Strategic marketing for the C-suite: a review of the research literature and its relevance to senior executives
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Boston ; Delft
Now
[2015]
|
| Series: | Foundations and trends in marketing
8,3 4 |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XI, 200 Seiten |
| ISBN: | 9781680830569 |
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MARC
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Record in the Search Index
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| adam_text | Contents
1 Introduction 3
1.1 Sharpening the focus to the CMO and the C-suite........... 5
1.2 The objectives and scope of this review .................. 7
1.3 The structure of the review.............................. 8
2 What are the Issues Facing the C-suite? 13
2.1 The role of the CMO....................................... 14
2.2 What are the current challenges and priorities
for the C-suite?......................................... 17
3 The First Domain:
The Value of Marketing to the Firm 23
3.1 Theme 1: Does marketing in general add value to the firm? 25
3.2 Theme 2; Do the details of branding, communication and
referral strategies matter?.............................. 36
3.3 Theme 3: Do happy customers lead to happy
shareholders? ........................................... 44
3 4 Theme 4: Does the idea of customer equity help align the
CMO with the CFO? ....................................... 53
3.5 Conclusions on the value of marketing to the firm......... 57
IX
X
4 The Second Domain: Managing The New Digital Market
Space 59
4.1 Theme 1: What is the nature of the digital
user experience?....................................... 60
4.2 Theme 2: How does the online channel change
marketing strategy?.................................... 68
4.3 Theme 3; What is the role of the search engine in the new
market space?.......................................... ?9
4.4 Theme 4: What are the new possibilities that online data
opens up for marketers?................................ 83
4.5 Conclusions on managing the new digital market space . . 90
5 The Third Domain: Achieving Profitable Growth Through
Innovation 93
5.1 Theme 1: Does innovation matter to shareholders? .... 94
5.2 Theme 2: How best to develop major new products? ... 98
5.3 Theme 3: How to bring innovations to
market successfully?..........................................106
5.4 Conclusions on achieving profitable growth
through innovation ......................................... 125
6 The Fourth Domain: Developing Marketing Capabilities as a
Source of Competitive Advantage 127
6.1 Theme 1: Do marketing capabilities have an impact on firm
performance? .................................................130
6.2 Theme 2: What strengthens the relationship between capa-
bilities and performance?........................................132
6.3 Theme 3: How to develop better marketing capabilities? . 138
6.4 Conclusions on developing marketing capabilities as a
source of competitive advantage...............................152
7 The Fifth Domain: Addressing Society’s Major Concerns 155
7.1 Theme 1: How can a firm best communicate to be per-
ceived as socially responsible?.............................. . . 156
7.2 Theme 2; How can firms encourage healthier
consumption of food and drink? ...............................161
xi
7.3 Theme 3: What should a firm s strategy be towards
digital piracy?.............................................168
7.4 Conclusions on addressing society s major concerns .... 171
8 The State of the Strategic Marketing Literature 173
8.1 What do we learn from a decade of academic research? . . 173
8.2 Is marketing academia losing its way? ......................175
8.3 The challenges facing academic research
on strategic marketing......................................177
References 185
|
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| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:24:26Z |
| institution | BVB |
| isbn | 9781680830569 |
| language | English |
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| physical | XI, 200 Seiten |
| publishDate | 2015 |
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| series | Foundations and trends in marketing |
| series2 | Foundations and trends in marketing |
| spelling | Midgley, David F. Verfasser (DE-588)17108991X aut Strategic marketing for the C-suite a review of the research literature and its relevance to senior executives David Midgley Boston ; Delft Now [2015] XI, 200 Seiten txt rdacontent n rdamedia nc rdacarrier Foundations and trends in marketing Vol. 8, Iss. 3-4 Strategisches Management (DE-588)4124261-0 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Unternehmensleitung (DE-588)4233771-9 gnd rswk-swf Marketing (DE-588)4037589-4 s Strategisches Management (DE-588)4124261-0 s Unternehmensleitung (DE-588)4233771-9 s b DE-604 Foundations and trends in marketing 8,3 4 (DE-604)BV022936683 8,3 4 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028802325&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Midgley, David F. Strategic marketing for the C-suite a review of the research literature and its relevance to senior executives Foundations and trends in marketing Strategisches Management (DE-588)4124261-0 gnd Marketing (DE-588)4037589-4 gnd Unternehmensleitung (DE-588)4233771-9 gnd |
| subject_GND | (DE-588)4124261-0 (DE-588)4037589-4 (DE-588)4233771-9 |
| title | Strategic marketing for the C-suite a review of the research literature and its relevance to senior executives |
| title_auth | Strategic marketing for the C-suite a review of the research literature and its relevance to senior executives |
| title_exact_search | Strategic marketing for the C-suite a review of the research literature and its relevance to senior executives |
| title_full | Strategic marketing for the C-suite a review of the research literature and its relevance to senior executives David Midgley |
| title_fullStr | Strategic marketing for the C-suite a review of the research literature and its relevance to senior executives David Midgley |
| title_full_unstemmed | Strategic marketing for the C-suite a review of the research literature and its relevance to senior executives David Midgley |
| title_short | Strategic marketing for the C-suite |
| title_sort | strategic marketing for the c suite a review of the research literature and its relevance to senior executives |
| title_sub | a review of the research literature and its relevance to senior executives |
| topic | Strategisches Management (DE-588)4124261-0 gnd Marketing (DE-588)4037589-4 gnd Unternehmensleitung (DE-588)4233771-9 gnd |
| topic_facet | Strategisches Management Marketing Unternehmensleitung |
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