| Description |
1 online resource (528 pages) |
| Contents |
Cover; Copyright; Contents; Contributors; Foreword; Acknowledgments; 1 Introduction; PART I CONCEPTS AND ORGANIZATIONAL ASPECTS OF MARKETING STRATEGY; 2 Strategic marketing and marketing strategy; 3 Market orientation; PART II UNDERSTANDING COMPETITION; 4 Competitor analysis; 5 Competition and its implications for marketing strategy; 6 Models of retail competition; PART III CUSTOMER-BASED MARKETING STRATEGY; 7 Customer lifetime value management: strategies to measure and maximize customer profitability; 8 Multichannel customer management strategy; 9 Marketing resource allocation strategy |
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10 New product development in a strategic context11 Advertising strategy: consumer mindsets and message alignment; 12 Social media strategy; 13 Mobile marketing strategy; 14 Channel relationship strategy; 15 Behavioral perspectives on pricing strategy; 16 Managing customer satisfaction; PART V BRANDING AND BRAND STRATEGIES; 17 Brand strategy; 18 Cultural brand strategy; 19 Private label strategies -- myths and realities; PART VI MARKETING STRATEGY DYNAMICS; 20 First-mover/pioneer strategies; 21 Late-mover strategies; 22 Diffusion and its implications for marketing strategy |
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23 International entry strategiesPART VII IMPACT OF MARKETING STRATEGY; 24 Marketing strategy and firm value; 25 Productivity of marketing strategy; 26 Short-term and long-term effects of marketing strategy; 27 Marketing and democracy; Index |
| Summary |
This authoritative, comprehensive, and accessible 'go-to' 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 deci |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Marketing -- Management.
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Marketing -- Planning
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Strategic planning.
|
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BUSINESS & ECONOMICS -- Green Business.
|
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Marketing -- Management.
|
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Marketing -- Planning.
|
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Strategic planning.
|
| Form |
Electronic book
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| Author |
Carpenter, Gregory S
|
| ISBN |
9781781005224 |
|
1781005222 |
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