Strategic marketing management: planning, implementation and control
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Amsterdam [u.a.]
Elsevier Butterworth-Heinemann
2005
|
| Edition: | 3. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Literaturverz. S. [813] - 851 |
| Physical Description: | XII, 867 S. graph. Darst. |
| ISBN: | 0750659386 |
Staff View
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Record in the Search Index
| _version_ | 1804135964540403712 |
|---|---|
| adam_text | Contents
Preface
Overview of the book s structure
1 Introduction
1.1 Learning objectives
1.2 The nature of marketing
1.3 The management process
1.4 Strategic decisions and the nature of strategy
1.5 The marketing/strategy interface
XI
1.6 Summary
Stage One: Where are we now? Strategic and marketing analysis 41
2 Marketing auditing and the analysis of capability
2.1 Learning objectives
2.2 Introduction
2.3 Reviewing marketing effectiveness
2.4 The role of SWOT analysis ^
2.5 Competitive advantage and the value chain
2.6 Conducting effective audits ^
2.7 Summary
i • 77
3 Segmental, productivity and ratio analysis ^
3.1 Learning objectives _,q
3.2 Introduction 8()
3.3 The clarification of cost categories ^
3.4 Marketing cost analysis: aims and methods ^
3.5 An illustration of segmental analysis ^
3.6 An alternative approach to segmental analysis ^
3.7 Customer profitability analysis ^
3.8 Marketing experimentation i02
3.9 The nature of productivity 1 ()4
3.10 The use of ratios 1()7
3.11 Analysing ratios and trends 1(W
3.12 Ratios and interfirm comparison
Vi CONTENTS
3.13 A strategic approach 112
3.14 Summary 116
4 Market and environmental analysis 117
4.1 Learning objectives 119
4.2 Introduction: the changing business environment
(or the new marketing reality) 119
4.3 Analysing the environment 120
4.4 The nature of the marketing environment 128
4.5 The evolution of environmental analysis 136
4.6 The political, economic, social and technological environments 139
4.7 Coming to terms with the industry and market breakpoints 149
4.8 Coming to terms with the very different future: the implications
for marketing planning 153
4.9 Approaches to environmental analysis and scanning 159
4.10 Summary 165
5 Approaches to customer analysis 167
5.1 Learning objectives 169
5.2 Introduction 169
5.3 Coming to terms with buyer behaviour 170
5.4 Factors influencing consumer behaviour 174
5.5 The buying decision process 182
5.6 The rise of the new consumer and the implications for
marketing planning 188
5.7 Organizational buying behaviour 192
5.8 The growth of relationship marketing 202
5.9 Summary 214
Appendix: The drivers of consumer change 215
6 Approaches to competitor analysis 2^1
6.1 Learning objectives 223
6.2 Introduction 223
6.3 Against whom are we competing? 230
6.4 Identifying and evaluating competitors strengths and weaknesses 236
6.5 Evaluating competitive relationships and analysing how
organizations compete 241
6.6 Identifying competitors objectives 246
6.7 Identifying competitors likely response profiles 248
6.8 Competitor analysis and the development of strategy 250
6.9 The competitive intelligence system 251
6.10 The development of a competitive stance: the potential for ethical conflict 255
6.11 Summary 261
CONTENTS Vii
Stage Two: Where do we want to be? Strategic direction and strategic formulation 265
7 Missions and objectives 269
7.1 Learning objectives 271
7.2 Introduction 271
7.3 The purpose of planning 274
7.4 Establishing the corporate mission 277
7.5 Influences on objectives and strategy 290
7.6 Guidelines for establishing objectives and setting goals and targets 294
7.7 The development of strategies 310
7.8 Summary 313
8 Market segmentation, targeting and positioning 315
8.1 Learning objectives 317
8.2 Introduction 317
8.3 The nature and purpose of segmentation 318
8.4 Approaches to segmenting markets 323
8.5 Factors affecting the feasibility of segmentation 326
8.6 Approaches to segmentation 327
8.7 The bases for segmentation 328
8.8 Geographic and geodemographic techniques 330
