The Marketing Book 5th Edition

522 The Marketing Book designed to maintain the brand at its current position. The required level of maintenance marketing expen ...

Existing New Existing New CUSTOMERS PRODUCTS MAIN STRATEGIC THRUST Controlling marketing and the measurement of marketing effect ...

£ Gross Sales by Customer x Less Sales Discounts & Allowances x Net Sales by Customer x Less Direct Cost of Sales x Gross Cu ...

Existing New Existing New CUSTOMERS PRODUCTS MAIN STRATEGIC THRUST Controlling marketing and the measurement of marketing effect ...

£ Gross Sales by Product x Less Product-Specific Discounts & Rebates x Net Sales by Product x Less Direct Costs of Product x ...

Current costs per unit Today's selling price Long-term achievement of super profit Long-term expected volume based on today's se ...

528 The Marketing Book sarily indicates a competitive advantage or disadvantage because it may be the source of the customer-per ...

Controlling marketing and the measurement of marketing effectiveness 529 accounting system. If such a change is not made, it is ...

530 The Marketing Book Porter, M. E. (1980) Competitive Strategy, Free Press, New York. Porter, M. E. (1985) Competitive Advanta ...

CHAPTER 21 Marketing implementation, organizational change and internal marketing strategy NIGEL F. PIERCY Introduction Marketin ...

532 The Marketing Book To underline the need for an active and effective approach to implementation in mar- keting, we adopt an ...

Marketing implementation, organizational change and internal marketing strategy 533 The strategy formulation–implementation dich ...

534 The Marketing Book explicit implementation framework of internal marketing to provide a parallel to more con- ventional exte ...

Marketing implementation, organizational change and internal marketing strategy 535 technical service but be unable to provide o ...

536 The Marketing Book exploited to become market leaders. The same retail companies have started to operate retail banks. They ...

Marketing implementation, organizational change and internal marketing strategy 537 integrate marketing competencies around cust ...

538 The Marketing Book The impact of process models on marketing As noted above, part of the new organizational design concept i ...

Marketing implementation, organizational change and internal marketing strategy 539 between the analytic, behavioural and organi ...

540 The Marketing Book then implementation capabilities are a function of the individual behaviours and motivation of individual ...

Marketing implementation, organizational change and internal marketing strategy 541 ... integration of the entire organization b ...