Marketing Strategy
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Handbook Of Marketing Strategy
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Author : Venkatesh Shankar
language : en
Publisher: Edward Elgar Publishing
Release Date : 2012
Handbook Of Marketing Strategy written by Venkatesh Shankar and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Business & Economics categories.
This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy.
Marketing Strategy
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Author : Mark E. Hill
language : en
Publisher: SAGE Publications
Release Date : 2012-04-27
Marketing Strategy written by Mark E. Hill and has been published by SAGE Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-04-27 with Business & Economics categories.
Marketing Strategy: The Thinking Involved is an innovative text that holds that marketing thinking leads to effective marketing strategy. It goes beyond simply introducing students to concepts and theories in the field by providing them with tools and methods to develop marketing thinking and questioning skills that will help them apply the concepts to real-life marketing strategy issues. As the chapters progress, the questions develop towards higher levels and more specialized inquiry, helping students acquire the skills needed in the practice of marketing. The book contains a wealth of pedagogy to support this active learning approach.
Marketing Strategy And Competitive Positioning 7th Edition
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Author : Prof Graham Hooley
language : en
Publisher: Pearson UK
Release Date : 2020-01-09
Marketing Strategy And Competitive Positioning 7th Edition written by Prof Graham Hooley and has been published by Pearson UK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-01-09 with Business & Economics categories.
Marketing Strategy and Competitive Positioning 6e deals with the process of developing and implementing a marketing strategy. The book focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage. The book is primarily about creating and sustaining superior performance in the marketplace. It focuses on the two central issues in marketing strategy formulation – the identification of target markets and the creation of a differential advantage. In doing that, it recognises the emergence of new potential target markets born of the recession and increased concern for climate change; and it examines ways in which firms can differentiate their offerings through the recognition of environmental and social concerns. The book is ideal for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.
Marketing Strategy
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Author : Paul Fifield
language : en
Publisher: Routledge
Release Date : 1998
Marketing Strategy written by Paul Fifield and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 1998 with Business & Economics categories.
Marketing Strategy strips away the confusion and jargon that surround what ought to be one of the most straightforward areas of modern business. Marketing and strategy are about relationships between people and this is brought clearly into focus in the text. The marketing practitioner will find this an accomplished book on the role of the marketing director in the successful organization of the year 2000 and beyond. Managers, outside that specialism will be able to understand the pivotal role of marketing in the business strategy process while students will value the bridge it creates between academic theory and practical implementation of marketing in an increasingly competitive environment. Key aims of the book are: * developing a business strategy * devising a marketing strategy * implementing a marketing strategy CIM branding Common sense approach Clear text
Digital Marketing Strategy
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Author : Simon Kingsnorth
language : en
Publisher: Kogan Page Publishers
Release Date : 2019-04-03
Digital Marketing Strategy written by Simon Kingsnorth and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-04-03 with Business & Economics categories.
Optimize your digital channels and ensure your marketing strategy aligns with business objectives, with this second edition of the bestselling guide to digital marketing - recommended by the Chartered Institute of Marketing. There is no shortage of digital marketing resources yet finding a book that covers all disciplines can be a challenge. This essential and highly readable book provides an accessible, step-by-step framework to the planning, integration and measurement of each digital platform and technique, all tailored to achieve overarching business objectives. Now featuring cutting edge updates on social media, SEO, content marketing, user experience and customer loyalty, Digital Marketing Strategy is an ideal road map for navigating: -Marketing automation, personalization, messaging and email -Online and offline integration -The power of technologies, such as AI -New data protection and privacy strategies Accompanied by downloadable practical implementation guides spanning SEO, paid-search, email, lead-generation and more, Digital Marketing Strategy will show you how to effectively select, align and manage digital channels and operations, to streamline a winning digital marketing strategy for measurable, optimized results. It is an essential guide for any marketer to build an effective and practical digital strategy.
Marketing Strategy
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Author : Robert W. Palmatier
language : en
Publisher: Bloomsbury Publishing
Release Date : 2020-12-31
Marketing Strategy written by Robert W. Palmatier and has been published by Bloomsbury Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-12-31 with Business & Economics categories.
Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All resources are limited. The structured framework of this acclaimed textbook allows marketers to develop effective and flexible strategies to deal with diverse marketing problems under varying circumstances. Uniquely integrating marketing analytics and data driven techniques with fundamental strategic pillars the book exemplifies a contemporary, evidence-based approach. This base toolkit will support students' decision-making processes and equip them for a world driven by big data. The second edition builds on the first's successful core foundation, with additional pedagogy and key updates. Research-based, action-oriented, and authored by world-leading experts, Marketing Strategy is the ideal resource for advanced undergraduate, MBA, and EMBA students of marketing, and executives looking to bring a more systematic approach to corporate marketing strategies. New to this Edition: - Revised and updated throughout to reflect new research and industry developments, including expanded coverage of digital marketing, influencer marketing and social media strategies - Enhanced pedagogy including new Worked Examples of Data Analytics Techniques and unsolved Analytics Driven Case Exercises, to offer students hands-on practice of data manipulation as well as classroom activities to stimulate peer-to-peer discussion - Expanded range of examples to cover over 250 diverse companies from 25 countries and most industry segments - Vibrant visual presentation with a new full colour design Accompanying online resources for this title can be found at bloomsburyonlineresources.com/marketing-strategy-2e. These resources are designed to support teaching and learning when using this textbook and are available at no extra cost.
Readings In Marketing Strategy
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Author : Victor J. Cook
language : en
Publisher: Course Technology
Release Date : 1989
Readings In Marketing Strategy written by Victor J. Cook and has been published by Course Technology this book supported file pdf, txt, epub, kindle and other format this book has been release on 1989 with Business & Economics categories.
This text was assembled to provide students with a comprehensive set of readings useful in understanding and designing successful marketing strategies. It reflects the thinking of its authors, who believe that strategic marketing is taking a new direction in the 1990's. While strategic marketing continues to build on the solid foundations of customer and competitor analysis, it now must also integrate all the functions of a business into a unified market-led perspective. 30 of the 38 readings in this text are new to this edition.
Strategic Marketing
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Author : Tony Proctor
language : en
Publisher: Routledge
Release Date : 2002-09-11
Strategic Marketing written by Tony Proctor and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-09-11 with Business & Economics categories.
Every enterprise needs an understanding of the strategies used by its competitors, and a basic knowledge of how the business environment impacts on its organization before it can formulate a marketing plan. Subjects covered include: * marketing strategy * analyzing the business environment * the customer in the market place * targeting and positioning * marketing mix strategy. This fresh new introductory text examines the nature of competitive marketing strategy, highlights the importance of adopting new marketing practices in order to reap most benefit from the business opportunities of the twenty-first century, and considers how effective management of internal and external relationships is vital to action the strategy. Case studies, case histories and thought-provoking questions make this a valuable resource for students and practising managers alike.
Value Based Marketing
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Author : Peter Doyle
language : en
Publisher: John Wiley & Sons
Release Date : 2009-08-27
Value Based Marketing written by Peter Doyle and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-08-27 with Business & Economics categories.
This book provides a clear practical introduction to shareholder value analysis for the marketing professional. It gives them the tools to develop the marketing strategies that will create the most value for business. For top management and CFOs the book explains how marketing generates shareholder value. It shows how top management should evaluate strategies and stimulate more effective and relevant marketing in their companies. The original essence of the first edition has been maintained but obvious areas have been updated and revised, as well as, new areas such as technology have been addressed. The second edition of this book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee. The highly prestigious panels of contributors include: Jean-Claude Larréché – INSEAD Veronica Wong – Aston Business School John Quelch – Harvard Business School Susan Hart – Strathclyde Graduate Business School (SGBS) Michael Baker – Emeritus Professor SGBS Tim Ambler – London Business School Tony Cram – Ashridge Table of Contents: PART I Principles of Value Creation 1 Marketing and Shareholder Value 2 The Shareholder Value Approach 3 The Marketing Value Driver 4 The Growth Imperative PART II Developing High-Value Strategies 5 Strategic Position Assessment 6 Value-Based Marketing Strategy PART III Implementing High-Value Strategies 7 Building Brands 8 Pricing for Value 9 Value-Based Communications 10 Value-Based Marketing in the Digital Age
Marketing Strategy And Tactics
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Author : Alexander Chernev
language : en
Publisher: Cerebellum Press
Release Date :
Marketing Strategy And Tactics written by Alexander Chernev and has been published by Cerebellum Press this book supported file pdf, txt, epub, kindle and other format this book has been release on with Business & Economics categories.
The success of an offering is defined by the company’s ability to design, communicate, and deliver market value. The particular way in which an offering creates value is determined by the company’s business model and its two building blocks: strategy and tactics. The key aspects of developing an offering’s strategy, designing its tactics, and crafting a market value map are the focus of this note. The discussion of marketing strategy and tactics is complemented by an in-depth overview of two additional topics: the 3-C, 4-P, and 5-Forces frameworks and the key aspects of analyzing the market context. This note is an excerpt (Chapter 2) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).