8.9 Demographic segmentation 332
8.10 Behavioural segmentation 338
8.11 Psychographic and lifestyle segmentation 341
8.12 Approaches to segmenting industrial markets 345
8.13 Market targeting 347
8.14 Deciding on the breadth of market coverage 350
8.15 Product positioning 3
8.16 Summary 359
9 The formulation of strategy 1: analysing the product portfolio 361
9.1 Learning objectives
9.2 Introduction 363
9.3 The development of strategic perspectives 363
9.4 Models of portfolio analysis
9.5 Market attractiveness and business position assessment 374
379
9.6 Criticisms of portfolio analysis
Q 7 c 383
9./ Summary
10 The formulation of strategy 2: generic strategies and the significance
385
of competitive advantage
387
10.1 Learning objectives
10.2 Introduction
Viii CONTENTS
10.3 Types of strategy 387
10.4 Porter s three generic competitive strategies 390
10.5 Competitive advantage and its pivotal role in strategic
marketing planning 396
10.6 Summary 423
11 The formulation of strategy 3: strategies for leaders, followers,
challengers and nichers 425
11.1 Learning objectives 427
11.2 Introduction 427
11.3 The influence of market position on strategy 427
11.4 Strategies for market leaders 428
11.5 Marketing strategy and military analogies: lessons for market leaders 438
11.6 Strategies for market challengers 447
11.7 Strategies for market followers 461
11.8 Strategies for market nichers 463
11.9 Military analogies and competitive strategy: a brief summary 465
11.10 The inevitability of strategic wear out (or the law of marketing
gravity and why dead cats only bounce once) 474
11.11 The influence of product evolution and the product life cycle
on strategy 478
11.12 Achieving above average performance and excellence 484
11.13 Summary 489
Stage Three: How might we get there? Strategic choice 493
12 The strategic management of the marketing mix 495
12.1 Learning objectives 497
12.2 Introduction 497
12.3 Product decisions and strategy 497
12.4 What is a product? 498
12.5 The dimensions of product policy 500
12.6 Brand strategies 505
12.7 The development of new products 51U
12.8 Pricing policies and strategies 515
12.9 Approaches to price setting 517
C l D
12.10 Deciding on the pricing objectives
12.11 Methods of pricing 520
coo
12.12 Using price as a tactical weapon
12.13 Promotion and marketing communications
12.14 Distribution strategies and the distribution plan 528
528
12.15 Channel management
12.16 The soft elements of the marketing mix
( ON I I N IS ix
12.17 Integrating the elements of the marketing mix S3h
12.18 Summary S3d
Stage Four: Which way is best? Strategic evaluation 539
13 Criteria of choice 549
13.1 Learning objectives 551
13.2 Introduction 551
13.3 Financial versus non financial criteria; effectiveness
versus efficiency 553
13.4 Financial criteria 555
13.5 Non financial criteria 565
13.6 Multiple criteria 576
13.7 Summary 585
14 Modelling approaches 1 587
14.1 Learning objectives 584
14.2 Introduction 589
14.3 Cost volume profit analysis 593
14.4 Investment appraisal 610
14.5 Summary 624
15 Modelling approaches 2 625
15.1 Learning objectives 627
15.2 Introduction 627
15.3 Allowing for risk and uncertainty 627
15.4 Matrix models M2
15.5 The marketing performance assessment model 648
15.6 Some other approaches to modelling 652
15.7 Summary 664
Stage Five: How can we ensure arrival? Strategic implementation and control 667
16 Problems to overcome
16.1 Learning objectives 679
16.2 Introduction 679
16.3 Pressures 6H0
16.4 Problems in the marketing subsystem 684
16.5 Problems of marketing feedback 688
690
16.6 Information adequacy
16.7 Cost problems 69/
16.8 Marketing orientation ~
16.9 Planning orientation
X CONTENTS
16.10 Organizational issues 713
16.11 Summary 721
17 Management control 1 723
17.1 Learning objectives 725
17.2 Introduction to control 725
17.3 Control defined 726
17.4 Basic control concepts 728
17.5 Responsibility accounting 734
17.6 Approaches to control 747
17.7 Some behavioural factors 757
17.8 Summary 762
18 Management control 2 765
