TOC: Mar Strat
Introduction
Marketing Strategy: The Thinking Involved, A book by Mark Hill
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Preface
I. The Role Marketing Thinking Plays in Strategy
1. Marketing Thinking
2. Learning to Think in a Marketing Way
II. Thinking Through the Marketing Process
3. The Big Questions: Assessing the Situation
4. Thinking Further about Marketplace Structure and Strategy
5. Thinking Through Difference – The Nature of the Marketplace and Consumption
6. Thinking through the Marketing Mix
7. Co-creating Meaningful Differences with Products and Services
8. Co-creating (Co-marketing) Meaningful Differences with Marketing Communications
9. The Changing Customer Interface Landscape
10. Thinking Beyond Logistics
11. The Question of Price
III. Reflective vs. Forward-Looking Sides of Marketing Thinking
12. Assessment vs. Navigating Strategy – Using Metrics
IV. Thinking Organization
13. Cultivating a Thinking Culture
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