Strategic marketing: planning and control
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Amsterdam [u.a.]
Butterworth-Heinemann
2008
|
| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XV, 332 S. graph. Darst. |
Internformat
MARC
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| 245 | 1 | 0 | |a Strategic marketing |b planning and control |c Graeme Drummond ; John Ensor ; Ruth Ashford |
| 250 | |a 3. ed. | ||
| 264 | 1 | |a Amsterdam [u.a.] |b Butterworth-Heinemann |c 2008 | |
| 300 | |a XV, 332 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Marketing / Management | |
| 650 | 4 | |a Marketing / Planning | |
| 650 | 4 | |a Marketing |x Management | |
| 650 | 4 | |a Marketing |x Planning | |
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| 700 | 1 | |a Ashford, Ruth |e Verfasser |4 aut | |
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Datensatz im Suchindex
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| adam_text | Contents
Preface xj
Acknowledgements xvi
1 The strategic perspective 1
About this chapter 3
Introduction 3
What is strategy? 4
Towards strategic management 6
Change - shaping strategy 8
Balanced scorecard approach 9
The role of marketing within strategy 10
What is marketing strategy? 12
Summary 15
Part 1 Strategic Analysis 17
2 External analysis 19
About this chapter 21
Introduction 21
Scanning 22
Macro-environmental analysis 24
Industry analysis 26
Competitor analysis 29
Problems in identifying competitors 33
The market analysis 33
Summary 34
3 Competitive intelligence 37
About this chapter 39
What is competitive intelligence? 39
The CI cycle 41
Sources of competitive information 44
Summary 45
4 Segmentation 47
About this chapter 49
Introduction 49
Why segment? 49
The segmentation process 50
Consumer behaviour 51
Consumer segmentation criteria ; • 57
Profile variables 58
Behavioural variables 66
Psychographic variables 69
Organisational/industrial segmentation techniques 73
Organisational buyer behaviour 73
The Webster-Wind framework 76
The Sheth framework 76
Approaches to organisational market segmentation 81
Summary 84
5 Internal analysis 87
About this chapter 89
Introduction 89
Organisational capabilities 90
Organisational assets 90
Organisational competencies 92
Initial corporate wide internal audit 94
The internal marketing audit 95
The innovation audit 96
Auditing tools 101
Summary 107
6 Developing a future orientation 109
About this chapter 111
Introduction 111
Forecasting 111
Trend extrapolation 113
Modelling 114
Intuitive forecasting 114
Consensus forecasting 115
Scenario planning 119
Market sensing 124
Strategic questions 124
People involved 125
Summary 127
Part 2 Formulation of Strategy 129
7 Strategic intent 131
About this chapter 133
Introduction 133
Mission 133
Statement of strategic intent 138
Nature of support for the mission statement 138
Goals and objectives 140
Hierarchy of objectives 142
Long-term versus short-term goals 143
The balanced scorecard 144
Gap analysis 146
Summary 146
8 Strategy formulation 149
About this chapter 151
Strategy formulation - an overview 151
Competitive advantage 152
Identifying sources of competitive advantage 156
Experience and value effects 158
Industry position 160
Product and market strategies 166
Strategic wear-out 172
Difficult market conditions 172
Summary 174
9 Targeting, positioning and brand strategy 177
About this chapter 179
Introduction 179
Evaluating market segments 179
Establishing organisational capability 183
Strategic alignment of assets and competencies (targeting) 185
The strategic nature of making target segment choices 188
Positioning 189
Perceptual mapping 190
Positioning alternatives 193
Creating brand equity 195
Brand valuation 195
Strategic brand management 198
Brand name strategy 201
Combined brand strategies 203
Brand extension 205
Brand stretching 205
Brand revitalisation 206
Brand repositioning 206
Brand extinction 208
Summary 209
10 Product development and innovation 211
About this chapter 213
The strategic agenda 213
The nature of products and product development 213
Why do products fail? 220
Managing innovation 221
Risk and the innovation dilemma 223
Summary 226
11 Alliances and relationships 229
About this chapter 231
Introduction 231
Alliances 231
Relationship marketing 235
Developing relationships 237
Summary 239
12 The strategic marketing plan 241
About this chapter 243
Corporate and marketing plans 243
