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Strategic marketing decisions 2004 - 2005

Author: Doole, Isobel ; Low, RobinPublisher: Elsevier, 2004.Language: EnglishDescription: 255 p. : Ill. ; 30 cm.ISBN: 0750662808Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HF5415.135 .D66 2004
(Browse shelf)
Available 900095336
Total holds: 0

Includes bibliographical references and index


Contents Strategic Marketing Decisions 2004-2005 Strategic Marketing Decisions 2004-2005 Preface Welcome to the CIM coursebooks Unit 1 lntroduction to strategic marketing decisions lntroduction Changing dimensions of competitive advantage The changing dimensions of strategic marketing decisions The role of life cycles How organi~tions compete to achieve customer preference The role of competitive relationships Project management of limited life products and technologies Challenging traditional strategic thinking Drivers for realignment in strategic thinking Significance and application of new marketing thinking to strategic decisions The concept of value-based marketing Alternative approaches to strategic marketing decisions Issues of strategic marketing decision making in Small and Medium sized Enterprises (SMEs) Competitive strategy as a learning process Competitive strategy as an emergent learning process The role of knowledge management Building a knowledge management system An effective learning organization The role of Internet-based strategies in developing a sustainable competitive advantage Developing corporate wide marketing innovation The nature and impact of innovation Categories of innovation and the marketing implications Sources of innovation and opportunity identification The innovation process Risk-taking in bureaucratic and entrepreneurial organizations Managing innovation and creating the right culture Customer-led Internet marketing Decisions for a new strategic marketing direction Strategy evaluation: the reasons for marketing strategy failure and wear-out The reasons for strategy failure and underperformance Redefining the business Alternative marketing approaches Generic decisions for a successful strategy STP decisions Adopting the right competitive stance Unit 2 Unit 3 Unit 4 Unit 5 Contents Unit 6 Strategic decisions for global development Building competitive advantage through globalization Leveraging capability in global markets The lessons of best (and worst) practice in global firms Programme and process standardization Leveraging corporate learning across geographically diverse markets Building competitive capability in SMEs for global markets Developing innovative strategies t o achieve global fast growth Entrepreneurial and fast growth strategies Strategy decisions for a new direction E-business innovations Building portfolio value; branding, products and services Adding value through branding Product and service portfolio decisions New produp and service developments (NPD) Success and failure in NPD Integrated communications and relationship development The purpose of communications The integration of communications Success and failure in marketing communications Marketing communications planning Developing profitable long-term marketing relationships Using the extended organization to add portfolio value The value chain and supply chain management Distribution channel management Routes to market Extending the organization through alliances and network marketing Pricing and costing Pricing decisions Portfolio integration decisions Financial appraisal for strategic marketing decisions Assessing ownerlshareholder value Financial analysis for long-term decision making Financial analysis for short-term decision making Financial techniques for evaluating performance Achieving a sustainable competitive advantage Approaches to measuring performance Managing stakeholder expectations Issues of corporate social responsibility Ethical implications of decision making Unit 7 Unit 8 Unit 9 Unit 10 Unit 11 Unit 12 Appendices 1 2 3 4 Index Guidance on examination preparation Answers and debriefings Sample exam questions and answers Curriculum information and reading list

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