Marketing strategies for growth in uncertain times:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | Undetermined |
| Veröffentlicht: |
Lincolnwood, Ill.
NTC Business Books
1995
|
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 192 S. |
| ISBN: | 0844233234 |
Internformat
MARC
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| 100 | 1 | |a Magrath, Allan J. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Marketing strategies for growth in uncertain times |c Allan J. Magrath |
| 264 | 1 | |a Lincolnwood, Ill. |b NTC Business Books |c 1995 | |
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Datensatz im Suchindex
| _version_ | 1804144595758481408 |
|---|---|
| adam_text | Contents
Foreword by Anthony Rutigliano 11
Preface 15
Chapter 1
Growing With New Products
Creating New Categories, Customized Products,
and Expanded Portfolios 23
What New Products Can Do 24
Category Creation: Reshaping an Industry with New Products 25
Swatch: A Template for Creating and Dominating Niches 28
Customization: The New Product Frontier 40
Portfolios of Products: All in the Family 44
Molex: Growing by New Products, Customization,
and an Expanded Portfolio of Product Families 46
Summary 48
Notes 48
Chapter 2
Growing Your Business Through
New Markets
New Users, New Uses, New Places 51
Growing the Finn s Base of Users 52
The Classic Case of Finding New Users: The Safety-Kleen Company 58
5
6 Marketing Strategy for Growth in Uncertain Times
Growth via New Uses 60
Growing via New Uses: Betz Laboratories 66
Discovering New Locales 67
Summary 73
Notes 73
Chapter 3
Growing in Mature Markets
Increasing Total Market Share, Key Account Share,
and Channel Share 75
Total Markets, Total War 76
Share-Taking in a Commodity Business: Texaco 88
Partnering with Key Accounts 89
Sometimes It Isn t the Product: American Distribution Systems
Service-Based Partnering 91
Growth Through Channel Share 98
Summary 102
Notes 102
Chapter 4
Growth Through Brand Extension
Licenses, Flankers, and Line Assortments 105
Licensing 106
Licensing as a Way to Boost Sales and Profits:
Lifetime Hoan Corporation 108
Growth Through Flanker Brands 113
A World-Beating Brand Extender: The Story of Fruit of the Loom 117
Merchandising and Bundling Line Assortments 119
Summary 123
Notes 124
Contents 7
Chapter 5
Growing Through Services
Augmenting the Sale, Turn-Key Services,
Value-Added Services 125
Surrounding the Sale with Services 126
Home Depot: Enhanced Services in Action 128
Turn-Key Services 132
Positioning Value-Based Services 137
Novel Ways of Saving Money: Homecorp 142
Summary 146
Notes 147
Chapter 6
Growing Through Collaboration
Acquisitions, Alliances, and Joint Ventures 149
Acquisitions: Buying Your Way to Growth 151
Exploiting Your Customer Base: Newell and Company 154
Alliances with Other Firms 159
Pope and Talbot and McKesson s Supply Chain Alliances:
Powerful Marketing Engines for Growth 166
Joint Ventures: Growth by Establishing a Separate Organization 169
Summary 173
Notes 174
Epilogue
The Growth Masters 175
Index 187
|
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| dewey-sort | 3658.8 |
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| discipline | Wirtschaftswissenschaften |
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| spelling | Magrath, Allan J. Verfasser aut Marketing strategies for growth in uncertain times Allan J. Magrath Lincolnwood, Ill. NTC Business Books 1995 192 S. txt rdacontent n rdamedia nc rdacarrier HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021735171&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Magrath, Allan J. Marketing strategies for growth in uncertain times |
| title | Marketing strategies for growth in uncertain times |
| title_auth | Marketing strategies for growth in uncertain times |
| title_exact_search | Marketing strategies for growth in uncertain times |
| title_full | Marketing strategies for growth in uncertain times Allan J. Magrath |
| title_fullStr | Marketing strategies for growth in uncertain times Allan J. Magrath |
| title_full_unstemmed | Marketing strategies for growth in uncertain times Allan J. Magrath |
| title_short | Marketing strategies for growth in uncertain times |
| title_sort | marketing strategies for growth in uncertain times |
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