Mooradian, Todd A. Primary Author Matzler, Kurt Additional Author Ring, Lawrence J. Additional Author mixed material bibliography Upper Saddle River Pearson Prentice Hall 2011 en English

xix, 384 p. : ill., tabs. indexs. ; 23 cm. Table of Contents : Chapter 1: Overview of Marketing Strategy and the Strategic Marketing Process Chapter 2: Situation Assessment: The External Environment Chapter 3: Situation Assessment: The Company Chapter 4: Strategy Formation Chapter 5: Implementation Chapter 6: Planning, Assessment and Adjustment Section II – Situation Assessment Note 1: Market Definition Note 2: Context (PEST) Note 3: Customer Assessment – Trends and Insights Note 4: Consumer and Organizational Buyer Behavior Note 5: Competitor Analysis – Competitive Intelligence Note 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 Reduction Note 11: Economies and Diseconomies of Scale Note 12: Economies of Scope/Synergies and Virtuous Circles Note 13: Market Share Effects Note 14: Scenario Analysis Section III – Marketing Strategies Note 15: The Marketing Concept Note 16: What Is a Marketing Strategy? Note 17: Generic Strategies – Advantage and Scope Note 18: Generic Strategies – The Value Map Note 19: Generic Strategies – Product-Market Growth Strategies Note 20: Specific Marketing Strategies Section IV – Strategy Formulation Note 21: Market Segmentation Note 22: Loyalty-Based Marketing, Customer Acquisition, and Customer Retention Note 23: Customer Lifetime Value Note 24: Competitive Advantages Note 25: SWOT Analysis Note 26: Targeting Note 27: Positioning Section V – Implementation Note 28: Customer-Oriented Market Research Note 29: Brands and Branding Note 30: Products – New Product Development Note 31: Products – Innovations Note 32: Products – Product Portfolios Note 33: Pricing Strategies Note 34: Promotion and People – Integrated Marketing Communications Note 35: Place – Distribution Section VI – Documentation, and Assessment and Adjustment Note 36: Budgets, Forecasts, and Objectives Note 37: Staircase Analysis Note 38: Assessment and Adjustment Product Development New products Strategic marketing Industrial analysis BAD 9780137136971 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BAD Moo 35311 General (General) BAD Moo 38456 2011-11-25 00:00:00 2019-07-04 10:52:49 machine generated