TY  - BOOK
AU  - Chernev,Alexander
TI  - Strategic marketing analysis
SN  - 9780979003912 (pbk.) :
AV  - HF5415 .C5174 2007
PY  - 2007///
CY  - [United States?]
PB  - Brightstar Media Inc.
KW  - Marketing research
KW  - Marketing
KW  - Mathematical models
N1  - pt.1. The big picture; Introduction: Strategic marketing analysis as a business discipline, The framework for marketing analysis  -- pt.2. Strategic analysis; Setting strategic goals, Identifying target customers, Developing a positioning strategy, Evaluating market competitiveness, Creating a sustainable competitive advantage, Managing competitive dynamics -- pt.3. Tactical analysis; Managing products and services, Managing brands, Managing price, Managing incentives, Managing communications, Managing distribution -- pt.4. Applications; Managing profit growth, Managing sales growth, Managing new products, Managing product lines, Managing product portfolios, Closing performance gaps, Managing customer strategy and tactics, Economic value analysis, Market forecasting, Customer equity analysis -- pt.5. References; Writing a positioning statement, Writing a strategic marketing memo, Writing a strategic marketing plan, Essential financial concepts in marketing
N2  - This book offers a comprehensive framework for strategic marketing planning and outlines a structured approach to identifying, understanding, and solving marketing problems. It is written for a diverse audience. For business students, the strategic marketing analysis theory outlined in this book is an essential tool for case analysis in the classroom, as well as for management, strategic consulting, and marketing interviews. For managers and consultants, this book presents a conceptual framework that will help develop an overarching strategy for day-to-day decisions involving product and service design, branding, pricing, promotions, and distribution. For senior executives, the book offers a big-picture approach for planning new marketing campaigns and evaluating the success of ongoing marketing programs
ER  -