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Marketing strategy = the difference between marketing and markets /

紀錄類型:	書目-電子資源 : 單行本
正題名/作者:	Marketing strategy/ Paul Fifield.
其他題名:	the difference between marketing and markets /
作者:	Fifield, Paul.
出版者:	Amsterdam ;Elsevier/Butterworth-Heinemann, : 2007.,
面頁冊數:	x, 316 p. :ill. ; : 24 cm.;
標題:
ISBN:	9780750656757

Marketing strategy = the difference between marketing and markets /
Fifield, Paul.

Marketing strategythe difference between marketing and markets /[electronic resource] :Paul Fifield. - 3rd ed. - Amsterdam ;Elsevier/Butterworth-Heinemann,2007. - x, 316 p. :ill. ;24 cm.

Contents -- Preface to the third edition -- Preface to the second edition -- Preface to the first edition -- Acknowledgements -- Introduction -- I.1 What is Marketing? -- I.2 What is Strategy? -- I.3 What is Market(ing) Strategy? -- I.4 The approach of this book -- Part One - Preparing for the Market Strategy -- 1.The internal business drivers -- 1.1.Personal value of the key implementers -- 1.2.The Mission/Leadership -- 1.3.Shareholder Value -- 1.4.Long term Financial Objective -- 1.5.Other Stakeholders' requirements -- 1.6.The Vision -- 2.The external environment -- 2.1.Customer & Market orientation -- 2.2.The Environment audit -- 2.2.1.Political audit -- 2.2.2.Economic audit -- 2.2.3.Sociological audit -- 2.2.4.Technological audit -- 2.2.5.International audit -- 2.2.6.Environmental audit -- 2.3.Opportunities & Threats -- 2.3.1.Industry analysis -- 2.3.2.Competition -- 2.3.3.Structural opportunities -- 2.3.4.The Resource/Performance audit -- 2.4.Strengths & Weaknesses -- 2.5.Competitor analysis -- 2.5.1.Competitive Opportunities -- 3.The business strategy -- 3.1.The Financial Hurdles -- 3.2.The Business Objective -- 3.3.The Business Strategy -- 3.4.Competitive Strategy -- 3.5.Sustainable Competitive Advantage -- Part Two - Developing the Market Strategy -- 4.From business to market strategy -- 5.The Market Objectives -- 6.Developing the Market Strategy (SCORPIO? -- 6.1.Industry or Market? (I) -- 6.2.The Customer (C) -- 6.3.Segmentation & Targeting (S) -- 6.4.Positioning & Branding (P) -- 6.5.Customer Retention (R) -- 6.6.Organisation - Processes & Culture (O) (with Hamish Mackay) -- 6.7.Offerings (O) -- Part Three - From Market Strategy to Tactics -- 7.Making it happen -- 7.1.Market Plans -- 7.2.Market Control Systems -- 7.3.Strategy Evaluation -- 7.4.Identifying Barriers to Implementation -- 7.5.Identifying Drivers for Change -- 7.6.Using the System -- 7.7.Epilogue -- Appendices -- 1.The Strategy Checklist -- 2.Index --.#

The third edition of this established book brings the reader up to date with the latest repurcussions of new technology upon marketing planning and implementation, and launches a new strategy model (SCORPIO) at the core of the book. As in previous editions, 'Marketing Strategy' strips away the confusion and jargon that surround what ought to be one of the most straightforward areas of modern business. Retaining a clear focus on the relationships between people as the basis of marketing, the book offers analysis of the pivotal role of marketing in the business strategy process. It shows how to: * develop a business strategy * devise a marketing strategy * implement a marketing strategy Providing a good balance between sound theory and practical know-how in an increasingly competitive environment, the book is indispensable for marketing practitioners, general managers and students alike. * Strips away the confusion and jargon that surround what ought to be one of the most straightforward areas of modern business * Retains a clear focus on the relationships between people as the basis of marketing * Offers analysis of the pivotal role of marketing in the business strategy process.