18.1 Learning objectives 767
18.2 Introduction 767
18.3 Controls 767
18.4 Taking corrective action 798
18.5 Management reports 809
18.6 Summary 811
Bibliography 813
Index 853
|
| adam_txt |
Contents
Preface
Overview of the book's structure
1 Introduction
1.1 Learning objectives
1.2 The nature of marketing
1.3 The management process
1.4 Strategic decisions and the nature of strategy
1.5 The marketing/strategy interface
XI
1.6 Summary
Stage One: Where are we now? Strategic and marketing analysis 41
2 Marketing auditing and the analysis of capability
2.1 Learning objectives
2.2 Introduction
2.3 Reviewing marketing effectiveness
2.4 The role of SWOT analysis ^
2.5 Competitive advantage and the value chain
2.6 Conducting effective audits ^
2.7 Summary
i • 77
3 Segmental, productivity and ratio analysis ^
3.1 Learning objectives _,q
3.2 Introduction 8()
3.3 The clarification of cost categories ^
3.4 Marketing cost analysis: aims and methods ^
3.5 An illustration of segmental analysis ^
3.6 An alternative approach to segmental analysis ^
3.7 Customer profitability analysis ^
3.8 Marketing experimentation i02
3.9 The nature of productivity 1 ()4
3.10 The use of ratios 1()7
3.11 Analysing ratios and trends 1(W
3.12 Ratios and interfirm comparison
Vi CONTENTS
3.13 A strategic approach 112
3.14 Summary 116
4 Market and environmental analysis 117
4.1 Learning objectives 119
4.2 Introduction: the changing business environment
(or the new marketing reality) 119
4.3 Analysing the environment 120
4.4 The nature of the marketing environment 128
4.5 The evolution of environmental analysis 136
4.6 The political, economic, social and technological environments 139
4.7 Coming to terms with the industry and market breakpoints 149
4.8 Coming to terms with the very different future: the implications
for marketing planning 153
4.9 Approaches to environmental analysis and scanning 159
4.10 Summary 165
5 Approaches to customer analysis 167
5.1 Learning objectives 169
5.2 Introduction 169
5.3 Coming to terms with buyer behaviour 170
5.4 Factors influencing consumer behaviour 174
5.5 The buying decision process 182
5.6 The rise of the new consumer and the implications for
marketing planning 188
5.7 Organizational buying behaviour 192
5.8 The growth of relationship marketing 202
5.9 Summary 214
Appendix: The drivers of consumer change 215
6 Approaches to competitor analysis 2^1
6.1 Learning objectives 223
6.2 Introduction 223
6.3 Against whom are we competing? 230
6.4 Identifying and evaluating competitors' strengths and weaknesses 236
6.5 Evaluating competitive relationships and analysing how
organizations compete 241
6.6 Identifying competitors' objectives 246
6.7 Identifying competitors' likely response profiles 248
6.8 Competitor analysis and the development of strategy 250
6.9 The competitive intelligence system 251
6.10 The development of a competitive stance: the potential for ethical conflict 255
6.11 Summary 261
CONTENTS Vii
Stage Two: Where do we want to be? Strategic direction and strategic formulation 265
7 Missions and objectives 269
7.1 Learning objectives 271
7.2 Introduction 271
7.3 The purpose of planning 274
7.4 Establishing the corporate mission 277
7.5 Influences on objectives and strategy 290
7.6 Guidelines for establishing objectives and setting goals and targets 294
7.7 The development of strategies 310
7.8 Summary 313
8 Market segmentation, targeting and positioning 315
8.1 Learning objectives 317
8.2 Introduction 317
8.3 The nature and purpose of segmentation 318
8.4 Approaches to segmenting markets 323
8.5 Factors affecting the feasibility of segmentation 326
8.6 Approaches to segmentation 327
8.7 The bases for segmentation 328
8.8 Geographic and geodemographic techniques 330
8.9 Demographic segmentation 332
8.10 Behavioural segmentation 338
8.11 Psychographic and lifestyle segmentation 341
8.12 Approaches to segmenting industrial markets 345
8.13 Market targeting 347
8.14 Deciding on the breadth of market coverage 350
8.15 Product positioning 3"
8.16 Summary 359