Corporate planning 243
Marketing plans: strategy or tactics? 245
Why does planning matter? 246
Barriers to successful planning 247
The structure of a strategic marketing plan 249
Approaches to marketing planning 251
Summary 251
Part 3 Strategic Implementation 253
13 Strategic implementation 255
About this chapter 257
Implementation: stressing the importance 257
Success versus failure 257
Fundamental principles 259
Assessing ease of implementation 262
People, power and politics 264
Internal marketing 266
Applying project management techniques 267
Summary 270
14 Control 273
About this chapter 275
Introduction 275
Control: the basic principles 275
What makes an effective control system? 277
Management control 279
Financial control 280
Performance appraisal 285
Benchmarking 286
Controlling marketing performance 287
Summary 289
Part 4 Contemporary Issues in Strategic Marketing 291
15 Customer relationship management 293
About this chapter 295
Introduction 295
Strategic versus operational CRM 299
What makes a strong relationship? 299
Lifetime customer value 301
Summary 301
16 Marketing ethics and strategic marketing decision making 303
About this chapter 305
Introduction 305
Political philosophy and ethical decision making 305
Ethical frameworks 307
Moral reasoning 311
Part 5 Teaching strategic marketing 315
17 Problem-based learning 317
About this chapter 319
What is problem-based learning? 319
Applicability of PBL to strategic marketing 321
Writing effective PBL problems 321
PBL tasks in the classroom 322
Example of PBL for strategic marketing 322
Index 325
|
| adam_txt |
Contents
Preface xj
Acknowledgements xvi
1 The strategic perspective 1
About this chapter 3
Introduction 3
What is strategy? 4
Towards strategic management 6
Change - shaping strategy 8
Balanced scorecard approach 9
The role of marketing within strategy 10
What is marketing strategy? 12
Summary 15
Part 1 Strategic Analysis 17
2 External analysis 19
About this chapter 21
Introduction 21
Scanning 22
Macro-environmental analysis 24
Industry analysis 26
Competitor analysis 29
Problems in identifying competitors 33
The market analysis 33
Summary 34
3 Competitive intelligence 37
About this chapter 39
What is competitive intelligence? 39
The CI cycle 41
Sources of competitive information 44
Summary 45
4 Segmentation 47
About this chapter ' 49
Introduction 49
Why segment? 49
The segmentation process 50
Consumer behaviour ' 51
Consumer segmentation criteria ; • 57
Profile variables 58
Behavioural variables 66
Psychographic variables 69
Organisational/industrial segmentation techniques 73
Organisational buyer behaviour 73
The Webster-Wind framework 76
The Sheth framework 76
Approaches to organisational market segmentation 81
Summary 84
5 Internal analysis 87
About this chapter 89
Introduction 89
Organisational capabilities 90
Organisational assets 90
Organisational competencies 92
Initial corporate wide internal audit 94
The internal marketing audit 95
The innovation audit 96
Auditing tools 101
Summary 107
6 Developing a future orientation 109
About this chapter 111
Introduction 111
Forecasting 111
Trend extrapolation 113
Modelling 114
Intuitive forecasting 114
Consensus forecasting 115
Scenario planning 119
Market sensing 124
Strategic questions 124
People involved 125
Summary 127
Part 2 Formulation of Strategy 129
7 Strategic intent 131
About this chapter 133
Introduction 133
Mission 133
Statement of strategic intent 138
Nature of support for the mission statement 138
Goals and objectives 140
Hierarchy of objectives 142
Long-term versus short-term goals 143
The balanced scorecard 144
Gap analysis 146
Summary 146
8 Strategy formulation 149
About this chapter 151
Strategy formulation - an overview 151
Competitive advantage 152
Identifying sources of competitive advantage 156
Experience and value effects 158
Industry position 160
Product and market strategies 166
Strategic wear-out 172
Difficult market conditions 172
Summary 174
9 Targeting, positioning and brand strategy 177
About this chapter 179
Introduction 179
Evaluating market segments 179
Establishing organisational capability 183
Strategic alignment of assets and competencies (targeting) 185
The strategic nature of making target segment choices 188
Positioning 189
Perceptual mapping 190
Positioning alternatives 193
Creating brand equity 195
Brand valuation 195
Strategic brand management 198
Brand name strategy 201
