000			02962nam a22003495 4500
001			bk0007457725
008			080627s2007 xx eng d
020			_a9780979003912 (pbk.) : _c59.50
020			_a0979003911 (pbk.) : _c59.50
040			_aBaker & Taylor
050		4	_aHF5415 _b.C5174 2007
069			_a09754452
090			_aHF 5415 .C5174 2007
090			_aHF5415 .C5174 2007
100	1	0	_aChernev, Alexander. _9112920
245	1	0	_aStrategic marketing analysis / _cAlexander Chernev.
250			_a2nd ed.
260	0		_bBrightstar Media Inc., _a[United States?] : _c2007.
300			_avii, 243 p. : _bill.; _c24 cm.
505	0		_apt.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.
520			_aThis 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.
650		0	_aMarketing research _9112924
650		0	_aMarketing _xMathematical models. _9112926
852			_9p59.50 _y07-15-2008
907			_a20924 _b08-06-10 _c08-06-10
942			_cBOOK _00
998			_aaudmc _b07-15-08 _cm _da _e- _feng _gxx _h0
935			_aPO31570
945			_g0 _i600889 _j0 _laudmc _nCopy Type:01 - Books _o- _p218.66 _q- _r- _s- _t1 _u0 _v0 _w0 _x0 _yi10277997 _z08-06-10
999			_c20924 _d20924