Marketing strategy & management:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Los Angeles ; London
Sage
[2023]
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XII, 526 Seiten Illustrationen, Diagramme |
| ISBN: | 9781529778564 9781529778557 |
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| adam_text | Online Resources About the Author Acknowledgments 1 Setting the Stage: The Purpose and Promise of Marketing xiii xv xvii 1 Leadership Insights 1 - Kate Colarulli The Impossible Dream Learning Objectives Before We Begin Enduring Insights 1.1 - Walt Disney Enduring Insights 1.2- Michael Corleone The Value Proposition Enduring Insights 1.3 - Ben Ryan Marketing s Role and Obligation Blunders Insights 1.1 - Cultural Missteps in China Blunders Insights 1.2 - Is Zuckerberg Really That Clueless? Summary 2 3 5 5 7 9 11 12 13 17 21 24 2 Marketing Planning: Good Strategy Doesn t Just Happen 29 30 31 33 33 Leadership Insights 2 - Bill Tierney Good Planning Results In Synergies Learning Objectives The Marketing Plan Enduring Insights 2.1 - Sun Tzu Blunders Insights 2.1 - Moldy Whoppers? No Thanks. Enduring Insights 2.2 - Seneca Blunders Insights 2.2 - Crowdsourcing Is Bad News For the Whopper Achieving Synergies Enduring Insights 2.3 - Bear Bryant Summary 35 37 38 49 51 55 55 3 Reason-Based Strategic Decision-Making 61 Leadership Insights 3 - Christina Mallon Tough Decisions Learning Objectives The Decision-Making Process 62 63 64 65
viii · MARKETING STRATEGY MANAGEMENT Enduring Insights 3.1 - Winston Churchill Blunders Insights 3.1 - This Ketchup is Not for Kids! Enduring Insights 3.2 - Sherlock Holmes Blunders Insights 3.2 - Actually, Lisa Is Very Nice Enduring Insights 3.3 - Albert Einstein Marketing Metrics Summary 67 69 73 79 82 82 84 4 The Most Important Person: Prioritizing the Consumer Experience 89 Leadership Insights 4 - José Díaz Jurado 90 What do Consumers Want? 91 Learning Objectives 92 The Primacy of the Consumer 93 Enduring Insights 4.1-Jeff Bezos 93 Psychological Foundations of Consumer Behavior 94 Blunders Insights 4.1 - You Know Its Bad When These People Like You 98 Sociological Foundations of Consumer Behavior 100 Enduring Insights 4.2 - Malcolm Gladwell 102 Blunders Insights 4.2 - Lesson #1: Don t Promote Snacks to People Who are Fasting 108 Strategic Implications 109 Enduring Insights 4.3 ֊ Sun Tzu 109 Summary 113 5 Leadership. Who Is Steering This Ship? Leadership Insights 5 - Carolyn S. Fraser The Coolest Company You ve Never Heard About Learning Objectives What is Leadership? Enduring Insights 5.1 - Abraham Lincoln How a Leader Thinks Blunders Insights 5.1 - True Leaders Don t Have to Twist Arms Enduring Insights 5.2 - Albert Einstein Blunders Insights 5.2 - L Oréaľs Temporary Amnesia What a Leader Does Enduring Insights 5.3 - Maya Angelou Summary 117 118 119 120 120 122 122 124 127 131 132 139 142 6 Establishing and Strengthening a Strategic Competitive Advantage Leadership Insights 6 - Leland Foster Laury This Company has been Innovating for 630+ Years Learning Objectives Know
the Competition Enduring Insights 6.1 - Miyamoto Mushashi Blunders Insights 6.1 - Budweiser Blows $2.5 Million on a Bet? Know Thyself 147 148 149 150 150 151 155 156
CONTENTS · 7 ix Enduring Insights 6.2 - Wayne Gretzky Enduring Insights 6.3 - Sun Tzu Competitive Marketing Moves Enduring Insights 6.4 - Napoleon Bonaparte Blunders Insights 6.2 - Tesco Tries to Share the Blame Sustainability as a Source of Competitive Advantage Summary 157 160 160 163 166 167 170 Target Markets: Identifying and Targeting those Individuals Most Likely to Respond to the Marketing Strategy Leadership Insights 7 - Erin Hannon Off The Wall Targeting of Outcasts and Misfits Learning Objectives A Crowded World IPAT Segmentation Process Enduring Insights 7.1 - Robert Greene Blunders 8c Insights 