Advanced introduction to marketing strategy:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Cheltenham, UK ; Northampton, MA, USA
Edward Elgar Publishing
[2022]
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| Series: | Elgar advanced introductions
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| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Literaturverzeichnis: Seite 113-122 |
| Physical Description: | xi, 127 Seiten |
| ISBN: | 9781800377905 9781800377882 |
Staff View
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| adam_text | Contents About the author Preface vii ix 1 Marketing strategy: the guiding premises Guiding premises Persistent dilemmasshaping marketing strategy My plan for this book Summary 1 4 8 10 12 2 Marketing strategy: looking back to see ahead Influences on strategy making Looking toward a more turbulent future Looking ahead 13 17 19 22 3 Achieving customer value leadership What is customer value? Customer value priorities 24 25 28 4 Sustaining customer value leadership Changing value priorities: the threat of commoditization Integrating outside-in and inside-out considerations Summary 35 36 40 43 5 Innovating new value for customers: the full-spectrum approach Full-spectrum innovation Pathways to faster growth 46 47 45 v
vi ADVANCED INTRODUCTION TO MARKETING STRATEGY Summary: outside-in innovation 58 6 Innovating the business model Which way to grow? 60 65 7 Strategy formulation starts from the outside in Which path to strategy? Cognate concepts An iterative approach to strategy formulation 70 71 73 78 8 Enabling outside-in strategy making Leadership emphasis and role modeling Performance gains from outside-in approaches Summary of the performance effects 81 82 89 91 9 Preparing marketing for greater turbulence Digital turbulence Market turbulence Implications for marketing organizations Bringing the future forward The changing role of the C-suite Implications for marketing Summary Appendix: what role for marketing leaders? References Index 93 95 96 99 102 103 105 108 109 113 123
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| adam_txt |
Contents About the author Preface vii ix 1 Marketing strategy: the guiding premises Guiding premises Persistent dilemmasshaping marketing strategy My plan for this book Summary 1 4 8 10 12 2 Marketing strategy: looking back to see ahead Influences on strategy making Looking toward a more turbulent future Looking ahead 13 17 19 22 3 Achieving customer value leadership What is customer value? Customer value priorities 24 25 28 4 Sustaining customer value leadership Changing value priorities: the threat of commoditization Integrating outside-in and inside-out considerations Summary 35 36 40 43 5 Innovating new value for customers: the full-spectrum approach Full-spectrum innovation Pathways to faster growth 46 47 45 v
vi ADVANCED INTRODUCTION TO MARKETING STRATEGY Summary: outside-in innovation 58 6 Innovating the business model Which way to grow? 60 65 7 Strategy formulation starts from the outside in Which path to strategy? Cognate concepts An iterative approach to strategy formulation 70 71 73 78 8 Enabling outside-in strategy making Leadership emphasis and role modeling Performance gains from outside-in approaches Summary of the performance effects 81 82 89 91 9 Preparing marketing for greater turbulence Digital turbulence Market turbulence Implications for marketing organizations Bringing the future forward The changing role of the C-suite Implications for marketing Summary Appendix: what role for marketing leaders? References Index 93 95 96 99 102 103 105 108 109 113 123 |
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| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
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| isbn | 9781800377905 9781800377882 |
| language | English |
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| physical | xi, 127 Seiten |
| publishDate | 2022 |
| publishDateSearch | 2022 |
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| publisher | Edward Elgar Publishing |
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| series2 | Elgar advanced introductions |
| spelling | Day, George S. 1937- Verfasser (DE-588)120168537 aut Advanced introduction to marketing strategy George S. Day, Geoffrey T. Boisi Emeritus Professor, The Wharton School, University of Pennsylvana, USA Marketing strategy Cheltenham, UK ; Northampton, MA, USA Edward Elgar Publishing [2022] © 2022 xi, 127 Seiten txt rdacontent n rdamedia nc rdacarrier Elgar advanced introductions Literaturverzeichnis: Seite 113-122 Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Kundenorientierung (DE-588)4316837-1 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Marketingstrategie (DE-588)4120697-6 s Kundenorientierung (DE-588)4316837-1 s b DE-604 Erscheint auch als Online-Ausgabe 978-1-80037-789-9 (DE-604)BV048479165 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=033752799&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Day, George S. 1937- Advanced introduction to marketing strategy Marketingstrategie (DE-588)4120697-6 gnd Kundenorientierung (DE-588)4316837-1 gnd |
| subject_GND | (DE-588)4120697-6 (DE-588)4316837-1 (DE-588)4123623-3 |
| title | Advanced introduction to marketing strategy |
| title_alt | Marketing strategy |
| title_auth | Advanced introduction to marketing strategy |
| title_exact_search | Advanced introduction to marketing strategy |
| title_exact_search_txtP | Advanced introduction to marketing strategy |
| title_full | Advanced introduction to marketing strategy George S. Day, Geoffrey T. Boisi Emeritus Professor, The Wharton School, University of Pennsylvana, USA |
| title_fullStr | Advanced introduction to marketing strategy George S. Day, Geoffrey T. Boisi Emeritus Professor, The Wharton School, University of Pennsylvana, USA |
| title_full_unstemmed | Advanced introduction to marketing strategy George S. Day, Geoffrey T. Boisi Emeritus Professor, The Wharton School, University of Pennsylvana, USA |
| title_short | Advanced introduction to marketing strategy |
| title_sort | advanced introduction to marketing strategy |
| topic | Marketingstrategie (DE-588)4120697-6 gnd Kundenorientierung (DE-588)4316837-1 gnd |
| topic_facet | Marketingstrategie Kundenorientierung Lehrbuch |
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