Strategic marketing:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston [u.a.]
McGraw-Hill Irwin
2009
|
| Ausgabe: | 9. ed. |
| Schlagworte: | |
| Online-Zugang: | Publisher description Table of contents only Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and indexes |
| Beschreibung: | XV, 784 S. Ill., graph. Darst., Kt. |
| ISBN: | 9780073381008 0073381004 |
Internformat
MARC
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| 020 | |a 9780073381008 |c alk. paper |9 978-0-07-338100-8 | ||
| 020 | |a 0073381004 |c alk. paper |9 0-07-338100-4 | ||
| 035 | |a (OCoLC)183162481 | ||
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| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
| 044 | |a xxu |c US | ||
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| 082 | 0 | |a 658.8/02 | |
| 084 | |a QP 690 |0 (DE-625)141924: |2 rvk | ||
| 100 | 1 | |a Cravens, David W. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Strategic marketing |c David W. Cravens ; Nigel F. Piercy |
| 250 | |a 9. ed. | ||
| 264 | 1 | |a Boston [u.a.] |b McGraw-Hill Irwin |c 2009 | |
| 300 | |a XV, 784 S. |b Ill., graph. Darst., Kt. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and indexes | ||
| 650 | 7 | |a Marketing - Gestion |2 ram | |
| 650 | 7 | |a Marketing - Prise de décision |2 ram | |
| 650 | 4 | |a Marketing |x Decision making | |
| 650 | 4 | |a Marketing |x Management | |
| 650 | 4 | |a Marketing |x Management |v Case studies | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Strategisches Management |0 (DE-588)4124261-0 |2 gnd |9 rswk-swf |
| 655 | 7 | |0 (DE-588)4522595-3 |a Fallstudiensammlung |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 | |
| 700 | 1 | |a Piercy, Nigel |e Verfasser |4 aut | |
| 856 | 4 | |u http://www.loc.gov/catdir/enhancements/fy0808/2007049708-d.html |3 Publisher description | |
| 856 | 4 | |u http://www.loc.gov/catdir/enhancements/fy0808/2007049708-t.html |3 Table of contents only | |
| 856 | 4 | 2 | |m GBV Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016600044&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-016600044 | ||
Datensatz im Suchindex
| _version_ | 1804137808789504000 |
|---|---|
| adam_text | NINTH EDITION DAVID W. CRAVENS M.J. NEELEY SCHOOL OF BUSINESS TEXAS
CHRISTIAN UNIVERSITY NIGEL F. PIERCY WARWICK BUSINESS SCHOOL THE
UNIVERSITY OF WARWICK MCGRAW-FRSIBI IRWIN BOSTON BURR RIDGE, IL DUBUQUE,
IA NEW YORK SAN FRANCISCO ST. LOUIS BANGKOK BOGOTA CARACAS KUALA LUMPUR.
LISBON LONDON MADRID MEXICO CITY MILAN MONTREAL NEW DELHI SANTIAGO SEOUL
SINGAPORE SYDNEY TAIPEI TORONTO TABLE OF CONTENTS PART ONE STRATEGIC
MARKETING 1 CHAPTER 1 IMPERATIVES FOR MARKET-DRIVEN STRATEGY 2
MARKET-DRIVEN STRATEGY 3 CHARACTERISTICS OF MARKET-DRIVEN STRATEGIES 4
DETERMINING DISTINCTIVE CAPABILITIES 5 CLASSIFYING CAPABILITIES 6
CREATING VALUE FOR CUSTOMERS 7 BECOMING MARKET DRIVEN 7 CORPORATE,
BUSINESS, AND MARKETING STRATEGY 8 CORPORATE, BUSINESS, AND MARKETING
STRATEGY 10 COMPONENTS OF CORPORATE STRATEGY 10 CORPORATE STRATEGY
FRAMEWORK 10 BUSINESS AND MARKETING STRATEGY 12 THE MARKETING STRATEGY
PROCESS 13 _ CHALLENGES OF A NEW ERA FOR STRATEGIC MARKETING 18
ESCALATING GLOBALIZATION 18 TECHNOLOGY DIVERSITY AND UNCERTAINTY 19 THE
WEB 2.0 20 ETHICAL BEHAVIOR AND CORPORATE SOCIAL RESPONSIVENESS 20
SUMMARY 23 APPENDIX 1A STRATEGIC MARKETING PLANNING 27 CASES FOR PART
ONE 30 CASE 1-1 AUDI 30 CASE 1 -2 THE NEW YORK TIMES 34 CASE 1-3
COCA-COLA CO. (A) 40 PART TWO MARKETS, SEGMENTS, AND CUSTOMER VALUE 47
CHAPTER 2 MARKETS AND COMPETITIVE SPACE 48 MARKETS AND STRATEGIES 49
MARKETS AND STRATEGIES ARE INTERLINKED 49 THINKING OUTSIDE THE
COMPETITIVE BOX 50 AN ARRAY OF CHALLENGES 50 MATCHING NEEDS WITH PRODUCT
BENEFITS 52 DEFINING AND ANALYZING PRODUCT-MARKETS 53 FORMING
PRODUCT-MARKETS 55 ILLUSTRATIVE PRODUCT-MARKET STRUCTURE 57 DESCRIBING
AND ANALYZING END-USERS 57 IDENTIFYING AND DESCRIBING BUYERS 58 HOW
BUYERS MAKE CHOICES 59 ENVIRONMENTAL INFLUENCES 60 BUILDING CUSTOMER
PROFILES 60 ANALYZING COMPETITION 61 DEFINING THE COMPETITIVE ARENA 61
KEY COMPETITOR ANALYSIS 64 ANTICIPATING COMPETITORS ACTIONS 66 MARKET
SIZE ESTIMATION 67 MARKET POTENTIAL 67 SALES FORECAST 68 MARKET SHARE 68
EVALUATING MARKET OPPORTUNITY 68 DEVELOPING A STRATEGIC VISION ABOUT THE