7.1 - Selecting the Wrong Target Market Enduring Insights 7.2 - Michael Porter Different Target Markets Require Different Strategies Blunders Insights 7.2 - Sending an Unwanted Email? Get Ready for Hefty Fines The Sustainability Market Enduring Insights 7.3 - Confucius Summary 175 176 177 178 179 182 183 192 193 197 198 198 200 202 8 Product Strategies: Creating The Value Proposition Leadership Insights 8 - Ed Harris KFC Knows it s not խտէ about the Chicken Learning Objectives What is a Product? New Product Development Blunders 8c Insights 8.1 - Are HP Computers Racist? Product-Related Objectives and Strategy Enduring Insights 8.1 - Charles Darwin Blunders 8c Insights 8.2 ֊ Its Just a Cup of Coffee, Right? Enduring Insights 8.2 - Eleanor Roosevelt Enduring Insights 8.3 - Christine Lagarde Enduring Insights 8.4 - B.H. Liddell Hart Product Tactics Summary 207 208 209 211 211 212 213 219 222 223 224 227 231 232 232 9 Pricing Strategies: Signaling the Value Proposition
Leadership Insights 9 - Shawn Dragann Is Crypto the Future? Learning Objectives The Importance of Pricing 237 238 240 241 242
x · MARKETING STRATEGY MANAGEMENT Economic Principles Forces Enduring Insights 9.1 - Wangari Maathai Blunders Insights 9.1 - No, Poverty is Not a Game Consumer Perceptions of Price and Value Enduring Insights 9.2 - Seth Godin Pricing Objectives Blunders Insights 9.2 - The Rise and Fall of Peloton Pricing Strategies Enduring Insights 9.3 - DaphneCaruana Galizia Blunders Insights 9.2 - Money Drop Gone Wrong Pricing Tactics Summary 242 244 245 247 248 251 252 253 259 261 262 263 10 Place Strategies: Delivering the Value Proposition Leadership Insights 10 - Brittany Ford Logistics Should Get a Gold Medal Learning Objectives The Critical Role of the Supply Chain Enduring Insights 10.1 - Alexander The Great Relevant Economic Factors The Consumer Connection Blunders Insights 10.1 - Stranded In Paradise Supply Chain Objectives Enduring Insights 10.2 - Henry Ford Supply Chain Strategies Blunders Insights 10.2 - Fool Me Twice: Airbnb Commits a Double Blunder The Sustainable Supply Chain Enduring Insights 10.3 - Paul Polman Supply Chain Tactics Summary 267 268 269 270 270 274 274 277 278 279 280 281 287 288 290 291 291 Il Promotional Strategies: Advocating the Value Proposition Leadership Insights 11 - Orlando Acevedo What Does A Diamond Ring Really Mean? Learning Objectives The Power of Promotion Enduring Insights 11.1- Edward Bulwer-Lytton Promotional Planning Blunders Insights 11.1 ֊ Say What? Promotional Objectives Enduring Insights 11.2 - Indira Gandhi Promotional Strategy Blunders Insights 11.2 - Calling All Karens! KPIs 295 296 297 298 298 299 299 305 306 307 307 315 317
CONTENTS · Enduring Insights 11.3֊ Sun Tzu Promotional Tactics Summary 12 Customer Relationship Management: Developing and Growing Customer Relationships Leadership Insights 12 - Matt Gibson К-Pop: Delivering What Fans Want Learning Objectives Sticky Customers Enduring Insights 12.1 - Seth Godin Forging and Managing Customer Relationships Enduring Insights 12.2 - Vince Lombardi Blunders Insights 12.1 - Doctor Disconnect Enduring Insights 12.3 - Steve Jobs Measuring the Strength of Relationships Blunders Insights 12.2 - Boaty McBoatface Proves You Should Always Listen to Your Customers Summary xi 318 318 319 323 324 325 326 327 329 329 337 339 342 345 348 349 13 Facilitating Successful Strategy Execution Leadership Insights 13 - Ricardo Carrero The Not-So-Sweet Story of Chocolate Learning Objectives Organizing for Strategic Success Enduring Insights 13.1 ֊ Marie Curie Blunders Insights 13.1 - No, Our Beer Does not Cause the Coronavirus Monitoring Reporting Enduring Insights 13.2 - Charles De Gaulle Course Corrections Blunders Insights 13.2 - Mouse Misstep Enduring Insights 13.3 - C.S. Lewis Summary 353 354 355 357 357 358 364 365 370 373 376 378 380 Appendix 1 Outline of Marketing Plan 385 Appendix 2 Essentials of Marketing Analytics 387 Appendix 3 - Case Studies Sugar-Free PEZ? What Will Kids Think? Hyde Irish Whiskey: Neat or Rocky Road to New Markets? The Savannah Bananas: Bringing Fun and Profit Back to Baseball 397 405 415
