Strategic Marketing
Publisher: Bookboon.com
Published: 2013
ISBN-13: 9788776816438
Table of contents: title: Obsah; title: So what is marketing?; title: The Three levels of Marketing; title: The value of Marketing; Needs, Utility, Exchange Relationships & Demand; title: The Theoretical basis of competition; title: Alternative Frameworks: Evolutionary Change and Hypercompetition; title: The Marketing Concept; title: What can be marketed?; title: Core Benefit Product; title: Basic product; title: Augmented product; title: Perceived product; title: A note on branding; title: Summary of the Chapter; title: Marketing’s role in the business; title: Cross-functional issues; title: Strategic issues; title: Forecasting market and sales; title: Implementation, Analysis, Control & Evaluation; title: Objectives setting; title: Segmentation, Targeting & Positioning; title: Segmentation; title: Targeting; title: What is positioning?; title: Positioning and Perception; title: Perceptual Mapping; title: Strategies for Product Positioning; title: Product Re-positioning; title: Corporate Positioning; title: Chapter Summary; title: Branding; title: Why do we brand products?; title: Chapter summary; title: The Marketing Mix; title: Price; title: Place; title: Product; title: Promotion; title: Physical Evidence; title: People; title: Process; title: Product Management; title: Marketing Communications or MarCom or Integrated Marketing Communications (IMC); title: The Marketing Communications Mix; title: The Marketing Communication Process; title: Marketing Related Messages; title: The development of Marcoms; title: Chapter Summary; title: Expanding marketing’s traditional boundaries