Marketing strategy and management:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York
Palgrave Macmillan
2007
|
| Ausgabe: | 4. ed. |
| Schlagworte: | |
| Online-Zugang: | Contributor biographical information Publisher description Table of contents only Inhaltsverzeichnis |
| Beschreibung: | XXVII, 577 S. graph. Darst. |
| ISBN: | 1403986274 9781403986276 |
Internformat
MARC
| LEADER | 00000nam a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV022434086 | ||
| 003 | DE-604 | ||
| 005 | 20120308 | ||
| 007 | t | ||
| 008 | 070522s2007 xxud||| |||| 00||| eng d | ||
| 010 | |a 2006052191 | ||
| 020 | |a 1403986274 |9 1-403-98627-4 | ||
| 020 | |a 9781403986276 |9 978-1-4039-8627-6 | ||
| 035 | |a (OCoLC)487134061 | ||
| 035 | |a (DE-599)BVBBV022434086 | ||
| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
| 044 | |a xxu |c US | ||
| 049 | |a DE-1050 |a DE-945 |a DE-91 |a DE-384 |a DE-634 |a DE-2070s | ||
| 050 | 0 | |a HF5415.13 | |
| 082 | 0 | |a 658.8 | |
| 084 | |a QP 600 |0 (DE-625)141905: |2 rvk | ||
| 084 | |a WIR 810f |2 stub | ||
| 100 | 1 | |a Baker, Michael John |d 1935- |e Verfasser |0 (DE-588)128372443 |4 aut | |
| 245 | 1 | 0 | |a Marketing strategy and management |c Michael J. Baker |
| 250 | |a 4. ed. | ||
| 264 | 1 | |a New York |b Palgrave Macmillan |c 2007 | |
| 300 | |a XXVII, 577 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Marketing - Management | |
| 650 | 4 | |a Marketing |x Management | |
| 650 | 4 | |a Marketing | |
| 650 | 0 | 7 | |a Marketingmanagement |0 (DE-588)4168907-0 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Strategisches Management |0 (DE-588)4124261-0 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 655 | 7 | |8 1\p |0 (DE-588)4151278-9 |a Einführung |2 gnd-content | |
| 689 | 0 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | 1 | |a Strategisches Management |0 (DE-588)4124261-0 |D s |
| 689 | 0 | |5 DE-604 | |
| 689 | 1 | 0 | |a Marketingmanagement |0 (DE-588)4168907-0 |D s |
| 689 | 1 | |5 DE-604 | |
| 856 | 4 | |u http://www.loc.gov/catdir/enhancements/fy0705/2006052191-b.html |3 Contributor biographical information | |
| 856 | 4 | |u http://www.loc.gov/catdir/enhancements/fy0705/2006052191-d.html |3 Publisher description | |
| 856 | 4 | |u http://www.loc.gov/catdir/enhancements/fy0705/2006052191-t.html |3 Table of contents only | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015642236&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-015642236 | ||
