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Strategic marketing management

Author: Chernev, Alexander Publisher: Brightstar Media, 2009.Edition: 5th ed.Language: EnglishDescription: 283 p. : Graphs ; 24 cm.ISBN: 9780982512630Type of document: BookNote: Doriot: for 2016-2017 coursesBibliography/Index: Includes bibliographical references and index
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Book (short loan) Europe Campus
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Print HF5415.135 .C44 2009
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Book (short loan) Europe Campus
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001197817
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Book Europe Campus
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Book (short loan) Europe Campus
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Doriot: for 2016-2017 courses

Includes bibliographical references and index

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Strategic Marketing Management Table of Contents Introduction Marketing as a Business Discipline Part One The Framework for Marketing Management Introduction The Framework for Marketing Management Chapter 1 The Big Picture Chapter Chapter Chapter Chapter Chapter 2 3 4 5 6 Setting a Goal Developing a Strategy Designing the Tactics Defining the Implementation Identifying Controls 1 3 5 7 15 19 25 31 37 Part Two Situation Analysis and Identifying Target Markets Introduction Situation Analysis and Identifying Target Markets Chapter 7 Customer Analysis Chapter 8 Company Analysis Chapter 9 Collaborator Analysis Chapter 10 Competitive Analysis Chapter 11 Context Analysis 41 43 45 55 67 73 79 Part Thrree Managing Customer, Company, and Collaborator Value Introduction Managing Company, Customer, and Collaborator Value Chapter 12 Managing Customer Value Chapter 13 Managing Company Value Chapter 14 Managing Collaborator Value 85 87 89 101 111 Part Four Managing the Marketing Mix Introduction Managing the Marketing Mix Chapter 15 Managing Products and Services Chapter 16 Managing Brands Chapter 17 Managing Price Chapter 18 Managing Incentives Chapter 19 Managing Communications Chapter 20 Managing Distribution 119 121 123 131 143 153 161 177 Part Five Managing Growth 187 189 191 203 215 231 Introduction Managing Growth · Chapter 21 Gaining and Defending Market Position Chapter 22 Managing Sales Growth Chapter 23 Managing New Products Chapter 24 Managing Product Lines Part Six References 241 243 253 271 Chapter 25 Writing a Strategic Marketing Plan Chapter 26 Essential Financial Concepts in Marketing Chapter 27 Essential Marketing Metrics

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