Strategic marketing planning:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Amsterdam [u.a.]
Elsevier
2009
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index. - Previous ed.: 2003 |
| Beschreibung: | X, 552 S. graph. Darst. 25cm |
| ISBN: | 9781856176170 |
Internformat
MARC
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| 003 | DE-604 | ||
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| 008 | 090226s2009 d||| |||| 00||| eng d | ||
| 020 | |a 9781856176170 |c (pbk) : £29.99 |9 978-1-85617-617-0 | ||
| 035 | |a (OCoLC)277069106 | ||
| 035 | |a (DE-599)GBV587785500 | ||
| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
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| 100 | 1 | |a Gilligan, Colin |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Strategic marketing planning |c Colin Gilligan and Richard M. S. Wilson |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a Amsterdam [u.a.] |b Elsevier |c 2009 | |
| 300 | |a X, 552 S. |b graph. Darst. |c 25cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index. - Previous ed.: 2003 | ||
| 650 | 7 | |a Marketingpolitik |2 stw | |
| 650 | 7 | |a Theorie |2 stw | |
| 650 | 4 | |a Marketing |x Management | |
| 650 | 4 | |a Marketing |x Planning | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Wilson, R. M. S. |d 1946- |e Verfasser |0 (DE-588)14088162X |4 aut | |
| 856 | 4 | 2 | |m Digitalisierung UB Bayreuth |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017139013&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-017139013 | ||
Datensatz im Suchindex
| _version_ | 1804138648254283776 |
|---|---|
| adam_text | Contents
Preface
to the Second Edition
ix
Overview of the Book s Structure
xi
1
Introduction
1
1.1
Learning Objectives
1
1.2
The Nature of Marketing (or, Delivering Value and
Winning Customer Preference )
1
1.3
The Management Process
б
1.4
Strategic Decisions and the Nature of Strategy
8
1.5
The Marketing/Strategy Interface
16
1.6
Summary
39
2
Strategic Marketing Planning and the Marketing Plan
41
2.1
Learning Objectives
41
2.2
Introduction
41
2.3
The Role of Strategic Marketing Planning
42
2.4
So What is Marketing Strategy?
49
2.5
The Three Dimensions of Planning
54
2.6
Summary
69
Stage One: Where Are We Now? Strategic and
Marketing Analysis
73
3
Marketing Auditing and the Analysis of Capability
77
3.1
Learning Objectives
77
3.2
Introduction
77
3.3
Reviewing Marketing Effectiveness
84
3.4
The Role of SWOT Analysis
85
3.5
Competitive Advantage and the Value Chain
102
3.6
Conducting Effective Audits
104
3.7
Summary
109
vi
Contents
4
Segmental,
Productivity and Ratio Analysis 111
4.1
Learning Objectives 111
4.2
Introduction 111
4.3
The Clarification of Cost Categories
113
4.4
Marketing Cost Analysis: Aims and Methods
114
4.5
An Illustration of
Segmental
Analysis
119
4.6
An Alternative Approach to
Segmental
Analysis
121
4.7
Customer Profitability Analysis
121
4.8
Marketing Experimentation
135
4.9
The Nature of Productivity
136
4.10
The Use of Ratios
138
4.11
Analysing Ratios and Trends
142
4.12
Ratios and Interfirm Comparison
144
4.13
A Strategic Approach
147
4.14
Summary
150
5
Market and Environmental Analysis
153
5.1
Learning Objectives
153
5.2
Introduction
153
5.3
Analysing the Environment
155
5.4
The Nature of the Marketing Environment
161
5.5
The Evolution of Environmental Analysis
167
5.6
The Political, Economic, Social and Technological Environments
170
5.7
Coming to Terms with Industry and Market Breakpoints
178
5.8
Coming to Terms with the Very Different Future: The Implications
for Marketing Planning
182
5.9
Approaches to Environmental Analysis and Scanning
189
5.10
Summary
194
6
Approaches to Customer Analysis
197
6.1
Learning Objectives
197
6.2
Introduction
197
6.3
Coming to Terms with Buyer Behaviour
198
6.4
Factors Influencing Consumer Behaviour
202
6.5
The Buying Decision Process
211
6.6
The Rise of the New Consumer and the Implications for
Marketing Planning
217
6.7
Organizational Buying Behaviour
221
6.8
The Growth of Relationship Marketing
229
6.9
Summary
243
Appendix: The Drivers of Consumer Change
244
7
Approaches to Competitor Analysis
251
7.1
Learning Objectives
251
7.2
Introduction
251
Contents
vii
7.3
Against Whom Are We Competing?
