Harvard business essentials: Marketer's toolkit : the 10 strategies you need to succeed
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Boston, Mass.
Harvard Business School Press
c2006
|
| Schriftenreihe: | Harvard business essentials
|
| Schlagworte: | |
| Online-Zugang: | Table of contents Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | xviii, 230 p. ill. 24 cm |
| ISBN: | 1591397626 |
Internformat
MARC
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| 264 | 1 | |a Boston, Mass. |b Harvard Business School Press |c c2006 | |
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| 490 | 0 | |a Harvard business essentials | |
| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Marketing |v Handbooks, manuals, etc | |
| 650 | 4 | |a Strategic planning |v Handbooks, manuals, etc | |
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Datensatz im Suchindex
| _version_ | 1804136469438136320 |
|---|---|
| adam_text | Contents
Introduction xi
1 Marketing Strategy 1
How It Fits with Business Strategy
What Is Strategy? 2
The Strategy Process 4
Where Marketing Fits In 5
Marketing Strategy and Product Life Cycles 8
Summing Up 16
2 Creating a Marketing Plan 19
An Overview
From Strategy to Plan 20
Implementing Your Plan via the Marketing Mix 21
Controlling Plan Implementation 28
Summing Up 29
3 Market Research 31
Listen and Learn
Formal Market Research 33
Two Formal Methods for Analyzing
Buyer Preferences 35
Informal Research Methods: Close Customer Contact 43
Summing Up 50
4 Market Customization 51
Segmentation, Targeting, and Positioning
Segmentation 54
From Segmentation to Targeting 58
Positioning 60
Summing Up 63
5 Competitor Analysis 65
Understand. Your Opponents
Who Are Your Competitors? 67
Characteristics for Analysis 69
Porter s Five Forces Framework 73
Summing Up 75
6 Branding 77
Differentiation That Customers Value
Differentiation of Commodity
Products and Services 79
Approaches to Differentiation 81
Differentiation That Matters 86
Summing Up 87
7 The Right Customers 89
Acquisition, Retention, and Development
Customer Economics 90
Customer Retention 96
Customer Development 99
Summing Up 102
8 Developing New Products and Services 103
The Marketer s Role
The Two Types of New Products 105
Extending Product Lines into New Segments 109
The New Product Process 112
The Marketers Role 117
Your New Product Strategy 120
contents vn
Beyond New 120
Summing Up 122
9 Pricing It Right 125
Strategies, Applications, and Pitjalb
Cost Pius Pricing 127
Price Skimming 128
Penetration Pricing 130
Exploiting the Experience Curve 132
Prestige Pricing 133
Bait and Hook Pricing 134
Price Promotions 135
Customer Perceived Value: The Ultimate Arbiter of Price 138
Pricing and the Product Life Cycle 139
Summing Up 142
10 Integrated Marketing Communications 145
Creativity, Consistency, and Effective Resource Allocation
The Goal of Marketing Communications 147
Communication Vehicles 148
Putting It All Together 152
The Management Challenge 153
Summing Up 154
11 Interactive Marketing 157
New Channel, New Challenge
Growing Online Sales 158
E mail Marketing 162
Web Based Merchandising 166
Summing Up 169
12 Marketing Across Borders 171
It s a Big, Big World
Product Decisions 173
Promotion 177
Place (or Distribution) 178
viii Contents
Price 179
Controlling Global Marketing Decisions 180
Summing Up 182
13 The Future of Marketing 185
Tomorrow s Challenges
Today s Buyers Have More Information 186
Delivering on the Promise 187
Cutting Through the Clutter 188
Market Fragmentation 190
Measurement and Accountability 191
The Ethics of Marketing 193
Summing Up 195
Appendix: Useful Implementation Tools 197
Notes 203
Glossary 207
For Further Reading 215
Index 223
About the Subject Adviser 229
About the Writer 230
|
| adam_txt |
Contents
Introduction xi
1 Marketing Strategy 1
How It Fits with Business Strategy
What Is Strategy? 2
The Strategy Process 4
Where Marketing Fits In 5
Marketing Strategy and Product Life Cycles 8
Summing Up 16
2 Creating a Marketing Plan 19
An Overview
From Strategy to Plan 20
Implementing Your Plan via the Marketing Mix 21
Controlling Plan Implementation 28
Summing Up 29
3 Market Research 31
Listen and Learn
Formal Market Research 33
Two Formal Methods for Analyzing
Buyer Preferences 35
Informal Research Methods: Close Customer Contact 43
Summing Up 50
4 Market Customization 51