FUTURE PHASES OF COMPETITION 70 ANTICIPATING THE FUTURE 70 SUMMARY 71
APPENDIX 2A FINANCIAL ANALYSIS FOR MARKETING PLANNING AND CONTROL 74 70
CHAPTER 3 STRATEGIC MARKETING SEGMENTATION 83 LEVELS AND TYPES OF MARKET
SEGMENTATION 84 MARKET-DRIVEN STRATEGY AND SEGMENTATION 86 MARKET
SEGMENTATION, VALUE OPPORTUNITIES, AND NEW-MARKET SPACE 86 MARKET
TARGETING AND STRATEGIC POSITIONING 87 ACTIVITIES AND DECISIONS IN
MARKET SEGMENTATION 89 DEFINING THE MARKET TO BE SEGMENTED 89
IDENTIFYING MARKET SEGMENTS 90 SEGMENTATION VARIABLES 90 CHARACTERISTICS
OF PEOPLE AND ORGANIZATIONS 90 PRODUCT USE SITUATION SEGMENTATION 91
BUYERS NEEDS AND PREFERENCES 93 PURCHASE BEHAVIOR 94 FORMING MARKET
SEGMENTS 96 REQUIREMENTS FOR SEGMENTATION 96 APPROACHES TO SEGMENT
IDENTIFICATION 98 CONTENTS XI CUSTOMER GROUP IDENTIFICATION 99 FORMING
GROUPS BASED ON RESPONSE DIFFERENCES 102 FINER SEGMENTATION STRATEGIES
104 LOGIC OF FINER SEGMENTS 104 FINER SEGMENTATION STRATEGIES 105
SELECTING THE SEGMENTATION STRATEGY 106 DECIDING HOW TO SEGMENT 106
STRATEGIC ANALYSIS OF MARKET SEGMENTS 106 SUMMARY 109 CHAPTER 4
STRATEGIC CUSTOMER RELATIONSHIP MANAGEMENT 113 PIVOTAL ROLE OF CUSTOMER
RELATIONSHIP MANAGEMENT 114 CRM IN PERSPECTIVE 114 CRM AND DATABASE
MARKETING 114 CUSTOMER LIFETIME VALUE 115 DEVELOPING A CRM STRATEGY 116
CRM LEVELS 116 CRM STRATEGY DEVELOPMENT 118 CRM IMPLEMENTATION 119 VALUE
CREATION PROCESS 121 CUSTOMER VALUE 121 VALUE RECEIVED BY THE
ORGANIZATION 122 CRM AND VALUE CHAIN STRATEGY 123 CRM AND STRATEGIC
MARKETING 123 IMPLEMENTATION 123 PERFORMANCE METRICS 124 SHORT-TERM
VERSUS LONG-TERM VALUE 124 COMPETITIVE DIFFERENTIATION 124 SUMMARY 126
CHAPTER 5 CAPABILITIES FOR LEARNING ABOUT CUSTOMERS AND MARKETS 129
MARKET-DRIVEN STRATEGY, MARKET SENSING, AND LEARNING PROCESSES 130
MARKET SENSING PROCESSES 131 LEARNING ORGANIZATION 131 MARKETING
INFORMATION AND KNOWLEDGE RESOURCES 134 SCANNING PROCESSES 136 SPECIFIC
MARKET RESEARCH STUDIES 138 INTERNAL AND EXTERNAL MARKETING INFORMATION
RESOURCES 138 EXISTING MARKETING INFORMATION SOURCES 141 CREATING NEW
MARKETING INFORMATION 143 MARKETING AND MANAGEMENT INFORMATION SYSTEMS
146 MARKETING INTELLIGENCE AND KNOWLEDGE MANAGEMENT 147 MARKETING
INTELLIGENCE 147 KNOWLEDGE MANAGEMENT 148 ROLE OF THE CHIEF KNOWLEDGE
OFFICER 148 LEVERAGING CUSTOMER KNOWLEDGE 148 ETHICAL ISSUES IN
COLLECTING AND USING INFORMATION 149 INVASION OF CUSTOMER PRIVACY 149
INFORMATION AND ETHICS 150 SUMMARY 151 CASES FOR PART TWO 156 CASE 2-1
PFIZER, INC. 156 CASE 2-2 IKEA 162 CASE 2-3 CHINA AND INDIA:
OPPORTUNITIES AND CHALLENGES 168 CASE 2-4 JOHNSON & JOHNSON 177 PART
THREE DESIGNING MARKET-DRIVEN STRATEGIES 183 CHAPTER 6 MARKET TARGETING
AND STRATEGIC POSITIONING 184 MARKET TARGETING STRATEGY 185 TARGETING
ALTERNATIVES 185 FACTORS INFLUENCING TARGETING DECISIONS 186 TARGETING
IN DIFFERENT MARKETING ENVIRONMENTS 187 EMERGING MARKETS 188 GROWTH
MARKETS 189 MATURE MARKETS 190 GLOBAL MARKETS 192 POSITIONING STRATEGY
193 SELECTING THE POSITIONING CONCEPT 195 DEVELOPING THE POSITIONING
STRATEGY 196 SCOPE OF POSITIONING STRATEGY 197 MARKETING PROGRAM
DECISIONS 197 DETERMINING POSITIONING EFFECTIVENESS 199 CUSTOMER AND
COMPETITOR RESEARCH 200 TEST MARKETING 200 ANALYTICAL POSITIONING
TECHNIQUES 201 DETERMINING POSITIONING EFFECTIVENESS 201 POSITIONING AND
TARGETING STRATEGIES 202 SUMMARY 202 XII CONTENTS CHAPTER 7 STRATEGIC
RELATIONSHIPS 206 THE RATIONALE FOR INTERORGANIZATIONAL RELATIONSHIPS
207 OPPORTUNITIES TO ENHANCE VALUE 208 ENVIRONMENTAL COMPLEXITY 209
COMPETITIVE STRATEGY 209 SKILLS AND RESOURCE GAPS 209 EVALUATING THE
POTENTIAL FOR COLLABORATION 213 FORMS OF ORGANIZATIONAL RELATIONSHIPS
214 SUPPLIER RELATIONSHIPS 215 INTERMEDIATE CUSTOMER RELATIONSHIPS 216
END-USER CUSTOMER RELATIONSHIPS 217 STRATEGIC CUSTOMERS 217 STRATEGIC
ALLIANCES 219 JOINT VENTURES 221 INTERNAL PARTNERING 221 MANAGING
INTERORGANIZATIONAL RELATIONSHIPS 223 OBJECTIVE OF THE RELATIONSHIP 223
RELATIONSHIP MANAGEMENT 224 PARTNERING CAPABILITIES 225 CONTROL AND
EVALUATION 226 EXITING FROM ALLIANCE 226 GLOBAL RELATIONSHIPS AMONG
ORGANIZATIONS 227 THE STRATEGIC ROLE OFGOVERNMENT 228 SUMMARY 231
CHAPTER 8 INNOVATION AND NEW PRODUCT STRATEGY 236 INNOVATION AS A
CUSTOMER-DRIVEN PROCESS 238 TYPES OF INNOVATIONS 239 FINDING CUSTOMER
VALUE OPPORTUNITIES 239 FINDING NEW PRODUCT OPPORTUNITIES 239
