Buch, Englisch, 196 Seiten, Format (B × H): 162 mm x 225 mm, Gewicht: 513 g
Buch, Englisch, 196 Seiten, Format (B × H): 162 mm x 225 mm, Gewicht: 513 g
ISBN: 978-0-7890-0251-8
Verlag: Routledge
- customer and competitive-driven market definitions
- the five core dimensions of market definition-- customer needs, customer groups, technology, products, and competition
- managerial implications related to strategic planning, formulating the marketing mix, integrating marketing and technology, and global strategy
- strategies for businesses for redefining markets and successfully competing in the 21st century
- the impact company size has on marketing strategies
- how to avoid the dangers of creating a market definition that is too narrow and limiting or one that is too broad and overlooks profitable niches in the market
Each chapter of Defining Your Market features exercises that will help you understand new concepts and allows you to put these methods to immediate and profitable use. You will be able to learn about the tools and techniques that work for Andersen Consulting, Dell, General Electric, Intel, Merck, and Microsoft, and dozens of leading business marketers.Defining Your Market provides you with strategies that will help you define and redefine the most relevant and profitable markets for a successful and competitive business.
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Contents
Preface - Acknowledgments - Part 1: Defining Business Markets: A Primer - Market Definition: An Overview - Defining Markets: Key Concepts - Part II: Market Definition: Research Findings - Five Critical Market Definition Dimensions - Customer- and Competitive-Based Market Definitions - Defining and Segmenting Business Markets - Market Redefinition Guidelines - Market Strategies and Performance - Part III: Market Definition: Finding Strategic Advantage - Defining Markets: A Three-Stage Framework - Defining Markets: Implications for Management - Market Definition and Redefinition: Reprise - Part IV: Case Studies - Market Definition Case Study 1: The U.S. Newspaper Industry - Market Definition Case Study 2: Sportmed - Part V: Appendixes - Appendix A: Sample Profile - Appendix B: Market Definition Survey - Notes - Index