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Table Of Contents

Introduction
How to manage marketing in the 21st century
Marketing successes
Marketing strategy
Strategy teams
Identifying opportunities
How to manage your marketing strategy (Part 1)
Primary strategy principles
Strategy applications
A focus on marketing strategy
How to manage your marketing strategy (Part 2)
Part 1 – Marketing mix
Part 2 – External forces
How to manage your competitor intelligence
Competitor intelligence model
Marketing research techniques
Types of data
Generating primary data
How to manage your strategic marketing plans
Marketing plan: one year
Segmentation in action
Select a market segment
Portfolio analysis
Strength/ weakness analysis
How to manage your product strategy
Product life cycle
Product competition
Product mix
Product design
New products/ services
Product audit
How to manage your communications strategy
Determining your advertising budget
Guidelines for successful sales promotion
How to use sales promotion to stimulate sales
Marketing over the Internet
How to manage your pricing strategy
Sales forecasting
Pricing new products
Pricing strategies
Pricing established products
How to manage your distribution strategy
Chapter objectives
Channel commitment
Channel coverage
Distribution and market exposure
Making the channel decision
Channel control
Selecting distributors
Evaluating distributors
Leadership and implementing strategy
Relationship marketing
Benchmarking for success
Think like a strategist
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14030629 the Marketing Strategy Guide Desktop Guide

14030629 the Marketing Strategy Guide Desktop Guide

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Published by OnTheSky

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Published by: OnTheSky on Sep 05, 2010
Copyright:Attribution Non-commercial

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01/30/2013

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