| 883 | 1 | |8 1\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
Datensatz im Suchindex
| _version_ | 1804136508059287552 |
|---|---|
| adam_text | Brief contents
Part 1 Marketing Strategy 1
1 Prologue 3
2 Marketing and competition 16
3 Marketing and corporate strategy 50
4 Principles of strategic marketing planning 77
5 Analytical frameworks for strategic marketing planning 108
6 Research for marketing 146
Part 2 The Marketing Appreciation 171
7 Macro environmental analysis 173
8 Industry and competitor analysis 197
9 Customer analysis 225
10 Internal (self )analysis 246
11 Matching putting it all together 260
12 Product differentiation and market segmentation 269
13 Positioning and branding 302
Part 3 Managing the Marketing Mix 321
14 The marketing mix 323
15 Product policy and management 339
16 Packaging 375
17 Pricing policy and management 385
18 Distribution and sales policy 408
19 Promotion policy and management 427
Part 4 Implementing Marketing 449
20 Customer care and service 451
21 Developing a marketing culture 479
22 The (short term) marketing plan 494
23 Implementation and control 503
24 Current issues and future trends 523
25 Recapitulation 553
Full contents
Brief contents vii
Full contents ix
List of figures xvii
List of tables xx
Preface to the fourth edition xxii
Acknowledgements xxv
Acronyms xxviii
PART 1 MARKETING STRATEGY 1
1 Prologue 3
Introduction 3
The Point of Departure 3
The Strategic Perspective in Marketing 4
Marketing Organisation and Management 4
Needs 6
Objectives 7
Assumptions 7
Analogy and Metaphor 9
The Practice of Marketing 1 o
Why Marketing Still Matters 10
Scope of the Book 1 1
References 15
2 Marketing and competition 16
Introduction ] 7
Competition 17
What is Marketing? | 8
Marketing as a Synthetic Discipline 20
What is Strategy? 22
Sources of Competitive Advantage 24
Market Structure, Conduct and Performance 26
Competition and Marketing Strategy 28
International Competition 31
The Diamond of National Advantage 32
The Role of Government and Chance 35
The Development of Clusters 35
The Creation of Competitive Advantage 36
Marketing and Competitive Success 38
Competing for the Future 41
Knowledge and the Learning Organisation 45
Chapter summary 47
Recommended reading 48
References 48
FULL CONTENTS
3 Marketing and corporate strategy 50
Introduction 51
The Development of a Marketing Orientation 51
Corporate Strategy 53
The Concept of the Firm s Business 55
Defining the Firm s Business 57
Growth Vector Analysis 58
The Concept of Limited Strategic Alternatives 60
Guerrilla Marketing 62
Business Strategy or Marketing Strategy? 63
Emergent Strategy 65
Basic Marketing Strategies 68
General Management and Marketing Management 73
CRM: Marketing or Management 73
Chapter summary 75
Recommended reading 75
References 76
4 Principles of strategic marketing planning 77
Introduction 78
The evolution of management systems 79
Time Span 82
Some Definitions 83
Mission, Vision and Strategic Intent 84
The Mission Statement 86
Formulating Objectives 87
A Framework for Strategic Marketing Planning 9°
Principles of SMP 94
The Formulation of Corporate Strategy 96
Criticisms of and Obstacles to Strategic Planning 98
Marketing Planning and Practice 101
Strategic Planning I °2
Payoff from Strategic Planning 103
Chapter summary 105
Recommended reading 106
References 106
5 Analytical frameworks for strategic marketing planning 108
Introduction 109
The Demand Curve 110
The Product Life cycle (PLC) 113
Diffusion Theory 118
The Diffusion Process 118
Using the PLC as a Planning Tool 121
Product Portfolio Analysis 124
Market Share Strategies 124
BCG Growth share Matrix 125
Shell s Directional Policy Matrix 130
Baker s Box 136
The Basic Box 136
Gap Analysis 139
Scenario Planning 14°
SWOT 142
Chapter summary 143
FULL CONTENTS xi
Recommended reading 144
References 144
6 Research for marketing 146
Introduction 147
The Need for Marketing Research 147
Quantitative or Qualitative Research? 150
Data Collection 153
Secondary Sources of Data 153
The Collection of Primary Data 154
Probability Samples 154
Non probability Samples 155
Field Survey Methods 156
Data Reduction and Analysis 158
Bayesian Analysis 160
Chapter summary 169
Recommended reading 170
References 170
PART 2 THE MARKETING APPRECIATION 171
7 Macro environmental analysis 173
Introduction 174
The Environment as the Ultimate Constraint 175
Demographic Factors 176
Social and Cultural Factors 179
Political and Governmental Factors 180
Economic Factors 181
Technological Factors 182
UK Competitiveness 186
Cycles and Trends 187
Changing Times = Changing Values 191
Forecasting Demand 192
Preparing a Sales Forecast 193
Chapter summary 196
Recommended reading 196
References ig6
8 Industry and competitor analysis 197
Introduction ig8
Competitor Analysis 198
Competition 201
Non price Competition 204
The Value Chain 205
Value Added and Benchmarking 208
Critical Success Factors 210
Skills and Competencies 213
Benchmarking 214
Best Practices 216
Strategic Alliances 216
Customer Supplier Alliances, Partnerships and Networks 218
Chapter summary 223
Recommended reading 223
References 223
FULL CONTENTS
9 Customer analysis 225
Introduction 222
Choice and the Social Sciences 226
Selective Perception 229
Hierarchy of Needs 232
Hierarchy of Effects 233
Post purchase Dissonance 233
Buy Phases 234
Characteristics of Goods 235
Buyer Behaviour and the Decision maker 235
The Baker Composite Model 236
Using the Model 239
Conducting a Customer Audit 242
Chapter summary 244
Recommended reading 244
References 244
10 Internal (self )analysis 246
Introduction 247
Marketing Audits 248
Core Competencies 252
Skills and Competencies 253
Why Companies Fail 254
Internal Marketing 256
Chapter summary 258
Recommended reading 258
References 258
11 Matching putting it all together 260
Introduction 261
Matching 261
Resource based Theory 262
SWOT Analysis 266
Chapter summary 268
References 268
12 Product differentiation and market segmentation 269
Introduction 270
Defining the Market 270
Product Differentiation vs. Market Segmentation 271
Bases for Segmentation 273
Procedure and Methods 276
Cluster Analysis 278
Major Segmentation Methods 280
Demographic Segmentation 280
Location as a Basis for Segmentation 282
Psychographic and Behaviouristic Segmentation 285
Segmentation by Social Character 286
Profiling 286
Usage Segmentation 287
Benefit Segmentation 290
Segmenting Industrial (Business to Business) Markets 292
When to Segment 293
Chapter summary 299
FULL CONTENTS xiii
Recommended reading 300
References 300
13 Positioning and branding 302
Introduction 303
Perceptual Mapping 303
Positioning in the Mind 306
Branding 309
Building a Brand Reputation 311
The Company as a Brand 315
Chapter summary 318
Recommended reading 319
References 319
PART 3 MANAGING THE MARKETING MIX 321
14 The marketing mix 323
Introduction 324
The Evolution of the Marketing Mix Concept 324
Identifying the Ingredients of the Marketing Mix 325
Selecting the Right Mix 328
Managing the Mix 331