xii · MARKETING STRATEGY MANAGEMENT David and Goliath: The Evolution of a Strategic Partnership in Wine Dear Tourists, Please Stop Walking Around in your Bikinis. Love, Venice Coffee and Customer Loyalty at Wawa Is Making History a Mission Impossible Task for Copa Airlines? Pricing at the Panama Canal Causes Global Ripple Effects Introducing the Blaa: Ireland s Soon-to-be Most Famous Tiny Roll Bugs in the Supply Chain: Growing the Edible Insect Market Riding the Wave of the Natural Hair Movement: Brand Extension at Curls, LLC. Emmi: How a Swiss Dairy Company Conquered the US Market Building Brand Engagement: The Sydney Opera House is So Much More than Top Hats and Tiaras Can Champagne Become An Everyday Drink? Should It? Index 422 430 438 445 453 461 469 477 486 494 502 511
|
| adam_txt |
Online Resources About the Author Acknowledgments 1 Setting the Stage: The Purpose and Promise of Marketing xiii xv xvii 1 Leadership Insights 1 - Kate Colarulli The Impossible Dream Learning Objectives Before We Begin Enduring Insights 1.1 - Walt Disney Enduring Insights 1.2- Michael Corleone The Value Proposition Enduring Insights 1.3 - Ben Ryan Marketing's Role and Obligation Blunders Insights 1.1 - Cultural Missteps in China Blunders Insights 1.2 - Is Zuckerberg Really That Clueless? Summary 2 3 5 5 7 9 11 12 13 17 21 24 2 Marketing Planning: Good Strategy Doesn't Just Happen 29 30 31 33 33 Leadership Insights 2 - Bill Tierney Good Planning Results In Synergies Learning Objectives The Marketing Plan Enduring Insights 2.1 - Sun Tzu Blunders Insights 2.1 - Moldy Whoppers? No Thanks. Enduring Insights 2.2 - Seneca Blunders Insights 2.2 - Crowdsourcing Is Bad News For the Whopper Achieving Synergies Enduring Insights 2.3 - Bear Bryant Summary 35 37 38 49 51 55 55 3 Reason-Based Strategic Decision-Making 61 Leadership Insights 3 - Christina Mallon Tough Decisions Learning Objectives The Decision-Making Process 62 63 64 65
viii · MARKETING STRATEGY MANAGEMENT Enduring Insights 3.1 - Winston Churchill Blunders Insights 3.1 - This Ketchup is Not for Kids! Enduring Insights 3.2 - Sherlock Holmes Blunders Insights 3.2 - Actually, Lisa Is Very Nice Enduring Insights 3.3 - Albert Einstein Marketing Metrics Summary 67 69 73 79 82 82 84 4 The Most Important Person: Prioritizing the Consumer Experience 89 Leadership Insights 4 - José Díaz Jurado 90 What do Consumers Want? 91 Learning Objectives 92 The Primacy of the Consumer 93 Enduring Insights 4.1-Jeff Bezos 93 Psychological Foundations of Consumer Behavior 94 Blunders Insights 4.1 - You Know Its Bad When These People Like You 98 Sociological Foundations of Consumer Behavior 100 Enduring Insights 4.2 - Malcolm Gladwell 102 Blunders Insights 4.2 - Lesson #1: Don't Promote Snacks to People Who are Fasting 108 Strategic Implications 109 Enduring Insights 4.3 ֊ Sun Tzu 109 Summary 113 5 Leadership. Who Is Steering This Ship? Leadership Insights 5 - Carolyn S. Fraser The Coolest Company You've Never Heard About Learning Objectives What is Leadership? Enduring Insights 5.1 - Abraham Lincoln How a Leader Thinks Blunders Insights 5.1 - True Leaders Don't Have to Twist Arms Enduring Insights 5.2 - Albert Einstein Blunders Insights 5.2 - L'Oréaľs Temporary Amnesia What a Leader Does Enduring Insights 5.3 - Maya Angelou Summary 117 118 119 120 120 122 122 124 127 131 132 139 142 6 Establishing and Strengthening a Strategic Competitive Advantage Leadership Insights 6 - Leland Foster Laury This Company has been Innovating for 630+ Years Learning Objectives Know
