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Marketing strategy the diff...
The third edition of this established book brings the reader up to date with the latest repurcussions of new technology upon marketing planning and implementation, and launches a new strategy model (SCORPIO) at the core of the book. As in previous editions, 'Marketing Strategy' strips away the confusion and jargon that surround what ought to be one of the most straightforward areas of modern business. Retaining a clear focus on the relationships between people as the basis of marketing, the book offers analysis of the pivotal role of marketing in the business strategy process. It shows how to: * develop a business strategy * devise a marketing strategy * implement a marketing strategy Providing a good balance between sound theory and practical know-how in an increasingly competitive environment, the book is indispensable for marketing practitioners, general managers and students alike. * Strips away the confusion and jargon that surround what ought to be one of the most straightforward areas of modern business * Retains a clear focus on the relationships between people as the basis of marketing * Offers analysis of the pivotal role of marketing in the business strategy process
Monografía
monografia Rebiun17862417 https://catalogo.rebiun.org/rebiun/record/Rebiun17862417 m o d cr cn||||||||| 091207s2007 ne a ob 001 0 eng d 9780080560717 electronic bk.) 0080560717 electronic bk.) UAM 991008422995304211 96382:96382 Elsevier Science & Technology http://www.sciencedirect.com OPELS. eng. pn. OPELS. OCLCQ. N$T. YDXCP. MNM. CNCGM. IDEBK. E7B. OCLCQ. SFB. B24X7. REDDC. OCLCQ. A7U. OCLCQ. OCLCF. TYFRS. OCLCQ BUS. 094000 bisacsh 658.8/02 22 Fifield, Paul Marketing strategy the difference between marketing and markets Paul Fifield 3rd ed Amsterdam Boston Elsevier/Butterworth-Heinemann 2007 Amsterdam Boston Amsterdam Boston Elsevier/Butterworth-Heinemann 1 recurso en línea (x, 316 pages) illustrations 1 recurso en línea (x, 316 pages) ScienceDirect All Books. Elsevier Includes index Includes bibliographical references and index Contents -- Preface to the third edition -- Preface to the second edition -- Preface to the first edition -- Acknowledgements -- Introduction -- I.1 What is Marketing? -- I.2 What is Strategy? -- I.3 What is Market(ing) Strategy? -- I.4 The approach of this book -- Part One -- Preparing for the Market Strategy -- 1. The internal business drivers -- 1.1. Personal value of the key implementers -- 1.2. The Mission/Leadership -- 1.3. Shareholder Value -- 1.4. Long term Financial Objective -- 1.5. Other Stakeholders' requirements -- 1.6. The Vision -- 2. The external environment -- 2.1. Customer & Market orientation -- 2.2. The Environment audit -- 2.2.1. Political audit -- 2.2.2. Economic audit -- 2.2.3. Sociological audit -- 2.2.4. Technological audit -- 2.2.5. International audit -- 2.2.6. Environmental audit -- 2.3. Opportunities & Threats -- 2.3.1. Industry analysis -- 2.3.2.Competition -- 2.3.3. Structural opportunities -- 2.3.4. The Resource/Performance audit -- 2.4. Strengths & Weaknesses -- 2.5.Competitor analysis -- 2.5.1.Competitive Opportunities -- 3. The business strategy -- 3.1. The Financial Hurdles -- 3.2. The Business Objective -- 3.3. The Business Strategy -- 3.4.Competitive Strategy -- 3.5. Sustainable Competitive Advantage -- Part Two -- Developing the Market Strategy -- 4. From business to market strategy -- 5. The Market Objectives -- 6. Developing the Market Strategy (SCORPIO) -- 6.1. Industry or Market? (I) -- 6.2. The Customer (C) -- 6.3. Segmentation & Targeting (S) -- 6.4. Positioning & Branding (P) -- 6.5. Customer Retention (R) -- 6.6.Organisation -- Processes & Culture (O) (with Hamish Mackay) -- 6.7. Offerings (O) -- Part Three -- From Market Strategy to Tactics -- 7. Making it happen -- 7.1. Market Plans -- 7.2. Market Control Systems -- 7.3. Strategy Evaluation -- 7.4. Identifying Barriers to Implementation -- 7.5. Identifying Drivers for Change -- 7.6. Using the System -- 7.7. Epilogue -- Appendices -- 1. The Strategy Checklist -- 2. Index The third edition of this established book brings the reader up to date with the latest repurcussions of new technology upon marketing planning and implementation, and launches a new strategy model (SCORPIO) at the core of the book. As in previous editions, 'Marketing Strategy' strips away the confusion and jargon that surround what ought to be one of the most straightforward areas of modern business. Retaining a clear focus on the relationships between people as the basis of marketing, the book offers analysis of the pivotal role of marketing in the business strategy process. It shows how to: * develop a business strategy * devise a marketing strategy * implement a marketing strategy Providing a good balance between sound theory and practical know-how in an increasingly competitive environment, the book is indispensable for marketing practitioners, general managers and students alike. * Strips away the confusion and jargon that surround what ought to be one of the most straightforward areas of modern business * Retains a clear focus on the relationships between people as the basis of marketing * Offers analysis of the pivotal role of marketing in the business strategy process Modo de acceso: World Wide Web Marketing Marketing- Management BUSINESS & ECONOMICS- Green Business. bisacsh Marketing. fast Marketing- Management. fast Electronic books Recursos electrónicos Libros electrónicos