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營(yíng)銷(xiāo)戰(zhàn)略(以決策為導(dǎo)向的方法第5版)
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營(yíng)銷(xiāo)戰(zhàn)略(以決策為導(dǎo)向的方法第5版) 版權(quán)信息
- ISBN：7301100132
- 條形碼：9787301100134 ; 978-7-301-10013-4
- 裝幀：暫無(wú)
- 冊(cè)數(shù)：暫無(wú)
- 重量：暫無(wú)
- 所屬分類(lèi)：>>
營(yíng)銷(xiāo)戰(zhàn)略(以決策為導(dǎo)向的方法第5版) 內(nèi)容簡(jiǎn)介
本書(shū)的**篇是對(duì)戰(zhàn)略的簡(jiǎn)要介紹，強(qiáng)調(diào)了以市場(chǎng)為導(dǎo)向的視角在營(yíng)銷(xiāo)中的基礎(chǔ)作用；第二篇引導(dǎo)讀者認(rèn)識(shí)和分析市場(chǎng)機(jī)會(huì)；第三篇針對(duì)不同類(lèi)型的市場(chǎng)給出了各自的營(yíng)銷(xiāo)戰(zhàn)略指導(dǎo)；第四篇講述營(yíng)銷(xiāo)戰(zhàn)略執(zhí)行的有效性及其度量。
營(yíng)銷(xiāo)戰(zhàn)略(以決策為導(dǎo)向的方法第5版) 目錄
Preface
SECTION ONE
Introduction to Strategy
1 Market-Oriented Perspectives Underlie Successful Corporate,Business,and Marketing Strategies
2 Corporate Strategy Decisions and Their Marketing Implications
3 Business Strategies and Their Marketing Implications
SECTION TWO
Opportunity Analysis
4 Understanding Market Opportunities
5 Measuring Market Opportunities:Forecasting and Market Knowledge
6 Targeting Attractive Market Segments
7 Differentiation and Positioning
SECTION THREE
Formulating Marketing Strategies
8 Marketing Strategies for New Market Entries
9 Strategies for Growth Markets
10 Strategies for Growth Markets
11 Marketing Strategies for the New Economy
SECTION FOUR
Implementation and Control
12 Organizing and Planning for Effective Implementation
13 Marketing Metrics for Marketing Performance
Name Index
Subject Index
SECTION ONE
Introduction to Strategy
1 Market-Oriented Perspectives Underlie Successful Corporate,Business,and Marketing Strategies
2 Corporate Strategy Decisions and Their Marketing Implications
3 Business Strategies and Their Marketing Implications
SECTION TWO
Opportunity Analysis
4 Understanding Market Opportunities
5 Measuring Market Opportunities:Forecasting and Market Knowledge
6 Targeting Attractive Market Segments
7 Differentiation and Positioning
SECTION THREE
Formulating Marketing Strategies
8 Marketing Strategies for New Market Entries
9 Strategies for Growth Markets
10 Strategies for Growth Markets
11 Marketing Strategies for the New Economy
SECTION FOUR
Implementation and Control
12 Organizing and Planning for Effective Implementation
13 Marketing Metrics for Marketing Performance
Name Index
Subject Index
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