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Marketing strategy : the difference between marketing and markets

Author: Paul Fifield
Publisher: Amsterdam ; Boston : Elsevier/Butterworth-Heinemann, 2007.
Edition/Format:   eBook : Document : English : 3rd edView all editions and formats
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  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Fifield, Paul.
Marketing strategy.
Amsterdam ; Boston : Elsevier/Butterworth-Heinemann, 2007
(DLC) 2007282605
(OCoLC)124965107
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Paul Fifield
ISBN: 9780750656757 0750656751 9780080560717 0080560717 9786611189198 661118919X
OCLC Number: 474931044
Notes: Includes index.
Description: 1 online resource (x, 316 pages) : illustrations
Contents: Contents --
Preface to the third edition --
Preface to the second edition --
Preface to the first edition --
Acknowledgements --
Introduction --
I.1 What is Marketing? --
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 Strategy --
1. The internal business drivers --
1.1. Personal value 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 environment --
2.1. Customer & Market orientation --
2.2. The Environment audit --
2.2.1. Political audit --
2.2.2. Economic audit --
2.2.3. Sociological audit --
2.2.4. Technological audit --
2.2.5. International audit --
2.2.6. Environmental audit --
2.3. Opportunities & Threats --
2.3.1. Industry analysis --
2.3.2.Competition --
2.3.3. Structural opportunities --
2.3.4. The Resource/Performance audit --
2.4. Strengths & Weaknesses --
2.5.Competitor analysis --
2.5.1.Competitive Opportunities --
3. The business strategy --
3.1. The Financial Hurdles --
3.2. The Business Objective --
3.3. The Business Strategy --
3.4.Competitive Strategy --
3.5. Sustainable Competitive Advantage --
Part Two --
Developing the Market Strategy --
4. From business to market strategy --
5. The Market Objectives --
6. Developing the Market Strategy (SCORPIO♭) --
6.1. Industry or Market? (I) --
6.2. The Customer (C) --
6.3. Segmentation & Targeting (S) --
6.4. Positioning & Branding (P) --
6.5. Customer Retention (R) --
6.6.Organisation --
Processes & Culture (O) (with Hamish Mackay) --
6.7. Offerings (O) --
Part Three --
From Market 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 --
7.7. Epilogue --
Appendices --
1. The Strategy Checklist --
2. Index.
Responsibility: Paul Fifield.
More information:

Abstract:

Shows how to: develop a business strategy; devise a marketing strategy; and implement a marketing strategy. Providing a balance between theory and practical know-how in an increasingly competitive  Read more...

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