Marketing strategies: new approaches, new techniques
Gespeichert in:
| Weitere Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
[Oxford]
Pergamon <<[u.a.]>>
1995
|
| Ausgabe: | 1. ed. |
| Schriftenreihe: | The best of long range planning
[Ser. 2, No. 2] |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 278 S. graph. Darst. |
| ISBN: | 0080425720 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804138227601244160 |
|---|---|
| adam_text | I
Contents
i Introduction vii
j Malcolm McDonald
) PART 1: REGENERATING THE BUSINESS
! 1. Screening new products for potential winners 1
| Robert G. Cooper and Elko J. Kleinschmidt
| 2. Technical-market research—get customers to collaborate in
developing new products 15
I Antonio S. Lauglaug
I PART 2: THE ROLE OF PRODUCT/SERVICE QUALITY IN
COMMERCIAL SUCCESS
; 3. Successful businesses compete on quality—not costs 25
i Robert Luchs
! 4. Japanese marketing strategies in the United Kingdom 37
j Veronica Wong, John Saunders and Peter Doyle
I PART 3: IDENTIFYING MARKET NEEDS
j 5. Market segmentation for pharmaceuticals 55
! John Lidstone
6. How to define your market segment*. 71
; Keith J. Roberts ¦• ,
PART 4: RELATIONSHIP MARKETING
7. The new marketing—developing long-term interactive
relationships 83
Evert Gummesson
8. Getting closer and nicer: partnerships in the supply chain 103
Paul Matthyssens and Christophe Van den Bulte
9. Building a customer-oriented organization 119
Frank Cornish
vi Marketing Strategies
PART 5: CHANGES IN CHANNEL STRUCTURE AND POWER SHIFTS
10. Planning for better channel management 125 j
Kenneth G. Hardy and Allan J. Magrath i
11. Marketing to retailers: A battle for distribution? 139
Gary Davies J
PART 6: MARKETING STRATEGIES FOR SERVICE BUSINESSES |
12. Designing a long range marketing strategy for services 153
Christian Gronroos
13. Successful global strategies for service companies 167
Herve Mathe and Cynthia Perras
14. Marketing strategies for leisure services 185
Merlin Stone
15. Quality in services: the softer side is harder (and smarter) 209 :
Sandra Vandermerwe
PART 7: TIME-BASED COMPETITION AND SYSTEMS THINKING
16. Competitive superiority through data base marketing 225
Bob Shaw and Merlin Stone
17. Creating customer value by streamlining business processes 255 I
Herman Vantrappen
Index 269 j
j1
|
| adam_txt |
I
Contents
i Introduction vii
j Malcolm McDonald
) PART 1: REGENERATING THE BUSINESS
! 1. Screening new products for potential winners 1
| Robert G. Cooper and Elko J. Kleinschmidt
| 2. Technical-market research—get customers to collaborate in
developing new products 15
I Antonio S. Lauglaug
I PART 2: THE ROLE OF PRODUCT/SERVICE QUALITY IN
COMMERCIAL SUCCESS
; 3. Successful businesses compete on quality—not costs 25
i Robert Luchs
! 4. Japanese marketing strategies in the United Kingdom 37
j Veronica Wong, John Saunders and Peter Doyle
I PART 3: IDENTIFYING MARKET NEEDS
j 5. Market segmentation for pharmaceuticals 55
! John Lidstone
6. How to define your market segment*. 71
; Keith J. Roberts ¦• ,
PART 4: RELATIONSHIP MARKETING
7. The new marketing—developing long-term interactive
relationships 83
Evert Gummesson
8. Getting closer and nicer: partnerships in the supply chain 103
Paul Matthyssens and Christophe Van den Bulte
9. Building a customer-oriented organization 119
Frank Cornish
vi Marketing Strategies \
PART 5: CHANGES IN CHANNEL STRUCTURE AND POWER SHIFTS
10. Planning for better channel management 125 j
Kenneth G. Hardy and Allan J. Magrath i
11. Marketing to retailers: A battle for distribution? 139
Gary Davies J
PART 6: MARKETING STRATEGIES FOR SERVICE BUSINESSES |
12. Designing a long range marketing strategy for services 153
Christian Gronroos
13. Successful global strategies for service companies 167
Herve Mathe and Cynthia Perras
14. Marketing strategies for leisure services 185
Merlin Stone
15. Quality in services: the 'softer' side is 'harder' (and smarter) 209 :
Sandra Vandermerwe
PART 7: TIME-BASED COMPETITION AND SYSTEMS THINKING
16. Competitive superiority through data base marketing 225
Bob Shaw and Merlin Stone \
17. Creating customer value by streamlining business processes 255 I
Herman Vantrappen \
Index 269 j
j1 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author2 | McDonald, Malcolm 1938- |
| author2_role | edt |
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| author_facet | McDonald, Malcolm 1938- |
| building | Verbundindex |
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| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.2.M3587 1995 |
| callnumber-search | HF5415.2.M3587 1995 |
| callnumber-sort | HF 45415.2 M3587 41995 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 611 |
| ctrlnum | (OCoLC)610919622 (DE-599)BVBBV023576481 |
| dewey-full | 658.8/0220 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
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| dewey-search | 658.8/02 20 |
| dewey-sort | 3658.8 12 220 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 1. ed. |
| format | Book |
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| illustrated | Illustrated |
| index_date | 2024-07-02T22:40:01Z |
| indexdate | 2024-07-09T21:24:50Z |
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| isbn | 0080425720 |
| language | English |
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| physical | XIV, 278 S. graph. Darst. |
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| series | The best of long range planning |
| series2 | The best of long range planning |
| spelling | Marketing strategies new approaches, new techniques ed. by Malcolm McDonald 1. ed. [Oxford] Pergamon <<[u.a.]>> 1995 XIV, 278 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier The best of long range planning [Ser. 2, No. 2] Marketing research Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Marketingforschung (DE-588)4200055-5 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Marketing (DE-588)4037589-4 s DE-604 Marketingforschung (DE-588)4200055-5 s Marketingstrategie (DE-588)4120697-6 s 1\p DE-604 McDonald, Malcolm 1938- (DE-588)118107585 edt The best of long range planning [Ser. 2, No. 2] (DE-604)BV004083133 20002 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016892200&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 | Marketing strategies new approaches, new techniques The best of long range planning Marketing research Marketing Marketing (DE-588)4037589-4 gnd Marketingstrategie (DE-588)4120697-6 gnd Marketingforschung (DE-588)4200055-5 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4120697-6 (DE-588)4200055-5 (DE-588)4143413-4 |
| title | Marketing strategies new approaches, new techniques |
| title_auth | Marketing strategies new approaches, new techniques |
| title_exact_search | Marketing strategies new approaches, new techniques |
| title_exact_search_txtP | Marketing strategies new approaches, new techniques |
| title_full | Marketing strategies new approaches, new techniques ed. by Malcolm McDonald |
| title_fullStr | Marketing strategies new approaches, new techniques ed. by Malcolm McDonald |
| title_full_unstemmed | Marketing strategies new approaches, new techniques ed. by Malcolm McDonald |
| title_short | Marketing strategies |
| title_sort | marketing strategies new approaches new techniques |
| title_sub | new approaches, new techniques |
| topic | Marketing research Marketing Marketing (DE-588)4037589-4 gnd Marketingstrategie (DE-588)4120697-6 gnd Marketingforschung (DE-588)4200055-5 gnd |
| topic_facet | Marketing research Marketing Marketingstrategie Marketingforschung Aufsatzsammlung |
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