Electronic reproduction.
Amsterdam :
Elsevier Science & Technology,
2009.

Mode of access: World Wide Web.

ISBN: 9780750656757

Source: 96382:96382Elsevier Science & Technologyhttp://www.sciencedirect.comSubjects--Topical Terms:

72593

Index Terms--Genre/Form:

239592

LC Class. No.: HF5415 / .F46 2007

Dewey Class. No.: 658.8/02

Marketing strategy = the difference between marketing and markets /
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505 0 $a Contents -- Preface to the third edition -- Preface to the second edition -- Preface to the first edition -- Acknowledgements -- Introduction -- I.1 What is Marketing? -- I.2 What is Strategy? -- I.3 What is Market(ing) Strategy? -- I.4 The approach of this book -- Part One - Preparing for the Market Strategy -- 1.The internal business drivers -- 1.1.Personal value of the key implementers -- 1.2.The Mission/Leadership -- 1.3.Shareholder Value -- 1.4.Long term Financial Objective -- 1.5.Other Stakeholders' requirements -- 1.6.The Vision -- 2.The external environment -- 2.1.Customer & Market orientation -- 2.2.The Environment audit -- 2.2.1.Political audit -- 2.2.2.Economic audit -- 2.2.3.Sociological audit -- 2.2.4.Technological audit -- 2.2.5.International audit -- 2.2.6.Environmental audit -- 2.3.Opportunities & Threats -- 2.3.1.Industry analysis -- 2.3.2.Competition -- 2.3.3.Structural opportunities -- 2.3.4.The Resource/Performance audit -- 2.4.Strengths & Weaknesses -- 2.5.Competitor analysis -- 2.5.1.Competitive Opportunities -- 3.The business strategy -- 3.1.The Financial Hurdles -- 3.2.The Business Objective -- 3.3.The Business Strategy -- 3.4.Competitive Strategy -- 3.5.Sustainable Competitive Advantage -- Part Two - Developing the Market Strategy -- 4.From business to market strategy -- 5.The Market Objectives -- 6.Developing the Market Strategy (SCORPIO? -- 6.1.Industry or Market? (I) -- 6.2.The Customer (C) -- 6.3.Segmentation & Targeting (S) -- 6.4.Positioning & Branding (P) -- 6.5.Customer Retention (R) -- 6.6.Organisation - Processes & Culture (O) (with Hamish Mackay) -- 6.7.Offerings (O) -- Part Three - From Market Strategy to Tactics -- 7.Making it happen -- 7.1.Market Plans -- 7.2.Market Control Systems -- 7.3.Strategy Evaluation -- 7.4.Identifying Barriers to Implementation -- 7.5.Identifying Drivers for Change -- 7.6.Using the System -- 7.7.Epilogue -- Appendices -- 1.The Strategy Checklist -- 2.Index --.#
520 $a The third edition of this established book brings the reader up to date with the latest repurcussions of new technology upon marketing planning and implementation, and launches a new strategy model (SCORPIO) at the core of the book. As in previous editions, 'Marketing Strategy' strips away the confusion and jargon that surround what ought to be one of the most straightforward areas of modern business. Retaining a clear focus on the relationships between people as the basis of marketing, the book offers analysis of the pivotal role of marketing in the business strategy process. It shows how to: * develop a business strategy * devise a marketing strategy * implement a marketing strategy Providing a good balance between sound theory and practical know-how in an increasingly competitive environment, the book is indispensable for marketing practitioners, general managers and students alike. * Strips away the confusion and jargon that surround what ought to be one of the most straightforward areas of modern business * Retains a clear focus on the relationships between people as the basis of marketing * Offers analysis of the pivotal role of marketing in the business strategy process.
533 $a Electronic reproduction. $b Amsterdam : $c Elsevier Science & Technology, $d 2009. $n Mode of access: World Wide Web. $n System requirements: Web browser. $n Title from title screen (viewed on Dec. 3, 2009). $n Access may be restricted to users at subscribing institutions.
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