the Competition Enduring Insights 6.1 - Miyamoto Mushashi Blunders Insights 6.1 - Budweiser Blows $2.5 Million on a Bet? Know Thyself 147 148 149 150 150 151 155 156
CONTENTS · 7 ix Enduring Insights 6.2 - Wayne Gretzky Enduring Insights 6.3 - Sun Tzu Competitive Marketing Moves Enduring Insights 6.4 - Napoleon Bonaparte Blunders Insights 6.2 - Tesco Tries to Share the Blame Sustainability as a Source of Competitive Advantage Summary 157 160 160 163 166 167 170 Target Markets: Identifying and Targeting those Individuals Most Likely to Respond to the Marketing Strategy Leadership Insights 7 - Erin Hannon "Off The Wall" Targeting of Outcasts and Misfits Learning Objectives A Crowded World IPAT Segmentation Process Enduring Insights 7.1 - Robert Greene Blunders 8c Insights 7.1 - Selecting the Wrong Target Market Enduring Insights 7.2 - Michael Porter Different Target Markets Require Different Strategies Blunders Insights 7.2 - Sending an Unwanted Email? Get Ready for Hefty Fines The Sustainability Market Enduring Insights 7.3 - Confucius Summary 175 176 177 178 179 182 183 192 193 197 198 198 200 202 8 Product Strategies: Creating The Value Proposition Leadership Insights 8 - Ed Harris KFC Knows it's not խտէ about the Chicken Learning Objectives What is a Product? New Product Development Blunders 8c Insights 8.1 - Are HP Computers Racist? Product-Related Objectives and Strategy Enduring Insights 8.1 - Charles Darwin Blunders 8c Insights 8.2 ֊ Its Just a Cup of Coffee, Right? Enduring Insights 8.2 - Eleanor Roosevelt Enduring Insights 8.3 - Christine Lagarde Enduring Insights 8.4 - B.H. Liddell Hart Product Tactics Summary 207 208 209 211 211 212 213 219 222 223 224 227 231 232 232 9 Pricing Strategies: Signaling the Value Proposition
Leadership Insights 9 - Shawn Dragann Is Crypto the Future? Learning Objectives The Importance of Pricing 237 238 240 241 242
x · MARKETING STRATEGY MANAGEMENT Economic Principles Forces Enduring Insights 9.1 - Wangari Maathai Blunders Insights 9.1 - No, Poverty is Not a Game Consumer Perceptions of Price and Value Enduring Insights 9.2 - Seth Godin Pricing Objectives Blunders Insights 9.2 - The Rise and Fall of Peloton Pricing Strategies Enduring Insights 9.3 - DaphneCaruana Galizia Blunders Insights 9.2 - Money Drop Gone Wrong Pricing Tactics Summary 242 244 245 247 248 251 252 253 259 261 262 263 10 Place Strategies: Delivering the Value Proposition Leadership Insights 10 - Brittany Ford "Logistics" Should Get a Gold Medal Learning Objectives The Critical Role of the Supply Chain Enduring Insights 10.1 - Alexander The Great Relevant Economic Factors The Consumer Connection Blunders Insights 10.1 - Stranded In Paradise Supply Chain Objectives Enduring Insights 10.2 - Henry Ford Supply Chain Strategies Blunders Insights 10.2 - Fool Me Twice: Airbnb Commits a Double Blunder The Sustainable Supply Chain Enduring Insights 10.3 - Paul Polman Supply Chain Tactics Summary 267 268 269 270 270 274 274 277 278 279 280 281 287 288 290 291 291 Il Promotional Strategies: Advocating the Value Proposition Leadership Insights 11 - Orlando Acevedo What Does A Diamond Ring Really Mean? Learning Objectives ' The Power of Promotion Enduring Insights 11.1- Edward Bulwer-Lytton Promotional Planning Blunders Insights 11.1 ֊ Say What? Promotional Objectives Enduring Insights 11.2 - Indira Gandhi Promotional Strategy Blunders Insights 11.2 - Calling All Karens! KPIs 295 296 297 298 298 299 299 305 306 307 307 315 317
