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.
Rutherford, D. and J. Knowles (2007), Vulcans, Earthlings and Marketing ROI: Getting Finance, Marketing and Advertising onto the Same Planet, Waterloo, Ontario: Wilfrid Laurier University Press. Sharpe, W.F. (1964), 'Capital Asset ...
The functional approach was concerned with the activities of the marketing process ( e.g. , buying and selling ... of the title Principles of Marketing , as well as one of marketing's best known principles : ' the middleman himself can ...
The CIM Handbook of Strategic Marketing targets senior executives responsible for shaping and managing the company's strategic direction.
The Handbook of Market Segmentation, 3rd Edition: Strategic Target Marketing for Business and Technology Firms is a practical, how-to guide to what marketers need to know about defining, segmenting, and targeting business markets: assessing ...
Tasked with creating marketing strategy? This book is for you.
4.4.3 Promotion Strategy The promotional aspect in your marketing strategy will focus on how you communicate toward your potential clients. The objective of your promotion strategy will include generating sales, increasing awareness, ...
This book shows you how, presenting practical how-to steps for maximizing returns on marketing investments using an easy-to-follow, carefully structured approach anyone working in finance can put to good use.
A valuable handbook on all aspects of marketing strategy, this essential book includes examples drawn from the world's most successful companies and provides key models to help you develop competitive strategies for the internet age.
The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications.
Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international authors, this collection aims to give greater conceptual cohesion to the field, ...