INITIATIVES OF SUCCESSFUL INNOVATORS 242 RECOGNIZING THE REALITIES OF
PRODUCT CANNIBALIZATION 244 NEW-PRODUCT PLANNING 244 DEVELOPING A
CULTURE AND STRATEGY FOR INNOVATION 245 DEVELOPING EFFECTIVE NEW-PRODUCT
PLANNING PROCESSES 247 RESPONSIBILITY FOR NEW-PRODUCT PLANNING 248 IDEA
GENERATION 249 SOURCES OF IDEAS 249 METHODS OF GENERATING IDEAS 251
SCREENING, EVALUATING, AND BUSINESS ANALYSIS 253 SCREENING 253 CONCEPT
EVALUATION 254 BUSINESS ANALYSIS 255 PRODUCT AND PROCESS DEVELOPMENT 257
PRODUCT DEVELOPMENT PROCESS 25 7 MARKETING STRATEGY AND MARKET TESTING
260 MARKET STRATEGY DECISIONS 260 MARKET TESTING 260 COMMERCIALIZATION
263 TH E MARKETING PLAN 2 63 MONITORING AND CONTROL 263 VARIATIONS IN
THE GENERIC NEW PRODUCT PLANNING PROCESS 264 SUMMARY 265 CASES FOR PART
THREE 269 CASE 3-1 WALT DISNEY CO. 269 CASE 3-2 INTEL CORP. 274 CASE 3-3
MCDONALD S CORP. 281 CASE 3-4 TESCO PIC. 285 PART FOUR MARKET-DRIVEN
PROGRAM DEVELOPMENT 289 CHAPTER 9 STRATEGIC BRAND MANAGEMENT 290
STRATEGIC BRAND MANAGEMENT 291 THE STRATEGIC ROLE OF BRANDS 291 BRAND
MANAGEMENT CHALLENGES 292 BRAND MANAGEMENT RESPONSIBILITY 296 STRATEGIC
BRAND MANAGEMENT 296 STRATEGIC BRAND ANALYSIS 298 TRACKING BRAND
PERFORMANCE 299 PRODUCT LIFE CYCLE ANALYSIS 300 PRODUCT PERFORMANCE
ANALYSIS 300 BRAND POSITIONING ANALYSIS 301 BRAND EQUITY MEASUREMENT AND
MANAGEMENT 301 MEASURING BRAND EQUITY 301 BRAND HEALTH REPORTS 301 BRAND
IDENTITY STRATEGY 302 A ITERNATIVES FOR BRAND IDENTIFICATION 302 BRAND
FOCUS 303 IDENTITY IMPLEMENTATION 304 MANAGING BRAND STRATEGY 304
STRATEGIES FOR IMPROVING PRODUCT PERFORMANCE 304 MANAGING THE BRAND
PORTFOLIO 306 DETERMINING ROLES OF BRANDS 307 STRATEGIES FOR BRAND
STRENGTH 307 STRATEGIC BRAND VULNERABILITIES 308 CONTENTS XIII BRAND
LEVERAGING STRATEGY 310 LINE EXTENSION 310 STRETCHING THE BRAND
VERTICALLY 310 BRAND EXTENSION 311 CO-BRANDING 311 LICENSING 311 GLOBAL
BRANDING 311 INTERNET BRANDS 312 BRAND THEFT 313 SUMMARY 314 CHAPTER 10
VALUE CHAIN STRATEGY 318 STRATEGIC ROLE OF VALUE CHAIN 319 DISTRIBUTION
FUNCTIONS 319 CHANNELS FOR SERVICES 321 DIRECT DISTRIBUTION BY
MANUFACTURERS 321 CHANNEL STRATEGY 323 TYPES OF CHANNELS 324
DISTRIBUTION INTENSITY 327 CHANNEL CONFIGURATION 328 CHANNEL MAPS 329
SELECTING THE CHANNEL STRATEGY 330 CHANGING CHANNEL STRATEGY 331
MANAGING THE CHANNEL 333 CHANNEL LEADERSHIP 334 MANAGEMENT STRUCTURE AND
SYSTEMS 334 PHYSICAL DISTRIBUTION MANAGEMENT 334 CHANNEL RELATIONSHIPS
336 CHANNEL GLOBALIZATION 336 MULTICHANNELING 33 7 CONFLICT RESOLUTION
337 CHANNEL PERFORMANCE 338 LEGAL AND ETHICAL CONSIDERATIONS 338
INTERNATIONAL CHANNELS 340 EXAMINING INTERNATIONAL DISTRIBUTION PATTERNS
341 FACTORS AFFECTING GLOBAL CHANNEL SELECTION 342 GLOBAL ISSUES
REGARDING MULTICHANNEL STRATEGIES 342 SUMMARY 343 CHAPTER 11 PRICING
STRATEGY 347 STRATEGIC ROLE OF PRICE 348 PRICE IN THE POSITIONING
STRATEGY PRICING SITUATIONS 350 ROLES OF PRICING 350 PRICING STRATEGY
351 PRICING OBJECTIVES 352 349 ANALYZING THE PRICING SITUATION 353
CUSTOMER PRICE SENSITIVITY 353 COST ANALYSIS 356 COMPETITOR ANALYSIS 357
PRICING OBJECTIVES 359 SELECTING THE PRICING STRATEGY 360 HOW MUCH
FLEXIBILITY EXISTS? 360 PRICE POSITIONING AND VISIBILITY 362
ILLUSTRATIVE PRICING STRATEGIES 362 LEGAL AND ETHICAL CONSIDERATIONS 363
DETERMINING SPECIFIC PRICES AND POLICIES 365 DETERMINING SPECIFIC PRICES
365 ESTABLISHING PRICING POLICY AND STRUCTURE 367 PRICING MANAGEMENT 367
SUMMARY 369 CHAPTER 12 PROMOTION, ADVERTISING, AND SALES PROMOTION
STRATEGIES 372 PROMOTION STRATEGY 373 THE COMPOSITION OF PROMOTION
STRATEGY 373 DESIGNING PROMOTION STRATEGY 375 COMMUNICATION OBJECTIVES
376 DECIDING THE ROLE OF THE PROMOTION COMPONENTS 378 DETERMINING THE
PROMOTION BUDGET 378 PROMOTION COMPONENT STRATEGIES 380 INTEGRATING AND
IMPLEMENTING THE PROMOTION STRATEGY 380 EFFECTIVENESS OF PROMOTION
STRATEGY 381 ADVERTISING STRATEGY 3 81 SETTING ADVERTISING OBJECTIVES
AND BUDGETING 382 CREATIVE STRATEGY 384 MEDIA/SCHEDULING DECISIONS 384
ROLE OF THE ADVERTISING AGENCY 386 IMPLEMENTING THE ADVERTISING STRATEGY
AND MEASURING ITS EFFECTIVENESS 388 SALES PROMOTION STRATEGY 389 NATURE
AND SCOPE OF SALES PROMOTION 389 SALES PROMOTION ACTIVITIES 390
ADVANTAGES AND LIMITATIONS OF SALES PROMOTION 392 SALES PROMOTION
STRATEGY 393 SUMMARY 393 CHAPTER 13 SALES FORCE, INTERNET, AND DIRECT