Combined brand strategies 203
Brand extension 205
Brand stretching 205
Brand revitalisation 206
Brand repositioning 206
Brand extinction 208
Summary 209
10 Product development and innovation 211
About this chapter 213
The strategic agenda 213
The nature of products and product development 213
Why do products fail? 220
Managing innovation 221
Risk and the innovation dilemma 223
Summary 226
11 Alliances and relationships 229
About this chapter 231
Introduction 231
Alliances 231
Relationship marketing 235
Developing relationships 237
Summary 239
12 The strategic marketing plan 241
About this chapter 243
Corporate and marketing plans 243
Corporate planning 243
Marketing plans: strategy or tactics? 245
Why does planning matter? 246
Barriers to successful planning 247
The structure of a strategic marketing plan 249
Approaches to marketing planning 251
Summary 251
Part 3 Strategic Implementation 253
13 Strategic implementation 255
About this chapter 257
Implementation: stressing the importance 257
Success versus failure 257
Fundamental principles 259
Assessing ease of implementation 262
People, power and politics 264
Internal marketing 266
Applying project management techniques 267
Summary 270
14 Control 273
About this chapter 275
Introduction 275
Control: the basic principles 275
What makes an effective control system? 277
Management control 279
Financial control 280
Performance appraisal 285
Benchmarking 286
Controlling marketing performance 287
Summary 289
Part 4 Contemporary Issues in Strategic Marketing 291
15 Customer relationship management 293
About this chapter 295
Introduction 295
Strategic versus operational CRM 299
What makes a strong relationship? 299
Lifetime customer value 301
Summary 301
16 Marketing ethics and strategic marketing decision making 303
About this chapter 305
Introduction 305
Political philosophy and ethical decision making 305
Ethical frameworks 307
Moral reasoning 311
Part 5 Teaching strategic marketing 315
17 Problem-based learning 317
About this chapter 319
What is problem-based learning? 319
Applicability of PBL to strategic marketing 321
Writing effective PBL problems 321
PBL tasks in the classroom 322
Example of PBL for strategic marketing 322
Index 325 |
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| index_date | 2024-07-02T22:54:09Z |
| indexdate | 2024-07-09T21:26:36Z |
| institution | BVB |
| language | English |
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| spelling | Drummond, Graeme Verfasser aut Strategic marketing planning and control Graeme Drummond ; John Ensor ; Ruth Ashford 3. ed. Amsterdam [u.a.] Butterworth-Heinemann 2008 XV, 332 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Marketing / Management Marketing / Planning Marketing Management Marketing Planning Strategisches Management (DE-588)4124261-0 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Strategisches Management (DE-588)4124261-0 s b DE-604 Ensor, John Verfasser aut Ashford, Ruth Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016977299&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Drummond, Graeme Ensor, John Ashford, Ruth Strategic marketing planning and control Marketing / Management Marketing / Planning Marketing Management Marketing Planning Strategisches Management (DE-588)4124261-0 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4124261-0 (DE-588)4037589-4 |
| title | Strategic marketing planning and control |
| title_auth | Strategic marketing planning and control |
| title_exact_search | Strategic marketing planning and control |
| title_exact_search_txtP | Strategic marketing planning and control |
| title_full | Strategic marketing planning and control Graeme Drummond ; John Ensor ; Ruth Ashford |
| title_fullStr | Strategic marketing planning and control Graeme Drummond ; John Ensor ; Ruth Ashford |
| title_full_unstemmed | Strategic marketing planning and control Graeme Drummond ; John Ensor ; Ruth Ashford |
| title_short | Strategic marketing |
| title_sort | strategic marketing planning and control |
| title_sub | planning and control |
| topic | Marketing / Management Marketing / Planning Marketing Management Marketing Planning Strategisches Management (DE-588)4124261-0 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing / Management Marketing / Planning Marketing Management Marketing Planning Strategisches Management Marketing |
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