Applied Strategic Marketing: A Step by Step Approach
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Abingdon, Oxon
Routledge
2019
|
| Ausgabe: | [updated and revised version of its Dutch counterpart] |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | "Published in Dutch by Noordhoff Publishers, 1993, 2017.". - Includes bibliographical references and index |
| Beschreibung: | xii, 424 Seiten Illustrationen |
| ISBN: | 9781138331907 9781138332089 |
Internformat
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Datensatz im Suchindex
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|---|---|
| adam_text | Preface Acknowledgements xi xiii Part I: Introduction and marketing planning 1 The essence of marketing 1.1 1.2 Introduction The changing landscape of marketing What is marketing? Summary Case Fender: will the engine of rock continue to rock? 2 The strategic marketing planning process 2.1 2.2 2.3 2.4 Introduction Levels within a company The core of marketing strategy The strategic marketing planning process Structure of a marketing plan Summary Case experience: Disneyland Resort Paris 3 3 3 5 16 18 21 21 21 24 29 39 42 44 Part II: Situation analysis 3 Mission, value strategies, and market definition 3.1 Introduction Developing a customer-oriented vision 51 52 52
vi CONTENTS 3.2 3.3 Value strategies Market definition Summary Case Starbucks: coffee is experience Internal analysis 4.1 4.2 4.3 4.4 4.5 Introduction Objectives Evaluation of the results Goal of the internal analysis: finding the DNA Internal analysis at the company level Strengths and weaknesses at the brand level Summary Case how Walmart found its footing in the Amazon era Customer analysis 5.1 5.2 5.3 5.4 5.5 5.6 5.7 Introduction Phases in the customer analysis Segmentation research Models of customer perceptions Research into customer values Measuring brand strength Individual customer data Primary research Summary Case Kia: from budget to premium Industry analysis 6.1 6.2 6.3 6.4 6.5 6.6 Introduction Competitive analysis: industry and competitors Goal and structure of the industry analysis Macro-environmental factors Aggregated market factors Factors related to industry structure Determining market attractiveness Summary Case price fighters amaze friend and foe Competitor analysis 7.1 7.2 7.3 Introduction Goal and structure of the competitor analysis Identification and choice of competitors Objectives of competitors 57 61 69 70 73 74 74 79 82 84 89 90 92 99 100 100 102 106 110 121 126 130 136 138 142 143 143 144 145 154 158 163 164 166 171 172 172 174 180
CONTENTS 7.4 7.5 7.6 7.7 8 Current strategies of competitors Factors that determine success and strengths and weaknesses of competitors Expected strategies of competitors Data sources Summary Case McDonald s versus Burger King: concept or taste Analysis of distribution and suppliers Introduction 8.1 Goal and structure of a distribution analysis 8.2 Distribution analysis at the macro level 8.3 Distribution analysis at the meso level 8.4 Distribution analysis at the micro level:retail analysis 8.5 Analysis of suppliers Summary Case challenges in food distribution: the Barika story 9 SWOT analysis 9.1 9.2 9.3 9.4 9.5 9.6 9.7 Introduction Definitions and forecasting Summary of the situation analysis Vision on the environment Problem conclusion and unrevised policy Choice of a value strategy Marketing strategic options Choosing a marketing strategic option Summary Case Pepsi Cola in the USA: strategic choices 181 182 186 187 189 190 196 197 197 198 200 203 207 209 210 216 217 217 220 221 222 223 224 230 234 235 Part III: Corporate decisions and marketing decisions 10 Corporate objectives and corporate strategies Introduction 10.1 Corporate vision and corporate objectives 10.2 Portfolio analysis 10.3 Corporate strategy: where to compete 10.4 Corporate strategy: with whom to compete Summary Case chocolate of Barry Callebaut 243 244 244 245 257 262 267 268 vii
viii CONTENTS Marketing objectives and marketing strategies 11.1 11.2 11.3 11.4 11.5 11.6 11.7 Introduction Marketing objectives Segmentation and choice of a target group Brand positioning Brand architecture Brand names Design and logo Managing brands Summary Case Audi: Vorsprung durch Technik 277 278 279 280 287 298 299 306 308 317 319 Part IV: Implementation 12 Product, price, place 12.1 12.2 12.3 12.4 Introduction Guidelines for the marketing mix Product Pricing Distribution Summary Case Nespresso: exclusive coffee Marketing communication 13.1 13.2 13.3 13.4 13.5 13.6 13.7 13.8 13.9 13.10 Introduction Steps in communication planning Determination of the target audience Selecting a proposition Communication objectives and communication budget Briefing and requirements for communication Creation and execution Pretesting Communication tools and media Online communication Brand and advertising tracking and effect research Summary Case Ikea moves online Organization and implementation of marketing 14.1 14.2 Introduction Marketing and personnel Organization of marketing and communication 325 326 327 329 332 337 342 343 347 348 348 349 351 352 357 359 364 366 372 375 380 381 386 387 387 395
CONTENTS 14.3 14.4 Performance projection and selling the plan Planning guidelines Summary Case personal care more important forUnilever 400 403 405 407 Bibliography 411 Index 417 ix
|
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| dewey-full | 658.8/02 |
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| dewey-ones | 658 - General management |
| dewey-raw | 658.8/02 |
| dewey-search | 658.8/02 |
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | [updated and revised version of its Dutch counterpart] |
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| illustrated | Illustrated |
| indexdate | 2024-07-10T08:20:42Z |
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| isbn | 9781138331907 9781138332089 |
| language | English |
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| spelling | Alsem, Karel Jan 1957- (DE-588)170845397 aut Strategische marketingplanning Applied Strategic Marketing A Step by Step Approach Karel Jan Alsem [updated and revised version of its Dutch counterpart] Abingdon, Oxon Routledge 2019 xii, 424 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier "Published in Dutch by Noordhoff Publishers, 1993, 2017.". - Includes bibliographical references and index Marketing Management Strategische Planung (DE-588)4309237-8 gnd rswk-swf 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 Strategische Planung (DE-588)4309237-8 s b DE-604 Erscheint auch als Online-Ausgabe Alsem, K. J., author Applied strategic marketing Abingdon, Oxon ; New York, NY : Routledge, 2019 978-0-4298-2337-4 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=030915860&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Alsem, Karel Jan 1957- Applied Strategic Marketing A Step by Step Approach Marketing Management Strategische Planung (DE-588)4309237-8 gnd Strategisches Management (DE-588)4124261-0 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4309237-8 (DE-588)4124261-0 (DE-588)4037589-4 |
| title | Applied Strategic Marketing A Step by Step Approach |
| title_alt | Strategische marketingplanning |
| title_auth | Applied Strategic Marketing A Step by Step Approach |
| title_exact_search | Applied Strategic Marketing A Step by Step Approach |
| title_full | Applied Strategic Marketing A Step by Step Approach Karel Jan Alsem |
| title_fullStr | Applied Strategic Marketing A Step by Step Approach Karel Jan Alsem |
| title_full_unstemmed | Applied Strategic Marketing A Step by Step Approach Karel Jan Alsem |
| title_short | Applied Strategic Marketing |
| title_sort | applied strategic marketing a step by step approach |
| title_sub | A Step by Step Approach |
| topic | Marketing Management Strategische Planung (DE-588)4309237-8 gnd Strategisches Management (DE-588)4124261-0 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Management Strategische Planung Strategisches Management Marketing |
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