MARKETING STRATEGIES 396 SALES FORCE STRATEGY 397 THE ROLE OF SELLING IN
PROMOTION STRATEGY TYPES OF SALES JOBS 399 398 XIV CONTENTS DEFINING THE
SELLING PROCESS 400 SALES CHANNELS 401 DESIGNING THE SALES ORGANIZATION
402 SALES FORCE EVALUATION AND CONTROL 407 INTERNET STRATEGY 408
STRATEGY DEVELOPMENT 409 DECIDING INTERNET OBJECTIVES 409 E-COMMERCE
STRATEGY 410 VALUE OPPORTUNITIES AND RISKS 410 MEASURING INTERNET
EFFECTIVENESS 411 THE FUTURE OF THE INTERNET 411 DIRECT MARKETING
STRATEGIES 412 REASONS FOR USING DIRECT MARKETING 412 DIRECT MARKETING
METHODS 413 ADVANTAGES OF DIRECT MARKETING 414 DIRECT MARKETING STRATEGY
415 SUMMARY 415 CASES FOR PART FOUR 418 CASE 4-1 MICROSOFT CORP. 418
CASE 4-2 NIKE INC. 425 CASE 4-3 DELL INC. 433 CASE 4-4 HEWLETT-PACKARD
CO. 439 PART FIVE IMPLEMENTING AND MANAGING MARKET-DRIVEN STRATEGIES 443
CHAPTER 14 DESIGNING MARKET-DRIVEN ORGANIZATIONS 444 TRENDS IN
ORGANIZATION DESIGN 445 THE NEW ORGANIZATION 445 MANAGING ORGANIZATIONAL
PROCESS 449 ORGANIZATIONAL AGILITY AND FLEXIBILITY 451 EMPLOYEE
MOTIVATION 451 ORGANIZING FOR MARKET-DRIVEN STRATEGY 452 STRATEGIC
MARKETING AND ORGANIZATION STRUCTURE 452 ALIGNING THE ORGANIZATION WITH
THE MARKET 452 MARKETING FUNCTIONS VERSUS MARKETING PROCESSES 453
MARKETING AS A CROSS-FUNCTIONAL PROCESS 454 MARKETING DEPARTMENTS 456
CENTRALIZATION VERSUS DECENTRALIZATION 456 INTEGRATION OR DIFFUSION 456
CONTINGENCIES FOR ORGANIZING 457 EVALUATING ORGANIZATION DESIGNS 457
STRUCTURING MARKETING RESOURCES 459 STRUCTURING ISSUES 459 FUNCTIONAL
ORGANIZATIONAL DESIGN 459 PRODUCT-FOCUSED DESIGN 459 MARKET-FOCUSED
DESIGN 461 MATRIX DESIGN 461 NEW MARKETING ROLES 462 ORGANIZING FOR
GLOBAL MARKETING AND GLOBAL CUSTOMERS 465 ORGANIZING FOR GLOBAL
MARKETING STRATEGIES 466 ORGANIZING FOR GLOBAL CUSTOMERS 467 SUMMARY 469
CHAPTER 15 MARKETING STRATEGY IMPLEMENTATION AND CONTROL 473 THE
STRATEGY MARKETING PLANNING PROCESS 474 THE MARKETING PLAN GUIDES
IMPLEMENTATION 474 CONTENTS OF THE MARKETING PLAN 475 MANAGING THE
PLANNING PROCESS 475 IMPLEMENTING THE STRATEGIC MARKETING PLAN 477
IMPLEMENTATION PROCESS 477 BUILDING IMPLEMENTATION EFFECTIVENESS 478
INTERNAL MARKETING 479 A COMPREHENSIVE APPROACH TO IMPROVING
IMPLEMENTATION 481 INTERNAL STRATEGY-ORGANIZATION FIT 481 STRATEGIC
MARKETING EVALUATION AND CONTROL 482 CUSTOMER RELATIONSHIP MANAGEMENT
483 OVERVIEW OF CONTROL AND EVALUATION ACTIVITIES 483 THE STRATEGIC
MARKETING AUDIT 483 MARKETING PERFORMANCE MEASUREMENT 486 THE IMPORTANCE
OF MARKETING METRICS 487 THE USE OF MARKETING METRICS 487 TYPES OF
MARKETING METRICS 488 SELECTING RELEVANT METRICS 488 DESIGNING A
MANAGEMENT DASHBOARD 489 INTERPRETING PERFORMANCE MEASUREMENT RESULTS
490 GLOBAL ISSUES FOR PLANNING, IMPLEMENTATION, AND CONTROL 493 GLOBAL
MARKETING PLANNING 493 IMPLEMENTATION GLOBALLY 494 PERFORMANCE
MEASUREMENT AND CONTROL GLOBALLY 494 SUMMARY 495 APPENDIX 15A MARKETING
METRICS 499 CASES FOR PART FIVE 502 CASE 5-1 VERIZON COMMUNICATIONS INC.
CASE 5-2 HOME DEPOT INC. 507 CASE 5-3 YAHOO! INC. 514 CASE 5 -4 NISSAN
MOTOR CO. 519 502 CONTENTS XV PART SIX COMPREHENSIVE CASES CASES FOR
PART SIX 525 CASE 6-1 MICROSOFT CORP. (B) 525 CASE 6-2 SAMSUNG
ELECTRONICS CO. 533 CASE 6-3 GENERAL ELECTRIC APPLIANCES 539 CASE 6-4
SLENDERTONE 548 CASE 6-5 TOYOTA 559 CASE 6-6 COCA-COLA CO. (B) 566 CASE
6-7 KEURIG INC. 571 CASE 6-8 DURA-PLAST, INC. 584 CASE 6-9 WAL-MART 595
CASE 6-10 BLAIR WATER PURIFIERS INDIA 600 CASE 6-11 MURPHY BREWERY
IRELAND, LIMITED CASE 6-12 DAIRYLAND SEED COMPANY 623 CASE 6-13
INTERNATIONAL BUSINESS MACHINES 612 633 CASE 6-14 L OREAL NEDERLAND B.V
644 CASE 6-15 ESPN 652 CASE 6-16 COWGIRL CHOCOLATES 659 CASE 6-17
PROCTER & GAMBLE CO. 671 CASE 6-18 AMAZON.COM INC. 679 CASE 6-19
NANOPHASE TECHNOLOGIES CORPORATION CASE 6-20 COLA WARS IN CHINA 698 CASE
6-21 SMITH & NEPHEW*INNOVEX 711 CASE 6-22 SUN MICROSYSTEMS 724 CASE 6-23
TELUS MOBILITY*WHAT TO DO WITH MIKE 730 CASE 6-24 TRI-CITIES COMMUNITY
BANK 744 CASE 6-25 CIMA MOUNTAINEERING, INC. 750 INDEXES NAME INDEX 765
SUBJECT INDEX 772 684
|
| adam_txt |
NINTH EDITION DAVID W. CRAVENS M.J. NEELEY SCHOOL OF BUSINESS TEXAS
CHRISTIAN UNIVERSITY NIGEL F. PIERCY WARWICK BUSINESS SCHOOL THE
UNIVERSITY OF WARWICK MCGRAW-FRSIBI IRWIN BOSTON BURR RIDGE, IL DUBUQUE,
IA NEW YORK SAN FRANCISCO ST. LOUIS BANGKOK BOGOTA CARACAS KUALA LUMPUR.
