Strategic Marketing 1st Edition by Larry Ring Todd Mooradian, Kurt Matzler 1292020563 978-1292020563 by Mooradian, Todd A;matzler, Kurt;ring, Lawrence J 9781292020563, 1292020563 instant download after payment.

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Product details:

ISBN 10: 1292020563

ISBN 13: 978-1292020563

Author: Larry Ring Todd Mooradian, Kurt Matzler

An all-purpose approach to strategic marketing management.Because strategic marketing is the essential marketing activity, Mooradian provides readers with a highly applied decision-making framework and exploration of the tools that can be used to solve marketing problems.

Table of contents:

1. Appendix: Basic Financial Math for Marketing Strategy

2. Appendix: Strategic Marketing Plan Exercise

3. Appendix: The One-Page Memo

4. Appendix: Case Analysis and Action-Oriented Decisions

5. Overview of Marketing Strategy and the Strategic Marketing Process

6. Situation Assessment – The External Environment

7. Situation Assessment – The Company

8. Strategy Formation

9. Implementation

10. Planning, Assessment, and Adjustment

11. Market Definition

12. Context – PEST Analysis

13. Customer Assessment – Trends and Insights

14. Consumer and Organizational Buyer Behavior

15. Competitor Analysis – Competitive Intelligence

16. Company Assessment – Missions and Visions

17. Company Assessment – The Value Chain

18. Industry Analysis

19. Product Lifecycle

20. Experience Curve Effects on Cost Reduction

21. Economies and Diseconomies of Scale

22. Economies of Scope/Synergies and Virtuous Circles

23. Market Share Effects

24. Scenario Analysis

25. The Marketing Concept

26. What Is a Marketing Strategy?

27. Generic Strategies – Advantage and Scope

28. Generic Strategies – The Value Map

29. Generic Strategies – Product-Market Growth Strategies

30. Specific Marketing Strategies

31. Market Segmentation

32. Loyalty-Based Marketing, Customer Acquisition, and Customer Retention

33. Customer Lifetime Value

34. Competitive Advantages

35. SWOT Analysis

36. Targeting

37. Positioning

38. Customer-Oriented Market Research

39. Brands and Branding

40. Products – New Product Development

41. Products – Innovations

42. Products – Product Portfolios

43. Pricing Strategies

44. Promotion and People – Integrated Marketing Communications

45. Place – Distribution

46. Budgets, Forecasts, and Objectives

47. Assessment and Adjustment

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