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Strategic marketing: an applied perspective

Author: Alsem, Karel Jan Publisher: McGraw-Hill, 2007.Language: EnglishDescription: 324 p. : Graphs ; 26 cm.ISBN: 9780073025865Type 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 Europe Campus
Main Collection
Print HF5415.135 .A57 2007
(Browse shelf)
001259711
Available 001259711
Total holds: 0

Includes bibliographical references and index

Digitized

Strategic Marketing An Applied Perspective Table of Contents Preface v PART ONE INTRODUCTION AND MARKET DEFINITION 1 Chapter 2 Mission, Value Strategies, and Market Definition 35 Introduction 35 Grazing at Starbucks 35 2.1 Developing a Customer-Oriented Vision 37 2.1.1 Mission and Vision 37 2.1.2 Mission 39 2.1.3 Vision and Ambition 40 Chapter 1 The Strategic Marketing Planning Process 3 Introduction 3 Introductory Case: Online Travel Companies Give the European Travel Industry Hope 3 1.1 Strategic Marketing Planning 5 1.1.1 Strategic Planning 5 1.1.2 Strategic Management 6 1.1.3 Strategic Marketing 6 2.2 Value Strategies 41 2.3 Market Definition 45 2.3.1 Market Définition at the SBU Level 45 2.3.2 Market Définition at the Product or Brand Level 46 2.3.3 Market Definition and New Activities 47 2.3.4 Importance of a Market Definition 49 1.2 Toward a More Balanced Marketing Concept 6 1.2.1 Marketing Theory 6 1.2.2 Development of the Marketing Concept Before 2000 7 1.2.3 Branding, Core Competencies, and Customer Relations 10 1.2.4 Toward a New Marketing Concept 11 1.2.5 Marketing as Strategy and Tactics 12 Summary 50 Notes 50 PART TWO SITUATION ANALYSIS 53 Chapter 3 Internai Analysis 55 Introduction 55 Diesel 56 3.1 Objectives 57 3.1.1 Requirements for Objectives 57 3.1.2 The Balanced Scorecard 58 1.3 Levels within a Company 13 1.3.1 Company or Corporate Level 13 1.3.2 Division Level and Strategic Business Unit Level 13 1.3.3 Product Level and Marketing Mix Level 14 1.3.4 The Position qf the Brand 15 1.4 The Core of the Marketing Strategy 15 1.4.1 Corporate Strategy: Direction of Growth and Value Strategy 15 1.4.2 Marketing Strategy: Target Group and Positioning 16 3.2 Evaluation of the Results: Identification of the Problem 62 3.2.1 Goal and Action Steps 62 3.2.2 Comparison of Results with Objectives 62 3.2.3 Detailed Analysis of Customer-Oriented Variables 63 1.5 The Strategic Marketing Planning Process 20 1.5.1 The Importance of an Environmental Analysis 20 1.5.2 Description of the Phases 20 1.5.3 Description of the Phases 23 3.3 Summary of the Strategy 64 3.4 Competitive Advantage as an Analytic Model 65 3.5 Identifying Competitive Advantages 66 3.5.1 Overview of Methods 66 3.5.2 Analysis of Strengths and Weaknesses at the Organization Level 66 Summary 27 Appendix: Structure of a Marketing Plan 27 Notes 31 3.5.3 Strengths and Weaknesses at the Brand Level 70 5.3 Macroenvironmental Factors 112 5.3.1 Demographic Factors 112 5.3.2 Economic Factors 113 5.3.3 Social-Cultural Factors 114 5.3.4 Technological Factors 116 5.3.5 Ecological Factors 116 5.3.6 Political-Legal Factors (Government) 117 5.3.7 Points of Intel-est for the Macroenvironmental Analysis 118 Summary 71 Notes 71 Chapter 4 Customer Analysis 73 Introduction 73 Marketing to Mom 73 4.1 Phases in the Customer Analysis 78 4.2 Segmentation Research 79 4.3 Models of Customer Perceptions 83 4.3.1 Multi-Attribute Attitude Model 84 4.3.2. Model of Customer Mue 89 