LISBON LONDON MADRID MEXICO CITY MILAN MONTREAL NEW DELHI SANTIAGO SEOUL
SINGAPORE SYDNEY TAIPEI TORONTO TABLE OF CONTENTS PART ONE STRATEGIC
MARKETING 1 CHAPTER 1 IMPERATIVES FOR MARKET-DRIVEN STRATEGY 2
MARKET-DRIVEN STRATEGY 3 CHARACTERISTICS OF MARKET-DRIVEN STRATEGIES 4
DETERMINING DISTINCTIVE CAPABILITIES 5 CLASSIFYING CAPABILITIES 6
CREATING VALUE FOR CUSTOMERS 7 BECOMING MARKET DRIVEN 7 CORPORATE,
BUSINESS, AND MARKETING STRATEGY 8 CORPORATE, BUSINESS, AND MARKETING
STRATEGY 10 COMPONENTS OF CORPORATE STRATEGY 10 CORPORATE STRATEGY
FRAMEWORK 10 BUSINESS AND MARKETING STRATEGY 12 THE MARKETING STRATEGY
PROCESS 13 _ CHALLENGES OF A NEW ERA FOR STRATEGIC MARKETING 18
ESCALATING GLOBALIZATION 18 TECHNOLOGY DIVERSITY AND UNCERTAINTY 19 THE
WEB 2.0 20 ETHICAL BEHAVIOR AND CORPORATE SOCIAL RESPONSIVENESS 20
SUMMARY 23 APPENDIX 1A STRATEGIC MARKETING PLANNING 27 CASES FOR PART
ONE 30 CASE 1-1 AUDI 30 CASE 1 -2 THE NEW YORK TIMES 34 CASE 1-3
COCA-COLA CO. (A) 40 PART TWO MARKETS, SEGMENTS, AND CUSTOMER VALUE 47
CHAPTER 2 MARKETS AND COMPETITIVE SPACE 48 MARKETS AND STRATEGIES 49
MARKETS AND STRATEGIES ARE INTERLINKED 49 THINKING OUTSIDE THE
COMPETITIVE BOX 50 AN ARRAY OF CHALLENGES 50 MATCHING NEEDS WITH PRODUCT
BENEFITS 52 DEFINING AND ANALYZING PRODUCT-MARKETS 53 FORMING
PRODUCT-MARKETS 55 ILLUSTRATIVE PRODUCT-MARKET STRUCTURE 57 DESCRIBING
AND ANALYZING END-USERS 57 IDENTIFYING AND DESCRIBING BUYERS 58 HOW
BUYERS MAKE CHOICES 59 ENVIRONMENTAL INFLUENCES 60 BUILDING CUSTOMER
PROFILES 60 ANALYZING COMPETITION 61 DEFINING THE COMPETITIVE ARENA 61
KEY COMPETITOR ANALYSIS 64 ANTICIPATING COMPETITORS 'ACTIONS 66 MARKET
SIZE ESTIMATION 67 MARKET POTENTIAL 67 SALES FORECAST 68 MARKET SHARE 68
EVALUATING MARKET OPPORTUNITY 68 DEVELOPING A STRATEGIC VISION ABOUT THE
FUTURE PHASES OF COMPETITION 70 ANTICIPATING THE FUTURE 70 SUMMARY 71
APPENDIX 2A FINANCIAL ANALYSIS FOR MARKETING PLANNING AND CONTROL 74 70
CHAPTER 3 STRATEGIC MARKETING SEGMENTATION 83 LEVELS AND TYPES OF MARKET
SEGMENTATION 84 MARKET-DRIVEN STRATEGY AND SEGMENTATION 86 MARKET
SEGMENTATION, VALUE OPPORTUNITIES, AND NEW-MARKET SPACE 86 MARKET
TARGETING AND STRATEGIC POSITIONING 87 ACTIVITIES AND DECISIONS IN
MARKET SEGMENTATION 89 DEFINING THE MARKET TO BE SEGMENTED 89
IDENTIFYING MARKET SEGMENTS 90 SEGMENTATION VARIABLES 90 CHARACTERISTICS
OF PEOPLE AND ORGANIZATIONS 90 PRODUCT USE SITUATION SEGMENTATION 91
BUYERS 'NEEDS AND PREFERENCES 93 PURCHASE BEHAVIOR 94 FORMING MARKET
SEGMENTS 96 REQUIREMENTS FOR SEGMENTATION 96 APPROACHES TO SEGMENT
IDENTIFICATION 98 CONTENTS XI CUSTOMER GROUP IDENTIFICATION 99 FORMING
GROUPS BASED ON RESPONSE DIFFERENCES 102 FINER SEGMENTATION STRATEGIES
104 LOGIC OF FINER SEGMENTS 104 FINER SEGMENTATION STRATEGIES 105
SELECTING THE SEGMENTATION STRATEGY 106 DECIDING HOW TO SEGMENT 106
STRATEGIC ANALYSIS OF MARKET SEGMENTS 106 SUMMARY 109 CHAPTER 4
STRATEGIC CUSTOMER RELATIONSHIP MANAGEMENT 113 PIVOTAL ROLE OF CUSTOMER
RELATIONSHIP MANAGEMENT 114 CRM IN PERSPECTIVE 114 CRM AND DATABASE
MARKETING 114 CUSTOMER LIFETIME VALUE 115 DEVELOPING A CRM STRATEGY 116
CRM LEVELS 116 CRM STRATEGY DEVELOPMENT 118 CRM IMPLEMENTATION 119 VALUE
CREATION PROCESS" 121 CUSTOMER VALUE 121 VALUE RECEIVED BY THE
ORGANIZATION 122 CRM AND VALUE CHAIN STRATEGY 123 CRM AND STRATEGIC
MARKETING 123 IMPLEMENTATION 123 PERFORMANCE METRICS 124 SHORT-TERM
VERSUS LONG-TERM VALUE 124 COMPETITIVE DIFFERENTIATION 124 SUMMARY 126
CHAPTER 5 CAPABILITIES FOR LEARNING ABOUT CUSTOMERS AND MARKETS 129
MARKET-DRIVEN STRATEGY, MARKET SENSING, AND LEARNING PROCESSES 130
MARKET SENSING PROCESSES 131 LEARNING ORGANIZATION 131 MARKETING
INFORMATION AND KNOWLEDGE RESOURCES 134 SCANNING PROCESSES 136 SPECIFIC
MARKET RESEARCH STUDIES 138 INTERNAL AND EXTERNAL MARKETING INFORMATION
RESOURCES 138 EXISTING MARKETING INFORMATION SOURCES 141 CREATING NEW
MARKETING INFORMATION 143 MARKETING AND MANAGEMENT INFORMATION SYSTEMS
146 MARKETING INTELLIGENCE AND KNOWLEDGE MANAGEMENT 147 MARKETING
INTELLIGENCE 147 KNOWLEDGE MANAGEMENT 148 ROLE OF THE CHIEF KNOWLEDGE
OFFICER 148 LEVERAGING CUSTOMER KNOWLEDGE 148 ETHICAL ISSUES IN
COLLECTING AND USING INFORMATION 149 INVASION OF CUSTOMER PRIVACY 149
INFORMATION AND ETHICS 150 SUMMARY 151 CASES FOR PART TWO 156 CASE 2-1
PFIZER, INC. 156 CASE 2-2 IKEA 162 CASE 2-3 CHINA AND INDIA:
OPPORTUNITIES AND CHALLENGES 168 CASE 2-4 JOHNSON & JOHNSON 177 PART
THREE DESIGNING MARKET-DRIVEN STRATEGIES 183 CHAPTER 6 MARKET TARGETING
