Author: Graham J. Hooley,Nigel Piercy,Brigitte Nicoulaud
Publisher: Pearson Education
Category: Business & Economics
Thoroughly updated with new examples and the latest research findings, this new edition also boasts updates case studies in each chapter, taken from recent editions of the Financial Times, that illustrate the practical implications of the issues raised.
This book is aimed at final year marketing students, MBA students and marketing managers. Focusing on how to create and sustain superior performance in the market place this book deals with the two central issues in marketing strategy formulation: the identification of target markets and the customers that the company will seek to serve; and the creation of a differential advantage, or competitive edge, that will enable a company to serve the customers more effectively than the competition. positioning of a company from which the implementation of the marketing programme and the elements of the marketing mix are dictated. The book discusses the issues of segmentation and positioning, and how best to apply these approaches. Strategies are presented for defending one's own and attacking one's competitors' positions. Important issues for the 1990s are identified and a framework for developing marketing strategy is presented. British and European examples are given, for example Unilever, Amstrad and American theme parks.
Never HIGHLIGHT a Book Again! Virtually all of the testable terms, concepts, persons, places, and events from the textbook are included. Cram101 Just the FACTS101 studyguides give all of the outlines, highlights, notes, and quizzes for your textbook with optional online comprehensive practice tests. Only Cram101 is Textbook Specific. Accompanys: 9780273706977 .
Essay from the year 2008 in the subject English - Miscellaneous, grade: A, University of Wales Institute, Cardiff (University of Wales Institute, Cardiff), course: International and Strategic Marketing, 18 entries in the bibliography, language: English, abstract: The market leader represents the most dominant form of market interferes in a specific market industry. Usually, there is in one industry one firm that interacts as the market leader. It is characterized by having the largest market share. Furthermore, the market leader determines pace and bases of competition as for example the pricing or advertising intensity and last its ability to create a benchmark which means that it then influences the activities of other companies (Wilson and Gilligan, (2006)). For example the sports brand NIKE is the market leader in the sports industry in the USA but also operating strongly on a global basis due to an enormous potential purchasing power worldwide. However, regarding the European market, ADIDAS dominates the sports industry market (Smit, 2006). [...]
Wettbewerbsvorteile entscheiden über Erfolg oder Misserfolg eines Unternehmens. Michael E. Porter zeigt, wie sich Firmen in ihrer Branche Wettbewerbsvorteile verschaffen und so behaupten können. Entweder ein Produkt hat einen Kostenvorteil oder es muss einen einzigartigen Nutzen bieten, der einen höheren Preis rechtfertigt. Porters Strategieklassiker muss jeder kennen, der mit der Strategieentwicklung in einer Firma zu tun hat.
Methoden zur Analyse von Branchen und Konkurrenten
Author: Michael E. Porter
Publisher: Campus Verlag
Category: Business & Economics
Seit 30 Jahren ist Michael E. Porters Buch zur Wettbewerbsstrategie der Klassiker zum Thema und Pflichtlektüre für Führungskräfte. Schritt für Schritt entwickelt der Autor alle Instrumente, die ein Manager für die Branchenanalyse benötigt. Seine Ausführungen erklären die grundlegenden Kräfte des brancheninternen Wettbewerbs. Fundiert und praxisnah stellt er konkrete Methoden zur Analyse von Branchen vor. Diese 12. Auflage ist vollständig durchgesehen, aktualisiert und erweitert.
Business & Economics by Russell Abratt,Michael Bendixen
This book is a unique collection of comprehensive cases that explore cases and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss strategic segmentation, competitive positioning, and strategies for growth, corporate branding, internal brand management, and corporate reputation management. With case studies from a broad range of global contexts and industries, including Burger King, FedEx and Twitter, readers will gain a working knowledge of developing and applying market-driven strategy. Through case analysis, students will learn to: Examine the role of corporate, business, and marketing strategy in strategic marketing; Recognize the implications of markets on competitive space with an emphasis on competitive positioning and growth; Interpret the various elements of marketing strategy and apply them to a particular real-world situation; Apply sound decision-making strategies and analytical frameworks to specific strategic marketing problems and issues; Apply ethical frameworks to strategic marketing situations. Strategic Marketing: Concepts and Cases is ideal for advanced undergraduate and postgraduate students, as well as those studying for an MBA or executive courses in strategic marketing or marketing management.
Meet any business or competitive analysis challenge: deliver actionable business insights and on-point recommendations that enterprise decision makers can’t and won’t ignore! All you need is one book: Business and Competitive Analysis, Second Edition . This generation’s definitive guide to business and competitive analysis has now been thoroughly updated with additional methods, applications and examples. Craig S. Fleisher and Babette E. Bensoussan begin with a practical primer on the process and context of business and competitive analysis: how it works, how to avoid pitfalls, and how to communicate results. Next, they introduce their unique FAROUT method for choosing the right tools for each assignment. The authors then present dozens of today’s most valuable analysis methods. They cover “classic” techniques, such as McKinsey 7S and industry analysis, as well as emerging techniques from multiple disciplines: economics, corporate finance, sociology, anthropology, and the intelligence and futurist communities. You’ll find full chapters outlining effective analysis processes; avoiding pitfalls; communicating results; as well as drill-downs on analyzing industries, competitive positioning, business models, supply chains, strategic relationships, corporate reputation, critical success factors, driving forces, technology change, cash flow, and much more. For every method, Fleisher and Bensoussan present clear descriptions, background context, strategic rationales, strengths, weaknesses, step-by-step instructions, and references. The result is a book every analyst, strategist, and manager can rely on – in any industry, for any challenge.
