Marketing management and information technology:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Prentice Hall
1995
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVIII, 404 S. graph. Darst. |
| ISBN: | 0131844822 |
Internformat
MARC
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| 100 | 1 | |a Fletcher, Keith |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Marketing management and information technology |c Keith Fletcher |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a London [u.a.] |b Prentice Hall |c 1995 | |
| 300 | |a XVIII, 404 S. |b graph. Darst. | ||
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| 650 | 4 | |a Management - Informatika - Priročniki | |
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Datensatz im Suchindex
| _version_ | 1804125081511657472 |
|---|---|
| adam_text | Contents
Preface xv
Structure of the book xv
Preface to the first edition xvii
PART ONE
Overview of marketing and the impact of IT
I IT and marketing
Learning objectives 3
Introduction 3
What is IT? 5
The impact of IT 5
Constraints on the successful use of IT 7
Lack of marketing orientation 8
Nature of marketing 8
Inadequate software 8
Product focus 9
IT hype 9
Competitive burden 10
Critical questions 12
Developments in IT 12
Trends in computers 13
Trends in software 16
Marketing software 17
Trends in telecommunication technologies 19
v
vi Contents
Electronic data interchange 22
Electronic point of sale systems 22
On line information systems 23
Conclusion 25
Self assessment questions 26
References 26
2 What is marketing?
Learning objectives 28
Introduction 28
What is marketing? 29
A definition of marketing 30
Why is marketing needed? 32
Customer orientation and competitive advantage 33
Problems in marketing implementation 37
Customer or company orientation 37
Trappings vs substance 39
Demand pull or technology push? 40
Different markets, different marketing? 42
The nature of demand 43
Marketing of services 45
Know your customer 46
Changing nature of marketing 47
The evolution of marketing 47
Implications for the marketing mix 49
The marketing mix defined 50
Product 50
Price 51
Promotion 52
Place 54
The importance of customer service 54
Management of the mix 55
IT and segmentation 58
Steps in market segmentation, targeting and positioning 58
Market segmentation 59
Profiling 61
Conclusion 62
Self assessment questions 63
References 63
3 The changing marketing system and environment
Learning objectives 65
Introduction 65
Contents vii
Impact of IT on the strategic process 66
Situation analysis 67
Environmental turbulence 68
Responses to the environment 68
Market intelligence 70
Internal market information 72
SWOT analysis 73
Macroenvironmental analysis 75
Political and legal changes 76
Economic changes 80
Social changes 80
Information technology and society 82
Technological change 83
Marketing system 85
Market structure and IT 85
Electronic markets 87
Exchange process 93
Competition 97
Conclusion 102
Self assessment questions 103
References 103
4 Marketing information for decisions
Learning objectives 105
Introduction 105
Evolution of information systems 106
Problems of system design and implementation 108
Problems and issues in IT use 109
Misinformation 110
Lack of user orientation 111
Nature of management decision making 112
Taxonomy of systems 115
Types of marketing decision 116
Decision systems and information systems 117
Databank systems 118
Predictive information systems 118
Decision making information systems 119
Decision taking information systems 120
Expert systems in marketing 120
Linking IT planning and strategic planning 122
Stages in the use of IT 124
Design of a marketing information system 125
Long term and short term objectives 125
viii Contents
Sophistication of needs 126
Who should develop the system? 126
A system for planning or control 127
What information is required? 128
Evaluating the system 131
Conclusion 134
Self assessment questions 134
References 135
5 IT and marketing strategy
Learning objectives 138
Introduction 138
What is strategy? 139
IT and competitive advantage 140
Three level impact of IT 142
Impact at industry level 144
Impact at firm level 145
Impact at strategy level 150
A framework for identifying strategic advantage 152
Differentiation 152
Cost 155
Innovation 155
Co operation 157
Strategy implementation and control 159
Implementation issues 160
Structure 160
Strategy and structure 163
IT and integration 164
Conclusion 165
Self assessment questions 166
References 166
PART TWO
IT and marketing management
6 Planning for innovation
Learning objectives 169
Introduction 169
What is an innovation? 173
Innovation continuum 173
Product and process innovations 174
Product/process interrelationship 176
Product/market matrix 178
Contents ix
Characteristics of inventive firms 180
Prospector or reactor 181
Organisational structure 181
Size 182
Finance 182
The diffusion of innovations 183
The diffusion process 184
Incremental diffusion 185
The re innovation cycle 186
Adopter characteristics 188
Consumer characteristics 189
Organisational adopter characteristics 190
The adoption process 191
Prior conditions 192
Awareness 192
Persuasion 194
Decision 194
Implementation 195
Confirmation 195
Factors affecting the rate of adoption 196
Environment 196
Market system 197
Organisational factors 197
Complexity of adoption decision 198
Training and service requirement 199
Individual factors 199
Nature of the innovation 201
Conclusion 202
Self assessment questions 204
References 204
7 New product decisions
Learning objectives 206
Introduction 206
Managing new products 207
Constraints on new product activity 210
Factors in failure and delay 212
Success factors 213
The process of new product development 215
Organisation structure 215
Market analysis 217
Idea generation 218
Screening 221
x Contents
Business analysis and product development 223
Market development and testing 225
Build up estimating model 226
Market testing 228
Commercialisation 231
Conclusion 233
Self assessment questions 234
References 234
8 Product policy decisions
Learning objectives 236
Introduction 236
Management of the product portfolio 237
Product lifecycle 237
