
Richardson s competences with knives 153
10 Convergence, divergence and pan Europeanism 164
Competitive structure 166
A business system perspective 170
Marketing strategy in a European context 174
The pan European debate 178
Marketing in action case
Unilever and P G Euro clash in detergents 111
milK The marketing strategy process 183
11 Strategic market choice 185
Business definition 186
Market choice matrix 187
Industry and market evolution 192
Market dynamics and competitive strategy 198
Segmentation 201
Market choice and competitive strategy 206
Technical note 209
Marketing in action case
William Cook challenges norms in the steel castings industry 196
12 Managing strategy 215
Strategy and learning 216
Managing the strategy process 219
viii Contents ^___ Managing the marketing strategy process 225
Learning loops process 235
Marketing in action case
IKEA in America 236
13 Organizing and integrating 238
Organization structure 239
Strategy and structure 242
Organizing for marketing 247
Integrators and specialists 252
Teams and team building 255
Internal marketing and the process imperative 261
Internationalizing modes 263
Marketing in action case
Building teams at Kraft Foods 258
llliiit The marketing management process and the order generation,
fulfilment and service process 271
14 Competitive positioning 273
Analysis for competitive positioning 274
The competitive positioning decision 278
Necessary versus superior benefits 285
Marketing in action cases
Waterford Crystal positions a new international brand 280
Hugo Boss better suited for good business 284
15 Product choice 286
What is a product or service? 287
Branding 291
Brand equity 299
Product lifecycle 301
Product portfolio analysis 307
Marketing in action case
Esparia: an international tourist brand 294
16 Pricing 312
Basics of pricing 313
Price decision making 323
Price as a profit lever 326
Transaction pricing 328
Price wars 330
Marketing in action case
Apple Computer: what price glory? 321
Contents ix
17 Communication and selling 334
Developing a communication programme 336
The elements of the communication mix 341
Integrated marketing communication 345
Advertising 348
Personal selling and sales management 351
Relationship marketing 358
Marketing in action case
EMI Records marketing means money 347
18 Distribution 363
Selecting a distribution channel 364
Evaluating alternative channels 367
Managing the channel 369
Channel strategy 372
Physical distribution 377
Marketing in action cases
Firstdirect the branchless bank 369
ISPG reconfigures the aquabusiness value chain 373
19 Managing performance 382
Performance management systems 383
Rewards 392
Managing the order generation, fulfilment and service
(OGFS) process 396
Contingency and performance management 403
Marketing in action case
How Wai Mart optimizes its performance 405
39MR The new product development process 407
20 New product development 409
The new product development process 410
New product diffusion 414
Managing the NPD process 416
Speed to market and new product development 422
Strategic alliances and new product development 426
Marketing in action cases
Ford of Europe designs and manufactures in the same gear 419
Thermo King Europe s quick response with its SMX 424
21 Design as strategy 428
Design and strategy 429
Design and marketing 430
x Contents Understanding design activity 435
Organizing for design 439
Marketing in action cases
BMW designs for disassembly 432
Apple s Newton MessagePad strives for the Ferrari effect 435
m Sustaining market focus 441
22 Reinventing the business system 443
It s the firm that matters 444
Reinventing the business system 446
Reinventing the micro business system 455
The practice of business process redesign 456
Redesigning the marketing processes 461
Marketing in action case
Re engineering Banca di America e di Italia 459
23 Renewal and shared values 464
Organization renewal 465
Losing focus: pathways to decline 471
Networks, relationships and cooperation 474
The green challenge 477
People, shared values and the learning organization 479
Marketing in action cases
ASEA and Brown Boveri create a new global company 468
The Rolling Stones Voodoo Lounge tour is a virtual corporation 475
Notes 482
Index 493
|
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV010719290 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T09:59:29Z |
| institution | BVB |
| isbn | 0131821636 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-007157739 |
| oclc_num | 33132813 |
| open_access_boolean | |
| owner | DE-945 DE-703 DE-N2 |
| owner_facet | DE-945 DE-703 DE-N2 |
| physical | XIII, 505 S. graph. Darst. |
| publishDate | 1996 |
| publishDateSearch | 1996 |
| publishDateSort | 1996 |
| publisher | Prentice Hall |
| record_format | marc |
| spellingShingle | Murray, John A. 1948- O'Driscoll, Aidan Strategy and process in marketing Marketing gtt Marketing Marketing Management Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4168907-0 |
| title | Strategy and process in marketing |
| title_auth | Strategy and process in marketing |
| title_exact_search | Strategy and process in marketing |
| title_full | Strategy and process in marketing John A. Murray and Aidan O'Driscoll |
| title_fullStr | Strategy and process in marketing John A. Murray and Aidan O'Driscoll |
| title_full_unstemmed | Strategy and process in marketing John A. Murray and Aidan O'Driscoll |
| title_short | Strategy and process in marketing |
| title_sort | strategy and process in marketing |
| topic | Marketing gtt Marketing Marketing Management Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Marketing Marketing Management Marketingmanagement |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007157739&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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