AND STRATEGIC POSITIONING 184 MARKET TARGETING STRATEGY 185 TARGETING
ALTERNATIVES 185 FACTORS INFLUENCING TARGETING DECISIONS 186 TARGETING
IN DIFFERENT MARKETING ENVIRONMENTS 187 EMERGING MARKETS 188 GROWTH
MARKETS 189 MATURE MARKETS 190 GLOBAL MARKETS 192 POSITIONING STRATEGY
193 SELECTING THE POSITIONING CONCEPT 195 DEVELOPING THE POSITIONING
STRATEGY 196 SCOPE OF POSITIONING STRATEGY 197 MARKETING PROGRAM
DECISIONS 197 DETERMINING POSITIONING EFFECTIVENESS 199 CUSTOMER AND
COMPETITOR RESEARCH 200 TEST MARKETING 200 ANALYTICAL POSITIONING
TECHNIQUES 201 DETERMINING POSITIONING EFFECTIVENESS 201 POSITIONING AND
TARGETING STRATEGIES 202 SUMMARY 202 XII CONTENTS CHAPTER 7 STRATEGIC
RELATIONSHIPS 206 THE RATIONALE FOR INTERORGANIZATIONAL RELATIONSHIPS
207 OPPORTUNITIES TO ENHANCE VALUE 208 ENVIRONMENTAL COMPLEXITY 209
COMPETITIVE STRATEGY 209 SKILLS AND RESOURCE GAPS 209 EVALUATING THE
POTENTIAL FOR COLLABORATION 213 FORMS OF ORGANIZATIONAL RELATIONSHIPS
214 SUPPLIER RELATIONSHIPS 215 INTERMEDIATE CUSTOMER RELATIONSHIPS 216
END-USER CUSTOMER RELATIONSHIPS 217 STRATEGIC CUSTOMERS 217 STRATEGIC
ALLIANCES 219 JOINT VENTURES 221 INTERNAL PARTNERING 221 MANAGING
INTERORGANIZATIONAL RELATIONSHIPS 223 OBJECTIVE OF THE RELATIONSHIP 223
RELATIONSHIP MANAGEMENT 224 PARTNERING CAPABILITIES 225 CONTROL AND
EVALUATION 226 EXITING FROM ALLIANCE 226 GLOBAL RELATIONSHIPS AMONG
ORGANIZATIONS 227 THE STRATEGIC ROLE OFGOVERNMENT 228 SUMMARY 231
CHAPTER 8 INNOVATION AND NEW PRODUCT STRATEGY 236 INNOVATION AS A
CUSTOMER-DRIVEN PROCESS 238 TYPES OF INNOVATIONS 239 FINDING CUSTOMER
VALUE OPPORTUNITIES 239 FINDING NEW PRODUCT OPPORTUNITIES 239
INITIATIVES OF SUCCESSFUL INNOVATORS 242 RECOGNIZING THE REALITIES OF
PRODUCT CANNIBALIZATION 244 NEW-PRODUCT PLANNING 244 DEVELOPING A
CULTURE AND STRATEGY FOR INNOVATION 245 DEVELOPING EFFECTIVE NEW-PRODUCT
PLANNING PROCESSES 247 RESPONSIBILITY FOR NEW-PRODUCT PLANNING 248 IDEA
GENERATION 249 SOURCES OF IDEAS 249 METHODS OF GENERATING IDEAS 251
SCREENING, EVALUATING, AND BUSINESS ANALYSIS 253 SCREENING 253 CONCEPT
EVALUATION 254 BUSINESS ANALYSIS 255 PRODUCT AND PROCESS DEVELOPMENT 257
PRODUCT DEVELOPMENT PROCESS 25 7 MARKETING STRATEGY AND MARKET TESTING
260 MARKET STRATEGY DECISIONS 260 MARKET TESTING 260 COMMERCIALIZATION
263 TH E MARKETING PLAN 2 63 MONITORING AND CONTROL 263 VARIATIONS IN
THE GENERIC NEW PRODUCT PLANNING PROCESS 264 SUMMARY 265 CASES FOR PART
THREE 269 CASE 3-1 WALT DISNEY CO. 269 CASE 3-2 INTEL CORP. 274 CASE 3-3
MCDONALD'S CORP. 281 CASE 3-4 TESCO PIC. 285 PART FOUR MARKET-DRIVEN
PROGRAM DEVELOPMENT 289 CHAPTER 9 STRATEGIC BRAND MANAGEMENT 290
STRATEGIC BRAND MANAGEMENT 291 THE STRATEGIC ROLE OF BRANDS 291 BRAND
MANAGEMENT CHALLENGES 292 BRAND MANAGEMENT RESPONSIBILITY 296 STRATEGIC
BRAND MANAGEMENT 296 ' STRATEGIC BRAND ANALYSIS 298 TRACKING BRAND
PERFORMANCE 299 PRODUCT LIFE CYCLE ANALYSIS 300 PRODUCT PERFORMANCE
ANALYSIS 300 BRAND POSITIONING ANALYSIS 301 BRAND EQUITY MEASUREMENT AND
MANAGEMENT 301 MEASURING BRAND EQUITY 301 BRAND HEALTH REPORTS 301 BRAND
IDENTITY STRATEGY 302 A ITERNATIVES FOR BRAND IDENTIFICATION 302 BRAND
FOCUS 303 IDENTITY IMPLEMENTATION 304 MANAGING BRAND STRATEGY 304
STRATEGIES FOR IMPROVING PRODUCT PERFORMANCE 304 MANAGING THE BRAND
PORTFOLIO 306 DETERMINING ROLES OF BRANDS 307 STRATEGIES FOR BRAND
STRENGTH 307 STRATEGIC BRAND VULNERABILITIES 308 CONTENTS XIII BRAND
LEVERAGING STRATEGY 310 LINE EXTENSION 310 STRETCHING THE BRAND
VERTICALLY 310 BRAND EXTENSION 311 CO-BRANDING 311 LICENSING 311 GLOBAL
BRANDING 311 INTERNET BRANDS 312 BRAND THEFT 313 SUMMARY 314 CHAPTER 10
VALUE CHAIN STRATEGY 318 STRATEGIC ROLE OF VALUE CHAIN 319 DISTRIBUTION
FUNCTIONS 319 CHANNELS FOR SERVICES 321 DIRECT DISTRIBUTION BY
MANUFACTURERS 321 CHANNEL STRATEGY 323 TYPES OF CHANNELS 324
DISTRIBUTION INTENSITY 327 CHANNEL CONFIGURATION 328 CHANNEL MAPS ' 329
SELECTING THE CHANNEL STRATEGY 330 CHANGING CHANNEL STRATEGY 331
MANAGING THE CHANNEL 333 CHANNEL LEADERSHIP 334 MANAGEMENT STRUCTURE AND
SYSTEMS 334 PHYSICAL DISTRIBUTION MANAGEMENT 334 CHANNEL RELATIONSHIPS
336 CHANNEL GLOBALIZATION 336 MULTICHANNELING 33 7 CONFLICT RESOLUTION
337 CHANNEL PERFORMANCE 338 LEGAL AND ETHICAL CONSIDERATIONS 338
INTERNATIONAL CHANNELS 340 EXAMINING INTERNATIONAL DISTRIBUTION PATTERNS
341 FACTORS AFFECTING GLOBAL CHANNEL SELECTION 342 GLOBAL ISSUES
REGARDING MULTICHANNEL STRATEGIES 342 SUMMARY 343 CHAPTER 11 PRICING
