عنوان
پدید آورنده
موضوع
رده
کتابخانه
محل استقرار
شابک
شابک
0273706748
شابک
9780273706748
شماره کتابشناسی ملی
شماره
b605835
عنوان و نام پديدآور
عنوان اصلي
Marketing strategies :
نام عام مواد
[Book]
ساير اطلاعات عنواني
a twenty-first century approach
نام نخستين پديدآور
Ashok Ranchhod; with contributions from Julie Tinson, and Claire Gauzente.
وضعیت ویراست
وضعيت ويراست
2nd ed
وضعیت نشر و پخش و غیره
محل نشرو پخش و غیره
Harlow, England
نام ناشر، پخش کننده و غيره
FT Prentice Hall
تاریخ نشرو بخش و غیره
©2007.
مشخصات ظاهری
نام خاص و کميت اثر
xxi, 416 pages : illustrations
يادداشت کلی
متن يادداشت
"An imprint of Pearson Education."
یادداشتهای مربوط به مندرجات
متن يادداشت
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
موضوع (اسم عام یاعبارت اسمی عام)
موضوع مستند نشده
Marketing -- Case studies.
موضوع مستند نشده
Marketing.
نام شخص به منزله سر شناسه - (مسئولیت معنوی درجه اول )
مستند نام اشخاص تاييد نشده
Ashok Ranchhod; with contributions from Julie Tinson, and Claire Gauzente.
نام شخص - (مسئولیت معنوی برابر )
مستند نام اشخاص تاييد نشده
Ashok Ranchhod
مستند نام اشخاص تاييد نشده
Calin Gurau
دسترسی و محل الکترونیکی
نام الکترونيکي
مطالعه متن کتاب اطلاعات رکورد کتابشناسی
نوع ماده
[Book]
اطلاعات دسترسی رکورد
تكميل شده
Y