CONTENTS · Enduring Insights 11.3֊ Sun Tzu Promotional Tactics Summary 12 Customer Relationship Management: Developing and Growing Customer Relationships Leadership Insights 12 - Matt Gibson К-Pop: Delivering What Fans Want Learning Objectives Sticky Customers Enduring Insights 12.1 - Seth Godin Forging and Managing Customer Relationships Enduring Insights 12.2 - Vince Lombardi Blunders Insights 12.1 - Doctor Disconnect Enduring Insights 12.3 - Steve Jobs Measuring the Strength of Relationships Blunders Insights 12.2 - Boaty McBoatface Proves You Should Always Listen to Your Customers Summary xi 318 318 319 323 324 325 326 327 329 329 337 339 342 345 348 349 13 Facilitating Successful Strategy Execution Leadership Insights 13 - Ricardo Carrero The Not-So-Sweet Story of Chocolate Learning Objectives Organizing for Strategic Success Enduring Insights 13.1 ֊ Marie Curie Blunders Insights 13.1 - No, Our Beer Does not Cause the Coronavirus Monitoring Reporting Enduring Insights 13.2 - Charles De Gaulle Course Corrections Blunders Insights 13.2 - Mouse Misstep Enduring Insights 13.3 - C.S. Lewis Summary 353 354 355 357 357 358 364 365 370 373 376 378 380 Appendix 1 Outline of Marketing Plan 385 Appendix 2 Essentials of Marketing Analytics 387 Appendix 3 - Case Studies Sugar-Free PEZ? What Will Kids Think? Hyde Irish Whiskey: Neat or Rocky Road to New Markets? The Savannah Bananas: Bringing Fun and Profit Back to Baseball 397 405 415
xii · MARKETING STRATEGY MANAGEMENT David and Goliath: The Evolution of a Strategic Partnership in Wine Dear Tourists, Please Stop Walking Around in your Bikinis. Love, Venice Coffee and Customer Loyalty at Wawa Is "Making History" a Mission Impossible Task for Copa Airlines? Pricing at the Panama Canal Causes Global Ripple Effects Introducing the Blaa: Ireland's Soon-to-be Most Famous Tiny Roll Bugs in the Supply Chain: Growing the Edible Insect Market Riding the Wave of the Natural Hair Movement: Brand Extension at Curls, LLC. Emmi: How a Swiss Dairy Company Conquered the US Market Building Brand Engagement: The Sydney Opera House is So Much More than Top Hats and Tiaras Can Champagne Become An Everyday Drink? Should It? Index 422 430 438 445 453 461 469 477 486 494 502 511 |
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| spelling | Phillips, Diane M. Verfasser (DE-588)1282995243 aut Marketing strategy & management Diane M. Phillips Los Angeles ; London Sage [2023] XII, 526 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Entscheidungsfindung (DE-588)4113446-1 gnd rswk-swf Marketingmodell (DE-588)4168909-4 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Marketingstrategie (DE-588)4120697-6 s Marketingmanagement (DE-588)4168907-0 s Marketingmodell (DE-588)4168909-4 s Entscheidungsfindung (DE-588)4113446-1 s b DE-604 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=034125369&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Phillips, Diane M. Marketing strategy & management Entscheidungsfindung (DE-588)4113446-1 gnd Marketingmodell (DE-588)4168909-4 gnd Marketingstrategie (DE-588)4120697-6 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4113446-1 (DE-588)4168909-4 (DE-588)4120697-6 (DE-588)4168907-0 (DE-588)4123623-3 |
| title | Marketing strategy & management |
| title_auth | Marketing strategy & management |
| title_exact_search | Marketing strategy & management |
| title_exact_search_txtP | Marketing strategy & management |
| title_full | Marketing strategy & management Diane M. Phillips |
| title_fullStr | Marketing strategy & management Diane M. Phillips |
| title_full_unstemmed | Marketing strategy & management Diane M. Phillips |
| title_short | Marketing strategy & management |
| title_sort | marketing strategy management |
| topic | Entscheidungsfindung (DE-588)4113446-1 gnd Marketingmodell (DE-588)4168909-4 gnd Marketingstrategie (DE-588)4120697-6 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Entscheidungsfindung Marketingmodell Marketingstrategie Marketingmanagement Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034125369&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT phillipsdianem marketingstrategymanagement |