Strategic marketing /
Mooradian, Todd A.
Strategic marketing / Todd A. Mooradian, Kurt Matzler, Lawrence J. Ring. - xxiv, 384 pages : illustrations ; 24 cm.
Includes bibliographical references and index.
Section I - Overview Chapter 1: Overview of Marketing Strategy and the Strategic Marketing ProcessChapter 2: Situation Assessment: The External EnvironmentChapter 3: Situation Assessment: The CompanyChapter 4: Strategy FormationChapter 5: ImplementationChapter 6: Planning, Assessment and AdjustmentSection II - Situation AssessmentNote 1: Market DefinitionNote 2: Context (PEST)Note 3: Customer Assessment - Trends and InsightsNote 4: Consumer and Organizational Buyer BehaviorNote 5: Competitor Analysis - Competitive IntelligenceNote 6: Company Assessment - Missions and Visions Note 7: Company Assessment - The Value Chain Note 8: Industry Analysis Note 9: Product Lifecycle Note 10: Experience Curve Effects on Cost ReductionNote 11: Economies and Diseconomies of ScaleNote 12: Economies of Scope/Synergies and Virtuous CirclesNote 13: Market Share EffectsNote 14: Scenario Analysis Section III - Marketing StrategiesNote 15: The Marketing Concept Note 16: What Is a Marketing Strategy?Note 17: Generic Strategies - Advantage and ScopeNote 18: Generic Strategies - The Value MapNote 19: Generic Strategies - Product-Market Growth StrategiesNote 20: Specific Marketing StrategiesSection IV - Strategy FormulationNote 21: Market Segmentation Note 22: Loyalty-Based Marketing, Customer Acquisition, and Customer RetentionNote 23: Customer Lifetime ValueNote 24: Competitive AdvantagesNote 25: SWOT AnalysisNote 26: TargetingNote 27: PositioningSection V - ImplementationNote 28: Customer-Oriented Market ResearchNote 29: Brands and BrandingNote 30: Products - New Product DevelopmentNote 31: Products - InnovationsNote 32: Products - Product PortfoliosNote 33: Pricing StrategiesNote 34: Promotion and People - Integrated Marketing CommunicationsNote 35: Place - DistributionSection VI - Documentation, and Assessment and AdjustmentNote 36: Budgets, Forecasts, and ObjectivesNote 37: Staircase AnalysisNote 38: Assessment and AdjustmentAppendix A: Basic Financial Math for Marketing StrategyAppendix B: Strategic Marketing Plan ExerciseAppendix C: The One-Page MemoAppendix D: Case Analysis and Action-Oriented Decisions
For highly applied undergraduate and graduate marketing management or strategy courses. An all-purpose approach to strategic marketing management. Because strategic marketing is the essential marketing activity, Mooradian provides students with a highly applied decision-making framework and exploration of the tools that can be used to solve marketing problems.
9780136028048 0136028047
2010020497
Marketing--Management.
Strategic planning.
HF5415.13 / .M663 2012
658.802 / M.T.S
Strategic marketing / Todd A. Mooradian, Kurt Matzler, Lawrence J. Ring. - xxiv, 384 pages : illustrations ; 24 cm.
Includes bibliographical references and index.
Section I - Overview Chapter 1: Overview of Marketing Strategy and the Strategic Marketing ProcessChapter 2: Situation Assessment: The External EnvironmentChapter 3: Situation Assessment: The CompanyChapter 4: Strategy FormationChapter 5: ImplementationChapter 6: Planning, Assessment and AdjustmentSection II - Situation AssessmentNote 1: Market DefinitionNote 2: Context (PEST)Note 3: Customer Assessment - Trends and InsightsNote 4: Consumer and Organizational Buyer BehaviorNote 5: Competitor Analysis - Competitive IntelligenceNote 6: Company Assessment - Missions and Visions Note 7: Company Assessment - The Value Chain Note 8: Industry Analysis Note 9: Product Lifecycle Note 10: Experience Curve Effects on Cost ReductionNote 11: Economies and Diseconomies of ScaleNote 12: Economies of Scope/Synergies and Virtuous CirclesNote 13: Market Share EffectsNote 14: Scenario Analysis Section III - Marketing StrategiesNote 15: The Marketing Concept Note 16: What Is a Marketing Strategy?Note 17: Generic Strategies - Advantage and ScopeNote 18: Generic Strategies - The Value MapNote 19: Generic Strategies - Product-Market Growth StrategiesNote 20: Specific Marketing StrategiesSection IV - Strategy FormulationNote 21: Market Segmentation Note 22: Loyalty-Based Marketing, Customer Acquisition, and Customer RetentionNote 23: Customer Lifetime ValueNote 24: Competitive AdvantagesNote 25: SWOT AnalysisNote 26: TargetingNote 27: PositioningSection V - ImplementationNote 28: Customer-Oriented Market ResearchNote 29: Brands and BrandingNote 30: Products - New Product DevelopmentNote 31: Products - InnovationsNote 32: Products - Product PortfoliosNote 33: Pricing StrategiesNote 34: Promotion and People - Integrated Marketing CommunicationsNote 35: Place - DistributionSection VI - Documentation, and Assessment and AdjustmentNote 36: Budgets, Forecasts, and ObjectivesNote 37: Staircase AnalysisNote 38: Assessment and AdjustmentAppendix A: Basic Financial Math for Marketing StrategyAppendix B: Strategic Marketing Plan ExerciseAppendix C: The One-Page MemoAppendix D: Case Analysis and Action-Oriented Decisions
For highly applied undergraduate and graduate marketing management or strategy courses. An all-purpose approach to strategic marketing management. Because strategic marketing is the essential marketing activity, Mooradian provides students with a highly applied decision-making framework and exploration of the tools that can be used to solve marketing problems.
9780136028048 0136028047
2010020497
Marketing--Management.
Strategic planning.
HF5415.13 / .M663 2012
658.802 / M.T.S