Marketing management and strategy / Peter Doyle

Includes index

About the author xii
Preface xiii
Acknowledgements xvii
Management: objectives and tasks
1 (30)
Objectives and success
1 (9)
Stakeholders' objectives and constraints
10 (4)
Developing balanced objectives
14 (4)
Developing a strategy
18 (3)
Criteria for strategic success
21 (2)
Strategic intent
23 (1)
Core competences
24 (2)
Organizational dimensions
26 (3)
Summary
29 (1)
Questions
30 (1)
Notes
30 (1)
The customer-led business
31 (30)
The theory of marketing
31 (5)
The customer-led business
36 (3)
Success
39 (3)
Focus on needs
42 (3)
Organization
45 (2)
Competitive advantage
47 (1)
Entire business
48 (1)
Customers as assets
49 (4)
Creating the customer-led business
53 (6)
Summary
59 (1)
Questions
59 (1)
Notes
60 (1)
Segmentation, positioning and the marketing mix
61 (31)
Market segmentation
62 (10)
Dynamic targeting strategies
72 (5)
Creating the differential advantage
77 (6)
Positioning strategy
83 (2)
The marketing plan
85 (4)
Market-centred organizations
89 (1)
Summary
90 (1)
Questions
90 (1)
Notes
91 (1)
Strategic market planning
92 (38)
Adapting to change
92 (5)
Evolution of planning systems
97 (2)
Corporate strategy
99 (18)
Business unit strategy
117 (11)
Summary
128 (1)
Questions
128 (1)
Notes
129 (1)
Market dynamics and competitive strategy
130 (27)
Cycles of confusion
130 (6)
Market dynamics
136 (3)
The evolution of markets
139 (5)
Formulating marketing strategies
144 (9)
Niche companies
153 (2)
Summary
155 (1)
Questions
156 (1)
Notes
156 (1)
Building successful brands
157 (31)
Products and brands
158 (1)
Added values
159 (6)
How to build brands
165 (5)
The benefits of brands
170 (4)
Multibranding, line and brand extensions
174 (3)
Revitalization, repositioning and rationalization
177 (3)
Regional and global brands
180 (2)
Buying versus building brands
182 (1)
Valuing brands
183 (1)
The branding dilemma
184 (2)
Summary
186 (1)
Questions
186 (1)
Notes
187 (1)
Innovation and new product development
188 (30)
Meaning of innovation
188 (3)
Why innovate?
191 (4)
Strategic opportunities for fast innovators
195 (2)
Barriers to innovation
197 (2)
Organizing for innovation
199 (4)
New product development process
203 (9)
Customer adoption process
212 (4)
Summary
216 (1)
Questions
216 (1)
Notes
216 (2)
Pricing policy: delivering value
218 (21)
Assessing price competitiveness
220 (2)
Establishing initial prices
222 (9)
Initiating price changes
231 (3)
Controlling reseller mark-ups
234 (3)
Summary
237 (1)
Questions
238 (1)
Notes
238 (1)
Communications strategy
239 (39)
Introduction
239 (2)
Communications and buyer behaviour
241 (11)
Advertising planning
252 (13)
Direct response marketing
265 (2)
Interactive marketing
267 (2)
Sales promotion
269 (3)
Public relations
272 (2)
Determining the communications mix
274 (2)
Summary
276 (1)
Questions
276 (1)
Notes
277 (1)
Managing personal selling
278 (33)
Salesforce objectives
279 (2)
Salesforce strategy
281 (4)
Structure and size
285 (5)
Allocation of resources
290 (2)
Sales management
292 (6)
The selling process
298 (5)
Negotiations
303 (4)
Managing account relationships
307 (2)
Summary
309 (1)
Questions
309 (1)
Notes
309 (2)
Managing marketing channels
311 (27)
The role of channels
312 (3)
Designing distribution channels
315 (5)
Managing distribution channels
320 (4)
Channel evolution
324 (4)
Organizing distribution
328 (9)
Summary
337 (1)
Questions
337 (1)
Notes
337 (1)
Marketing in service businesses
338 (32)
Nature of services
339 (3)
Service characteristics
342 (4)
Service tasks
346 (6)
Services marketing strategy
352 (16)
Summary
368 (1)
Questions
368 (1)
Notes
369 (1)
Turnaround management
370 (31)
Short-versus long-term improvements
371 (2)
Types of industry change
373 (3)
Some financial concepts
376 (4)
Consolidation phase
380 (9)
Transformation programme
389 (10)
Summary
399 (1)
Questions
400 (1)
Notes
400 (1)
Marketing in the twenty-first century
401 (20)
Marketing: a recapitulation
401 (4)
Changing marketing environment
405 (3)
Changing marketing strategies
408 (4)
Changing organizations for marketing
412 (3)
Towards a partnership mentality
415 (2)
Implementing marketing
417 (2)
Summary
419 (1)
Questions
420 (1)
Notes
420 (1)
Further reading 421 (8)
Index of authors and firms 429 (5)
Index of subjects 434

eng