Strategic Market Management – European Edition
Autor DA Aakeren Limba Engleză Paperback – 26 ian 2007
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Specificații
ISBN-13: 9780470059869
ISBN-10: 0470059869
Pagini: 368
Dimensiuni: 170 x 244 x 20 mm
Greutate: 0.62 kg
Ediția:European Edition
Editura: Wiley
Locul publicării:Chichester, United Kingdom
ISBN-10: 0470059869
Pagini: 368
Dimensiuni: 170 x 244 x 20 mm
Greutate: 0.62 kg
Ediția:European Edition
Editura: Wiley
Locul publicării:Chichester, United Kingdom
Public țintă
S tudents studying strategy and marketing courses and strategy courses.Cuprins
PART I INTRODUCTION AND OVERVIEW 1 Chapter 1 Business Strategy: The Concept and Trends in Its Management What is a Business Strategy? Strategic Options Strategic Market Management: Characteristics and Trends Why Strategic Market Management? Chapter 2 Strategic Market Management: An Overview External Analysis Internal Analysis Creating a Vision for the Business Strategy Identification and Selection Selecting among Strategic Alternatives The Process PART II STRATEGIC ANALYSIS Chapter 3 External and Customer Analysis External Analysis The Scope of Customer Analysis Segmentation Customer Motivations Unmet Needs Chapter 4 Competitor Analysis Identifying Competitors--Customer-Based Approaches Identifying Competitors--Strategic Groups Potential Competitors Competitor Analysis--Understanding Competitors Competitor Strengths and Weaknesses Obtaining Information on Competitors Chapter 5 Market/Submarket Analysis Dimensions of a Market Analysis Actual and Potential Market Size Market and Submarket Growth Market and Submarket Profitability Analysis Cost Structure Distribution Systems Market Trends Key Success Factors Risks in High-Growth Markets Chapter 6 Environmental Analysis and Strategic Uncertainty Dimensions of Environmental Analysis Dealing with Strategic Uncertainty Impact Analysis--Assessing the Impact of Strategic Uncertainties Scenario Analysis Chapter 7 Internal Analysis Financial Performance--Sales and Profitability Performance Measurement--Beyond Profitability Determinants of Strategic Options From Analysis to Strategy Business Portfolio Analysis Case Challenges for Part II The Soft Drinks Market Tesco PART III ALTERNATIVE BUSINESS STRATEGIES Chapter 8 Creating Advantage--Synergy and Vision versus Opportunism The Sustainable Competitive Advantage The Role of Synergy Strategic Vision versus Strategic Opportunism A Dynamic Vision Chapter 9 Strategic Options: Quality and Brand Equity Business Strategy Challenges Strategic Options The Quality Option The Brand Equity Option Chapter 10 Strategic Options: Value, Focus, Innovation and Customer Relationships The Value Option The Focus Option The Innovation Option The Customer Relationship Option Chapter 11 Global Strategies Motivations Underlying Global Strategies Standardization versus Customization Global Brand Management Strategic Alliances Chapter 12 Strategic Positioning The Role of the Strategic Position Strategic Position Options Developing and Selecting a Strategic Position Case Challenges for Part III Bulmers Innocent PART IV GROWTH STRATEGIES Chapter 13 Growth Strategies: Penetration, Product-Market Expansion, Vertical Integration, and the Big Idea Growth in Existing Product Markets Product Development for the Existing Market Market Development Using Existing Products Vertical Integration Strategies The Big Idea Chapter 14 Diversification Related Diversification The Mirage of Synergy Unrelated Diversification Entry Strategies Chapter 15 Strategies in Declining and Hostile Markets Creating Growth in Declining Industries Be the Profitable Survivor Milk or Harvest Divestment or Liquidation Selecting the Right Strategy for the Declining Environment Hostile Markets Case Challenges for Part IV Dove Green & Black's PART V IMPLEMENTATION Chapter 16 Organisational Issues A Conceptual Framework Structure Systems People Culture Obtaining Strategic Congruence Organizing for Innovation A Recap of Strategic Market Management Case Challenges for Part V Vodafone Index
Descriere
"The concepts and frameworks presented in this book are invaluable for anyone seriously interested in marketing strategy or the management of strategies more generally. The fact that the text uses cases and examples throughout which focus on the UK and the rest of Europe is a huge bonus. " --Scott G.