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) |
Tabla de Contenidos:
- 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.
- 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.
- Sample Case, Phase 10
- Form 11: Control and Monitoring
- Form 12: Budget Deviation Analysis
- Index.