Readings in strategic marketing : analysis, planning, and implementation /
Readings in strategic marketing : analysis, planning, and implementation /
[compiled by] Barton A. Weitz, Robin Wensley.
- Chicago : Dryden Press, c1988.
- x, 534 p. : ill. ; 24 cm.
- The Dryden Press series in marketing .
- Dryden Press series in marketing. .
Includes bibliographies and index.
[Section One] Marketing theory with a strategic orientation / George S. Day and Robin Wensley -- Marketing, strategic planning and the theory of the firm / Paul F. Anderson. [Section Two] Customer-oriented approaches to identifying product-markets / George S. Day, Allan D. Shocker and Rajendra K. Srivastava -- How competitive forces shape strategy / Michael E. Porter -- Marketing cost analysis: a modularized contribution approach / Patrick M. Dunne and Harry I. Wolk -- The marketing audit comes of age / Philip Kotler, William Gregor and William Rodgers -- Strategic segmentation: how to carve niches for growth in industrial markets / Robert A. Garda. [Section Three] A fundamental approach to strategy development / Barry Hedley -- Diagnosing the experience curve / George S. Day and David B. Montgomery -- Forget the product life cycle concept / Nariman K. Dhalla and Sonia Yuspeh -- Don't forget the product life cycle for strategic planning / Lester A. Neidell -- Strategic responses to technological threats / Arnold C. Cooper and Dan Schendel. [Section Four] STRATPORT: a decision support system for strategic planning / Jean-Claude Larreche and V. Srinivasan -- PIMS: a reexamination / Carl R. Anderson and Frank T. Paine -- Strategy and the 'business portfolio' / Barry Hedley -- The directional policy matrix - tool for strategic planning / S. J. Q. Robinson, R. E. Hichens and D. P. Wade -- Strategic marketing: betas, boxes or basics / Robin Wensley. [Section Five] Strategic market analysis and definition: an integrated approach / George S. Day -- Strategic goals: processes and politics / James Brian Quinn -- Strategic windows / Derek F. Abell. [Section Six] Is market share all that it's cracked up to be? / Robert Jacobson and David A. Aaker -- Product quality, cost position and business performance: a test of some key hypotheses / Lynn W. Phillips, Dae R. Chang and Robert D. Buzzell -- Positioning your product / David A. Aaker and J. Gary Shansby -- Brand franchise extension: new product benefits from existing brand names / Edward M. Tauber -- Make sure your customers keep coming back / F. Stewart DeBruicker and Gregory L. Summe -- Make-or-buy decisions / Erin Anderson and Barton A. Weitz -- Manage beyond portfolio analysis / Richard G. Hamermesh and Roderick E. White.
0030208645 (pbk.) 9780030208645
87022274
Marketing--Decision making
Marketing--Management
Sales & marketing
Business strategy
Marketing
658.8
Includes bibliographies and index.
[Section One] Marketing theory with a strategic orientation / George S. Day and Robin Wensley -- Marketing, strategic planning and the theory of the firm / Paul F. Anderson. [Section Two] Customer-oriented approaches to identifying product-markets / George S. Day, Allan D. Shocker and Rajendra K. Srivastava -- How competitive forces shape strategy / Michael E. Porter -- Marketing cost analysis: a modularized contribution approach / Patrick M. Dunne and Harry I. Wolk -- The marketing audit comes of age / Philip Kotler, William Gregor and William Rodgers -- Strategic segmentation: how to carve niches for growth in industrial markets / Robert A. Garda. [Section Three] A fundamental approach to strategy development / Barry Hedley -- Diagnosing the experience curve / George S. Day and David B. Montgomery -- Forget the product life cycle concept / Nariman K. Dhalla and Sonia Yuspeh -- Don't forget the product life cycle for strategic planning / Lester A. Neidell -- Strategic responses to technological threats / Arnold C. Cooper and Dan Schendel. [Section Four] STRATPORT: a decision support system for strategic planning / Jean-Claude Larreche and V. Srinivasan -- PIMS: a reexamination / Carl R. Anderson and Frank T. Paine -- Strategy and the 'business portfolio' / Barry Hedley -- The directional policy matrix - tool for strategic planning / S. J. Q. Robinson, R. E. Hichens and D. P. Wade -- Strategic marketing: betas, boxes or basics / Robin Wensley. [Section Five] Strategic market analysis and definition: an integrated approach / George S. Day -- Strategic goals: processes and politics / James Brian Quinn -- Strategic windows / Derek F. Abell. [Section Six] Is market share all that it's cracked up to be? / Robert Jacobson and David A. Aaker -- Product quality, cost position and business performance: a test of some key hypotheses / Lynn W. Phillips, Dae R. Chang and Robert D. Buzzell -- Positioning your product / David A. Aaker and J. Gary Shansby -- Brand franchise extension: new product benefits from existing brand names / Edward M. Tauber -- Make sure your customers keep coming back / F. Stewart DeBruicker and Gregory L. Summe -- Make-or-buy decisions / Erin Anderson and Barton A. Weitz -- Manage beyond portfolio analysis / Richard G. Hamermesh and Roderick E. White.
0030208645 (pbk.) 9780030208645
87022274
Marketing--Decision making
Marketing--Management
Sales & marketing
Business strategy
Marketing
658.8