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Marketing management and strategy
出版 2002书本目录: “...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...”
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