Holdings: Marketing strategy :: THWS Bibkatalog

Marketing strategy: the difference between marketing and markets

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Bibliographic Details
Main Author:	Fifield, Paul (Author)
Format:	Book
Language:	English
Published:	Amsterdam u.a. Elsevier 2007
Edition:	3. ed.
Series:	Marketing/Management
Subjects:	Marketing Marketing > Management Marketingstrategie
Online Access:	Table of contents Publisher description Inhaltsverzeichnis
Physical Description:	X, 316 S. graph. Darst.
ISBN:	9780750656757

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MARC


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Record in the Search Index

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adam_text	THE DIFFERENCE BETWEEN MARKETING AND MARKETS PAUL FIFIELD ELSEVIER AMSTERDAM O BOSTON O HEIDELBERG LONDON NEW YORK OXFORD PARIS » SAN DIEGO SAN FRANCISCO SINGAPORE SYDNEY TOKYO BUTTERWORTH-HEINEMANN IS AN IMPRINT OF ELSEVIER N_N LNI PREFACE TO THE THIRD EDITION VII PREFACE TO THE SECOND EDITION IX PREFACE TO THE FIRST EDITION XI INTRODUCTION 1 1.1 WHAT IS MARKET(ING)? 1 1.2 WHAT IS STRATEGY? 9 1.3 WHAT IS MARKET(ING) STRATEGY? - 12 1.4 THE APPROACH OF THIS BOOK 19 PART ONE - PREPARING FOR THE MARKET(ING) STRATEGY 27 1 THE INTERNAL BUSINESS DRIVERS 29 1.1 PERSONAL VALUES OF THE KEY IMPLEMENTERS 29 1.2 THE MISSION/LEADERSHIP 31 1.3 SHAREHOLDER VALUE 33 1.4 LONG-TERM FINANCIAL OBJECTIVE 35 1.5 OTHER STAKEHOLDERS REQUIREMENTS 38 1.6 THE VISION 40 2 THE EXTERNAL ENVIRONMENT 43 2.1 CUSTOMER AND MARKET ORIENTATION - THE CULTURE 44 2.2 THE ENVIRONMENT AUDIT 44 2.3 OPPORTUNITIES AND THREATS 54 2.4 STRENGTHS AND WEAKNESSES 74 2.5 COMPETITOR ANALYSIS 78 2.6 ASSESSING OUR CURRENT POSITION - A CONCLUSION 82 3 THE BUSINESS STRATEGY ^ 87 3.1 THE FINANCIAL HURDLES 89 3.2 THE BUSINESS OBJECTIVE 90 3.3 BUSINESS STRATEGY 94 3.4 COMPETITIVE STRATEGY 97 3.5 SUSTAINABLE COMPETITIVE ADVANTAGE 104 VI CONTENTS PART TWO - DEVELOPING THE MARKET(ING) STRATEGY 113 4 FROM BUSINESS TO MARKET(ING) STRATEGY 115 5 THE MARKET OBJECTIVES 119 5.1 THE PLANNING PERIOD 120 5.2 WHAT MAKES A GOOD MARKET OBJECTIVE? 120 5.3 USING MARKET(ING) OBJECTIVES 122 6 DEVELOPING THE MARKET(ING) STRATEGY (SCORPIO) 127 6.1 INDUSTRY OR MARKET? 135 6.2 THE CUSTOMER 146 6.3 SEGMENTATION AND TARGETING 164 6.4 POSITIONING AND BRANDING 181 6.5 CUSTOMER RETENTION 203 6.6 ORGANIZATION - PROCESSES AND CULTURE (WITH HAMISH MACKAY) 218 6.7 OFFERINGS 238 PART THREE - FROM MARKET(ING) STRATEGY TO TACTICS 271 7 MAKING IT HAPPEN . 273 7.1 MARKET PLANS 275 7.2 MARKET CONTROL SYSTEMS 276 7.3 STRATEGY EVALUATION 278 7.4 IDENTIFYING BARRIERS TO IMPLEMENTATION 285 7.5 IDENTIFYING DRIVERS FOR CHANGE 290 7.6 USING THE SYSTEM 292 EPILOGUE 301 APPENDIX: THE STRATEGY CHECKLIST 305 INDEX 311
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discipline	Wirtschaftswissenschaften
edition	3. ed.
format	Book
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series2	Marketing/Management
spelling	Fifield, Paul Verfasser aut Marketing strategy the difference between marketing and markets Paul Fifield 3. ed. Amsterdam u.a. Elsevier 2007 X, 316 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing/Management Marketing Marketing Management Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 s 1\p DE-604 http://www.loc.gov/catdir/toc/els033/99165810.html Table of contents http://www.loc.gov/catdir/description/els033/99165810.html Publisher description GBV Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018932348&sequence=000001&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	Fifield, Paul Marketing strategy the difference between marketing and markets Marketing Marketing Management Marketingstrategie (DE-588)4120697-6 gnd
subject_GND	(DE-588)4120697-6
title	Marketing strategy the difference between marketing and markets
title_auth	Marketing strategy the difference between marketing and markets
title_exact_search	Marketing strategy the difference between marketing and markets
title_full	Marketing strategy the difference between marketing and markets Paul Fifield
title_fullStr	Marketing strategy the difference between marketing and markets Paul Fifield
title_full_unstemmed	Marketing strategy the difference between marketing and markets Paul Fifield
title_short	Marketing strategy
title_sort	marketing strategy the difference between marketing and markets
title_sub	the difference between marketing and markets
topic	Marketing Marketing Management Marketingstrategie (DE-588)4120697-6 gnd
topic_facet	Marketing Marketing Management Marketingstrategie
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