Cargando…
The ultimate guide to strategic marketing : real world methods for developing successful, long-term marketing plans /
"The marketing blueprint you need to drive corporate growth. Based on an expansive, long-term study of proven marketing plans, The Ultimate Guide to Strategic Marketing provides decision makers with the knowledge and insight they need to overhaul their marketing strategies--not just come up wit...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
New York :
McGraw-Hill Education,
[2014]
|
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
MARC
| LEADER | 00000cam a2200000 i 4500 | ||
|---|---|---|---|
| 001 | OR_ocn864438976 | ||
| 003 | OCoLC | ||
| 005 | 20231017213018.0 | ||
| 006 | m o d | ||
| 007 | cr cnu---unuuu | ||
| 008 | 131202s2014 nyua o 001 0 eng d | ||
| 040 | |a TEFOD |b eng |e rda |e pn |c TEFOD |d CDX |d OCLCF |d YDXCP |d TEFOD |d UMI |d B24X7 |d TNH |d OCLCQ |d TEFOD |d B@L |d D6H |d TOH |d UKAHL |d OCLCQ |d CZL |d OCLCO |d OCLCQ | ||
| 019 | |a 865474330 |a 966496218 |a 967804082 |a 973968244 |a 980586530 |a 988955169 |a 993397273 | ||
| 020 | |a 9780071809108 |q (electronic bk.) | ||
| 020 | |a 0071809104 |q (electronic bk.) | ||
| 020 | |z 9780071809092 | ||
| 020 | |z 0071809090 | ||
| 029 | 1 | |a AU@ |b 000053305584 | |
| 029 | 1 | |a CHBIS |b 011322356 | |
| 029 | 1 | |a CHVBK |b 549669957 | |
| 029 | 1 | |a AU@ |b 000056323572 | |
| 035 | |a (OCoLC)864438976 |z (OCoLC)865474330 |z (OCoLC)966496218 |z (OCoLC)967804082 |z (OCoLC)973968244 |z (OCoLC)980586530 |z (OCoLC)988955169 |z (OCoLC)993397273 | ||
| 037 | |a 84E4E03D-355D-466B-8856-009D04152866 |b OverDrive, Inc. |n http://www.overdrive.com | ||
| 050 | 4 | |a HF5415.13 |b .H2764 2014eb | |
| 082 | 0 | 4 | |a 658.8/02 |2 23 |
| 084 | |a BUS043000 |2 bisacsh | ||
| 049 | |a UAMI | ||
| 100 | 1 | |a Hamper, Robert J. | |
| 245 | 1 | 4 | |a The ultimate guide to strategic marketing : |b real world methods for developing successful, long-term marketing plans / |c Robert J. Hamper. |
| 264 | 1 | |a New York : |b McGraw-Hill Education, |c [2014] | |
| 300 | |a 1 online resource (xii, 304 pages) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 500 | |a Includes index. | ||
| 520 | |a "The marketing blueprint you need to drive corporate growth. Based on an expansive, long-term study of proven marketing plans, The Ultimate Guide to Strategic Marketing provides decision makers with the knowledge and insight they need to overhaul their marketing strategies--not just come up with short-term, quick-fix solutions. It covers virtually every topic important to marketing executives, including: Planning in the context of the global/e-commerce market environment SWOT Internal/external investment opportunities Strategic budgeting and forecasting. Robert J. Hamper is president of Robert J. Hamper & Associates, which specializes in strategic planning, and has consulted for over 18 years to Fortune 500 and mid-sized corporations"-- |c Provided by publisher | ||
| 588 | 0 | |a Print version record. | |
| 505 | 0 | |a Cover -- About the Author -- Title Page -- Copyright Page -- Contents -- Preface -- Acknowledgments -- Part I: The Marketing Planning Process -- 1. Starting Out -- Introduction -- Marketing Planning -- Marketing Defined -- The Marketing Concept -- Global Marketing -- E-commerce Marketing -- The Company Planning Process -- Company Planning Hierarchy -- Strategic Marketing Planning Cycle -- Marketing Plan Outline -- Summary -- Sample Case, Phase 1: Techna Equipment -- Form 1: Mission Statement -- Part II: Environmental Assessment -- 2. Step 1: Basis View-Situation Analysis -- Introduction -- Basis View -- Assessing the Environment/Competition-A Qualitative Approach -- Instruction for Assessing the Environment/Competition-A Qualitative Approach -- Completing Form 2 -- Summary -- Sample Case, Phase 2 -- Form 2: Assessing the Environment/Competition-A Qualitative Approach -- 3. Step 2: Product Positioning Analysis -- Introduction -- Product Positioning: Micro/Macro View -- Strategic Gap Analysis -- Product Evaluation Questionnaire-CSF -- Strategic Scenario