Some Criticisms of the Marketing Mix 332
Chapter summary 338
Recommended reading 338
References 338
15 Product policy and management 339
Introduction 340
The Role of the Product in Marketing 340
User Needs and Product Characteristics 342
Product Classification and Marketing Strategy 344
Some Definitions of the Product 345
Are Services Really Different? 346
Growth of Services 347
The Nature and Characteristics of Services 348
Managing Services Marketing 350
Product Policy 351
Product Development 355
The Concept of the Product Portfolio 356
Factors Influencing the Product Portfolio 357
The New Product Development (NPD) Cycle 359
Organisation for New Product Development 362
Managing the Product Life cycle 365
Monitoring Product Performance 371
Chapter summary 372
Recommended reading 373
References 373
16 Packaging 375
Introduction 376
Definitions 376
Packaging Criteria 377
Developing the Pack 380
Chapter summary 383
iv FULL CONTENTS
Recommended reading 383
References 384
17 Pricing policy and management 385
Introduction 386
Theoretical Foundations 386
Limitations and Contributions of Price Theory 389
Pricing Objectives 390
Profit Objectives 392
Sales oriented Objectives 394
Pricing Objectives in Practice 395
Price Determination 396
The Role of Pricing in the Marketing Mix 399
Pricing Strategies 402
Pricing in Practice 403
Chapter summary 406
Recommended reading 406
References 406
18 Distribution and sales policy 408
Introduction 409
Why do Channels Develop? 410
Functions of a Channel 411
Channel Composition 413
Channel Characteristics 416
Selecting the Distribution Channel 416
Formulating a Distribution Policy 418
Vertical Marketing Systems 421
Personal Selling 422
Sales and Distribution Effort Through the Product Life cycle 423
Chapter summary 425
Recommended reading 425
References 425
19 Promotion policy and management 427
Introduction 428
The Nature of the Communication Process 428
How does Advertising Work? 431
Promotion Objectives 434
Publicity 438
Developing a Promotional Strategy 439
Setting the Promotional Budget 440
Effective Advertising 443
Measuring Advertising Effectiveness 444
Chapter summary 446
Recommended reading 447
References 447
PART 4 IMPLEMENTING MARKETING 449
20 Customer care and service 451
Introduction 452
Customer Satisfaction 452
CRM or CSM 453
Customer Care 454
What is Customer Care? 456
FULL CONTENTS XV
Customer Service 460
Customer Loyalty 462
The Scope of Customer Service 465
The Strategic Use of Customer Service 468
Total Quality Management (TQM) 472
Pricing Services 474
Measuring Service Quality 474
The Industrialisation of Service 475
Service as a Marketing Strategy 475
Chapter summary 477
Recommended reading 477
References 477
21 Developing a marketing culture 479
Introduction 480
Organising for Marketing 480
Basic Business Orientations 481
Developing a Market oriented Organisation 486
Implementing Marketing 488
Chapter summary 493
Recommended reading 493
References 493
22 The (short term) marketing plan 494
Introduction 495
A Framework for Marketing Planning 495
Essential Components of the Short term Marketing Plan 498
Chapter summary 501
Recommended reading 502
References 502
23 Implementation and control 503
Introduction 504
The Measurement of Marketing Performance 504
Profits and Performance 505
Cost Analysis 507
Other Important Cost Concepts 509
Contribution Analysis 511
Cash Flow and Net Present Value 514
Management Ratios 515
The Balanced Scorecard 519
Marketing Spend Expense or Investment? 520
Chapter summary 522
Recommended reading 522
References 522
24 Current issues and future trends 523
Introduction 523
Information Technology and Marketing 523
Electronic Commerce The Future is Here to Stay 524
Areas of Growth 526
Other Issues/Barriers 527
The New Economy 528
Marketing Strategy and the Internet 530
A New Model of Marketing? 533
l FULL CONTENTS
Ethics in Marketing 537
Green Marketing 540
Corporate Social Responsibility (CSR) 542
Globalisation and Marketing Strategy 544
What is Globalisation? 545
The Development of Global Marketing 547
Towards a Reconciliation 549
The Next Global Stage 549
Chapter summary 551
Recommended reading 551
References 552
25 Recapitulation 553
Introduction 553
Vision 2010 553
The Virtuous Circle of Best Marketing Practice 555
Marketing and Competitive Success 556
Maxims for Marketers 559
A Baker s Dozen of Key Concepts 564
References 566
Index 567
List of figures
2.1 The structure conduct performance paradigm 27
2.2 Forces governing competition In an industry 29
2.3 Determinants of national competitive advantage 33
2.4 Factors influencing competitive success 40
3.1 A taxonomy of strategic decision making 55
3.2 Growth vector components 60
3.3 The attack problem 61
3.4 The product life cycle 64
3.5 Deliberate and emergent strategies 66
3.6 Adjusting to both predictable and unpredictable factors in achieving the
desired objective 66
3.7 Generic strategies 70
4.1 Trends in strategic planning 81
4.2 The Ashridge Mission model 85
4.3 Characteristics of effective strategy statements 92
4.4 The marketing planning process 93
4.5 The cycle of SMP 94
4.6 The strategic condition matrix 96
4.7 A depiction of the strategy centres concept 97
4.8 Phases in the development of strategic planning 100
5.1 The downward sloping demand curve 111
5.2 Impact of halving price 112
5.3 Market size for Ford s $286 Model T 112
5.4 Four introductory marketing strategies 114
5.5 The classic fashion good PLC 115
5.6 Innovation of new products postpones the time of total maturity nylon
industry 117
5.7 Distribution of adopters over time 119
5.8 Cumulative adoptions over time 119
5.9 Idealised experience curve (linear scale) 126
5.10 Idealised experience curve (log log scale) 126
5.11 The growth share matrix 128
5.12 The directional policy matrix 131
5.13 Positions of business sectors in a hypothetical company s portfolio 132
5.14 Firm s performance 134
5.15 General Electric s stoplight strategy 135
5.16 The stages of planning 136
5.17 Two dimensional perceptual map (a) 137
5.18 Two dimensional perceptual map (b) 137
5.19 The zone of expectations 138
5.20 Position and perceptions 138
5.21 Ansoff s gap analysis chart 139
5.22 Gapanalylsis 140
xvii
,jjj LIST OF FIGURES
6.1 Quantitative techniques in marketing 148
6.2 Successive focusing 149
6.3 Methods of data collection 152
6.4 A Bayesian view of the decision process 162
6.5 An exercise in decision making, showing the possible results of a
chance event 164
6.6 The new product development decision 165
6.7 Expected outcomes for new product development 168
6.8 Decision for roll back 169
7.1 UK actual and projected total population, 1945 2010 177
7.2 Significant technological events within a single lifetime 183
7.3 The phases of an economic cycle 188
8.1 Competitor assessment grid 202
8.2 Company s measurable strengths and weaknesses 206
8.3 Porter s value chain 207
8.4 The composite value chain 208
8.5 Partnering in the value chain 218
8.6 3Rs of alliance strategy 222
