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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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Hamper, Robert J.
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.