259
7.4
Identifying and Evaluating Competitors Strengths
and Weaknesses
265
7.5
Evaluating Competitive Relationships and Analysing
How Organizations Compete
271
7.6
Identifying Competitors Objectives
276
7.7
Identifying Competitors Likely Response Profiles
277
7.8
Competitor Analysis and the Development of Strategy
279
7.9
The Competitive Intelligence System
280
7.10
The Development of a Competitive Stance: The
Potential for Ethical Conflict
284
7.11
Summary
289
Stage Two: Where do We Want to Be? Strategic Direction
and Strategy Formulation
293
8
Missions and Objectives
297
8.1
Learning Objectives
297
8.2
Introduction
297
8.3
The Purpose of Planning
300
8.4
Establishing the Corporate Mission
303
8.5
Influences on Objectives and Strategy
316
8.6
Guidelines for Establishing Objectives and Setting
Goals and Targets
317
8.7
The Development of Strategies
332
8.8
Summary
336
9
Market Segmentation, Targeting and Positioning
339
9.1
Learning Objectives
339
9.2
Introduction
339
9.3
The Nature and Purpose of Segmentation
341
9.4
Approaches to Segmenting Markets
344
9.5
Factors Affecting the Feasibility of Segmentation
346
9.6
Approaches to Segmentation
347
9.7
The Bases for Segmentation
348
9.8
Geographic and Geodemographic Techniques
349
9.9
Demographic Segmentation
352
9.10
Behavioural Segmentation
357
9.11
Psychographic and Lifestyle Segmentation
361
9.12
Approaches to Segmenting Industrial Markets
365
9.13
Market Targeting
367
9.14
Deciding on the Breadth of Market Coverage
369
9.15
Product Positioning: The Battle for the Mind
372
9.16
Summary
377
viii Contents
10
The Formulation of Strategy
1 :
Analysing the Product Portfolio
379
10.1
Learning Objectives
379
10.2
Introduction
379
10.3
The Development of Strategic Perspectives
379
10.4
Models of Portfolio Analysis
384
10.5
Market Attractiveness and Business Position Assessment
392
10.6
Criticisms of Portfolio Analysis
398
10.7
Summary
401
11
The Formulation of Strategy
2:
Generic Strategies and the
Significance of Competitive Advantage
403
11.1
Learning Objectives
403
11.2
Introduction
403
11.3
Types of Strategy
404
11.4
Porter s Three Generic Competitive Strategies
407
11.5
Competitive Advantage and Its Pivotal Role in Strategic
Marketing Planning
413
11.6
Summary
453
12
The Formulation of Strategy
3:
Strategies for Leaders,
Followers, Challengers and Nichers
455
12.1
Learning Objectives
455
12.2
Introduction
455
12.3
The Influence of Market Position on Strategy
455
12.4
Strategies for Market Leaders
457
12.5
Marketing Strategy and Military Analogies:
Lessons for Market Leaders
468
12.6
Strategies for Market Challengers
483
12.7
Strategies for Market Followers
495
12.8
Strategies for Market Nichers
497
12.9
Military Analogies and Competitive Strategy: A Brief Summary
498
12.10
The Inevitability of Strategic Wear-out (or, The Law of
Marketing Gravity and Why Dead Cats Only Bounce Once)
506
12.11
The Influence of Product Evolution and the Product Life
Cycle on Strategy
510
12.12
Summary
518
Bibliography
519
Index
537
|
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| author | Gilligan, Colin Wilson, R. M. S. 1946- |
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
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| id | DE-604.BV035334628 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T21:31:32Z |
| institution | BVB |
| isbn | 9781856176170 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017139013 |
| oclc_num | 277069106 |
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| owner | DE-703 DE-1050 DE-384 |
| owner_facet | DE-703 DE-1050 DE-384 |
| physical | X, 552 S. graph. Darst. 25cm |
| publishDate | 2009 |
| publishDateSearch | 2009 |
| publishDateSort | 2009 |
| publisher | Elsevier |
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| spelling | Gilligan, Colin Verfasser aut Strategic marketing planning Colin Gilligan and Richard M. S. Wilson 2. ed. Amsterdam [u.a.] Elsevier 2009 X, 552 S. graph. Darst. 25cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index. - Previous ed.: 2003 Marketingpolitik stw Theorie stw Marketing Management Marketing Planning Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s DE-604 Wilson, R. M. S. 1946- Verfasser (DE-588)14088162X aut Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017139013&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Gilligan, Colin Wilson, R. M. S. 1946- Strategic marketing planning Marketingpolitik stw Theorie stw Marketing Management Marketing Planning Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 |
| title | Strategic marketing planning |
| title_auth | Strategic marketing planning |
| title_exact_search | Strategic marketing planning |
| title_full | Strategic marketing planning Colin Gilligan and Richard M. S. Wilson |
| title_fullStr | Strategic marketing planning Colin Gilligan and Richard M. S. Wilson |
| title_full_unstemmed | Strategic marketing planning Colin Gilligan and Richard M. S. Wilson |
| title_short | Strategic marketing planning |
| title_sort | strategic marketing planning |
| topic | Marketingpolitik stw Theorie stw Marketing Management Marketing Planning Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketingpolitik Theorie Marketing Management Marketing Planning Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017139013&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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