9.1 Features of a machine tool considered one of the three most important 238
11.1 A resource based approach to strategy analysis 263
12.1 Alternative perspectives of the total market 272
12.2 Perceptual map of the hi fi equipment market 277
12.3 The ACORN family of consumer classification 284
12.4 Annual purchase concentration in 18 product categories 289
12.5 Map of the six benefit segments 296
13.1 Hypothetical model of a retail market 305
13.2 Hypothetical model of a retail market, including the position of the
ideal store 305
13.3 Hypothetical model of a retail market, including the ideal store and
concepts 306
13.4 The dessert market (hypothetical not based on real data) 307
13.5 The relationship between market share and profitability 310
13.6 What is a brand? 311
13.7 Quality and profitability 313
13.8 Timing of market entry and business 314
13.9 Top 10 global brands 314
13.10 The top five UK brands (rank in Global 100) 315
14.1 Model of the customer market offering dimensions of the marketing
mix 326
14.2 Elements of the marketing mix 327
14.3 Typical marketing mix patterns by industry type 330
14.4 The marketing mix and differential advantage: matching customer
service wants 332
15.1 Bar chart showing need elements and need intensity 343
15.2 Scale of elemental dominance 349
15.3 Ansoff s growth vector matrix 351
15.4 The technology market matrix 355
15.5 The Booz, Allen Hamilton model of new product development.
Overview of the stages of the new product development process 359
15.6 New product development costs 361
LIST OF FIGURES xix
15.7 The multiple convergent process 364
15.8 Marketing strategy: relationships 366
17.1 Perfect inelasticity (elasticity = zero) 388
17.2 Perfect elasticity (elasticity = infinity) 388
17.3 Unit elasticity 388
17.4 Hierarchy of business objectives 391
17.5 Role of pricing in marketing mix, 1980 88 401
18.1 Alternative channels of distribution 414
19.1 Overlap in the field of experience of source and destination 429
19.2 How advertising may work 433
20.1 A model for quality improvement in Sealink Stena 455
20.2 Dimensions of customer care 458
20.3 Composite service organisation for durable goods industries 465
20.4 Composite service organisation for consumer goods industries 466
20.5 Repurchase loyalty to the retailer (new vehicle sales) 468
20.6 The value of customer satisfaction 469
20.7 The relative importance of customer satisfaction factors 470
20.8 A quality driven planning matrix: strategic response 473
21.1 Financial versus marketing orientations 481
21.2 Organisational subsystems continuum 484
21.3 Scales of structural characteristics 485
22.1 The marketing planning process 496
23.1 Cost curves 507
23.2 Simplified breakeven chart 508
23.3 Curvilinear variable cost curve 508
23.4 Breakeven point 509
23.5 Investment life cycle of hypothetical new product 511
23.6 Control and operating ratios 517
23.7 The business system: an overview 521
24.1 E commerce enabled business functions 525
24.2 Adoption and implementation of e commerce 527
25.1 Virtuous circles of marketing practice 556
25.2 Marketing approaches and evolutionary patterns 560
List of tables
1.1 Levels and focus of organisational analysis in marketing 5
2.1 The new strategy paradigm 42
2.2 Three phases of competition for the future 43
3.1 Alternative product life cycle concepts 57
4.1 Factors influencing an organisation s planning system 78
4.2 Stages of corporate development 79
4.3 Types of strategic planning 81
4.4 Contrasting strategy requirements 91
4.5 Checklist for strategic market planning 92
4.6 Obstacles to effective strategic planning 100
5.1 Introductory marketing strategies and suitable situations 114
5.2 The classification of adopter categories 121
5.3 How PLC advocates view the implications of the cycle for marketing
action 123
5.4 Product portfolio sector; strategic guidelines 129
5.5 Factors contributing to market attractiveness and business position 133
6.1 Qualitative versus quantitative research 151
7.1 A framework for environmental analysis 176
7.2 Attributes of a formal approach to environmental scanning 176
7.3 Key international issues for the 1990s 179
8.1 The role of marketing information in achieving critical success
factors: some preliminary thoughts 200
8.2 Top 10 European and UK companies, 2005 209
8.3 One competitor s position relative to own company 211
8.4 Possible explanations for the competitor s superior position 211
8.5 Five critical factors leading to success 212
8.6 Distinctive competence in key areas 212
8.7 UK SMEs innovation performance 215
8.8 Summary and main implications of eight theoretical perspectives 219
9.1 Hierarchy of effects models 233
9.2 The buy grid analytic framework for industrial buying situations 234
9.3 Impact of loss of 0.75% of total market share on various levels of
existing market share 240
10.1 The marketing audit 248
10.2 Consumption audit 251
10.3 Steps in a marketing audit 252
11.1 A factor rating table 266
12.1 Major segmentation variables 281
12.2 Purchase concentration deciles 288
LIST OF TABLES XXi
12.3 Toothpaste market segment description 291
12.4 A summary of product benefits 291
12.5 Infrastructure, process and implementation barriers 295
13.1 Critical success factors 304
13.2 Critical success factors : product factors influencing
competitiveness (in rank order) 304
13.3 Lindquist s nine store image attributes 305
13.4 Antecedents and consequences to the brand construct 312
14.1 Wasson s hypotheses about appropriate strategies over the product
life cycle 334
15.1 Product characteristics 343
15.2 Some typical differences between manufacturing and service
industries 347
15.3 The market pull model 354
15.4 A wider view of the potential aims of product deletion 370
15.5 Review criteria for identifying deletion candidates 370
15.6 Factors used to evaluate whether a deletion candidate should be
retained 372
17.1 Possible objectives in setting a price 391
17.2 A taxonomy of pricing objectives 396
17.3 Pricing methods 398
17.4 A comparison of the Said, Robicheaux, Pass and Udell studies 399
18.1 Intensity of channel coverage 418
18.2 Summary of factors influencing channel length 419
19.1 Advertising objectives 437
19.2 Advertising Strategy 439
19.3 Strengths and weaknesses of major media 441
19.4 Means of assessment of advertising objectives 446
23.1 Cost distinction 510
23.2 Breakdown by product type 513
23.3 Product characteristics and product benefits segments 513
23.4 Reasons why comparisons of individual annual statements of
accounts may be of limited value 516
25.1 Which of the following best describes the marketing approach
of your company? 558
25.2 How well does the following statement describe the role of
marketing in your company? 558
25.3 Top performer organisation 559
25.4 Top performer marketing activities 559
|
| adam_txt |
Brief contents
Part 1 Marketing Strategy 1
1 Prologue 3
2 Marketing and competition 16
3 Marketing and corporate strategy 50
4 Principles of strategic marketing planning 77
