Strategic marketing planning:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Kogan Page
1996
|
| Ausgabe: | 2. ed. |
| Schriftenreihe: | The Cranfield management series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 255 S. graph. Darst. |
| ISBN: | 0749420960 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | CONTENTS
List of Figures 9
List of Tables 11
The Cranfield Management Series 13
Preface 15
Acknowledgements 17
1 The Role of Marketing Past, Present and Future 19
Overview 19
Research protocol and methodology 20
The academic perspective: literature review and consultation 22
An industry perspective: fieldwork findings 28
Discussions and conclusions 34
2 Strategic Marketing Planning: Theory, Practice and Research
Agendas 45
Overview ^
Modes of strategic decision making 46
The evolution of marketing planning 48
Universal belief in the need for marketing planning 50
Barriers to effective marketing planning 53
The cultural dimension 53
The cognitive dimension 62
5
Strategic Marketing Planning
3 Competitive Marketing Strategy: Concepts and Application 73
The task of competitive marketing strategy 73
The strategic planning process 74
Strategic analysis concepts 79
Integration of concepts and models 111
Competitive position 116
Competitive strategies 121
4 Technique Interrelationships and the Pursuit of Relevance in
Marketing Theory 123
Abstract 123
Does marketing theory have any value? 124
The gap between theory and practice 125
Marketing techniques/structures/frameworks 127
Problems of understanding 128
Problems of technique interrelationships 130
A different approach is required 130
Conclusions 141
5 Strategic Marketing Planning: What It Is and How to Do It 143
Marketing planning myths 143
The marketing planning process 149
Marketing planning systems, design and implementation 149
6 The Role of Expert Computer Systems 171
Overview 171
Introduction 172
What are expert systems? 172
Why has progress been so slow in marketing? 173
EXMAR previous work and early observations 176
Results of analysis work and the demonstrator 178
Demonstrator feedback and the development of a prototype 184
The role of the computer 184
Conclusions 186
7 Critical Problems in Marketing Planning: The Potential of
Decision Support Systems 189
Overview 189
Introduction 190
Marketing planning in theory and practice 190
Decision support systems in marketing planning 193
Objectives 201
6
Contents
Findings to date 203
Conclusions and further research 210
8 The Changing Face of Marketing in the 1990s 217
Marketing and profit 217
Portfolio approaches 220
Marketing and information technology 223
Marketing quality 224
Professional marketing 227
Organisation 228
The future of marketing 229
Twelve guidelines for effective marketing 236
Summary 244
Index 247
7
LIST OF FIGURES
1.1 The evolution of marketing in industrial and service companies to
date 33
1.2 The evolution of marketing in fast moving consumer goods companies
to date 33
1.3 Four market positioning strategies in global markets 38
1.4 The new marketing orientation 39
1.5 The evolution of marketing in industrial and service companies 40
1.6 The evolution of marketing in fast moving consumer goods
companies 41
2.1 Organisational cultures over time 55
2.2 The marketing planning process 58
2.3 Alternative planning models 68
31 Strategies to achieve future position 74
3.2 Strategy formulation process 76
3.3 Life cycle of a typical product 80
3.4 Diffusion pattern and adopter categories 80
3.5 Basic product life cycle stages 82
3.6 Alternative life cycle shape and stages 82
3.7 Profit volume relationship over the life cycle 83
3.8 Generalised diffusion pattern for a fad, a fashion and a new product 83
3.9 The commodity slide 85
310 Experience cost relationships 86
3.11 A typical stable pattern 87
3.12 A characteristic unstable pattern after it has become stable 87
3.13 Competitor and industry price experience 88
3.14 Unstable price gap 88
315 Portfolio positions and cash flows 92
316 Generic strategy options 94
9
3.17 Strategy direction 95
3.18 Product market directions 97
3.19 Gap analysis 97
3.20 Ansoff s growth vector matrix 98
3.21 Using the Ansoff matrix in the objective setting process 99
3.22 Strategy alternatives for closing the gap 100
