Developing successful marketing strategies /

Uses real market examples to demonstrate the development of effective marketing strategies. The approach uses an organization's mission and vision statements to guide the development of marketing goals, strategies, and tactics. Central to the development of marketing strategy is the use of the...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Randazzo, Gary W. (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New York, NY : Business Expert Press, 2014.
Edición:First edition.
Colección:Marketing strategy collection.
Temas:
Marketing > Management.
Marketing > Gestion.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Marketing > Management
advertising frequency
cash requirements
consumer adoption drivers
cross functional teams
customer categories
execution management
mission
new product development
objective
organizational structure
vision
place
price
product
promotion
situation analysis
strategy
tactics
workforce
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Part I. Situation analysis
  • 1. Industry and market
  • 2. Legal and technological changes
  • 3. Defining the target market approach
  • 4. Customer jobs to be done
  • 5. Customer segmentation
  • 6. Challenges faced: internal and external
  • Part II. Vision and mission drive strategy, then tactics
  • 7. The vision driven strategy
  • 8. Product
  • 9. Promotion
  • 10. Pricing
  • 11. Place
  • Part III. Implementation
  • 12. A process for execution management
  • 13. Organizational structure
  • 14. Workforce
  • 15. Financial structure and controls
  • 16. Putting it all together
  • Conclusion
  • References
  • Index.

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