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Strategic Marketing 1st Edition by Todd Mooradian ISBN 1292020563 9781292020563

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Strategic marketing 1. ed., internat. ed. Edition Matzler Digital Instant Download

Author(s): Matzler, Kurt; Mooradian, Todd A.; Ring, Lawrence J.
ISBN(s): 9781292020563, 1292020563
Edition: 1. ed., internat. ed.
File Details: PDF, 10.32 MB
Year: 2014
Language: english
SKU: EB-7182782 Category: Tags: , , , , ,

Strategic Marketing 1st Edition by Todd Mooradian – Ebook PDF Instant Download/Delivery: 1292020563, 978-1292020563

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Product details:

ISBN 10: 1292020563

ISBN 13: 978-1292020563

Author:  Todd Mooradian 

Strategic Marketing 1st Edition: For highly applied undergraduate and graduate marketing management or strategy courses. An all-purpose approach to strategic marketing management. Because strategic marketing is the essential marketing activity, Mooradian provides students with a highly applied decision-making framework and exploration of the tools that can be used to solve marketing problems.

 

Strategic Marketing 1st Edition Table of contents:

  • Overview of marketing strategy and the strategic marketing process
  • Situation assessment
    • The external environment
    • The company
  • Strategy formation
  • Implementation
  • Planning, assessment, and adjustment
  • Market definition
  • Context
    • PEST analysis
  • Customer assessment
    • Trends and insights
  • Consumer and organizational buyer behavior
  • Competitor analysis
    • Competitive intelligence
  • Company assessment
    • Missions and visions
    • The value chain
  • Industry analysis
  • Product lifecycle
  • Experience curve effects on cost reduction
  • Economies and diseconomies of scale
  • Economies of scope/synergies and virtuous circles
  • Market share effects
  • Scenario analysis
  • The marketing concept
  • What is a marketing strategy?
  • Generic strategies
    • Advantage and scope
    • The value map
    • Product-market growth strategies
  • Specific marketing strategies
  • Market segmentation
  • Loyalty-based marketing, customer acquisition, and customer retention
  • Customer lifetime value
  • Competitive advantages
  • SWOT analysis
  • Targeting
  • Positioning
  • Customer-oriented market research
  • Brands and branding
  • Products
    • New product development
    • Innovations
    • Product portfolios
  • Pricing strategies
  • Promotion and people
    • Integrated marketing communications
  • Place
    • Distribution
  • Budgets, forecasts, and objectives
  • Assessment and adjustment

 

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Todd Mooradian,Strategic,Marketing