企業戦略に役立つマーケティング手法 Marketing Methods to Improve Company Strategy : Applied Tools and Frameworks to Improve a Company's Competitiveness Using a Network Approach

Neves, Marcos Fava/ e Castro, Luciano Thome/ Consoli, Matheus Alberto

Routledge（2010/01発売）

• 製本 Hardcover:ハードカバー版／ページ数 136 p.
• 言語 ENG
• 商品コード 9780415873758
• DDC分類 658.8

Full Description

The authors of this book present several central business methods throughout all chapters. Every method introduced in Marketing Methods to Improve Company Strategy has a strong market driven philosophy. These methods are intended to adjust the firm to consumer needs, considering the presence of competitors in their marketplace. In addition, the book wants to show how it may be used when working with marketing and sales management. Another important theme of this book is the idea that a firm is seen as a network. This network philosophy is an important theme throughout the book, and should open managers' eyes to potential joint marketing activities, as well as joint ventures, other types of contracts and partnerships in a world of firms' fuzzy boundaries.

Contents

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