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Market-Driven Management
Strategic and Operational Marketing
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Taking a market orientation approach, the author challenges the traditional concept of the 4Ps and the 'functional' role of marketing departments. Peppered throughout with numerous international case vignettes and examples from a range of manufacturing, service, consumer and business-to-business sectors, the text ends with 10 longer case studies. The book will also be supported by a free Instructor's Support Manual on the Macmillan Business website at: www.macmillan-business.co.uk making it ideal reading for MBA, Masters and final year undergraduate students of marketing.Table of contents:PART...
Taking a market orientation approach, the author challenges the traditional concept of the 4Ps and the 'functional' role of marketing departments. Peppered throughout with numerous international case vignettes and examples from a range of manufacturing, service, consumer and business-to-business sectors, the text ends with 10 longer case studies. The book will also be supported by a free Instructor's Support Manual on the Macmillan Business website at: www.macmillan-business.co.uk making it ideal reading for MBA, Masters and final year undergraduate students of marketing.
Table of contents:
PART ONE: THE CHANGING ROLE OF MARKETING
The Role of Marketing in the Firm and in a Market Economy
From Marketing to Market-Driven Management
PART TWO: UNDERSTANDING CUSTOMER BEHAVIOUR
The Customer Choice Behaviour
The Marketing Information System
The Customer's Response Behaviour
PART THREE: MARKET-DRIVEN STRATEGY DEVELOPMENT
Needs Analysis through Market Segmentation
Market Attractiveness Analysis
Competitive Analysis
Formulating a Market Strategy
The Strategic Marketing Plan
PART FOUR: MARKET-DRIVEN MANAGEMENT DECISIONS
Market-Driven New Product Decisions
Market-Driven Distribution Decisions
Market-Driven Pricing Decisions
Market-Driven Communication Decisions
Market-Driven Advertising Decisions
PART FIVE: 10 CASE STUDIES IN MARKET-DRIVEN MANAGEMENT
The Lander Company
The Wilo Corporation
TV: Cold Bath for French Cinema
Ecover
Volvo Truck Belgium
The Petro-Equipment Company
Sierra Plastic Company
Tissex
Newfood
SAS: Meeting Customer Expectations
Table of contents:
PART ONE: THE CHANGING ROLE OF MARKETING
The Role of Marketing in the Firm and in a Market Economy
From Marketing to Market-Driven Management
PART TWO: UNDERSTANDING CUSTOMER BEHAVIOUR
The Customer Choice Behaviour
The Marketing Information System
The Customer's Response Behaviour
PART THREE: MARKET-DRIVEN STRATEGY DEVELOPMENT
Needs Analysis through Market Segmentation
Market Attractiveness Analysis
Competitive Analysis
Formulating a Market Strategy
The Strategic Marketing Plan
PART FOUR: MARKET-DRIVEN MANAGEMENT DECISIONS
Market-Driven New Product Decisions
Market-Driven Distribution Decisions
Market-Driven Pricing Decisions
Market-Driven Communication Decisions
Market-Driven Advertising Decisions
PART FIVE: 10 CASE STUDIES IN MARKET-DRIVEN MANAGEMENT
The Lander Company
The Wilo Corporation
TV: Cold Bath for French Cinema
Ecover
Volvo Truck Belgium
The Petro-Equipment Company
Sierra Plastic Company
Tissex
Newfood
SAS: Meeting Customer Expectations