Managing for marketing excellence:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London u. a.
McGraw-Hill
1990
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XII, 173 S. graph. Darst. |
| ISBN: | 0077072375 |
Internformat
MARC
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| 245 | 1 | 0 | |a Managing for marketing excellence |c Ian Chaston |
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Datensatz im Suchindex
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|---|---|
| adam_text | CONTENTS
Preface xi
1 Managing the marketing process 1
The post war corporate heroes 1
Adoption of the marketing orientated philosophy 2
How others sometimes view the marketing operation 3
Humble Products Ltd 3
Defining the marketing task 6
Potential for conflict 8
References 11
2 The business environment — source of change and opportunity 13
Components of the business environment 13
The customer 14
The competition 17
Intermediaries 18
Suppliers 20
Environmental turbulence 21
Managing information 23
References 24
3 Internal capability and vulnerability 25
Functional interrelationships 25
Marketing capability 27
Product as a dominant factor 27
Price as a dominant factor 27
vii
viii contents
Promotion as a dominant factor 28
Place as a dominant factor 29
Financial capability 30
Manufacturing capability 33
Technological capability 34
Managerial capability 35
References 36
4 Selecting appropriate strategies 38
Market leadership 38
Segmentation strategies 41
Product portfolio strategies 42
Corporate capability strategies 46
An illustration of the directional strategy approach 50
References 52
5 Managing new products 53
What is a new product? 53
A management model for new product development 53
Marketeers and innovation 55
Organizational barriers to innovation 56
Idea generation and organizational structure 57
Innovative problem solving 60
Working in teams 62
New product success 63
References 63
6 Marketing tactics 65
The lesson of the First World War 65
Non confrontational attack 67
Holding on to what you have 70
References 74
7 Pricing, promotion and distribution decisions 76
Marketing mix and corporate strategy 76
Pricing decisions 77
Monitoring the validity of the price decision 80
Sales promotion — a tactical pricing strategy 80
Promotion — process and planning 83
Selection of the promotional mix 85
Distribution decisions 86
Managing the distribution process 88
CONTENTS ix
Marketing mix assessment 89
References 90
8 Forecasting and assessing performance 92
Adequacy of analysis 92
Forecasting sales 93
New products 95
Managing the future 96
Enhanced accuracy 97
Marketing expenditure 97
Model building and the planning process 100
Balance sheet performance 102
References 105
9 Performance control 107
From information to control 107
Limited control 108
Diagnostic control 109
Diagnostic financial variance control 111
Diagnostic managerial accounting control 111
Integrative control 116
Proactive control 117
References 119
10 Integrating the manufacturing and marketing operations 121
The interrelationships between manufacturing and
marketing 121
Cost of goods 123
Overhead absorption 124
Economic order quantity 126
Just in time 127
Total quality management 128
Product improvement programmes 129
Product development programmes 130
Capacity planning 133
References 137
11 The Ps and Q of service marketing 139
Service Marketing 139
The contribution of marketeers to service industries —
the new Ps 141
Acceptance of marketeers in service organizations 142
X CONTENTS
The customer care concept for delivering quality in
service markets 144
Marketeers and customer care 145
Remedying quality problems 147
Further development of the customer care system 148
References 149
12 Managing change 151
The need for change 151
Marine Circuits Ltd 151
Gaining acceptance for the need for change 153
Understanding the defenders 154
Gaining support for a proposal of change 155
Marine Circuits — strategic change 156
Resolving conflict 157
Marine Circuits — handling opposition 159
Implementing the change 160
The marketeer as a manager 160
The marketeer as an effective manager 161
Organizational culture 162
References 163
Glossary 164
Index 170
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| indexdate | 2024-07-09T16:40:00Z |
| institution | BVB |
| isbn | 0077072375 |
| language | English |
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| spelling | Chaston, Ian Verfasser aut Managing for marketing excellence Ian Chaston London u. a. McGraw-Hill 1990 XII, 173 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing Management Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003841573&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Chaston, Ian Managing for marketing excellence Marketing Management Marketingmanagement (DE-588)4168907-0 gnd |
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| title | Managing for marketing excellence |
| title_auth | Managing for marketing excellence |
| title_exact_search | Managing for marketing excellence |
| title_full | Managing for marketing excellence Ian Chaston |
| title_fullStr | Managing for marketing excellence Ian Chaston |
| title_full_unstemmed | Managing for marketing excellence Ian Chaston |
| title_short | Managing for marketing excellence |
| title_sort | managing for marketing excellence |
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