How do you give your brand a competitive edge in a 'me-too' situation? How do you differentiate your brand and give it a distinctive identity? How, in short, do you secure competitive advantage for your brand? Especially in a 'mine-too' situation. The author answers all these questions and more, by discussing the concepts and principles involved in developing sound positioning strategy. He brings into focus its practice and applications with cases and examples from the Indian market. A large number of packaged goods, as well as some widely used durables such as two-wheelers, TV sets, etc. have been analysed. The second edition has new chapters on positioning of services and celebrity endorsements. Also new cases and examples have been included. With this coverage, the book will help markets and advertisers create sound positioning strategies for their brands.
Business & Economics by Venkatesh Shankar,Gregory S. Carpenter,James Farley/Booz Allen Hamilton
Author: Venkatesh Shankar,Gregory S. Carpenter,James Farley/Booz Allen Hamilton
Publisher: Edward Elgar Publishing
Category: Business & Economics
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.
Die Marke gilt als wichtigster immaterieller Wertschöpfer in Unternehmen. Sie gewinnt durch die Digitalisierung weiter an Bedeutung. Dieser Klassiker zeigt die Rahmenbedingungen, Ziele und Grundsatzstrategien der Markenführung. Er stellt die Entwicklungen und Umsetzung der Markenidentität und Markenpositionierung ausführlich dar. Der Aufbau, die Gestaltung, die Kommunikation sowie das Wachstum von Marken werden detailliert analysiert. Die Verankerung der Marke in Unternehmen wird veranschaulicht, der Employer Branding-Prozess und Internal Branding-Maßnahmen werden vorgestellt. Komplexe Entscheidungen zur Markendehnung, zur Bildung von Markenallianzen sowie zur Führung von Markenportfolios und Markenarchitekturen beschreibt das Werk in bestechender Form. Ausgezeichnet mit dem Georg-Bergler-Preis der GfK und des Fachverlags Handelsblatt für die gelungene Verbindung von Wissenschaft und Praxis. Stimmen zur ersten Auflage: „Mit diesem Buch ist Esch in der Schwemme von Marken-Büchern ein Volltreffer gelungen.“ Prof. Dr. Hermann Diller, Universität Erlangen-Nürnberg „Mit diesem Buch ist Esch ein großer Wurf gelungen. Alle wesentlichen Aspekte der Markenführung wurden wissenschaftlich anspruchsvoll im Brückenschlag zur Praxis aufgearbeitet.“ Prof. Dr. Dr. h.c. mult. Heribert Meffert „Deutsche Unternehmen haben in der Markenführung enormen Nachholbedarf. Von den TOP 100 globalen Marken sind nur sechs deutsch. Das Buch ‚Strategie und Technik der Markenführung‘ zeigt, wie das anders werden kann.“ Prof. Dr. Hermann Simon, CEO, Simon, Kucher & Partner, Strategie & Marketing Consultants „Das eindrucksvolle Werk ... ist für die Marketingarbeit von Unternehmen von großem Wert. Es schafft Klarheit am konkreten Fall.“ Johann C. Lindenberg, Vorsitzender der Geschäftsführung Unilever Deutschland GmbH, Hamburg Dozenten finden Zusatzmaterialien zu diesem Buch auf www.vahlen.de
This text for marketing management covers basic concepts and emerging issues through readings by leading academics and practitioners. Vital issues for the 1990s are explored: ethical and legal aspects of marketing, the services industry, and multinational marketing. The book also looks at basics such as the four Ps and gives cutting-edge strategies for traditional marketing concerns, from market penetration to marketing plan development, implementation, and control. The Practice of Management Series.
Business & Economics by Tesar George,Moini Hamid,Sorensen Olav Jull
Author: Tesar George,Moini Hamid,Sorensen Olav Jull
Publisher: World Scientific
Category: Business & Economics
Around the world, small manufacturing enterprises in market-based economies are facing daily challenges posed by emerging green imperatives and opportunities. These issues impact future decisions, allocation of resources, and encourage managers to refocus their strategies. This book investigates how smaller manufacturing enterprises commit to green marketing strategies, mapping all major parts of the design process throughout the entire value-creating channel. It draws together a comprehensive framework to understand, from the perspective of marketing management, what managerial considerations are important in committing to green initiatives. Presenting an active debate and policies on environmental sustainability for small and medium sizes manufacturing companies, it focuses on aspects of innovative marketing practices in response to the need for businesses to incorporate strategies that generate a smaller carbon footprint. Aimed at an international audience, Mapping Managerial Implications of Green Strategy is an invaluable resource for managers looking for green solutions, and doctoral and graduate students looking for research topics. Contents: PrefaceAbout the AuthorsIntroduction to Managerial Implications of Green StrategyCommitment to Green Strategy and External ForcesEnterprise Action, Marketing Management, and Green Marketing StrategiesMarketing Strategies for Green IssuesFinancial Analysis of Green ProjectsCompetitive Positioning Subject to Green Marketing StrategiesEmerging Green Concerns and Managers of Smaller Manufacturing EnterprisesInternational Implications of Green Strategies and Consumption BehaviorIntegrationPostscriptAdditional ResourcesIndex Readership: Highly recommended for both students and managers working inindustry. Keywords: SMEs;Green Issues;Marketing Strategies;Carbon Footprint;Management StrategiesReview: Key Features: As far as the authors can determine based on a search of university libraries, publishers, and other sources, the proposed publication focusing especially on green issues in the context of marketing and financial activities among smaller manufacturing enterprises does not compare to any other available publicationSome of the concepts, framework and ideas introduced in this book can be found partially discussed in academic and professional, mostly consulting, publications, but they have not been shaped into a comprehensive framework and presented in the form of suggestions and approaches to practicing managers and students
Strategic planning by Gerry Johnson,Kevan Scholes,Richard Whittington