4.3.3. SERVQUAL Model 85 5.4 Aggregated Market Factors 119 5.4.1 Market Size 119 5.4.2 Market and Suhmarket Growth and Product Life Cycle /20 5.4.3 Sensitivity to Economic and Seasonal Trends 121 4.4 Research into Customer Values 86 4.4.1 Introduction 86 4.4.2 Possible Customer Mues Per Segment 86 4.4.3 Importance of Customer Values and Conjoint Analysis 88 4.4.4 Brand Perceptions of Multidimensional Scaling 90 4.4.5 Tracking 94 4.4.6 Future Customer Values 94 5.5 Factors Related to Industry Structure 121 5.5.1 Profitabilitv 122 5.5.2 Industry Structure According to Porter 122 5.6 Determining Market Attractiveness 125 Summary 127 Notes 127 Chapter 6 Competitor Analysis 129 Introduction 129 Toys '12' Us 129 6.1 Goal and Structure of the Competitor Analysis 131 6.2 Identification and Choice of Competitors 133 6.2.1 Competition Levels 133 6.2.2 Methods for Identifying Competitors 134 6.2.3 Choice of identification Method 137 6.2.4 Choosing the Competitors 137 6.3 Objectives of Competitors 138 6.4 Current Strategies of Competitors 138 6.5 Factors That Determine Success and Strengths and Weaknesses 139 6.5.1 Identification of Key Success Factors 139 6.5.2 Determining the Strengths and Weaknesses of Competitors 140 6.5.3 Determining Relative Strengths and Weaknesses 140 4.5 Individual Customer Data 95 4.5.1 Possibilities and Limitations 95 4.5.2 Customer Selection 96 4.6 Primary Research 97 4.6.1 Qualitative or Quantitative Research 98 4.6.2 Structure of Qualitative Research 100 4.6.3 Structure of Quantitative Research 100 4.7 Secondary Sources of Consumer Data 101 4.7.1 Sales Databases 102 4.7.2 Direct Marketing Databases 103 Summary 103 Notes 104 Chapter 5 Industry Analysis 107 Introduction 107 Barbie versus Bratz 107 5.1 Competitive Analysis: Industry and Competitors 109 5.2 Goal and Structure of the Industry Analysis 110 5.2.1 Goal 110 5.2.2 Structure 111 6.6 Expected Strategies of Competitors 142 6.7 Data Sources 143 Summary 145 Notes 145 Chapter 7 Analysis of Distribution and Suppliers 147 Introduction 147 Wal-Mart: Big or Too Big? 147 7.1 Goal and Structure of a Distribution Analysis 149 7.2 Distribution Analysis at the Macro Level 150 7.2.1 Dimensions of the Analysis 150 7.2.2 Ehmination of Intermediaries 150 PART THREE CORPORATE DECISIONS AND MARKETING DECISIONS 199 Chapter 9 Corporate Objectives and Corporate Strategies 201 Introduction 201 The Samsung Way 201 9.1 Corporate Mission and Corporate Objectives 203 7.3 Distribution at the Meso Level 152 7.3.1 Distribution Structure al the Meso Level 152 7.3.2 Anesis of the Distribution Intensity of a Brand 152 7.4 Distribution Analysis at the Micro Level 154 7.5 Analysis of the Suppliers 156 Summary 157 9.1.1 Evaluation of the Corporate Mission aml Vision 204 9. 1.2 Corporate Objectives 204 9.2.1 Components of the Corporate Strategy 205 9.2.2 Portfolio SBUs 205 9.2 Corporate Strategy: Where to Compete 205 Chapter 8 From Analysis to Strategy 159 Introduction 159 Gillette: Leader by Innovation 159 8.1 Forecasting Methods 162 9.3 Corporate Strategy: With Whom to Compete 209 9.3.1 Infernal or External Growth 209 9.3.2 External Development: CompetitionDecreasing Strategies 209 9.3.3 SIVOT Analpis and the CompetitionDecreasing Strategy 210 9.3.4 Competition-Decreasing Strategies in Practice 212 8.1.1 Goal and Content 162 8.1.2 Overview of Forecasting Methods 164 8.1.3 Advantages and Disadvantages of the Various Forecasting Methods 