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Marketer's toolkit: the 10 strategies you need to succeed

Series: Harvard business essentials series Publisher: Harvard Business School Press, 2006.Language: EnglishDescription: 227 p. : Graphs/Ill. ; 24 cm.ISBN: 9781591397625Type of document: BookBibliography/Index: Includes bibliographical references and index and glossary
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415 .M3 2006
(Browse shelf)
001346694
Available 001346694
Total holds: 0

Includes bibliographical references and index and glossary

Digitized

Marketer's Toolkit The 10 Strategies You Need to Succeed Contents Introduction 1 Marketing Strategy How It Fits with Business Strategy What Is Strategy? The Strategy Process Where Marketing Fits In Marketing Strategy and Product Life Cycles Summing Up xi 1 2 4 5 8 16 2 Creating a Marketing Plan An Overview From Strategy to Plan Implementing Your Plan via the Marketing Mix Controlling Plan Implementation Summing Up 19 20 21 28 29 3 Market Research Listen and Learn Formal Market Research Two Formai Methods for Analyzing Buyer Preferences Informai Research Methods: Close Customer Contact Summing Up 31 33 35 43 50 4 Market Customization Segmentation, Targeting, and Positioning Segmentation From Segmentation to Targeting Positioning Summing Up 51 54 58 60 63 5 Competitor Analysis Understand Your Opponents Who Are Your Competitors? Characteristics for Analysis Porter's Five Forces Framework Summing Up 65 67 69 73 75 6 Branding Differentiation That Customers Value Differentiation of Commodity Products and Services Approaches to Differentiation Differentiation That Matters Sumrning Up 77 79 81 86 87 7 The Right Customers Acquisition, Retention, and Development Customer Economics Customer Retention Customer Development Summing Up 89 90 96 99 102 8 Developing New Products and Services The Marketer's Rote The Two Types of New Products Extending Product Lines into New Segments The New-Product Process The Marketer's Role Your New-Product Strategy 103 105 109 112 117 120 Beyond New Summing Up 120 122 9 Pricing It Right Strategies, Applications, and Pitfalls Cost-Plus Pricing Price Skimming Penetration Pricing Exploiting the Experience Curve Prestige Pricing Bait and Hook Pricing Price Promotions Customer-Perceived Value: The Ultimate Arbiter of Price Pricing and the Product Life Cycle Summing Up 125 127 128 130 132 133 134 135 138 139 142 10 Integrated Marketing Communications Creativity, Consistency, and Effective Resource Allocation The Goal of Marketing Communications Communication Vehicles Putting It All Together The Management Challenge Summing Up 145 147 148 152 153 154 11 Interactive Marketing New Channel, New Challenge Growing Online Sales E-mail Marketing Web-Based Merchandising Summing Up 157 158 162 166 169 12 Marketing Across Borders It's a Big, Big World Product Decisions Promotion Place (or Distribution) 171 173 177 178 Price Controlling Global Marketing Decisions Summing Up 179 180 182 13 The Future of Marketing Tomorrow's Challenges Today's Buyers Have More Information Delivering on the Promise Cutting Through the Clutter Market Fragmentation Measurement and Accountability The Ethics of Marketing Summing Up 185 186 187 188 190 191 193 195 Appendix: Useful Implementation Tools Notes Glossary For Further Reading Index About the Subject Adviser About the Writer 197 203 207 215 223 229 230

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