Criticism of PLC concept 240
Market definition 241
Length of PLC 241
Shape of PLC 242
Identifying stages 243
Scale and experience effects 243
Criticism of experience curve concept 245
Growth/share matrix 246
Criticism of growth/share matrix 247
International products and marketing 248
Global competition and the PLC 248
Global or multi domestic? 249
Global products? 250
Global marketing mix? 252
Global integration and co ordination 256
Conclusion 259
Self assessment questions 259
References 259
9 Communication decisions
Learning objectives 262
Introduction 262
Communication process 263
What are marketing communications? 268
Product 268
Price 269
Place 270
Promotion 270
Contents xi
Channels of communication 271
Broadcast television 272
Direct broadcasting by satellite 273
Cable television 274
Marketing implications of DBS and cable 275
Radio 276
Press 277
Videotex 278
Teletext 279
Video 280
Outdoor media 281
Planning for communication/promotion process 282
Identify target audience 283
Determine campaign objectives 284
Determine promotional budget 288
Choosing an agency 290
Design the message 291
Select channels/develop media plan 293
Integration and evaluation 296
Conclusion 297
Self assessment questions 297
References 297
10 Sales decisions
Learning objectives 299
Introduction 299
Database marketing 300
What is database marketing? 300
Benefits of database marketing 302
Sophistication of database marketing 303
DBM usage 305
Requirements for success 307
Database marketing development 308
Customer list management 310
Managing customer relationships 312
Lifetime value 313
The loyalty ladder 315
Contact management 317
The role of the salesforce 318
Salesforce size 319
Size and structure of territories 320
Sales quotas 321
xii Contents
The selling process 324
Prospecting 324
Preparation 325
Presentation and acquisition 327
Post sale service and retention 328
Direct mail 329
Planning direct mail 331
Telemarketing 334
Personal privacy and ethical use of customer information 337
Conclusion 33g
Self assessment questions 340
References 340
11 Place decisions
Learning objectives 343
Introduction 343
Nature and importance of intermediaries 344
Functions of intermediaries 344
Channel conflict 345
Upstream external networks 347
Retail channels and outlets 348
Multiples 348
Independents 349
Voluntary chain 349
Co operatives 349
Department stores 350
Superstores/hypermarkets 350
Warehouse clubs 350
Speciality retailers 351
Franchising 351
Non store retailing 351
Interactive kiosks 351
Direct selling 352
Home shopping 352
Attitudes to teleshopping 354
Requirements for success 355
Choosing options 357
The changing consumer 358
Population changes 358
The consumer of the future 360
The changing technology 363
Electronic point of sale 364
Data capture 364
Contents xiii
Bar coding 365
The benefits of EPoS 365
Improved management information 367
Improved operational efficiency 368
Improved customer satisfaction 369
EPoS and the future 370
Self scanning 370
Electronic funds transfer (EFT) systems 371
Automatic teller machines (ATM) 371
Electronic funds transfer at point of sales (EFTPoS) 372
Remote or home banking 377
Electronic data interchange (EDI) 378
Customer loyalty schemes 378
The changing retail scene 383
Retailing cycles 384
Conclusion 387
Self assessment questions 387
References 387
Epilogue: IT and the future 389
Name index 393
Subject index 398
|
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| id | DE-604.BV010607624 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T17:55:53Z |
| institution | BVB |
| isbn | 0131844822 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-007076184 |
| oclc_num | 440757451 |
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| owner | DE-703 DE-473 DE-BY-UBG DE-861 |
| owner_facet | DE-703 DE-473 DE-BY-UBG DE-861 |
| physical | XVIII, 404 S. graph. Darst. |
| publishDate | 1995 |
| publishDateSearch | 1995 |
| publishDateSort | 1995 |
| publisher | Prentice Hall |
| record_format | marc |
| spelling | Fletcher, Keith Verfasser aut Marketing management and information technology Keith Fletcher 2. ed. London [u.a.] Prentice Hall 1995 XVIII, 404 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Management - Informatika - Priročniki Marketing - Informatika - Priročniki Marketinginformationssystem (DE-588)4140243-1 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Informationstechnik (DE-588)4026926-7 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 s Informationstechnik (DE-588)4026926-7 s DE-604 Marketinginformationssystem (DE-588)4140243-1 s 1\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007076184&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Fletcher, Keith Marketing management and information technology Management - Informatika - Priročniki Marketing - Informatika - Priročniki Marketinginformationssystem (DE-588)4140243-1 gnd Marketingmanagement (DE-588)4168907-0 gnd Informationstechnik (DE-588)4026926-7 gnd |
| subject_GND | (DE-588)4140243-1 (DE-588)4168907-0 (DE-588)4026926-7 |
| title | Marketing management and information technology |
| title_auth | Marketing management and information technology |
| title_exact_search | Marketing management and information technology |
| title_full | Marketing management and information technology Keith Fletcher |
| title_fullStr | Marketing management and information technology Keith Fletcher |
| title_full_unstemmed | Marketing management and information technology Keith Fletcher |
| title_short | Marketing management and information technology |
| title_sort | marketing management and information technology |
| topic | Management - Informatika - Priročniki Marketing - Informatika - Priročniki Marketinginformationssystem (DE-588)4140243-1 gnd Marketingmanagement (DE-588)4168907-0 gnd Informationstechnik (DE-588)4026926-7 gnd |
| topic_facet | Management - Informatika - Priročniki Marketing - Informatika - Priročniki Marketinginformationssystem Marketingmanagement Informationstechnik |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007076184&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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