Analysis Using Weighted Averages -- Strategic Scenario Analysis-Detailed -- Summary -- Sample Case, Phase 3 -- Form 3A: Business Profile Matrix -- Form 3B: Business Assessment Matrix -- Form 3: Product Evaluation Questionnaire-Critical Success Method -- 4. Step 3: Strategic Portfolio Analysis -- Introduction -- Portfolio Analysis-Macro View -- Product Dynamics Matrix -- Portfolio Scenario Analysis -- Common Pitfalls in Strategic Planning -- Product and Portfolio Analysis of Competitors -- Summary -- Sample Case, Phase 4 -- Form 4: Modified Growth-Share Matrix -- 5. Step 4: Problem and Opportunity Analysis -- Introduction -- Identifying Problems -- Turning Problems into Opportunities -- Identifying Opportunities -- Identifying Resources -- Summary -- Sample Case, Phase 5 -- Form 5: Problem Analysis. | |
| 505 | 8 | |a Form 6: Opportunity and Resource Analysis -- Part III: Developing the Marketing Plan -- 6. Strategic Marketing Objectives -- Introduction -- Balancing Objectives -- Assumptions of Objectives -- Criteria for Objectives -- Marketing Objectives-Examples -- Contingency Objectives -- Summary -- Sample Case, Phase 6 -- Form 7: Marketing Objectives -- 7. Marketing Strategy Selection -- Introduction -- Marketing Strategy -- Product Life-Cycle Strategies -- Market Segmentation -- Product Differentiation -- Product Regeneration -- Market Niche Strategy -- Contingency Strategy Development -- Evaluating the Selected Strategies -- Summary -- Sample Case, Phase 7 -- Form 8: Marketing Strategies -- 8. Budgeting, Forecasting, and Financial Analysis -- Introduction -- Budget Organization -- Budget and Forecasting -- Profit and Loss Statements -- Forecasting -- Product Contribution -- Developing a Budget -- Marketing Budget Allocation -- Pitfalls to Avoid -- Financial Assessment -- Price Elasticity of Demand -- Summary -- Sample Case, Phase 8 -- Form 9 A: Projected Profit and Loss Statement as of 12/31/201X -- Form 9B: Three-Year Forecasted Sales and Projected Profit Data -- Part IV: Implementation and Control -- 9. Marketing Plan Implementation -- Introduction -- Implementation -- Implementation Problems -- Implementation Strategy -- Behavioral Change Management -- Communication Style Model -- Measuring Implementation Success -- Summary -- Sample Case, Phase 9 -- Form 10: Implementation Strategy -- 10. Control and Monitoring of the Strategic Marketing Plan -- Introduction -- The Marketing Controller Concept -- Elements in a Control System -- Control Guidelines -- A Monitoring System -- Control and Performance Information System -- Control Standards and Criteria -- Determining Corrective Action -- Control and Future Marketing Planning -- Summary. | |
| 505 | 8 | |a Sample Case, Phase 10 -- Form 11: Control and Monitoring -- Form 12: Budget Deviation Analysis -- Index. | |
| 590 | |a O'Reilly |b O'Reilly Online Learning: Academic/Public Library Edition | ||
| 650 | 0 | |a Marketing |x Management. | |
| 650 | 0 | |a Strategic planning. | |
| 650 | 0 | |a Business planning. | |
| 650 | 0 | |a Marketing research. | |
| 650 | 6 | |a Marketing |x Gestion. | |
| 650 | 6 | |a Planification stratégique. | |
| 650 | 6 | |a Marketing |x Recherche. | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Marketing |x General. |2 bisacsh | |
| 650 | 7 | |a Business planning. |2 fast |0 (OCoLC)fst00842819 | |
| 650 | 7 | |a Marketing |x Management. |2 fast |0 (OCoLC)fst01010209 | |
| 650 | 7 | |a Marketing research. |2 fast |0 (OCoLC)fst01010284 | |
| 650 | 7 | |a Strategic planning. |2 fast |0 (OCoLC)fst01134371 | |
| 776 | 0 | 8 | |i Print version: |a Hamper, Robert J. |t Ultimate guide to strategic marketing |z 9780071809092 |w (DLC) 2013023681 |w (OCoLC)847541821 |
| 856 | 4 | 0 | |u https://learning.oreilly.com/library/view/~/9780071809092/?ar |z Texto completo (Requiere registro previo con correo institucional) |
| 938 | |a Askews and Holts Library Services |b ASKH |n AH25565594 | ||
| 938 | |a Books 24x7 |b B247 |n bkb00057451 | ||
| 938 | |a Coutts Information Services |b COUT |n 26088751 | ||
| 938 | |a YBP Library Services |b YANK |n 12081032 | ||
| 994 | |a 92 |b IZTAP | ||