STRATEGY 347 STRATEGIC ROLE OF PRICE 348 PRICE IN THE POSITIONING
STRATEGY PRICING SITUATIONS 350 ROLES OF PRICING 350 PRICING STRATEGY
351 PRICING OBJECTIVES 352 349 ANALYZING THE PRICING SITUATION 353
CUSTOMER PRICE SENSITIVITY 353 COST ANALYSIS 356 COMPETITOR ANALYSIS 357
PRICING OBJECTIVES 359 SELECTING THE PRICING STRATEGY 360 HOW MUCH
FLEXIBILITY EXISTS? 360 PRICE POSITIONING AND VISIBILITY 362
ILLUSTRATIVE PRICING STRATEGIES 362 LEGAL AND ETHICAL CONSIDERATIONS 363
DETERMINING SPECIFIC PRICES AND POLICIES 365 DETERMINING SPECIFIC PRICES
365 ESTABLISHING PRICING POLICY AND STRUCTURE 367 PRICING MANAGEMENT 367
SUMMARY 369 CHAPTER 12 PROMOTION, ADVERTISING, AND SALES PROMOTION
STRATEGIES 372 PROMOTION STRATEGY 373 THE COMPOSITION OF PROMOTION
STRATEGY 373 DESIGNING PROMOTION STRATEGY 375 COMMUNICATION OBJECTIVES
376 DECIDING THE ROLE OF THE PROMOTION COMPONENTS 378 DETERMINING THE
PROMOTION BUDGET 378 PROMOTION COMPONENT STRATEGIES 380 INTEGRATING AND
IMPLEMENTING THE PROMOTION STRATEGY 380 EFFECTIVENESS OF PROMOTION
STRATEGY 381 ADVERTISING STRATEGY 3 81 SETTING ADVERTISING OBJECTIVES
AND BUDGETING 382 CREATIVE STRATEGY 384 MEDIA/SCHEDULING DECISIONS 384
ROLE OF THE ADVERTISING AGENCY 386 IMPLEMENTING THE ADVERTISING STRATEGY
AND MEASURING ITS EFFECTIVENESS 388 SALES PROMOTION STRATEGY 389 NATURE
AND SCOPE OF SALES PROMOTION 389 SALES PROMOTION ACTIVITIES 390
ADVANTAGES AND LIMITATIONS OF SALES PROMOTION 392 SALES PROMOTION
STRATEGY 393 SUMMARY 393 CHAPTER 13 SALES FORCE, INTERNET, AND DIRECT
MARKETING STRATEGIES 396 SALES FORCE STRATEGY 397 THE ROLE OF SELLING IN
PROMOTION STRATEGY TYPES OF SALES JOBS 399 398 XIV CONTENTS DEFINING THE
SELLING PROCESS 400 SALES CHANNELS 401 DESIGNING THE SALES ORGANIZATION
402 SALES FORCE EVALUATION AND CONTROL 407 INTERNET STRATEGY 408
STRATEGY DEVELOPMENT 409 DECIDING INTERNET OBJECTIVES 409 E-COMMERCE
STRATEGY 410 VALUE OPPORTUNITIES AND RISKS 410 MEASURING INTERNET
EFFECTIVENESS 411 THE FUTURE OF THE INTERNET 411 DIRECT MARKETING
STRATEGIES 412 REASONS FOR USING DIRECT MARKETING 412 DIRECT MARKETING
METHODS 413 ADVANTAGES OF DIRECT MARKETING 414 DIRECT MARKETING STRATEGY
415 SUMMARY 415 CASES FOR PART FOUR 418 CASE 4-1 MICROSOFT CORP. 418
CASE 4-2 NIKE INC. 425 CASE 4-3 DELL INC. 433 CASE 4-4 HEWLETT-PACKARD
CO. 439 PART FIVE IMPLEMENTING AND MANAGING MARKET-DRIVEN STRATEGIES 443
CHAPTER 14 DESIGNING MARKET-DRIVEN ORGANIZATIONS 444 TRENDS IN
ORGANIZATION DESIGN 445 THE NEW ORGANIZATION 445 MANAGING ORGANIZATIONAL
PROCESS 449 ORGANIZATIONAL AGILITY AND FLEXIBILITY 451 EMPLOYEE
MOTIVATION 451 ORGANIZING FOR MARKET-DRIVEN STRATEGY 452 STRATEGIC
MARKETING AND ORGANIZATION STRUCTURE 452 ALIGNING THE ORGANIZATION WITH
THE MARKET 452 MARKETING FUNCTIONS VERSUS MARKETING PROCESSES 453
MARKETING AS A CROSS-FUNCTIONAL PROCESS 454 MARKETING DEPARTMENTS 456
CENTRALIZATION VERSUS DECENTRALIZATION 456 INTEGRATION OR DIFFUSION 456
CONTINGENCIES FOR ORGANIZING 457 EVALUATING ORGANIZATION DESIGNS 457
STRUCTURING MARKETING RESOURCES 459 STRUCTURING ISSUES 459 FUNCTIONAL
ORGANIZATIONAL DESIGN 459 PRODUCT-FOCUSED DESIGN 459 MARKET-FOCUSED
DESIGN 461 MATRIX DESIGN 461 NEW MARKETING ROLES 462 ORGANIZING FOR
GLOBAL MARKETING AND GLOBAL CUSTOMERS 465 ORGANIZING FOR GLOBAL
MARKETING STRATEGIES 466 ORGANIZING FOR GLOBAL CUSTOMERS 467 SUMMARY 469
CHAPTER 15 MARKETING STRATEGY IMPLEMENTATION AND CONTROL 473 THE
STRATEGY MARKETING PLANNING PROCESS 474 THE MARKETING PLAN GUIDES
IMPLEMENTATION 474 CONTENTS OF THE MARKETING PLAN 475 MANAGING THE
PLANNING PROCESS 475 IMPLEMENTING THE STRATEGIC MARKETING PLAN 477
IMPLEMENTATION PROCESS 477 BUILDING IMPLEMENTATION EFFECTIVENESS 478
INTERNAL MARKETING 479 A COMPREHENSIVE APPROACH TO IMPROVING
IMPLEMENTATION 481 INTERNAL STRATEGY-ORGANIZATION FIT 481 STRATEGIC
MARKETING EVALUATION AND CONTROL 482 CUSTOMER RELATIONSHIP MANAGEMENT
483 OVERVIEW OF CONTROL AND EVALUATION ACTIVITIES 483 THE STRATEGIC
MARKETING AUDIT 483 MARKETING PERFORMANCE MEASUREMENT 486 THE IMPORTANCE
OF MARKETING METRICS 487 THE USE OF MARKETING METRICS 487 TYPES OF
MARKETING METRICS 488 SELECTING RELEVANT METRICS 488 DESIGNING A
MANAGEMENT DASHBOARD 489 INTERPRETING PERFORMANCE MEASUREMENT RESULTS
490 GLOBAL ISSUES FOR PLANNING, IMPLEMENTATION, AND CONTROL 493 GLOBAL
MARKETING PLANNING 493 IMPLEMENTATION GLOBALLY 494 PERFORMANCE
MEASUREMENT AND CONTROL GLOBALLY 494 SUMMARY 495 APPENDIX 15A MARKETING
METRICS 499 CASES FOR PART FIVE 502 CASE 5-1 VERIZON COMMUNICATIONS INC.