5 Analytical frameworks for strategic marketing planning 108
6 Research for marketing 146
Part 2 The Marketing Appreciation 171
7 Macro environmental analysis 173
8 Industry and competitor analysis 197
9 Customer analysis 225
10 Internal (self )analysis 246
11 Matching putting it all together 260
12 Product differentiation and market segmentation 269
13 Positioning and branding 302
Part 3 Managing the Marketing Mix 321
14 The marketing mix 323
15 Product policy and management 339
16 Packaging 375
17 Pricing policy and management 385
18 Distribution and sales policy 408
19 Promotion policy and management 427
Part 4 Implementing Marketing 449
20 Customer care and service 451
21 Developing a marketing culture 479
22 The (short term) marketing plan 494
23 Implementation and control 503
24 Current issues and future trends 523
25 Recapitulation 553
Full contents
Brief contents vii
Full contents ix
List of figures xvii
List of tables xx
Preface to the fourth edition xxii
Acknowledgements xxv
Acronyms xxviii
PART 1 MARKETING STRATEGY 1
1 Prologue 3
Introduction 3
The Point of Departure 3
The Strategic Perspective in Marketing 4
Marketing Organisation and Management 4
Needs 6
Objectives 7
Assumptions 7
Analogy and Metaphor 9
The Practice of Marketing 1 o
Why Marketing Still Matters 10
Scope of the Book 1 1
References 15
2 Marketing and competition 16
Introduction ] 7
Competition 17
What is Marketing? | 8
Marketing as a Synthetic Discipline 20
What is Strategy? 22
Sources of Competitive Advantage 24
Market Structure, Conduct and Performance 26
Competition and Marketing Strategy 28
International Competition 31
The 'Diamond of National Advantage' 32
The Role of Government and Chance 35
The Development of 'Clusters' 35
The Creation of Competitive Advantage 36
Marketing and Competitive Success 38
Competing for the Future 41
Knowledge and the Learning Organisation 45
Chapter summary 47
Recommended reading 48
References 48
FULL CONTENTS
3 Marketing and corporate strategy 50
Introduction 51
The Development of a Marketing Orientation 51
Corporate Strategy 53
The Concept of the Firm's Business 55
Defining the Firm's Business 57
Growth Vector Analysis 58
The Concept of Limited Strategic Alternatives 60
Guerrilla Marketing 62
Business Strategy or Marketing Strategy? 63
Emergent Strategy 65
Basic Marketing Strategies 68
General Management and Marketing Management 73
CRM: Marketing or Management 73
Chapter summary 75
Recommended reading 75
References 76
4 Principles of strategic marketing planning 77
Introduction 78
The evolution of management systems 79
Time Span 82
Some Definitions 83
Mission, Vision and Strategic Intent 84
The Mission Statement 86
Formulating Objectives 87
A Framework for Strategic Marketing Planning 9°
Principles of SMP 94
The Formulation of Corporate Strategy 96
Criticisms of and Obstacles to Strategic Planning 98
Marketing Planning and Practice 101
Strategic Planning "I °2
Payoff from Strategic Planning 103
Chapter summary 105
Recommended reading 106
References 106
5 Analytical frameworks for strategic marketing planning 108
Introduction 109
The Demand Curve 110
The Product Life cycle (PLC) 113
Diffusion Theory 118
The Diffusion Process 118
Using the PLC as a Planning Tool 121
Product Portfolio Analysis 124
Market Share Strategies 124
BCG Growth share Matrix 125
Shell's Directional Policy Matrix 130
Baker's Box 136
The Basic'Box' 136
Gap Analysis 139
Scenario Planning 14°
SWOT 142
Chapter summary 143
FULL CONTENTS xi
Recommended reading 144
References 144
6 Research for marketing 146
Introduction 147
The Need for Marketing Research 147
Quantitative or Qualitative Research? 150
Data Collection 153
Secondary Sources of Data 153
The Collection of Primary Data 154
Probability Samples 154
Non probability Samples 155
Field Survey Methods 156
Data Reduction and Analysis 158
Bayesian Analysis 160
Chapter summary 169
Recommended reading 170
References 170
PART 2 THE MARKETING APPRECIATION 171
7 Macro environmental analysis 173
Introduction 174
The Environment as the Ultimate Constraint 175
Demographic Factors 176
Social and Cultural Factors 179
Political and Governmental Factors 180
Economic Factors 181
Technological Factors 182
UK Competitiveness 186
Cycles and Trends 187
Changing Times = Changing Values 191
Forecasting Demand 192
Preparing a Sales Forecast 193
Chapter summary 196
Recommended reading 196
References ig6
8 Industry and competitor analysis 197
Introduction ig8
Competitor Analysis 198
Competition 201
Non price Competition 204
The Value Chain 205
Value Added and Benchmarking 208
Critical Success Factors 210
Skills and Competencies 213
Benchmarking 214
Best Practices 216
Strategic Alliances 216
Customer Supplier Alliances, Partnerships and Networks 218
Chapter summary 223
Recommended reading 223
References 223
FULL CONTENTS
9 Customer analysis 225
Introduction 222
Choice and the Social Sciences 226
Selective Perception 229
Hierarchy of Needs 232
Hierarchy of Effects 233
Post purchase Dissonance 233
Buy Phases 234
Characteristics of Goods 235
Buyer Behaviour and the Decision maker 235
The Baker Composite Model 236
Using the Model 239
Conducting a Customer Audit 242
Chapter summary 244
Recommended reading 244
References 244
10 Internal (self )analysis 246
Introduction 247
Marketing Audits 248
Core Competencies 252
Skills and Competencies 253
Why Companies Fail 254
Internal Marketing 256
Chapter summary 258
Recommended reading 258
References 258
11 Matching putting it all together 260
Introduction 261
Matching 261
Resource based Theory 262
SWOT Analysis 266
Chapter summary 268
References 268
12 Product differentiation and market segmentation 269
Introduction 270
Defining the Market 270
Product Differentiation vs. Market Segmentation 271
Bases for Segmentation 273
Procedure and Methods 276
Cluster Analysis 278
Major Segmentation Methods 280
Demographic Segmentation 280
Location as a Basis for Segmentation 282
Psychographic and Behaviouristic Segmentation 285
Segmentation by Social Character 286
Profiling 286
Usage Segmentation 287
Benefit Segmentation 290
Segmenting Industrial (Business to Business) Markets 292
When to Segment 293
Chapter summary 299
FULL CONTENTS xiii
Recommended reading 300
References 300
13 Positioning and branding 302
Introduction 303
Perceptual Mapping 303
Positioning in the Mind 306
Branding 309
Building a Brand Reputation 311
The Company as a Brand 315
Chapter summary 318
Recommended reading 319
References 319
PART 3 MANAGING THE MARKETING MIX 321
14 The marketing mix 323
Introduction 324
The Evolution of the Marketing Mix Concept 324
Identifying the Ingredients of the Marketing Mix 325
Selecting the Right Mix 328
Managing the Mix 331
Some Criticisms of the Marketing Mix 332
Chapter summary 338
Recommended reading 338
References 338
15 Product policy and management 339
Introduction 340
The Role of the Product in Marketing 340
User Needs and Product Characteristics 342
Product Classification and Marketing Strategy 344
Some Definitions of the 'Product' 345
