Author: Venkatesh Shankar
Publisher: Edward Elgar Publishing
ISBN: 1781005222
Size: 43.27 MB
Format: PDF, ePub
Category : Business & Economics
Languages : un
Pages : 528
View: 4424

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This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy.

Author: Frank Bradley
Publisher: Pearson Education
ISBN: 9780273686880
Size: 38.70 MB
Format: PDF, Kindle
Category : Electronic books
Languages : en
Pages : 408
View: 3520

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This book is structured around a comprehensive five stage managerial model of international marketing decision making at all stages of the enterprise life cycle. It is based on the most recent research.

Author: O. C. Ferrell
Publisher: Cengage Learning
ISBN: 1285657446
Size: 21.67 MB
Format: PDF
Category : Business & Economics
Languages : un
Pages : 432
View: 3521

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Thoroughly revised and updated, MARKETING STRATEGY, 6e continues with one primary goal: to teach students to think and act like marketers. Packed with cutting-edge coverage, current examples, new cases, and photographs, the sixth edition delivers a practical, straightforward approach to analyzing, planning, and implementing marketing strategies--helping students learn to develop a customer-oriented market strategy and market plan. Students sharpen their analytical and creative critical thinking skills as they learn the key concepts and tools of marketing strategy. Continuing in the text's signature student-friendly style, the sixth edition covers essential points without getting bogged down in industry jargon--all in a succinct 10 chapters. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

Author: Graham J. Hooley
Publisher: Pearson Education
ISBN: 9780273655169
Size: 20.36 MB
Format: PDF, Docs
Category : Business & Economics
Languages : en
Pages : 622
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Marketing Strategy and Competitive Positioning deals with the process of developing and implementing a marketing strategy. The third edition focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage.

Author:
Publisher: Bib. Orton IICA / CATIE
ISBN:
Size: 63.93 MB
Format: PDF, Kindle
Category :
Languages : en
Pages :
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Author: Paul Fifield
Publisher: Routledge
ISBN: 1136004424
Size: 17.78 MB
Format: PDF, Mobi
Category : Business & Economics
Languages : un
Pages : 352
View: 7612

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Marketing Strategy strips away the confusion and jargon that surround what ought to be one of the most straightforward areas of modern business. Marketing and strategy are about relationships between people and this is brought clearly into focus in the text. The marketing practitioner will find this an accomplished book on the role of the marketing director in the successful organization of the year 2000 and beyond. Managers, outside that specialism will be able to understand the pivotal role of marketing in the business strategy process while students will value the bridge it creates between academic theory and practical implementation of marketing in an increasingly competitive environment. Key aims of the book are: * developing a business strategy * devising a marketing strategy * implementing a marketing strategy

Author: Simon Hall
Publisher: Kogan Page Publishers
ISBN: 1789662559
Size: 59.43 MB
Format: PDF, Mobi
Category : Business & Economics
Languages : un
Pages :
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B2B Digital Marketing Strategy is a decisive guide to the most recent developments in the field. It gives readers an overview of the latest frameworks and models, and shows how these can be used to overcome the everyday challenges associated with account targeting, data utilization, and digital campaign management. Intensely practical, B2B Digital Marketing Strategy helps readers get to grips with some of the more advanced and complex elements of B2B marketing. It expertly explains how to incorporate the latest digital methodologies into critical processes such as lead generation, customer retention and customer experience personalization. Packed with global case studies and examples, this book is an invaluable resource for any professional operating in the B2B space.

Author: Bodo B. Schlegelmilch
Publisher: Springer
ISBN: 3319262793
Size: 76.98 MB
Format: PDF, Docs
Category : Business & Economics
Languages : un
Pages : 249
View: 6480

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This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized Masters programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and cultural boundaries, including assessing and selecting the most promising overseas markets, evaluating market entry alternatives, examining the forces that drive adaptation versus standardization of the marketing mix. It looks at the various global marketing challenges from a strategic perspective and also addresses topics not usually found in international marketing texts, such as aligning marketing strategies with global organizational structures, managing the relationship between national subsidiaries, regional headquarters and global headquarters, as well as corporate social responsibility challenges, and pertinent future trends that are likely to affect global business.

Author: Rajagopal
Publisher: Springer
ISBN: 3030119114
Size: 65.42 MB
Format: PDF, ePub, Docs
Category : Business & Economics
Languages : un
Pages : 277
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The broad foundation of this book is laid on the conceptual discussions on consumer theories and applied arguments on shifts in consumer behavior. This book develops knowledge and skills on building market-centric and competition-oriented models. Discussions in the book illustrate strategies for managing competitive market interventions through advanced marketing-mix elements across nine chapters. Various perspectives on innovation and technology for expanding and establishing business in competitive markets are critically reviewed in these chapters. This book examines advanced marketing-mix and several consumer-centric strategies to co-create new businesses in new markets by associating consumers.

Author: Frederick E. Webster, Jr.
Publisher: Wiley
ISBN: 9780471119890
Size: 76.14 MB
Format: PDF, Docs
Category : Business & Economics
Languages : un
Pages : 384
View: 2334

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Develop customer-focused, market-driven strategies for today's competitive marketplace. . . Industrial Marketing Strategy Widely regarded as a classic text in the field, Industrial Marketing Strategy, Third Edition shows you, as a practicing manager, how to develop the marketing strategies your business needs to succeed in a rapidly evolving global marketplace. This important book covers: * The basic concepts of customer analysis, buying behavior, buyer-seller relationships, market segmentation and targeting, and positioning * Proven, concrete, strategic management techniques--rather than a rote enumeration of the functions and institutions of industrial marketing * Guidelines for implementing the value proposition through distribution and marketing communications * The role of marketing in the broader context of business and corporate-level strategic planning * Special sections on product development, national account management, customer service, information technology, and price signaling