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· 분류 : 외국도서 > 교육/자료 > 참고자료 > 백과사전
· ISBN : 9781405161787
· 쪽수 : 1732쪽
· 출판일 : 2010-12-14
목차
Foreword vii
Preface ix
About the Editors xi
List of Contributors xiii
A framework for creating value propositions 1
Brand growth strategy 3
Brand strategy 8
Brand value 10
Bundling 11
Cannibalism 15
Communications budgeting 16
Competitive advantage: its sources and the search for value 17
Competitive analysis 24
Competitor analysis 31
Customer equity 41
Customer lifetime value (CLV) 42
Customer relationship management 44
Customer satisfaction/dissatisfaction 53
Customer solutions 57
Database mining and marketing 59
Demand elasticity 60
Direct and interactive marketing 67
Disintermediation 69
E-commerce and internet marketing 71
Ethical marketing and marketing strategy 72
First-mover (pioneer) advantage 85
Global marketing strategy 87
Go-to-market strategy 96
Innovation diffusion 99
Integrated marketing communication strategy 100
Internal marketing 103
Later mover (nonpioneer) advantage 107
Market definition 109
Market evolution 110
Market orientation 111
Market segmentation and targeting 119
Market share 128
Market/industry structure 129
Market-based assets 131
Marketing audit 132
Marketing channel strategy 133
Marketing costs 142
Marketing metrics 144
Marketing mix 153
Marketing planning 154
Marketing strategy 156
Marketing strategy models 166
Marketing warfare strategies 175
Mass customization strategies 177
Multichannel marketing 179
Perception of brand equity 181
Point of difference and product differentiation 182
Positioning analysis and strategies 183
Pricing strategy 184
Product category 193
Push and pull marketing strategies 195
Sales force strategy 197
Services marketing strategy 208
Stages of the product life cycles 218
Supply chain management strategy 220
SWOT analysis 227
Thinking deeper about customer experience 229
Trademarks, proprietary marks, and brands 231
Subject Index 233
