Marketing due diligence : reconnecting strategy to share price /

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: McDonald, Malcolm
Otros Autores: Smith, Brian D. (Brian David), 1961-, Ward, Keith, 1949-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Amsterdam ; Boston : Elsevier Butterworth-Heinemann, 2007.
Edición:New ed.
Temas:
Corporations > Valuation.
Corporations > Investor relations.
Stocks > Marketing.
Stocks > Prices.
Economic value added.
Risk assessment.
Sociétés > Évaluation.
Actions (Titres de société) > Prix.
Valeur économique ajoutée.
Évaluation du risque.
risk assessment.
Corporations > Investor relations
Corporations > Valuation
Economic value added
Risk assessment
Stocks > Marketing
Stocks > Prices
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Cover
  • Marketing Plans for Service Businesses: A complete guide
  • Contents
  • Preface
  • The structure of this book and how to use it
  • List of figures
  • 1 Marketing and services
  • The growing importance of the service sector
  • Service businesses and marketing effectiveness
  • The purpose of this book
  • The marketing concept
  • Misunderstandings about marketing
  • A definition of marketing
  • An overview of the new marketing process
  • Define markets and understand value
  • Determine value proposition
  • Deliver value proposition
  • Monitor value
  • Summary
  • 2 The nature of services marketing
  • Classification of services
  • 1 What is the nature of the service act?
  • 2 What style of relationship does the service organization have with its customers?
  • 3 How much room is there for customization and judgement?
  • 4 What is the nature of supply and demand for the service?
  • 5 How is the service delivered?
  • The strategic value of services in manufacturing
  • The marketing mix
  • Services and the marketing mix
  • A history of marketing in the service industry
  • Customer retention and profitability
  • Integrated relationship marketing
  • Summary
  • 3 Marketing planning for services: the process
  • What is marketing planning?
  • Other approaches to marketing planning
  • The marketing planning process
  • Step 1 Mission
  • Step 2 Corporate objectives
  • Step 3 Marketing audit
  • Step 4 SWOT analyses
  • Step 5 Key assumptions
  • Step 6 Marketing objectives and strategies
  • Step 7 Estimate expected results
  • Step 8 Identify alternative mixes
  • Step 9 Budget
  • Step 10 First-year detailed implementation programme
  • Summary
  • 4 Marketing planning for services: the problems
  • Marketing planning and services
  • What gets in the way of marketing planning?
  • 1 Short-termism
  • 2 Weak support from the chief executive and top management
  • 3 Lack of a plan for planning
  • 4 Lack of line management support
  • 5 Confusion over planning terms
  • 6 An over-reliance on numbers
  • 7 Too much detail, too far ahead
  • 8 Once-a-year ritual
  • 9 Confusion between operational and strategic marketing planning
  • 10 Failure to integrate marketing planning into the corporate planning system
  • 11 Delegation of planning to a 'planner'
  • 12 Uncertainty about what should appear in the marketing plan
  • Summary
  • 5 Marketing planning Phase One: the strategic context
  • Step 1 Mission
  • A mission for services
  • The nature of corporate missions
  • Example of service organization mission statements
  • Levels of mission statement
  • From mission statements to vision and values
  • Developing a service mission
  • The realizable mission
  • Step 2 Corporate objectives
  • Corporate objectives and strategies
  • Quantitative versus qualitative objectives
  • Summary
  • 6 Marketing planning Phase Two: the situation review (Part 1)
  • Step 3 The marketing audit
  • Who should do it?
  • What needs to be covered?
  • Sub-audit 1 Customers and markets.

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