Foundations of Net Enhanced Organizations or Strategic Marketing Managment

Foundations of Net-Enhanced Organizations

Author: Detmar Straub

Now you can get the knowledge, tools, and strategies you need to do business in the networked economy. FOUNDATIONS OF NET-ENHANCED ORGANIZATIONS explores the ways in which organizations, particularly profit-making organizations, can become technically and operationally proficient in an increasingly networked world. Covering a broad range of topics, this latest addition to Wiley’s new series on Net-Enhanced Organization (NEO) provides you with valuable insights into why the revolution in networked enterprises makes sense from an economic standpoint, presents a layman’s view of how the underlying information technologies actually work, and equips you with corporate strategies, business models, and marketing tactics for introducing successful net-enhanced systems.

Books about: Sundays At Moosewood Restaurant or Big Book of Chicken

Strategic Marketing Managment

Author: Carol H Anderson

Anderson and Vincze prepare students to recognize, embrace, and manage change by focusing on higher-level strategic issues and decision making in marketing management. The Second Edition features an integrated approach that combines both theory and cases in a single volume for easy reference and evaluation. One of the most up-to-date collections available, the comprehensive cases have all been class-tested and cover a range of small, medium, and large organizations across several industries and environments.

Mini-cases offer more choices for flexible casework in and outside of class and the Marketing Plan appendix can be assigned throughout the semester. Experiential exercises encourage students to practice applying chapter concepts to real-world scenarios.

Table of Contents:

Contents

Note: Each chapter concludes with a Summary, Questions, and Exercises.

• Case Grid
• I. An Introduction to Strategic Marketing Management
• 1. The Changing Role of Marketing
  Marketing and Marketing Management Defined
  Evolution of the Marketing Concept
  The Marketing Mix
  Marketing Management in the Twenty-First Century
  Focusing on Customer Satisfaction
  Building Markets for the Long Term
  Organization of Strategic Marketing Management

  2. Forces of Change and Their Impact

  The Marketing Ecocycle

  Business Revolutions and Catalysts for Change

  Impact of Change on Strategic and Tactical Marketing Decisions

  II. Achieving Competitive Advantage

  3. Strategic Market Planning

  Marketing Management Decisions and Strategic Planning

  Strategic Market Planning: A Multilevel Process

  The Strategic Planning Process

  Planning for the Long Term

  Strategic Planning and the Challenge of Change

  Strategic Planning and a Customer Orientation

  4. Marketing Intelligence and Creative Problem Solving

  Marketing Management Decisions and Creative Problem Solving

  The Marketing Research Process

  Key Information for Marketing Decisions

  Sources of Information

  Issues in Marketing Information Acquisition and Use

  5. Understanding Consumer Buying Behavior

  The Consumer Buying Process

  Social and Cultural Influences on Buying Behavior

  Individual Influences on Buying Behavior

  Consumers and Products

  Consumers and Situations

  Relationship Marketing

  6. Business Markets and Buying Behavior

  Scope of Business Markets

  Differences Between Organizational and Consumer Buying Behavior

  The Business-to-BusinessBuying Process

  Organizational Structure and Buyer Characteristics

  Types of Business Purchase Decisions

  Major Influences on Purchase Decisions

  Relationship Marketing

  7. Market Segmentation, Target Marketing, and Positioning

  The Basics of Market Segmentation

  Target Marketing Strategies

  The Market-Segmentation Process

  Selection of Market Segments

  Ethical Issues in Market Segmentation

  Positioning Strategies

  III. Implementing Marketing-Mix Strategies

  8. Product Strategy

  What Is a Product?

  Classification of Goods

  Product Strategy Issues

  The Product Life Cycle

  Test Marketing

  Launching New Products

  Brand Strategies

  9. Services Marketing Strategy

  Services: A Major Force in the U.S. Economy

  Characteristics of Services versus Goods

  Levels of Service

  Service as Value

  Service Marketing Issues

  The Service Design Process

  Setting Standards for Service Quality

  Service Delivery and Implementation

  10. Distribution Strategy

  Distribution Channels: An Overview

  Channel Structures and Marketing Systems

  Channel Members

  Channel Selection and Design

  Channel Management

  11. Integrated Marketing Communications Strategy

  Integrated Marketing Communications

  Pull versus Push IMC Strategies

  Financial Aspects of IMC

  12. Integrated Marketing Communications Tools

  Managing Salesforce Activity

  Managing the Advertising Program

  Determining Advertising Opportunities

  Publicity, Direct Marketing, and Sales Promotion

  13. Direct Marketing

  Direct Marketing Defined

  Factors Leading to Growth of Direct Marketing

  Direct Marketing Tools

  Objectives of Direct Marketing

  Integrated Direct Marketing Communications

  The Direct Marketing Process

  Issues in Direct Marketing

  Trends in Direct Marketing

  14. Pricing Strategy

  The Role of Price in Strategic Marketing

  Product Life Cycle Pricing

  Psychological Pricing

  Strategic Pricing Models

  Pricing Strategy and Break-Even Analysis

  Pricing Strategy Decisions: Issues, Problems, and Legal Concerns

  Pricing Strategy and IMC

  IV. Managing Marketing Efforts

  15. Control and Measurement of Marketing Performance

  Controlling Marketing Efforts

  Levels of Analysis

  Measuring Performance

  16. The Marketing-Oriented Organization

  The Marketing Organization's Structure

  The Evolving Marketing Organization

  Integrated Management Systems

  Recent Trends in Management Practice

  The Virtual Organization

  V. Cases

  Introduction to the Case Method

  Case 1. Botton Village

  Case 2. W.L Gore & Associates, Inc.: Entering 1998

  Case 3. Service in the Skies: High-Class, Low-Class, and No Class

  Case 4. Cowgirl Chocolates

  Case 5. Calgene Inc.: Marketing High-Tech Tomatoes

  Case 6. 3DV-LS: Assessing Market Opportunity in the Computer Visualization Market

  Case 7. Rayovac Corporation: "Recreating a Proud America Brand"

  Case 8. DeCopier Technologies, Inc.

  Case 9. Circus Circus Enterprises, Inc. (1998)

  Case 10. Priceline.com: Act III—From Dot.com to "Real Business"

  Case 11. Black Diamond, Ltd.: Hanging on the Cutting Edge

  Case 12 Philip Morris, Inc. ("Big Mo"): The Consumer Brand Powerhouse Plans Its Future (2001)

  Case 13. Frigidaire Company: Launching the Front-Loading Washing Machine

  Case 14. Target Is Hot! What's Next for the "Upscale Discounter" (2001)

  Case 15. Outback Goes International

  Case 16. Perdue Farms Inc.: Responding to Twenty-First-Century Challenges

  Case 17. Nike, Inc. (1999)

  Case 18. Nike's Dispute with the University of Oregon

  Case 19. Kellogg Company

  Case 20. Women's Undergarment Factory #8

  Case 21. America Online

  Case 22. Kentucky Fried Chicken and the Global Fast-Food Industry

  Appendix A. Development, Implementation, and Evaluation of a Marketing Plan