3.23 The five competitive forces and elements of industry structure 105
3 24 Strategic alternatives 106
3.25 Strategic directions 107
3.26 Portfolio life cycle and market share 114
3.27 Improving competitive position 115
328 The path to competitive position taken by Japanese car
manufacturers 116
3.29 The path to competitive position for McDonald s 117
4.1 Simplified data model, in entity relationship notation 131
4.2 The tools and techniques of a strategic marketing plan 132
4.3 The key steps in the preparation of a strategic marketing plan 133
4.4 The focus stage in marketing planning 134
4.5 The audit stage of marketing planning 135
4.6 Summarising the audit stage 136
4.7 Setting objectives in marketing techniques 137
4.8 Technique interrelationships 138
4.9 The various connections between techniques (1) 139
4.10 The various connections between techniques (2) 140
5.1 The marketing planning process 150
5.2 Macro business plan: all functions, all companies, all regions,
together with constituent building blocks 161
5.3 Market/product diversity by company size 162
5.4 Four outcomes of marketing planning 163
55 A marketing audit hierarchy 167
5.6 Strategic and operational planning the hierarchy 168
5.7 Strategic and operational planning timing 169
6.1 Initial screen display, with an example of a detailed browser 180
6.2 Typical forms for data notation 181
6.3 Data presentation to aid understanding 183
8.1 RONA, ROS and asset turnover 219
8.2 The cash to cash cycle 219
8.3 General Electric s matrix 221
8.4 A four box matrix 221
8.5 Programme guidelines suggested for different positioning on the
directional policy matrix 222
8.6 Product quality 225
8.7 The pursuit of quality 226
8.8 Business success 244
10
LIST OF TABLES
2.1 Marketing planning barriers 54
2.2 Example of an analysis of the marketing planning process 60
2.3 Outline of previous research 63
2.4 Degree of professionalism 67
3.1 Evolution of management systems 75
3.2 Products at different life cycle stages 81
3.3 Some PIMS findings 103
3.4 European chocolate confectionery market share (% by sales volume) 110
3.5 Guidelines for various product life cycle stages and competitive
positions 112
3.6 Competitive position and life cycle stage 113
3.7 Portfolio position and life cycle stage 113
3.8 Product and market coverage I18
39 Strategic positions in the market 119
3.10 Market structure and share positions 120
5.1 The marketing audit checklist 153
7.1 Marketing planning barriers 192
8.1 MQA specification the three key areas 227
8.2 Marketing evolution 232
8.3 The challenge of rapid change 234
8.4 Refining the process 235
8.5 The challenge of the market place 235
8.6 The customer 235
8.7 The international dimension 235
|
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| indexdate | 2024-07-09T18:07:16Z |
| institution | BVB |
| isbn | 0749420960 |
| language | English |
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| physical | 255 S. graph. Darst. |
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| spelling | McDonald, Malcolm 1938- Verfasser (DE-588)118107585 aut Strategic marketing planning Malcolm McDonald 2. ed. London Kogan Page 1996 255 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier The Cranfield management series Marketing Planning Strategic planning Marketing (DE-588)4037589-4 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf Marketing (DE-588)4037589-4 s Strategisches Management (DE-588)4124261-0 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007583904&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Strategic marketing planning |
| title_auth | Strategic marketing planning |
| title_exact_search | Strategic marketing planning |
| title_full | Strategic marketing planning Malcolm McDonald |
| title_fullStr | Strategic marketing planning Malcolm McDonald |
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| title_short | Strategic marketing planning |
| title_sort | strategic marketing planning |
| topic | Marketing Planning Strategic planning Marketing (DE-588)4037589-4 gnd Strategisches Management (DE-588)4124261-0 gnd |
| topic_facet | Marketing Planning Strategic planning Marketing Strategisches Management |
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