Verfügbarkeit: Strategic marketing | Technische Universität München

Strategic marketing:

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Bibliographische Detailangaben
Beteilige Person:	Cravens, David W. (VerfasserIn)
Format:	Buch
Sprache:	Englisch
Veröffentlicht:	Chicago, Ill. ; Bogotá ; Boston ; Buenos Aires Irwin [1997]
Ausgabe:	Fitth edition
Schriftenreihe:	The Irwin series in marketing
Schlagwörter:	Marketing Strategisch management Marketing > Decision making Marketing > Management Marketing > Management > Case studies Strategisches Management Fallstudiensammlung
Links:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007582863&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Umfang:	xviii, 670 Seiten Illustrationen, Diagramme
ISBN:	0256214387

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MARC


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Datensatz im Suchindex

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adam_text	Contents PART Business and Marketing CHAPTER Marketing Deciding How to Compete Strategic Vision Finding Competitive Advantage Market Orientation What Is Market Orientation? Becoming a Market-Oriented Organization Business Strategy and Marketing Strategic Marketing Marketing Situation Analysis Analyzing Markets and Competition Segmenting Markets Continuous Learning about Markets Designing Marketing Strategy Market Targeting and Positioning Strategy Marketing Relationship Strategies New-Product Strategies 17 19 20 Marketing Program Development Product/Service Strategy Distribution, Price, and Promotion Strategies Implementing and Managing Marketing Strategy The Marketing Organization Implementing and Controlling Marketing Strategy Preparing the Marketing Plan Planning Relationships and Frequency Planning Considerations Preparing the Marketing Plan Summary APPENDIX 1A Financial Analysis for Marketing Planning and Control CHAPTER Business Strategy and Competitive Advantage Organizational Change What Is Business Strategy? Global Competitive Challenges xiii xiv Organizational Renewal Competitive Advantage Obtaining Competitive Advantage Analyzing Competitive Position Sustaining Competitive Advantage Market Entry Barriers Business Strategy Deciding Corporate Mission Corporate Development Alternatives Business Composition Corporate Strategy Strategy Analysis and Choice Analyzing Current Strategies Generic Strategies Strategy Issues The Capabilities Approach to Strategy Deciding How to Compete Developing the Strategic Plan for Each Business Summary Cases for Part I Case 1-і Hewlett-Packard 63 Case 1-2 Toyota Motor Corp . 68 Case 1-3 EuroDisney Case 1-4 Southwest Airlines 79 PART II Marketing Situation Analysis 87 CHAPTER Analyzing Markets and Competition Defining Product-Markets Matching Needs with Product Benefits Defining Product-Market Boundaries and Structure Considerations in Forming Product-Markets Illustrative Product-Market Structure Describing and Analyzing End-Users Identifying and Describing Buyers How Buxers Make Choices Environmental Influences Building Customer Profiles Analyzing the Competition Defining the Competitive Arena Key-Competitor Analysis Anticipating Competitors Actions Market Size Estimation Market Potential Sales Forecast Market Share 111 Evaluating Market Opportunity Summary APPENDIX Forecasting Guidelines CHAPTER Segmenting Markets 116 123 Segmentation, Targeting, and Positioning Segmentation and Competitive Advantage Targeting Practices Segmentation and Competitive Advantage Selecting the Market to Be Segmented Identifying Market Segments Purpose of Segmentation Variables Characteristics of People and Organizations Product Use Segmentation Buyers Purchase Behavior Forming Segments Requirements for Segmentation Approaches to Segment Identification Customer Group Identification Forming Groups Based on Response Differences Deciding How to Segment Strategic Analysis of Market Segments Customer Analysis Competitor Analysis Positioning Analysis Estimating Segment Attractiveness Segment Analysis Illustration Summary Contents CHAPTER Continuous Learning about Markets Market Orientation and Organizational Learning Market Orientation Learning about Markets Information, Analysis, and Action Marketing Research Information Collecting Existing Information Standardized Information Services Special Research Studies Computerized Information Systems Management Information Systems Database Systems Decision-Support