Strategic Marketing Term Project

Project ()

Chapters 11, 12, 13

Chapters 15, 16
(Marketing
Strategy
Implementation and
Financial
Performance)
Chapters 3, 4, 5, 6



Chapters 7, 8, 9, 10

Marketing Strategy, Relationships, Offerings, Timing & Resource
Allocation, D. Sudharshan, Prentice Hall
Marketing Engineering: Computer-Assisted Marketing Analysis and
Planning, Gary Lilien and Arvind Rangaswamy, Prentice Hall
Principles of Marketing Engineering, Gary Lilien, Arvind Rangaswamy,
and Arnaud De Bruyn, ISBM (Institute for the Study of Business Market)
Strategic Database Marketing: The Masterplan for Starting and Managing
a Profitable, Customer-Based Marketing Program, Arthur Hughes, the
McGraw Hill

:
(A survey)
Critical analysis of the Taiwan companies cases in strategic marketing

(), BBS
Project
:
Net Promoter Score, Customer Value, Keno Method, Customer Satisfaction
Index, Customer Loyalty Index, Customer Retention, Net Marketing
Contribution, Market Development Index, Share Development Index, Marketing
ROS, Marketing ROI, Value Map, Perceptual Map, Cost Advantage Index,
Product Advantage Index, Variance Analysis, Portfolio Analysis, Segmentation,
Mass Collaboration, Conjoint Analysis, Industry Analysis, Competitor Analysis,
Offensive Strategy, Marketing Plan, Defensive Strategy, Marketing Mix,
Marketing and Financial Performance,

( )
1. (Journal articles) 1
(SCISSCIABI )
()
2.
(1)
(2)
()

(3) ()

(:
)
(4)
3. Powerpoint
email Powerpoint (
) Powerpoint
()
1 Journal of Marketing
2 Journal of Consumer Research
3 Journal of Marketing Research
4 Marketing Sciences
5 Journal of the Academy of Marketing Sciences
6 Journal of Retailing
7 International Journal of Research in Marketing
8 Journal of Advertising
9 Journal of Business Research
10 Journal of Product Innovation Management
11 Journal of Advertising Research
12 Journal of Consumer Psychology
13 Journal of Public Policy and Marketing
14 Industrial Marketing Management
15 Marketing Letters
16 Psychology and Marketing
17 Journal of Selling and Sales Management
18 European Journal of Marketing
19 Journal of Consumer Affairs
20 Journal of International Marketing
21 Journal of Business Ethics
22 International Journal of Market Research
23 Journal of Service Research
24 Journal of Interactive Marketing
25 Journal of Consumer Marketing
26 Journal of Services Marketing
27 Journal of Marketing Theory and Practice
28 Journal of Business and Industrial Marketing
29 Journal of Business Logistics
30 International Marketing Review