Marketing management and strategy:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow ; Munich [u.a.]
Financial Times, Prentice Hall
2002
|
| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVIII, 446 S. graph. Darst. |
| ISBN: | 0273651501 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804128984826380288 |
|---|---|
| adam_text | About the author page xi i
Preface xiii
Acknowledgements xvii
1 MtattatieOUMft: objectives and tasks
Objectives and success 1
Stakeholders objectives and constraints 10
Developing balanced objectives 14
Developing a strategy 18
Criteria for strategic success 21
Strategic intent 23
Core competences 24
Organizational dimensions 26
Summary 29
Questions 30
Notes 30
The theory of marketing 31
The customer led business 36
Success 39
Focus on needs 42
Organization 45
Competitive advantage 47
Entire business 48
Customers as assets 49
Creating the customer led business 53
Summary 59
Questions 59
Notes 60
Market segmentation X 62
Dynamic targeting strategies 72
Creating the differential advantage 77
Positioning strategy 83
The marketing plan 85
Market centred organizations 89
Summary 90
Questions 90
Notes 91
Adapting to change 92 )
Evolution of planning systems 97 j
Corporate strategy 99 L
Business unit strategy 117
Summary 128
Questions 128 i
Notes 129 ;
Cycles of confusion 130
Market dynamics 136
The evolution of markets 139
Formulating marketing strategies y. 144
Niche companies . 153
Summary 155
Questions 156
Notes 156
Products and brands 158
Added values 159
How to build brands 165
The benefits of brands 170
Multibranding, line and brand extensions 174
Revftalization, repositioning and rationalization 177
Regional and global brands 180
Buying versus building brands 182
Valuing brands 183
The branding dilemma 184
Summary 186
Questions 186
Notes 187
Meaning of innovation 188
Why innovate? 191
Strategic opportunities for fast innovators 195
Barriers to innovation 197
Organizing for innovation 199
New product development process 203
Customer adoption process 212
Summary 216
Questions 216
Notes 216
Assessing price competitiveness 220
Establishing initial prices 222
Initiating price changes 231
Controlling reseller mark ups 234
Summary 237
Questions 238
Notes 238
Introduction 239
Communications and buyer behaviour 241
Advertising planning 252
Direct response marketing 265
Interactive marketing 267
Sales promotion 269
Public relations 272
Determining the communications mix 274
Summary 276
Questions 276
Notes 277
Salesforce objectives 279
Salesforce strategy 281
Structure and size 285
Allocation of resources 290
Sales management 292
The selling process 298
Negotiations 303
Managing account relationships 307
Summary 309
Questions 309
Notes 309
The role of channels 312
Designing distribution channels 315
Managing distribution channels 320
Channel evolution 324
Organizing distribution 328
Summary 337
Questions 337
Notes 33
Nature of services 339
Service characteristics 342
Service tasks 346
Services marketing strategy 352
Summary 368
Questions 368
Notes 369
Short versus long term improvements 371
Types of industry change 373
Some financial concepts 376
Consolidation phase 380
Transformation programme 389
Summary 399
Questions 400
Notes 400
Marketing: a recapitulation 401
Changing marketing environment 405
Changing marketing strategies 408
Changing organizations for marketing 412
Towards a partnership mentality 415
Implementing marketing 417
Summary 419
Questions 420
Notes 420
Further reading 421
Index of authors and firms 429
Index of subjects 434
|
| any_adam_object | 1 |
| author | Doyle, Peter 1943-2003 |
| author_GND | (DE-588)130298689 |
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| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)47270217 (DE-599)BVBBV014116107 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 3. ed. |
| format | Book |
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| id | DE-604.BV014116107 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:57:56Z |
| institution | BVB |
| isbn | 0273651501 |
| language | English |
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| physical | XVIII, 446 S. graph. Darst. |
| publishDate | 2002 |
| publishDateSearch | 2002 |
| publishDateSort | 2002 |
| publisher | Financial Times, Prentice Hall |
| record_format | marc |
| spelling | Doyle, Peter 1943-2003 Verfasser (DE-588)130298689 aut Marketing management and strategy Peter Doyle 3. ed. Harlow ; Munich [u.a.] Financial Times, Prentice Hall 2002 XVIII, 446 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing gtt Strategisch management gtt Marketing Marketing Management Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 s Marketingstrategie (DE-588)4120697-6 s DE-604 Marketing (DE-588)4037589-4 s Strategisches Management (DE-588)4124261-0 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=009671791&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 | Doyle, Peter 1943-2003 Marketing management and strategy Marketing gtt Strategisch management gtt Marketing Marketing Management Marketingstrategie (DE-588)4120697-6 gnd Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd Strategisches Management (DE-588)4124261-0 gnd |
| subject_GND | (DE-588)4120697-6 (DE-588)4037589-4 (DE-588)4168907-0 (DE-588)4124261-0 |
| title | Marketing management and strategy |
| title_auth | Marketing management and strategy |
| title_exact_search | Marketing management and strategy |
| title_full | Marketing management and strategy Peter Doyle |
| title_fullStr | Marketing management and strategy Peter Doyle |
| title_full_unstemmed | Marketing management and strategy Peter Doyle |
| title_short | Marketing management and strategy |
| title_sort | marketing management and strategy |
| topic | Marketing gtt Strategisch management gtt Marketing Marketing Management Marketingstrategie (DE-588)4120697-6 gnd Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd Strategisches Management (DE-588)4124261-0 gnd |
| topic_facet | Marketing Strategisch management Marketing Management Marketingstrategie Marketingmanagement Strategisches Management |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009671791&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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