Marketing for the Nonmarketing Executive: An Integrated Resource Management Guide for the 21st Century

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ISBN: 9781574442861 | 1574442864
Cover: Hardcover
Copyright: 11/29/2000

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This one-stop source is for anyone who needs comprehensive, yet hands-on information about marketing management and competitive strategy in the internet age. The nonmarketing executive or manager will understand the various components of marketing, its effect on the whole organization, how to communicate and develop a better rapport with marketing professionals, and how to participate effectively in marketing decisions.

The Marketing-Driven Company in the Internet Age

Introduction

(1)

Case Example: Cisco Systems

(2)

Combining Market Strategy with New Technology

(1)

Marketing Successes

(2)

Marketing Defined

(2)

The Evolution of Marketing

(6)

Functional Organization

(1)

Product Management Organization

(3)

Cross-Functional Teams

(1)

Case Example: Dow Chemical Co.

(1)

Case Example: John Deere

(2)

Relationship Marketing

(1)

Case Example: Office Depot

(1)

Cultural Diversity

(3)

Organization Culture

(1)

Market Culture

(1)

Looking Ahead

(1)

Choosing the Right Setup

(1)

Case Example: Rockwell International

(2)

Best Practices

(2)

The World of Markets

Introduction

(1)

Case Example: PPG Industries

(1)

Market and Product Segments

(5)

Choosing Market Segments

(1)

Categories for Segmenting Markets

(3)

Case Example: Paging Network

(3)

VALS (Values and Life Styles)

(2)

Locating a Viable Segment

(1)

Evaluating a Market Segment

(1)

Case Example: Imperial Chemical Industries

(8)

BCG Growth-Share Matrix

(2)

General Electric Business Screen

(2)

Arthur D. Little Matrix

(3)

Best Practices

(1)

Marketing Strategy for the 21st Century

Introduction

(1)

Case Example: EMC Corp.

(2)

Marketing Mix

(2)

Applications

(1)

Guidelines

(1)

External Forces

(6)

Customers

(1)

Competitors

(1)

Industry

(2)

Environmental Issues

(1)

Case Example: Coca-Cola

(1)

Strategy: The Key to Successful Business Practice

(6)

Sharpening Strategy Skills

(1)

Strategy Applications

(1)

Speed

(1)

Indirect Approach

(1)

Concentration

(1)

Alternative Objectives

(1)

Unbalancing Competition

(1)

Case Example: Gillette Co.

(2)

Best Practices

(1)

Market Intelligence: The Cornerstone of Marketing Strategy

Introduction

(1)

Case Example: Weyerhaeuser

(2)

Data Warehousing for Effective Decision Making

(2)

The World Wide Web and the Information Revolution

(1)

Applications

(1)

Developing a Market Intelligence System

(3)

Market Intelligence Plan

(2)

Competitor Analysis for Strategy Formulation

(1)

Strategy Applications

(2)

Market Research Techniques

(8)

Generating Primary Data

(1)

Experimentation

(1)

Observation

(2)

Interviewing

(3)

Focus Group Interviews

(1)

Image Research

(2)

The Importance of a Favorable Image

(1)

Developing an Image

(1)

Guidelines to Image Management

(1)

Case Example Toyota

(1)

Best Practices

(1)

Products: The Lifeline to Survival and Growth

Introduction

(1)

Case Example: UPS

(2)

New Products and Services

(1)

Defining a New Product

(1)

Categories of New Products

(1)

New Product Development

(7)

Positioning

(1)

Case Example: A. Schulman Inc

(2)

Product Life Cycle

(6)

Managing the Product Life Cycle

100

(1)

Strategies Throughout the Product Life Cycle

101

(4)

Case Example: Fuji Photo

105

(1)

Product Mix

106

(2)

Implementing a Product Mix Strategy

107

(1)

Product Audit

108

(3)

Establishing a Product Audit Program

110

(1)

Pricing Your Product

111

(6)

Pricing New Products

112

(2)

Pricing Existing Products

114

(3)

The Pricing Process

117

(1)

Best Practices

117

(2)

Customer Relationship Management: Integrating Customer-Driven Marketing with the Internet Age

Introduction

119

(1)

