Title:
Strategic marketing
Personal Author:
Series:
McGraw-Hill/Irwin series in marketing
Edition:
8th ed.
Publication Information:
New York, NY : McGraw-Hill Irwin, 2006
ISBN:
9780072966343
Added Author:
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000004999649 | HF5415.135 C72 2006 | Open Access Book | Book | Searching... |
On Order
Summary
Summary
Discusses the concepts and processes that aim to gain the competitive advantage in the marketplace. This title examines the components of a market-driven strategy, including technology, customer service, customer relationships, pricing, and the global economy. It also extends beyond the traditional focus on managing the marketing mix.
Table of Contents
| Part I Market-Driven Strategy |
| Chapter 1 Market Driven Strategy |
| Chapter 2 Business and Marketing Case |
| 1-1 Bertelsmann AG - China Case |
| 1-2 Wal-Mart Case |
| 1-3 EuroDisney |
| Part II Situation Analysis |
| Chapter 3 Market Vision, Structure, and Analysis |
| Chapter 4 Segmenting Markets |
| Chapter 5 Continuous Learning about Markets Case |
| 2-1 Iridium Case |
| 2-2 Nike Case |
| 2-3 Campbell Soup |
| Part III Designing Market-Driven Strategies |
| Chapter 6 Market Targeting and Strategic Positioning |
| Chapter 7 Relationship Strategies |
| Chapter 8 Planning for New Products Case |
| 3-1 Johnson & Johnson Case |
| 3-2 McDonald's Case |
| 3-3 Apex Chemical Company |
| Part IV Market-Focused Program Development |
| Chapter 9 Strategic Brand Management |
| Chapter 10 Managing Value Chain Relationships |
| Chapter 11 Pricing Strategy |
| Chapter 12 Promotion, Advertising, and Sales Promotion Strategies |
| Chapter 13 Sales Force and Direct Marketing Strategies Case |
| 4-1 Hill's Science Diet Pet Food Case |
| 4-2 Hewlett-Packard Company Case |
| 4-3 Yoplait USA |
| Part V Implementing and Managing Market-Driven Strategies |
| Chapter 14 Designing Market-Driven Organizations |
| Chapter 15 Strategy Implementation and Control Case |
| 5-1 Airbus Case |
| 5-2 United States Tobacco Company Case |
| 5-3 Motorola |
| Part VI Comprehensive Cases Case |
| 6-1 Coca-Cola (Japan) Company Case |
| 6-2 SystemSoft Corporation Case |
| 6-3 Cima Mountaineering, Inc. Case |
| 6-4 CUTCO International Case |
| 6-5 Highlights for Children, Inc. Case |
| 6-6 L'Oreal Nederland BV Case |
| 6-7 Capital Case |
| 6-8 Corporation Case |
| 6-9 During AG (Fottle) Case |
| 6-10 Optical Fiber Corporation Case |
| 6-11 Murphy Brewery Ireland, Limited Case |
| 6-12 Golden Valley Microwave Foods, Inc. Case |
| 6-13 The Bacova Guild, Ltd. (A) Case |
| 6-14 Powrtron Corporation Case |
| 6-15 Wind Technology Case |
| 6-16 Dunkin' Donuts Case |
| 6-17 Stone & Lewis Case |
| 6-18 Konark Television India Case |
| 6-19 Wentworth Industrial Cleaning Supplies Case |
| 6-20 LoJack Corporation |