CASE 5-2 HOME DEPOT INC. 507 CASE 5-3 YAHOO! INC. 514 CASE 5 -4 NISSAN
MOTOR CO. 519 502 CONTENTS XV PART SIX COMPREHENSIVE CASES CASES FOR
PART SIX 525 CASE 6-1 MICROSOFT CORP. (B) 525 CASE 6-2 SAMSUNG
ELECTRONICS CO. 533 CASE 6-3 GENERAL ELECTRIC APPLIANCES 539 CASE 6-4
SLENDERTONE 548 CASE 6-5 TOYOTA 559 CASE 6-6 COCA-COLA CO. (B) 566 CASE
6-7 KEURIG INC. 571 CASE 6-8 DURA-PLAST, INC. 584 CASE 6-9 WAL-MART 595
CASE 6-10 BLAIR WATER PURIFIERS INDIA 600 CASE 6-11 MURPHY BREWERY
IRELAND, LIMITED CASE 6-12 DAIRYLAND SEED COMPANY 623 CASE 6-13
INTERNATIONAL BUSINESS MACHINES 612 633 CASE 6-14 L'OREAL NEDERLAND B.V
644 CASE 6-15 ESPN 652 CASE 6-16 COWGIRL CHOCOLATES 659 CASE 6-17
PROCTER & GAMBLE CO. 671 CASE 6-18 AMAZON.COM INC. 679 CASE 6-19
NANOPHASE TECHNOLOGIES CORPORATION CASE 6-20 COLA WARS IN CHINA 698 CASE
6-21 SMITH & NEPHEW*INNOVEX 711 CASE 6-22 SUN MICROSYSTEMS 724 CASE 6-23
TELUS MOBILITY*WHAT TO DO WITH MIKE 730 CASE 6-24 TRI-CITIES COMMUNITY
BANK 744 CASE 6-25 CIMA MOUNTAINEERING, INC. 750 INDEXES NAME INDEX 765
SUBJECT INDEX 772 684 |
| any_adam_object | 1 |
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| author | Cravens, David W. Piercy, Nigel |
| author_facet | Cravens, David W. Piercy, Nigel |
| author_role | aut aut |
| author_sort | Cravens, David W. |
| author_variant | d w c dw dwc n p np |
| building | Verbundindex |
| bvnumber | BV023417542 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.135 |
| callnumber-search | HF5415.135 |
| callnumber-sort | HF 45415.135 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 690 |
| ctrlnum | (OCoLC)183162481 (DE-599)HBZHT015512965 |
| dewey-full | 658.8/02 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/02 |
| dewey-search | 658.8/02 |
| dewey-sort | 3658.8 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 9. ed. |
| format | Book |
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| genre_facet | Fallstudiensammlung |
| id | DE-604.BV023417542 |
| illustrated | Illustrated |
| index_date | 2024-07-02T21:29:52Z |
| indexdate | 2024-07-09T21:18:11Z |
| institution | BVB |
| isbn | 9780073381008 0073381004 |
| language | English |
| lccn | 2007049708 |
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| owner | DE-703 |
| owner_facet | DE-703 |
| physical | XV, 784 S. Ill., graph. Darst., Kt. |
| publishDate | 2009 |
| publishDateSearch | 2009 |
| publishDateSort | 2009 |
| publisher | McGraw-Hill Irwin |
| record_format | marc |
| spelling | Cravens, David W. Verfasser aut Strategic marketing David W. Cravens ; Nigel F. Piercy 9. ed. Boston [u.a.] McGraw-Hill Irwin 2009 XV, 784 S. Ill., graph. Darst., Kt. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and indexes Marketing - Gestion ram Marketing - Prise de décision ram Marketing Decision making Marketing Management Marketing Management Case studies Marketing (DE-588)4037589-4 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content Marketing (DE-588)4037589-4 s Strategisches Management (DE-588)4124261-0 s DE-604 Piercy, Nigel Verfasser aut http://www.loc.gov/catdir/enhancements/fy0808/2007049708-d.html Publisher description http://www.loc.gov/catdir/enhancements/fy0808/2007049708-t.html Table of contents only GBV Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016600044&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Cravens, David W. Piercy, Nigel Strategic marketing Marketing - Gestion ram Marketing - Prise de décision ram Marketing Decision making Marketing Management Marketing Management Case studies Marketing (DE-588)4037589-4 gnd Strategisches Management (DE-588)4124261-0 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4124261-0 (DE-588)4522595-3 |
| title | Strategic marketing |
| title_auth | Strategic marketing |
| title_exact_search | Strategic marketing |
| title_exact_search_txtP | Strategic marketing |
| title_full | Strategic marketing David W. Cravens ; Nigel F. Piercy |
| title_fullStr | Strategic marketing David W. Cravens ; Nigel F. Piercy |
| title_full_unstemmed | Strategic marketing David W. Cravens ; Nigel F. Piercy |
| title_short | Strategic marketing |
| title_sort | strategic marketing |
| topic | Marketing - Gestion ram Marketing - Prise de décision ram Marketing Decision making Marketing Management Marketing Management Case studies Marketing (DE-588)4037589-4 gnd Strategisches Management (DE-588)4124261-0 gnd |
| topic_facet | Marketing - Gestion Marketing - Prise de décision Marketing Decision making Marketing Management Marketing Management Case studies Marketing Strategisches Management Fallstudiensammlung |
| url | http://www.loc.gov/catdir/enhancements/fy0808/2007049708-d.html http://www.loc.gov/catdir/enhancements/fy0808/2007049708-t.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016600044&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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