Marketing Methods to Improve Company Strategy
Applied Tools and Frameworks to Improve a Company's Competitiveness Using a Network Approach
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ISBN-13:
9780415873772
Veröffentl:
2010
Erscheinungsdatum:
20.01.2010
Seiten:
128
Autor:
Marcos Fava Neves
Gewicht:
249 g
Format:
211x137x15 mm
Sprache:
Englisch
Beschreibung:
This book consolidates over 10 years of academic research and consulting activities developed by the authors. The core themes include methods (step frameworks and analytic tools) in marketing and strategy addressed to support managerial planning, analysis, and decision making in these areas. It will be of practical use to students of Business Administration and practitioners seeking new methods to implement to increase their productivity.
TABLE OF CONTENTS INTRODUCTION CHAPTER 1: HOW TO DESCRIBE THE COMPANY AS A NETWORK CHAPTER 2: HOW TO MAKE A STRATEGIC MARKETING PLAN AND MANAGEMENT UNDER A COLLABORATIVE NETWORK APPROACH CHAPTER 3: HOW TO BUILD COMPETITIVE ADVANTAGE THROUGH A MARKETING CHANNELS PLAN CHAPTER 4: HOW TO ANALYZE CHANNEL VALUE CAPTURE CHAPTER 5: HOW TO BUILD AND REVIEW MARKETING AND NETWORKS CONTRACTS CHAPTER 6: HOW TO BUILD COMPETITIVE ADVANTAGE VIA SALES FORCE CHAPTER 7: HOW TO BUILD JOINT VENTURES CHAPTER 8: A METHOD FOR BUILDING COMPETITIVE ADVANTAGE THROUGH ALIGNMENT OF MARKETING CHANNELS INCENTIVES CHAPTER 9: IDENTIFYING KEY SUCCESS FACTORS TO DEVELOP MARKET DRIVEN STRATEGIES CHAPTER 10: REFERENCES
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