عنوان

Marketing strategies :

(Number (ISBN

0273706748

(Number (ISBN

9780273706748

Number

b605835

Title Proper

Marketing strategies :

General Material Designation

[Book]

Other Title Information

a twenty-first century approach

First Statement of Responsibility

Ashok Ranchhod; with contributions from Julie Tinson, and Claire Gauzente.

Edition Statement

2nd ed

Place of Publication, Distribution, etc.

Harlow, England

Name of Publisher, Distributor, etc.

FT Prentice Hall

Date of Publication, Distribution, etc.

©2007.

Specific Material Designation and Extent of Item

xxi, 416 pages : illustrations

Text of Note

"An imprint of Pearson Education."

Text of Note

1 From structure to chaos? Understanding marketing strategyIntroductionTechnological advancesThe marketing conceptMarketing as a business processThe role of market orientationStrategic planning to deliver the marketing conceptEnvironmental factorsCreating a sense of identityTime as an issue in planningEthics as a marketing issueTowards a new strategic marketing planning modelSummaryChapter questions 2 Opening up analysis and positioningIntroductionInternal analysisExternal analysisKey issues to consider when using portfolio matricesThe marketing information systemMarket segmentationStrategic positioningThe Internet, postmodern marketing and globalisationSummaryChapter questions 3 Stakeholder concerns and solutionsIntroductionStakeholder theoryDeveloping competitive marketing strategiesSummaryChapter questions 4 A sustainable Earth mattersIntroductionUnderstanding environmental marketingImplications for organisationsGreen consumer behaviourGreen marketing strategiesSummaryChapter questions 5 Communicating effectivelyIntroductionCorporate image and corporate identityDefining the IMC conceptOrganisational challenges to implementing the IMC conceptImplementing the IMC conceptIMC in an online environmentBrandsSummaryChapter questions 6 Implementation is the keyIntroductionPlanned versus emergent implementationThe main factors influencing strategy implementationThe impact of technology on marketing implementationCustomer relationshipsSummaryChapter questions 7 Understanding and creating effective marketing culturesIntroductionThe visible and invisible parts of an organisationThe transition from focusing on products to a customer orientationThe learning organisationKeeping the benefits of a learning orientationSummaryChapter questions 8 Globalising marketing effortsIntroductionThe main factors influencing international marketing operationsOffshoring and globalisation of suppliersInternational marketing orientationsStandardisation versus adaptationSelecting which foreign markets to targetMarketing entry strategiesManaging international operationsSummaryChapter questions 9 Measuring for effectiveness in marketingIntroductionMeasuring marketing performanceThe role of financial analysisProfit ratiosLiquidity ratiosLeverage ratiosActivity ratiosMarketing metricsUnderstanding measurement within the global contextMeasuring environmental effectivenessDeveloping individual measuresSummaryChapter questions 10 New perspectives in marketing and the way forward IntroductionMoving away form the 4 PsConsumer behaviourValue cocreationThe dynamic environmentDigital marketingSocial marketingRural marketingTowards a strategic marketing modelSummary and final observationsChapter questions References and further readingIndex

Marketing -- Case studies.

Marketing.

Ashok Ranchhod; with contributions from Julie Tinson, and Claire Gauzente.

Ashok Ranchhod

Calin Gurau

Electronic name

[Book]

Y