9 The formulation of strategy 1: analysing the product portfolio 361
9.1 Learning objectives
9.2 Introduction 363
9.3 The development of strategic perspectives 363
9.4 Models of portfolio analysis
9.5 Market attractiveness and business position assessment 374
379
9.6 Criticisms of portfolio analysis
Q 7 c 383
9./ Summary
10 The formulation of strategy 2: generic strategies and the significance
385
of competitive advantage
387
10.1 Learning objectives
10.2 Introduction
Viii CONTENTS
10.3 Types of strategy 387
10.4 Porter's three generic competitive strategies 390
10.5 Competitive advantage and its pivotal role in strategic
marketing planning 396
10.6 Summary 423
11 The formulation of strategy 3: strategies for leaders, followers,
challengers and nichers 425
11.1 Learning objectives 427
11.2 Introduction 427
11.3 The influence of market position on strategy 427
11.4 Strategies for market leaders 428
11.5 Marketing strategy and military analogies: lessons for market leaders 438
11.6 Strategies for market challengers 447
11.7 Strategies for market followers 461
11.8 Strategies for market nichers 463
11.9 Military analogies and competitive strategy: a brief summary 465
11.10 The inevitability of strategic wear out (or the law of marketing
gravity and why dead cats only bounce once) 474
11.11 The influence of product evolution and the product life cycle
on strategy 478
11.12 Achieving above average performance and excellence 484
11.13 Summary 489
Stage Three: How might we get there? Strategic choice 493
12 The strategic management of the marketing mix 495
12.1 Learning objectives 497
12.2 Introduction 497
12.3 Product decisions and strategy 497
12.4 What is a product? 498
12.5 The dimensions of product policy 500
12.6 Brand strategies 505
12.7 The development of new products 51U
12.8 Pricing policies and strategies 515
12.9 Approaches to price setting 517
C l D
12.10 Deciding on the pricing objectives
12.11 Methods of pricing 520
coo
12.12 Using price as a tactical weapon
12.13 Promotion and marketing communications
12.14 Distribution strategies and the distribution plan 528
528
12.15 Channel management
12.16 The'soft'elements of the marketing mix
( ON I I N IS ix
12.17 Integrating the elements of the marketing mix S3h
12.18 Summary S3d
Stage Four: Which way is best? Strategic evaluation 539
13 Criteria of choice 549
13.1 Learning objectives 551
13.2 Introduction 551
13.3 Financial versus non financial criteria; effectiveness
versus efficiency 553
13.4 Financial criteria 555
13.5 Non financial criteria 565
13.6 Multiple criteria 576
13.7 Summary 585
14 Modelling approaches 1 587
14.1 Learning objectives 584
14.2 Introduction 589
14.3 Cost volume profit analysis 593
14.4 Investment appraisal 610
14.5 Summary 624
15 Modelling approaches 2 625
15.1 Learning objectives 627
15.2 Introduction 627
15.3 Allowing for risk and uncertainty 627
15.4 Matrix models M2
15.5 The marketing performance assessment model 648
15.6 Some other approaches to modelling 652
15.7 Summary 664
Stage Five: How can we ensure arrival? Strategic implementation and control 667
16 Problems to overcome
16.1 Learning objectives 679
16.2 Introduction 679
16.3 Pressures 6H0
16.4 Problems in the marketing subsystem 684
16.5 Problems of marketing feedback 688
690
16.6 Information adequacy
16.7 Cost problems 69/
16.8 Marketing orientation ' ~
16.9 Planning orientation
X CONTENTS
16.10 Organizational issues 713
16.11 Summary 721
17 Management control 1 723
17.1 Learning objectives 725
17.2 Introduction to control 725
17.3 Control defined 726
17.4 Basic control concepts 728
17.5 Responsibility accounting 734
17.6 Approaches to control 747
17.7 Some behavioural factors 757
17.8 Summary 762
18 Management control 2 765
18.1 Learning objectives 767
18.2 Introduction 767
18.3 Controls 767
18.4 Taking corrective action 798
18.5 Management reports 809
18.6 Summary 811
Bibliography 813
Index 853 |
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| author | Wilson, R. M. S. 1946- Gilligan, Colin |
| author_GND | (DE-588)14088162X |