Segmentation, Targeting, and Positioning
Segmentation 54
From Segmentation to Targeting 58
Positioning 60
Summing Up 63
5 Competitor Analysis 65
Understand. Your Opponents
Who Are Your Competitors? 67
Characteristics for Analysis 69
Porter's Five Forces Framework 73
Summing Up 75
6 Branding 77
Differentiation That Customers Value
Differentiation of Commodity
Products and Services 79
Approaches to Differentiation 81
Differentiation That Matters 86
Summing Up 87
7 The Right Customers 89
Acquisition, Retention, and Development
Customer Economics 90
Customer Retention 96
Customer Development 99
Summing Up 102
8 Developing New Products and Services 103
The Marketer's Role
The Two Types of New Products 105
Extending Product Lines into New Segments 109
The New Product Process 112
The Marketers Role 117
Your New Product Strategy 120
contents vn
Beyond New 120
Summing Up 122
9 Pricing It Right 125
Strategies, Applications, and Pitjalb
Cost Pius Pricing 127
Price Skimming 128
Penetration Pricing 130
Exploiting the Experience Curve 132
Prestige Pricing 133
Bait and Hook Pricing 134
Price Promotions 135
Customer Perceived Value: The Ultimate Arbiter of Price 138
Pricing and the Product Life Cycle 139
Summing Up 142
10 Integrated Marketing Communications 145
Creativity, Consistency, and Effective Resource Allocation
The Goal of Marketing Communications 147
Communication Vehicles 148
Putting It All Together 152
The Management Challenge 153
Summing Up 154
11 Interactive Marketing 157
New Channel, New Challenge
Growing Online Sales 158
E mail Marketing 162
Web Based Merchandising 166
Summing Up 169
12 Marketing Across Borders 171
It's a Big, Big World
Product Decisions 173
Promotion 177
Place (or Distribution) 178
viii Contents
Price 179
Controlling Global Marketing Decisions 180
Summing Up 182
13 The Future of Marketing 185
Tomorrow's Challenges
Today's Buyers Have More Information 186
Delivering on the Promise 187
Cutting Through the Clutter 188
Market Fragmentation 190
Measurement and Accountability 191
The Ethics of Marketing 193
Summing Up 195
Appendix: Useful Implementation Tools 197
Notes 203
Glossary 207
For Further Reading 215
Index 223
About the Subject Adviser 229
About the Writer 230 |
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| spelling | Harvard business essentials Marketer's toolkit : the 10 strategies you need to succeed Marketer's toolkit Boston, Mass. Harvard Business School Press c2006 xviii, 230 p. ill. 24 cm txt rdacontent n rdamedia nc rdacarrier Harvard business essentials Includes bibliographical references and index Marketing Handbooks, manuals, etc Strategic planning Handbooks, manuals, etc Harvard Graduate School of Business Administration Sonstige (DE-588)42800-0 oth http://www.loc.gov/catdir/toc/ecip0516/2005020520.html Table of contents HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015614610&sequence=000012&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Harvard business essentials Marketer's toolkit : the 10 strategies you need to succeed Marketing Handbooks, manuals, etc Strategic planning Handbooks, manuals, etc |
| title | Harvard business essentials Marketer's toolkit : the 10 strategies you need to succeed |
| title_alt | Marketer's toolkit |
| title_auth | Harvard business essentials Marketer's toolkit : the 10 strategies you need to succeed |
| title_exact_search | Harvard business essentials Marketer's toolkit : the 10 strategies you need to succeed |
| title_exact_search_txtP | Harvard business essentials Marketer's toolkit : the 10 strategies you need to succeed |
| title_full | Harvard business essentials Marketer's toolkit : the 10 strategies you need to succeed |
| title_fullStr | Harvard business essentials Marketer's toolkit : the 10 strategies you need to succeed |
| title_full_unstemmed | Harvard business essentials Marketer's toolkit : the 10 strategies you need to succeed |
| title_short | Harvard business essentials |
| title_sort | harvard business essentials marketer s toolkit the 10 strategies you need to succeed |
| title_sub | Marketer's toolkit : the 10 strategies you need to succeed |
| topic | Marketing Handbooks, manuals, etc Strategic planning Handbooks, manuals, etc |
| topic_facet | Marketing Handbooks, manuals, etc Strategic planning Handbooks, manuals, etc |
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