The Marketing Book 5th Edition

102 The Marketing Book Table 5.3 Change and the challenge to marketing Nature of change Marketing challenges Pace of change  Co ...

Guideline 1 Understanding the sources of competitive advantage SUPERIOR POSITION Costs Differentiation Protected niche SUPERIO ...

104 The Marketing Book Guideline 3 Understanding the environment (opportunities and threats) 1 MACRO ENVIRONMENT Political/regu ...

Guideline 7 Understanding the dynamics of product/market evolution Costs Time The biological analogy of birth, growth, maturity ...

Guideline 8 Understanding a portfolio of products and markets You cannot be all things to all people. A deep understanding of po ...

Strategic marketing planning: theory and practice 107 the achievement of organizational and com- mercial aims and objectives sho ...

108 The Marketing Book and the like, although useful for those with operations such as production processes, have, in the past, ...

Strategic marketing planning: theory and practice 109 past decade. Charisma, without something to sell that the market values, w ...

110 The Marketing Book Weak support from chief executive and top management Since the chief executive and top management are the ...

Strategic marketing planning: theory and practice 111 2 The need to recruit top management support and participation. 3 The need ...

112 The Marketing Book organization. Without a suitable organizational structure, any attempt to implement a market- ing plannin ...

Strategic marketing planning: theory and practice 113 successive level of management throughout the organization, lower-level an ...

114 The Marketing Book tend to be straight-line extrapolations of past trends, and because different people are often involved, ...

Strategic marketing planning: theory and practice 115 specific title of marketing planning manager, they have usually been appoi ...

116 The Marketing Book competitive advantage. It is, however, impor- tant to distinguish between the process of marketing planni ...

Part Two The Framework of Marketing ...

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CHAPTER 6 Consumer decision making: process, level and style GORDON R. FOXALL Introduction Consumer decision making is usually d ...

120 The Marketing Book fashion, buying only after long deliberation and evaluation; others prefer a more impulsive approach, buy ...

Consumer decision making: process, level and style 121 has long been known that consumers are far more likely to be influenced b ...