Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
Part I: Strategic Marketing
Chapter 1 Imperatives for Market-Driven Strategy
Appendix 1A Strategic Marketing Planning
Cases for Part I
Part II: Markets, Segments, and Customer Value
Chapter 2 Markets And Competitive Space
Appendix 2A Financial Analysis for Marketing Planning and Control
Chapter 3 Strategic Market Segmentation
Chapter 4 Strategic Customer Relationship Management
Chapter 5 Capabilities For Learning About Customers and Markets
Cases for Part II
Part III: Designing Market-Driven Strategies
Chapter 6 Market Targeting and Strategic Positioning
Chapter 7 Strategic Relationships
Chapter 8 Innovation and New Product Strategy
Cases for Part III
Part IV: Market-Driven Program Development
Chapter 9 Strategic Brand Management
Chapter 10Value Chain Strategy
Chapter 11 Pricing Strategy
Chapter 12Promotion, Advertising and Sales Promotion Strategies
Chapter 13Sales Force, Internet and Direct Marketing Strategies
Cases for Part IV
Part V: Implementing and Managing Market-Driven Strategies
Chapter 14Designing Market-Driven Organizations
Chapter 15Marketing Strategy Implementation and Control
Appendix 15A Marketing Metrics
Cases for Part V
Part VI: Comprehensive Cases
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
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