Are Services Really Different? 346
Growth of Services 347
The Nature and Characteristics of Services 348
Managing Services Marketing 350
Product Policy 351
Product Development 355
The Concept of the Product Portfolio 356
Factors Influencing the Product Portfolio 357
The New Product Development (NPD) Cycle 359
Organisation for New Product Development 362
Managing the Product Life cycle 365
Monitoring Product Performance 371
Chapter summary 372
Recommended reading 373
References 373
16 Packaging 375
Introduction 376
Definitions 376
Packaging Criteria 377
Developing the Pack 380
Chapter summary 383
iv FULL CONTENTS
Recommended reading 383
References 384
17 Pricing policy and management 385
Introduction 386
Theoretical Foundations 386
Limitations and Contributions of Price Theory 389
Pricing Objectives 390
Profit Objectives 392
Sales oriented Objectives 394
Pricing Objectives in Practice 395
Price Determination 396
The Role of Pricing in the Marketing Mix 399
Pricing Strategies 402
Pricing in Practice 403
Chapter summary 406
Recommended reading 406
References 406
18 Distribution and sales policy 408
Introduction 409
Why do Channels Develop? 410
Functions of a Channel 411
Channel Composition 413
Channel Characteristics 416
Selecting the Distribution Channel 416
Formulating a Distribution Policy 418
Vertical Marketing Systems 421
Personal Selling 422
Sales and Distribution Effort Through the Product Life cycle 423
Chapter summary 425
Recommended reading 425
References 425
19 Promotion policy and management 427
Introduction 428
The Nature of the Communication Process 428
How does Advertising Work? 431
Promotion Objectives 434
Publicity 438
Developing a Promotional Strategy 439
Setting the Promotional Budget 440
Effective Advertising 443
Measuring Advertising Effectiveness 444
Chapter summary 446
Recommended reading 447
References 447
PART 4 IMPLEMENTING MARKETING 449
20 Customer care and service 451
Introduction 452
Customer Satisfaction 452
CRM or CSM 453
Customer Care 454
What is Customer Care? 456
FULL CONTENTS XV
Customer Service 460
Customer Loyalty 462
The Scope of Customer Service 465
The Strategic Use of Customer Service 468
Total Quality Management (TQM) 472
Pricing Services 474
Measuring Service Quality 474
The Industrialisation of Service 475
Service as a Marketing Strategy 475
Chapter summary 477
Recommended reading 477
References 477
21 Developing a marketing culture 479
Introduction 480
Organising for Marketing 480
Basic Business Orientations 481
Developing a Market oriented Organisation 486
Implementing Marketing 488
Chapter summary 493
Recommended reading 493
References 493
22 The (short term) marketing plan 494
Introduction 495
A Framework for Marketing Planning 495
Essential Components of the Short term Marketing Plan 498
Chapter summary 501
Recommended reading 502
References 502
23 Implementation and control 503
Introduction 504
The Measurement of Marketing Performance 504
Profits and Performance 505
Cost Analysis 507
Other Important Cost Concepts 509
Contribution Analysis 511
Cash Flow and Net Present Value 514
Management Ratios 515
The Balanced Scorecard 519
Marketing Spend Expense or Investment? 520
Chapter summary 522
Recommended reading 522
References 522
24 Current issues and future trends 523
Introduction 523
Information Technology and Marketing 523
Electronic Commerce The Future is Here to Stay 524
Areas of Growth 526
Other Issues/Barriers 527
The New Economy 528
Marketing Strategy and the Internet 530
A New Model of Marketing? 533
\l\ FULL CONTENTS
Ethics in Marketing 537
Green Marketing 540
Corporate Social Responsibility (CSR) 542
Globalisation and Marketing Strategy 544
What is Globalisation? 545
The Development of Global Marketing 547
Towards a Reconciliation 549
The Next Global Stage 549
Chapter summary 551
Recommended reading 551
References 552
25 Recapitulation 553
Introduction 553
Vision 2010 553
The 'Virtuous Circle' of Best Marketing Practice 555
Marketing and Competitive Success 556
Maxims for Marketers 559
A Baker's Dozen of Key Concepts 564
References 566
Index 567
List of figures
2.1 The structure conduct performance paradigm 27
2.2 Forces governing competition In an industry 29
2.3 Determinants of national competitive advantage 33
2.4 Factors influencing competitive success 40
3.1 A taxonomy of strategic decision making 55
3.2 Growth vector components 60
3.3 The 'attack' problem 61
3.4 The product life cycle 64
3.5 Deliberate and emergent strategies 66
3.6 Adjusting to both predictable and unpredictable factors in achieving the
desired objective 66
3.7 Generic strategies 70
4.1 Trends in strategic planning 81
4.2 The Ashridge Mission model 85
4.3 Characteristics of effective strategy statements 92
4.4 The marketing planning process 93
4.5 The cycle of SMP 94
4.6 The strategic condition matrix 96
4.7 A depiction of the strategy centres concept 97
4.8 Phases in the development of strategic planning 100
5.1 The downward sloping demand curve 111
5.2 Impact of halving price 112
5.3 Market size for Ford's $286 Model T 112
5.4 Four introductory marketing strategies 114
5.5 The classic fashion good PLC 115
5.6 Innovation of new products postpones the time of total maturity nylon
industry 117
5.7 Distribution of adopters over time 119
5.8 Cumulative adoptions over time 119
5.9 Idealised experience curve (linear scale) 126
5.10 Idealised experience curve (log log scale) 126
5.11 The growth share matrix 128
5.12 The directional policy matrix 131
5.13 Positions of business sectors in a hypothetical company's portfolio 132
5.14 Firm's performance 134
5.15 General Electric's'stoplight strategy' 135
5.16 The stages of planning 136
5.17 Two dimensional perceptual map (a) 137
5.18 Two dimensional perceptual map (b) 137
5.19 The zone of expectations 138
5.20 Position and perceptions 138
5.21 Ansoff's gap analysis chart 139
5.22 Gapanalylsis 140
xvii
,jjj LIST OF FIGURES
6.1 Quantitative techniques in marketing 148
6.2 Successive focusing 149
6.3 Methods of data collection 152
6.4 A Bayesian view of the decision process 162
6.5 An exercise in decision making, showing the possible results of a
chance event "164
6.6 The new product development decision 165
6.7 Expected outcomes for new product development 168
6.8 Decision for roll back 169
7.1 UK actual and projected total population, 1945 2010 177
7.2 Significant technological events within a single lifetime 183
7.3 The phases of an economic cycle 188
8.1 Competitor assessment grid 202
8.2 Company's measurable strengths and weaknesses 206
8.3 Porter's value chain 207
8.4 The composite value chain 208
8.5 Partnering in the value chain 218
8.6 3Rs of alliance strategy 222
9.1 Features of a machine tool considered one of the three most important 238
11.1 A resource based approach to strategy analysis 263
12.1 Alternative perspectives of the total market 272
12.2 Perceptual map of the hi fi equipment market 277
12.3 The ACORN family of consumer classification 284
12.4 Annual purchase concentration in 18 product categories 289
