Marketing strategy : the difference between marketing and markets / Paul Fifield.

Format:

Book

Author/Creator:

Fifield, Paul.

Language:

English

Subjects (All):

Marketing.

Marketing--Management.

Physical Description:

1 online resource (329 p.)

Edition:

3rd ed.

Place of Publication:

Amsterdam ; Boston : Elsevier/Butterworth-Heinemann, 2007.

Language Note:

English

Summary:

The third edition of this established book brings the reader up to date with the latest repurcussions of new technology upon marketing planning and implementation, and launches a new strategy model (SCORPIO) at the core of the book. As in previous editions, 'Marketing Strategy' strips away the confusion and jargon that surround what ought to be one of the most straightforward areas of modern business. Retaining a clear focus on the relationships between people as the basis of marketing, the book offers analysis of the pivotal role of marketing in the business stra

Contents:

Marketing Strategy The Difference Between Marketing and Markets; Copyright; Contents; Preface to the third edition; Preface to the second edition; Preface to the first edition; Introduction; I.1 What is market(ing)?; I.2 What is strategy?; I.3 What is market(ing) strategy?; I.4 The approach of this book; Part One - Preparing for the Market(ing) Strategy; 1 The internal business drivers; 1.1 Personal values of the key implementers; 1.2 The mission/leadership; 1.3 Shareholder value; 1.4 Long-term financial objective; 1.5 Other stakeholders' requirements; 1.6 The vision

2 The external environment2.1 Customer and market orientation - the culture; 2.2 The environment audit; 2.3 Opportunities and threats; 2.4 Strengths and weaknesses; 2.5 Competitor analysis; 2.6 Assessing our current position - a conclusion; 3 The business strategy; 3.1 The financial hurdles; 3.2 The business objective; 3.3 Business strategy; 3.4 Competitive strategy; 3.5 Sustainable competitive advantage; Part Two - Developing the Market(ing) Strategy; 4 From business to market(ing) strategy; 5 The market objectives; 5.1 The planning period; 5.2 What makes a good market objective?

5.3 Using market(ing) objectives6 Developing the market(ing) strategy (SCORPIO); 6.1 Industry or market?; 6.2 The customer; 6.3 Segmentation and targeting; 6.4 Positioning and branding; 6.5 Customer retention; 6.6 Organization - processes and culture (with Hamish Mackay); 6.7 Offerings; Part Three - From Market(ing) Strategy to Tactics; 7 Making it happen; 7.1 Market plans; 7.2 Market control systems; 7.3 Strategy evaluation; 7.4 Identifying barriers to implementation; 7.5 Identifying drivers for change; 7.6 Using the system; Epilogue; Appendix: The Strategy checklist; Index

Notes:

Includes index.

ISBN:

9786611189198

9781136379536

1136379533

9781281189196

1281189197

9780080560717

0080560717

OCLC:

437200350