Handbook of marketing strategy
This authoritative, comprehensive, and accessible 'go-to' 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, multicha...
| Otros Autores: | , |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Cheltenham :
Edward Elgar
2012.
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009623434206719 |
Tabla de Contenidos:
- Cover; Copyright; Contents; Contributors; Foreword; Acknowledgments; 1 Introduction; PART I CONCEPTS AND ORGANIZATIONAL ASPECTS OF MARKETING STRATEGY; 2 Strategic marketing and marketing strategy; 3 Market orientation; PART II UNDERSTANDING COMPETITION; 4 Competitor analysis; 5 Competition and its implications for marketing strategy; 6 Models of retail competition; PART III CUSTOMER-BASED MARKETING STRATEGY; 7 Customer lifetime value management: strategies to measure and maximize customer profitability; 8 Multichannel customer management strategy; 9 Marketing resource allocation strategy
- 10 New product development in a strategic context11 Advertising strategy: consumer mindsets and message alignment; 12 Social media strategy; 13 Mobile marketing strategy; 14 Channel relationship strategy; 15 Behavioral perspectives on pricing strategy; 16 Managing customer satisfaction; PART V BRANDING AND BRAND STRATEGIES; 17 Brand strategy; 18 Cultural brand strategy; 19 Private label strategies - myths and realities; PART VI MARKETING STRATEGY DYNAMICS; 20 First-mover/pioneer strategies; 21 Late-mover strategies; 22 Diffusion and its implications for marketing strategy
- 23 International entry strategiesPART VII IMPACT OF MARKETING STRATEGY; 24 Marketing strategy and firm value; 25 Productivity of marketing strategy; 26 Short-term and long-term effects of marketing strategy; 27 Marketing and democracy; Index