Systems Summary Cases for Part II Case 2-1 Reebok International Ltd. Case 2-2 AT&T PersonaLink 171 Case 2-3 Gillette Co. Case 2-4 Radio Shack PART III Designing Marketing Strategy CHAPTER Market Targeting and Positioning Strategies Market-Targeting Strategy Targeting Strategies Targeting Alternatives Factors Influencing Targeting Decisions Targeting in Different Market Environments Emerging Market Growth Market Strategies of Mature and Declining Markets Global Market The Positioning Process The Positioning Process Selecting the Positioning Concept Choosing the Positioning Strategy Considerations about Targeting/Supporting Activities Marketing Program Decisions Effort-to-Response Relationship Determining Positioning Effectiveness Customer/Competitor Research Test Marketing Positioning Models Positioning Effectiveness Positioning and Targeting Strategies Determining Positioning Feasibility Summary CHAPTER Relationship Strategies 216 What Drives Interorganizational Relationships? Environmental Turbulence and Diversity Skill and Resource Gaps The Logic of Collaborative Relationships Types of Organizational Relationships Customer-Supplier Relationships Distribution Channel Relationships End-User Customer Relationships Strategic Alliances Joint Ventures Internal Relationships Developing Effective Relationships between Organizations Objective of the Relationship Relationship Management Guidelines Global Relationships among Organizations The Strategic Role of Government Summary CHAPTER Planning for New Products Product Planning as a Customer Satisfaction Process Corporate and Business Strategies Finding Customer Satisfaction Opportunities Quality Function Development Success Criteria xvi Steps in New-Product Planning Deciding Which Customer Needs to Target New-Product Planning Process Responsibility for New-Product Planning Idea Generation Idea Generation Methods of Generating Ideas Screening, Evaluating, and Business Analysis Screening Evaluation Business Analysis Development and Testing Product Development Developing Marketing Strategy and Test Marketing Marketing Decisions Market-Testing Options New-Product Models Commercialization The Marketmg Plan Monitoring and Control Summary Cases for Part III Case Wal-Mart Case Yoplait USA Case White Dove Philippines Company Case Apex Chemical Company PART IV Marketing Program Development CHAPTER Product Branding and Customer-Service Strategies 291 Product Quality and Competitive Advantage Product Quality and Cost Relationship Quality Improvement Strategy Product Success Depends on Other Influences Marketing s Role in Product Strategy Managing Existing Products Analysis Objectives Product Life Cycle Analysis Product Portfolio Analysis Positioning Brands Other Product Analysis Methods Developing Product Strategies Strategies for £xisting Products Product Mix Modifications Who Manages Products? Branding Strategy Branding Strategies Brand Equity Leveraging Br<and identity Customer-Service Strategy Defining Customer Service Responsibility Jor Customer Service Summary CHAPTER Distribution Strategy Strategic Role of Distribution Distribution Functions Channels for Services Direct Distribution by Manufacturers Channel of Distribution Strategy Channel Objectives Type of Channel Distribution Intensity Channel Configuration Selecting the Channel Strategy Adequacy of Existing Distribution Systems Strategies at Different Channel Levels Managing the Ch annel Channel Leadership Management Structure and Systems Physical Distribution Management Channel Relationships Conflict Resolution Channel Performance Legal and Ethical Considerations International Channels Examining International Distribution Patterns Factors Affecting Channel Selection Strategic Alliances Summary Contents CHAPTER Pricing Strategy 343 Strategic Role of Price Price in the Marketing Mix Pricing Situations Uses of Price in Positioning Strategy Pricing Strategy Pricing Objectives Analyzing the Pricing Situation Product-Market Responsiveness to Price Cost Analysis Competitor Analysis Legal and Ethical Considerations Selecting the Pricing Strategy How Much Flexibility Exists? Price Positioning and Visibility Illustrative Pricing Strategies Determining Specific Prices and Policies Determining Specific Prices Establishing Pricing Policy and Structure Special Pricing Considerations Summary CHAPTER Promotion, Advertising, and Sales Promotion Strategies 368 Promotion Strategy The Components of