| author_facet | Wilson, R. M. S. 1946- Gilligan, Colin |
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| building | Verbundindex |
| bvnumber | BV021989588 |
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| callnumber-search | HF5415.13 |
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| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)56640169 (DE-599)BVBBV021989588 |
| dewey-full | 658.802 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.802 |
| dewey-search | 658.802 |
| dewey-sort | 3658.802 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 3. ed. |
| format | Book |
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| genre | (DE-588)4123623-3 Lehrbuch gnd-content |
| genre_facet | Lehrbuch |
| id | DE-604.BV021989588 |
| illustrated | Illustrated |
| index_date | 2024-07-02T16:10:30Z |
| indexdate | 2024-07-09T20:48:52Z |
| institution | BVB |
| isbn | 0750659386 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-015204412 |
| oclc_num | 56640169 |
| open_access_boolean | |
| owner | DE-706 |
| owner_facet | DE-706 |
| physical | XII, 867 S. graph. Darst. |
| publishDate | 2005 |
| publishDateSearch | 2005 |
| publishDateSort | 2005 |
| publisher | Elsevier Butterworth-Heinemann |
| record_format | marc |
| spelling | Wilson, R. M. S. 1946- Verfasser (DE-588)14088162X aut Strategic marketing management planning, implementation and control 3. ed. Amsterdam [u.a.] Elsevier Butterworth-Heinemann 2005 XII, 867 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Literaturverz. S. [813] - 851 Marketing - Gestion Planification stratégique Marketing Management Strategic planning Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Marketingstrategie (DE-588)4120697-6 s DE-604 Marketingmanagement (DE-588)4168907-0 s Strategisches Management (DE-588)4124261-0 s 1\p DE-604 Marketing (DE-588)4037589-4 s 2\p DE-604 Gilligan, Colin Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015204412&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 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Wilson, R. M. S. 1946- Gilligan, Colin Strategic marketing management planning, implementation and control Marketing - Gestion Planification stratégique Marketing Management Strategic planning Marketingstrategie (DE-588)4120697-6 gnd Marketingmanagement (DE-588)4168907-0 gnd Strategisches Management (DE-588)4124261-0 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4120697-6 (DE-588)4168907-0 (DE-588)4124261-0 (DE-588)4037589-4 (DE-588)4123623-3 |
| title | Strategic marketing management planning, implementation and control |
| title_auth | Strategic marketing management planning, implementation and control |
| title_exact_search | Strategic marketing management planning, implementation and control |
| title_exact_search_txtP | Strategic marketing management planning, implementation and control |
| title_full | Strategic marketing management planning, implementation and control |
| title_fullStr | Strategic marketing management planning, implementation and control |
| title_full_unstemmed | Strategic marketing management planning, implementation and control |
| title_short | Strategic marketing management |
| title_sort | strategic marketing management planning implementation and control |
| title_sub | planning, implementation and control |
| topic | Marketing - Gestion Planification stratégique Marketing Management Strategic planning Marketingstrategie (DE-588)4120697-6 gnd Marketingmanagement (DE-588)4168907-0 gnd Strategisches Management (DE-588)4124261-0 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing - Gestion Planification stratégique Marketing Management Strategic planning Marketingstrategie Marketingmanagement Strategisches Management Marketing Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015204412&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT wilsonrms strategicmarketingmanagementplanningimplementationandcontrol AT gilligancolin strategicmarketingmanagementplanningimplementationandcontrol |