Overview

An all-purpose approach to strategic marketing management. Because strategic marketing is the essential marketing activity, Mooradian provides readers with a highly applied decision-making framework and exploration of the tools that can be used to solve marketing problems.

Full Product Details

Author:   Todd Mooradian ,  Kurt Matzler ,  Larry Ring
Publisher:   Pearson Education (US)
Imprint:   Pearson
Edition:   United States ed
Dimensions:   Width: 18.70cm , Height: 2.30cm , Length: 23.20cm
Weight:   0.660kg
ISBN:  

9780136028048

ISBN 10:   0136028047
Pages:   408
Publication Date:   16 February 2011
Audience:   College/higher education ,  Undergraduate ,  Postgraduate, Research & Scholarly
Replaced By:   9781292020563
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   Awaiting stock  

Table of Contents

Section I - Overview Chapter 1: Overview of Marketing Strategy and the Strategic Marketing Process Chapter 2: Situation Assessment: The External Environment Chapter 3: Situation Assessment: The Company Chapter 4: Strategy Formation Chapter 5: Implementation Chapter 6: Planning, Assessment and Adjustment Section II - Situation Assessment Note 1: Market Definition Note 2: Context (PEST) Note 3: Customer Assessment - Trends and Insights Note 4: Consumer and Organizational Buyer Behavior Note 5: Competitor Analysis - Competitive Intelligence Note 6: Company Assessment - Missions and Visions Note 7: Company Assessment - The Value Chain Note 8: Industry Analysis Note 9: Product Lifecycle Note 10: Experience Curve Effects on Cost Reduction Note 11: Economies and Diseconomies of Scale Note 12: Economies of Scope/Synergies and Virtuous Circles Note 13: Market Share Effects Note 14: Scenario Analysis Section III - Marketing Strategies Note 15: The Marketing Concept Note 16: What Is a Marketing Strategy? Note 17: Generic Strategies - Advantage and Scope Note 18: Generic Strategies - The Value Map Note 19: Generic Strategies - Product-Market Growth Strategies Note 20: Specific Marketing Strategies Section IV - Strategy Formulation Note 21: Market Segmentation Note 22: Loyalty-Based Marketing, Customer Acquisition, and Customer Retention Note 23: Customer Lifetime Value Note 24: Competitive Advantages Note 25: SWOT Analysis Note 26: Targeting Note 27: Positioning Section V - Implementation Note 28: Customer-Oriented Market Research Note 29: Brands and Branding Note 30: Products - New Product Development Note 31: Products - Innovations Note 32: Products - Product Portfolios Note 33: Pricing Strategies Note 34: Promotion and People - Integrated Marketing Communications Note 35: Place - Distribution Section VI - Documentation, and Assessment and Adjustment Note 36: Budgets, Forecasts, and Objectives Note 37: Staircase Analysis Note 38: Assessment and Adjustment Appendix A: Basic Financial Math for Marketing Strategy Appendix B: Strategic Marketing Plan Exercise Appendix C: The One-Page Memo Appendix D: Case Analysis and Action-Oriented Decisions

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