12.5 Map of the six benefit segments 296
13.1 Hypothetical model of a retail market 305
13.2 Hypothetical model of a retail market, including the position of the
'ideal' store 305
13.3 Hypothetical model of a retail market, including the 'ideal' store and
concepts 306
13.4 The dessert market (hypothetical not based on real data) 307
13.5 The relationship between market share and profitability 310
13.6 What is a brand? 311
13.7 Quality and profitability 313
13.8 Timing of market entry and business 314
13.9 Top 10 global brands 314
13.10 The top five UK brands (rank in Global 100) 315
14.1 Model of the customer market offering dimensions of the marketing
mix 326
14.2 Elements of the marketing mix 327
14.3 Typical marketing mix patterns by industry type 330
14.4 The marketing mix and differential advantage: matching customer
service wants 332
15.1 Bar chart showing need elements and need intensity 343
15.2 Scale of elemental dominance 349
15.3 Ansoff's growth vector matrix 351
15.4 The technology market matrix 355
15.5 The Booz, Allen Hamilton model of new product development.
Overview of the stages of the new product development process 359
15.6 New product development costs 361
LIST OF FIGURES xix
15.7 The multiple convergent process 364
15.8 Marketing strategy: relationships 366
17.1 Perfect inelasticity (elasticity = zero) 388
17.2 Perfect elasticity (elasticity = infinity) 388
17.3 Unit elasticity 388
17.4 Hierarchy of business objectives 391
17.5 Role of pricing in marketing mix, 1980 88 401
18.1 Alternative channels of distribution 414
19.1 Overlap in the field of experience of source and destination 429
19.2 How advertising may work 433
20.1 A model for quality improvement in Sealink Stena 455
20.2 Dimensions of customer care 458
20.3 Composite service organisation for durable goods industries 465
20.4 Composite service organisation for consumer goods industries 466
20.5 Repurchase loyalty to the retailer (new vehicle sales) 468
20.6 The value of customer satisfaction 469
20.7 The relative importance of customer satisfaction factors 470
20.8 A quality driven planning matrix: strategic response 473
21.1 Financial versus marketing orientations 481
21.2 Organisational subsystems continuum 484
21.3 Scales of structural characteristics 485
22.1 The marketing planning process 496
23.1 Cost curves 507
23.2 Simplified breakeven chart 508
23.3 Curvilinear variable cost curve 508
23.4 Breakeven point 509
23.5 Investment life cycle of hypothetical new product 511
23.6 Control and operating ratios 517
23.7 The business system: an overview 521
24.1 E commerce enabled business functions 525
24.2 Adoption and implementation of e commerce 527
25.1 Virtuous circles of marketing practice 556
25.2 Marketing approaches and evolutionary patterns 560
List of tables
1.1 Levels and focus of organisational analysis in marketing 5
2.1 The new strategy paradigm 42
2.2 Three phases of competition for the future 43
3.1 Alternative product life cycle concepts 57
4.1 Factors influencing an organisation's planning system 78
4.2 Stages of corporate development 79
4.3 Types of strategic planning 81
4.4 Contrasting strategy requirements 91
4.5 Checklist for strategic market planning 92
4.6 Obstacles to effective strategic planning 100
5.1 Introductory marketing strategies and suitable situations 114
5.2 The classification of adopter categories 121
5.3 How PLC advocates view the implications of the cycle for marketing
action 123
5.4 Product portfolio sector; strategic guidelines 129
5.5 Factors contributing to market attractiveness and business position 133
6.1 Qualitative versus quantitative research 151
7.1 A framework for environmental analysis 176
7.2 Attributes of a formal approach to environmental scanning 176
7.3 Key international issues for the 1990s 179
8.1 The role of marketing information in achieving critical success
factors: some preliminary thoughts 200
8.2 Top 10 European and UK companies, 2005 209
8.3 One competitor's position relative to own company 211
8.4 Possible explanations for the competitor's superior position 211
8.5 Five critical factors leading to success 212
8.6 Distinctive competence in key areas 212
8.7 UK SMEs'innovation performance 215
8.8 Summary and main implications of eight theoretical perspectives 219
9.1 Hierarchy of effects models 233
9.2 The buy grid analytic framework for industrial buying situations 234
9.3 Impact of loss of 0.75% of total market share on various levels of
existing market share 240
10.1 The marketing audit 248
10.2 Consumption audit 251
10.3 Steps in a marketing audit 252
11.1 A factor rating table 266
12.1 Major segmentation variables 281
12.2 Purchase concentration deciles 288
LIST OF TABLES XXi
12.3 Toothpaste market segment description 291
12.4 A summary of product benefits 291
12.5 Infrastructure, process and implementation barriers 295
13.1 Critical success factors 304
13.2 Critical success factors : product factors influencing
competitiveness (in rank order) 304
13.3 Lindquist's nine store image attributes 305
13.4 Antecedents and consequences to the brand construct 312
14.1 Wasson's hypotheses about appropriate strategies over the product
life cycle 334
15.1 Product characteristics 343
15.2 Some typical differences between manufacturing and service
industries 347
15.3 The market pull model 354
15.4 A wider view of the potential aims of product deletion 370
15.5 Review criteria for identifying deletion candidates 370
15.6 Factors used to evaluate whether a deletion candidate should be
retained 372
17.1 Possible objectives in setting a price 391
17.2 A taxonomy of pricing objectives 396
17.3 Pricing methods 398
17.4 A comparison of the Said, Robicheaux, Pass and Udell studies 399
18.1 Intensity of channel coverage 418
18.2 Summary of factors influencing channel length 419
19.1 Advertising objectives 437
19.2 Advertising Strategy 439
19.3 Strengths and weaknesses of major media 441
19.4 Means of assessment of advertising objectives 446
23.1 Cost distinction 510
23.2 Breakdown by product type 513
23.3 Product characteristics and product benefits segments 513
23.4 Reasons why comparisons of individual annual statements of
accounts may be of limited value 516
25.1 'Which of the following best describes the marketing approach
of your company?' 558
25.2 'How well does the following statement describe the role of
marketing in your company?' 558
25.3 Top performer organisation 559
25.4 Top performer marketing activities 559 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Baker, Michael John 1935- |
| author_GND | (DE-588)128372443 |
| author_facet | Baker, Michael John 1935- |
| author_role | aut |
| author_sort | Baker, Michael John 1935- |
| author_variant | m j b mj mjb |
| building | Verbundindex |
| bvnumber | BV022434086 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.13 |
| callnumber-search | HF5415.13 |
| callnumber-sort | HF 45415.13 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| classification_tum | WIR 810f |
