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|---|---|---|---|
| 999 |
_c5689 _d5689 |
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| 001 | 16234250 | ||
| 005 | 20210325162443.0 | ||
| 008 | 100514s2012 njua b 001 0 eng d | ||
| 010 | _a 2010020497 | ||
| 020 | _a9780136028048 | ||
| 020 | _a0136028047 | ||
| 040 |
_aEG-NcFUE _cDLC _dYDX _dYDXCP _dBWX _dCDX _dDLC _erda |
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| 050 | 0 | 0 |
_aHF5415.13 _b.M663 2012 |
| 082 | 0 | 0 |
_a658.802 _222 _bM.T.S |
| 100 | 1 |
_aMooradian, Todd A. _923646 _eauthor |
|
| 245 | 1 | 0 |
_aStrategic marketing / _cTodd A. Mooradian, Kurt Matzler, Lawrence J. Ring. |
| 264 | 1 |
_aBoston, MA : _bPearson Prentice Hall, _c[2012] |
|
| 264 | 4 | _a©2012. | |
| 300 |
_axxiv, 384 pages : _billustrations ; _c24 cm. |
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| 336 |
_2rdacontent _atext |
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| 337 |
_2rdamedia _aunmediated |
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| 338 |
_2rdacarrier _avolume |
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| 504 | _aIncludes bibliographical references and index. | ||
| 505 | 0 | _aSection 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 | |
| 520 | _aFor 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. | ||
| 650 | 0 |
_aMarketing _xManagement. _923647 |
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| 650 | 0 |
_aStrategic planning. _923648 |
|
| 700 | 1 |
_aMatzler, Kurt. _923649 _ejoint author |
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| 700 | 1 |
_aRing, Lawrence J. _923650 _ejoint author |
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| 942 |
_cBK _2ddc |
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