Promotion Strategy Developing Promotion Strategy Communications Objectives Deciding the Role of the Promotion-Mix Components Budgeting Approaches Integrating Promotion Strategies Advertising Strategy Setting Advertising Objectives and Budgeting Creative Strategy Media/Programming Strategy Role of the Advertising Agency Implementing the Advertising Strategy and Measuring Its Effectiveness Sales Promotion Strategy Nature and Scope of Sales Promotion Sales Promotion Activities Advantages and Limitations of Sales Promotion Sales Promotion Strategy Summary CHAPTER Sales Force and Direct Marketing Strategies 393 Developing and Implementing Sales Force Strategy The Role of Selling in Promotion Strategy Illustrative Roles for the Sales Force Defining the Selling Process Sales Channels Designing the Sales Organization Managing the Sales Force Sales Force Evaluation and Control Direct Marketing Strategies Considerations in the Use of Direct Marketing Direct Marketing Methods Direct Marketing Strategy Summary Cases for Part IV Case Du Pont Case American International Group, Inc. Case Kimbell Art Museum Case Genentech PART V Implementing and Managing Marketing Strategy CHAPTER Designing Effective Marketing Organizations Considerations in Organization Design Internal and External Organizations Vertical Structure Horizontal Relationships Speed of Response 429 431 xviii Managing Organizational Traditional New Selecting an Organization Structure-Environment Match Organizing Organizing the Sales Force Marketing s Links to Other Functional Units Global Dimensions of Organizations Issues in Organizing Global Marketing Strategies Coordination and Communication Summary CHAPTER Marketing Strategy Implementation and Control The Marketing Plan How the Marketing Plan Guides Implementation Contents of the Marketing Plan Implementing the Plan Implementation Improving Implementation Internal Strategy-Structure Fit Achieving a Market Orientation throughout the Organization Strategic Evaluation and Control Overview of Evaluation Activities The Strategic Marketing Audit Performance Criteria and Information Needs Selecting Performance Criteria and Measures Obtain and Analyze Information Performance Assessment and Action Opportunities and Performance Gaps Determining Normal and Abnormal Variability Deciding What Actions to Take 473 Summary AIA Cases for Part V Case Avon Products Inc. Alb Case United States Tobacco Co. Case Intuit Corporation 488 Case Medco Containment : Inc. PART VI [ Comprehensive Cases 503 Case Case Case Supplies Case Case Case Case Case Case Case Case Foods, Inc. Case Case Case Corporation Case NAME INDEX SUBJECT INDEX
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dewey-full	658.8/02
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dewey-tens	650 - Management and auxiliary services
discipline	Wirtschaftswissenschaften
edition	Fitth edition
format	Book
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indexdate	2024-12-20T10:09:47Z
institution	BVB
isbn	0256214387
language	English
lccn	96012050
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physical	xviii, 670 Seiten Illustrationen, Diagramme
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spellingShingle	Cravens, David W. Strategic marketing Marketing gtt Strategisch management gtt Marketing Decision making Marketing Management Marketing Management Case studies Strategisches Management (DE-588)4124261-0 gnd Marketing (DE-588)4037589-4 gnd
subject_GND	(DE-588)4124261-0 (DE-588)4037589-4 (DE-588)4522595-3
title	Strategic marketing
title_auth	Strategic marketing
title_exact_search	Strategic marketing
title_full	Strategic marketing David W. Cravens, M.J. Neeley School of Business, Texas Christian University
title_fullStr	Strategic marketing David W. Cravens, M.J. Neeley School of Business, Texas Christian University
title_full_unstemmed	Strategic marketing David W. Cravens, M.J. Neeley School of Business, Texas Christian University
title_short	Strategic marketing
title_sort	strategic marketing
topic	Marketing gtt Strategisch management gtt Marketing Decision making Marketing Management Marketing Management Case studies Strategisches Management (DE-588)4124261-0 gnd Marketing (DE-588)4037589-4 gnd
topic_facet	Marketing Strategisch management Marketing Decision making Marketing Management Marketing Management Case studies Strategisches Management Fallstudiensammlung
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