| ctrlnum | (OCoLC)487134061 (DE-599)BVBBV022434086 |
| 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 |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 4. ed. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>02301nam a2200565zc 4500</leader><controlfield tag="001">BV022434086</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20120308 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">070522s2007 xxud||| |||| 00||| eng d</controlfield><datafield tag="010" ind1=" " ind2=" "><subfield code="a">2006052191</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">1403986274</subfield><subfield code="9">1-403-98627-4</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781403986276</subfield><subfield code="9">978-1-4039-8627-6</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)487134061</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV022434086</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">aacr</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">xxu</subfield><subfield code="c">US</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-1050</subfield><subfield code="a">DE-945</subfield><subfield code="a">DE-91</subfield><subfield code="a">DE-384</subfield><subfield code="a">DE-634</subfield><subfield code="a">DE-2070s</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5415.13</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 600</subfield><subfield code="0">(DE-625)141905:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">WIR 810f</subfield><subfield code="2">stub</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Baker, Michael John</subfield><subfield code="d">1935-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)128372443</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Marketing strategy and management</subfield><subfield code="c">Michael J. Baker</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">4. ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">New York</subfield><subfield code="b">Palgrave Macmillan</subfield><subfield code="c">2007</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XXVII, 577 S.</subfield><subfield code="b">graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing - Management</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield><subfield code="x">Management</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketingmanagement</subfield><subfield code="0">(DE-588)4168907-0</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Strategisches Management</subfield><subfield code="0">(DE-588)4124261-0</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="8">1\p</subfield><subfield code="0">(DE-588)4151278-9</subfield><subfield code="a">Einführung</subfield><subfield code="2">gnd-content</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Strategisches Management</subfield><subfield code="0">(DE-588)4124261-0</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Marketingmanagement</subfield><subfield code="0">(DE-588)4168907-0</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="856" ind1="4" ind2=" "><subfield code="u">http://www.loc.gov/catdir/enhancements/fy0705/2006052191-b.html</subfield><subfield code="3">Contributor biographical information</subfield></datafield><datafield tag="856" ind1="4" ind2=" "><subfield code="u">http://www.loc.gov/catdir/enhancements/fy0705/2006052191-d.html</subfield><subfield code="3">Publisher description</subfield></datafield><datafield tag="856" ind1="4" ind2=" "><subfield code="u">http://www.loc.gov/catdir/enhancements/fy0705/2006052191-t.html</subfield><subfield code="3">Table of contents only</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015642236&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-015642236</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield></record></collection> |
| genre | 1\p (DE-588)4151278-9 Einführung gnd-content |
| genre_facet | Einführung |
| id | DE-604.BV022434086 |
| illustrated | Illustrated |
| index_date | 2024-07-02T17:30:17Z |
| indexdate | 2024-07-09T20:57:30Z |
| institution | BVB |
| isbn | 1403986274 9781403986276 |
| language | English |
| lccn | 2006052191 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-015642236 |
| oclc_num | 487134061 |
| open_access_boolean | |
| owner | DE-1050 DE-945 DE-91 DE-BY-TUM DE-384 DE-634 DE-2070s |
| owner_facet | DE-1050 DE-945 DE-91 DE-BY-TUM DE-384 DE-634 DE-2070s |
| physical | XXVII, 577 S. graph. Darst. |
| publishDate | 2007 |
| publishDateSearch | 2007 |
| publishDateSort | 2007 |
| publisher | Palgrave Macmillan |
| record_format | marc |
| spelling | Baker, Michael John 1935- Verfasser (DE-588)128372443 aut Marketing strategy and management Michael J. Baker 4. ed. New York Palgrave Macmillan 2007 XXVII, 577 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing Marketing - Management Marketing Management 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 1\p (DE-588)4151278-9 Einführung gnd-content Marketing (DE-588)4037589-4 s Strategisches Management (DE-588)4124261-0 s DE-604 Marketingmanagement (DE-588)4168907-0 s http://www.loc.gov/catdir/enhancements/fy0705/2006052191-b.html Contributor biographical information http://www.loc.gov/catdir/enhancements/fy0705/2006052191-d.html Publisher description http://www.loc.gov/catdir/enhancements/fy0705/2006052191-t.html Table of contents only HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015642236&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 | Baker, Michael John 1935- Marketing strategy and management Marketing Marketing - Management Marketing Management Marketingmanagement (DE-588)4168907-0 gnd Strategisches Management (DE-588)4124261-0 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4168907-0 (DE-588)4124261-0 (DE-588)4037589-4 (DE-588)4151278-9 |
| title | Marketing strategy and management |
| title_auth | Marketing strategy and management |
| title_exact_search | Marketing strategy and management |
| title_exact_search_txtP | Marketing strategy and management |
| title_full | Marketing strategy and management Michael J. Baker |
| title_fullStr | Marketing strategy and management Michael J. Baker |
| title_full_unstemmed | Marketing strategy and management Michael J. Baker |
| title_short | Marketing strategy and management |
| title_sort | marketing strategy and management |
| topic | Marketing Marketing - Management Marketing Management Marketingmanagement (DE-588)4168907-0 gnd Strategisches Management (DE-588)4124261-0 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Marketing - Management Marketing Management Marketingmanagement Strategisches Management Einführung |
| url | http://www.loc.gov/catdir/enhancements/fy0705/2006052191-b.html http://www.loc.gov/catdir/enhancements/fy0705/2006052191-d.html http://www.loc.gov/catdir/enhancements/fy0705/2006052191-t.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015642236&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT bakermichaeljohn marketingstrategyandmanagement |