168 8.1.4 Forecasting Variables and the Choice of the Forecasting Method 170 8.1.5 Genet-al Recommendations in Making Forecasts 172 8.1.6 Forecasting in Practice 173 Summary 213 Notes 213 Chapter 10 Marketing Objectives and Marketing Strategies 215 Introduction 215 Dasani Withdraws from the European Market 216 10.1 Marketing Objectives 219 10.2 Segmentation and Choice of a Target Group 220 10.2.1 Importance of Segmentation 220 10.2.2 Steps to Be Taken 221 10.2.3 Evaluation of the Market Segments 222 10.2.4 Selection of the Market Segments 222 10.2.5 Customer Intimacy and Loyalty Programs 224 8.2 SWOT Analysis 174 8.2.1 Goal and Content 174 8.2.2 Summary of the Situation Analysis 176 8. 2.3 Choice of a Value Strategy 179 8.2.4 Marketing Strategy Development 180 8. 2.5 Choosing an Option 183 8.2.6 SWOT Analysis in Practice 186 8.3 Portfolio Analysis 188 8.3.1 Goal and Content 188 8.3.2 The BCG Matrix 190 8.3.3 MABA Analvsis 192 8.3.4 Trajectorv Analysis 193 8.3.5 Toward a Portfolio Method for Brands 194 8.3.6 Pros and Cons of Portfolio Methods 195 10.3 Positioning: Managing a Brand Identity 226 10.3.1 Building Customer-Oriented Brand Value 226 Summary 196 Notes 197 10.3.2 Brand Levels, Brand Attributes, and Positioning Strategies 228 10.3.3 Developing a Brand Name 235 10.3.4 Design and Logo 238 11.5.8 Brand Tracking, Advertising Tracking, and Effect Research 284 10.4 Managing Brand Values 239 10.4.1 Brand Values over Time 239 10.4.2 Managing of Brands over Products 240 10.4.3 Managing of Brands over Countries 242 10.4.4 Pitjàlls in Brand Management 243 10.4.5 Experience Branding 243 11.6 Value Strategies, Branding, and the Internet 288 11.6.1 Introduction 288 11.6.2 Customer Intimacy and the Internet 289 11. 6.3 Product Leadership and the Internet 291 11.6.4 Operational Excellence and the Internet 292 11.6.5 Conclusions and Future Perspective 292 Summary 244 Notes 244 PART FOUR IMPLEMENTATION 247 Chapter 11 Objectives and Strategies for Marketing Instruments 249 Introduction 249 The Boss of Boss 250 11.1 Objectives for the Marketing Mix 254 11.2 Product Decisions 255 11.2.1 Objective 255 11.2.2 Decisions 256 Summary 293 Notes 294 Chapter 12 Organization and Implementation of Marketing 297 Introduction 297 Nokia: Connecting People 297 12.1 Organization of Marketing and Communication 301 12.1.1 Organization of Marketing 301 12.1.2 Organization of Communication 303 12.2.1 Importance of Motivation and Innovation 306 12.2.2 Vision 307 12.2.3 Leadership 307 12.2.4 Open Communication 307 12.2.5 Shared Goals 308 12.2.6 Stimulating Innovation 308 12.2.7 Customer-Oriented Rewarding with the Balanced Scorecard 309 12.2 Customer Orientation and Motivation 305 11.3 Price Decisions 257 11.3.1 Objective 257 11.3.2 Decisions 258 11.4 Channel Decisions 260 11.4.1 Objective 261 11.4.2 Decisions 261 11.5 Marketing Communication 264 11.5.1 Determination of the Target Audience 265 11.5.2 Proposition 266 11.5.3 Communication Objectives and Communication Budget 267 11.5.4 Briefing and Requirements Communication 271 11.5.5 Creation and Execution 273 11.5.6 Pretesting 275 11.5.7 Media Selection 277 12.3 Selling the Plan: Internai Marketing 309 12.3.1 Performance Projection of the Plan 309 12.3.2 Success factors for internat marketing 310 12.4 Planning Guidelines 312 12.5 Concluding Tips for Strategic Marketing 313 Summary 314 Notes 315 Index 317

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