Marketing strategy: the difference between marketing and markets
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Amsterdam u.a.
Elsevier
2007
|
| Ausgabe: | 3. ed. |
| Schriftenreihe: | Marketing/Management
|
| Schlagwörter: | |
| Links: | http://www.loc.gov/catdir/toc/els033/99165810.html http://www.loc.gov/catdir/description/els033/99165810.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018932348&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | X, 316 S. graph. Darst. |
| ISBN: | 9780750656757 |
Internformat
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Datensatz im Suchindex
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|---|---|
| adam_text | THE DIFFERENCE BETWEEN MARKETING AND MARKETS PAUL FIFIELD ELSEVIER
AMSTERDAM O BOSTON O HEIDELBERG LONDON NEW YORK OXFORD PARIS » SAN
DIEGO SAN FRANCISCO SINGAPORE SYDNEY TOKYO BUTTERWORTH-HEINEMANN
IS AN IMPRINT OF ELSEVIER N_N LNI PREFACE TO THE THIRD EDITION VII
PREFACE TO THE SECOND EDITION IX PREFACE TO THE FIRST EDITION XI
INTRODUCTION 1 1.1 WHAT IS MARKET(ING)? 1 1.2 WHAT IS STRATEGY? 9 1.3
WHAT IS MARKET(ING) STRATEGY? - 12 1.4 THE APPROACH OF THIS BOOK 19
PART ONE - PREPARING FOR THE MARKET(ING) STRATEGY 27 1 THE INTERNAL
BUSINESS DRIVERS 29 1.1 PERSONAL VALUES OF THE KEY IMPLEMENTERS 29 1.2
THE MISSION/LEADERSHIP 31 1.3 SHAREHOLDER VALUE 33 1.4 LONG-TERM
FINANCIAL OBJECTIVE 35 1.5 OTHER STAKEHOLDERS REQUIREMENTS 38 1.6 THE
VISION 40 2 THE EXTERNAL ENVIRONMENT 43 2.1 CUSTOMER AND MARKET
ORIENTATION - THE CULTURE 44 2.2 THE ENVIRONMENT AUDIT 44 2.3
OPPORTUNITIES AND THREATS 54 2.4 STRENGTHS AND WEAKNESSES 74 2.5
COMPETITOR ANALYSIS 78 2.6 ASSESSING OUR CURRENT POSITION - A CONCLUSION
82 3 THE BUSINESS STRATEGY ^ 87 3.1 THE FINANCIAL HURDLES 89 3.2 THE
BUSINESS OBJECTIVE 90 3.3 BUSINESS STRATEGY 94 3.4 COMPETITIVE STRATEGY
97 3.5 SUSTAINABLE COMPETITIVE ADVANTAGE 104 VI CONTENTS PART TWO -
DEVELOPING THE MARKET(ING) STRATEGY 113 4 FROM BUSINESS TO MARKET(ING)
STRATEGY 115 5 THE MARKET OBJECTIVES 119 5.1 THE PLANNING PERIOD 120 5.2
WHAT MAKES A GOOD MARKET OBJECTIVE? 120 5.3 USING MARKET(ING) OBJECTIVES
122 6 DEVELOPING THE MARKET(ING) STRATEGY (SCORPIO) 127 6.1 INDUSTRY OR
MARKET? 135 6.2 THE CUSTOMER 146 6.3 SEGMENTATION AND TARGETING 164 6.4
POSITIONING AND BRANDING 181 6.5 CUSTOMER RETENTION 203 6.6 ORGANIZATION
- PROCESSES AND CULTURE (WITH HAMISH MACKAY) 218 6.7 OFFERINGS 238 PART
THREE - FROM MARKET(ING) STRATEGY TO TACTICS 271 7 MAKING IT HAPPEN .
273 7.1 MARKET PLANS 275 7.2 MARKET CONTROL SYSTEMS 276 7.3 STRATEGY
EVALUATION 278 7.4 IDENTIFYING BARRIERS TO IMPLEMENTATION 285 7.5
IDENTIFYING DRIVERS FOR CHANGE 290 7.6 USING THE SYSTEM 292 EPILOGUE 301
APPENDIX: THE STRATEGY CHECKLIST 305 INDEX 311
|
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| dewey-full | 658.8/02 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV036040452 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T14:05:24Z |
| institution | BVB |
| isbn | 9780750656757 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-018932348 |
| oclc_num | 124965107 |
| open_access_boolean | |
| owner | DE-384 |
| owner_facet | DE-384 |
| physical | X, 316 S. graph. Darst. |
| publishDate | 2007 |
| publishDateSearch | 2007 |
| publishDateSort | 2007 |
| publisher | Elsevier |
| record_format | marc |
| series2 | Marketing/Management |
| spellingShingle | Fifield, Paul Marketing strategy the difference between marketing and markets Marketing Marketing Management Marketingstrategie (DE-588)4120697-6 gnd |
| subject_GND | (DE-588)4120697-6 |
| title | Marketing strategy the difference between marketing and markets |
| title_auth | Marketing strategy the difference between marketing and markets |
| title_exact_search | Marketing strategy the difference between marketing and markets |
| title_full | Marketing strategy the difference between marketing and markets Paul Fifield |
| title_fullStr | Marketing strategy the difference between marketing and markets Paul Fifield |
| title_full_unstemmed | Marketing strategy the difference between marketing and markets Paul Fifield |
| title_short | Marketing strategy |
| title_sort | marketing strategy the difference between marketing and markets |
| title_sub | the difference between marketing and markets |
| topic | Marketing Marketing Management Marketingstrategie (DE-588)4120697-6 gnd |
| topic_facet | Marketing Marketing Management Marketingstrategie |
| url | http://www.loc.gov/catdir/toc/els033/99165810.html http://www.loc.gov/catdir/description/els033/99165810.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018932348&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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