Case Example: Ford Motor Co

119

(2)

Customer Relationship Management (CRM)

121

(7)

B2B

122

(1)

Why Apply CRM

122

(3)

Customer Retention

125

(3)

Patterns of Customer Behavior

128

(1)

Case Example: Tecnol

128

(5)

Using the Behavior Model

132

(1)

Unfilled Wants and Needs

133

(1)

Case Example: Baldor Electric

133

(2)

How Customers Adopt a New Product

135

(6)

Diffusion

135

(1)

Adoption

136

(2)

Adopter Groups

138

(1)

How Social Systems Influence Diffusion and Adoption

138

(3)

Best Practices

141

(2)

Supply Chain Management: A New Era in Logistics and Distribution

Introduction

143

(1)

Case Example: Owens & Minor

144

(2)

Distribution Functions

146

(1)

New Role of the Intermediary

146

(1)

Choosing Channels of Distribution

147

(2)

Market Exposure

148

(1)

Exclusive Distribution

148

(1)

Intensive Distribution

149

(1)

Selective Distribution

149

(1)

Selecting Direct vs. Indirect Distribution

149

(3)

Direct Distribution

150

(1)

Indirect Distribution

150

(1)

Function vs. Institution

150

(1)

Making the Decision

151

(1)

Case Example: Yamato Transport

152

(1)

Channel Control

153

(3)

Selecting Distributors

153

(1)

Examining Your Distribution Structure

154

(2)

Evaluating Distributors

156

(1)

Best Practices

156

(3)

Marketing Communications: Your Link to the Outside World

Introduction

159

(1)

Case Example: Eddie Bauer

159

(1)

Branding

160

(2)

Image

162

(5)

Diverse Cultures

162

(1)

Cultural Values

162

(1)

Developing an Image

163

(4)

Advertising

167

(1)

Case Example: Microsoft

167

(3)

Advertising Techniques

170

(5)

Pre-Campaign Phase

170

(2)

Advertising Decisions

172

(1)

Developing Objectives

172

(1)

Advertising Spending

173

(1)

Making Advertising Pay Off

173

(2)

Sales Promotion

175

(5)

Developing Your Sales Promotion Program

180

(1)

Pretest Your Sales Promotion Program

180

(1)

Implement and Evaluate Your Campaign

180

(1)

Marketing over the Internet

181

(2)

Best Practices

183

(2)

Strategic Marketing Planning: How to Develop Business-Building Strategies and Action Plans

Introduction

185

(1)

Case Example: Emerson Electric

186

(1)

Critical Issues Impacting the Strategic Marketing Plan

187

(4)

Market-Related Problems

187

(1)

Sales Decline

187

(1)

Slow Growth

188

(1)

Changing Buying Behavior

188

(1)

Increasing Competition

188

(1)

Company Orientation

189

(2)

Managerial Participation

191

(1)

Outcomes of the Strategic Marketing Plan

191

(1)

Developing Your Strategic Marketing Plan (SMP)

192

(7)

Strategic Direction

193

(2)

Objectives and Goals

195

(1)

Growth Strategies

196

(2)

Business Portfolio

198

(1)

Developing Your Tactical Marketing Plan

199

(7)

Situation Analysis

200

(2)

Market Opportunities

202

(1)

Marketing Objectives

203

(2)

Strategies and Action Plans

205

(1)

Financial Controls and Budgets

205

(1)

Sales Forecasting

206

(3)

Sales Forecasting Techniques

206

(1)

Judgmental Methods

207

(1)

Market Survey

208

(1)

Best Practices

209

(6)

Wrap-Up

Introduction

215

(1)

Rules of Strategy

216

(1)

Benchmarking for Success

217

(2)

A Final Word

219

(2)

Index

221

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Marketing for the Nonmarketing Executive: An Integrated Resource Management Guide for the 21st Century

Summary

Table of Contents

Supplemental Materials

FREE SHIPPING

Rent More, Save More! Use code: BBRENTAL

5% off 1 book, 7% off 2 books, 10% off 3+ books

Marketing for the Nonmarketing Executive: An Integrated Resource Management Guide for the 21st Century

Summary

Table of Contents

Supplemental Materials

Digital License