strategic-marketing

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1、Strategic MarketingAndrew WhalleyDownload free books atAndrewWhalleyStrategicMarketingDownloadfreeeBooksatbookboon.com2StrategicMarketing1stedition©2010AndrewWhalley&bookboon.comISBN978-87-7681-643-8DownloadfreeeBooksatbookboon.com3StrategicMarketingContentsContentsPreface71Sowhatismark

2、eting?91.1TheThreelevelsofMarketing91.2ThevalueofMarketing;Needs,Utility,ExchangeRelationships&Demand111.3TheTheoreticalbasisofcompetition171.4AlternativeFrameworks:EvolutionaryChangeandHypercompetition321.5TheMarketingConcept352Whatcanbemarketed?402.1CoreBenefitProduct442.2Basicproduct

3、442.3Augmentedproduct452.4Perceivedproduct452.5Anoteonbranding452.6SummaryoftheChapter45Asanintern,you’reeagertoputwhatyou’velearnedtothetest.AtErnst&Young,you’llhavetheperfecttestingground.Thereareplentyofrealworkchallenges.Realdrive.Alongwithreal-timefeedbackfrommentorsandleaders.Unre

4、aldestination.You’llalsogettotestwhatyoulearn.Evenbetter,you’llgetexperiencetolearnwhereyourcareermaylead.Visitey.com/internships.SeeMore

5、Opportunities©2012Ernst&YoungLLP.AllRightsReserved.DownloadfreeeBooksatbookboon.com4ClickontheadtoreadmoreStrategicMarketingContents3Marketing’srolei

6、nthebusiness473.1Cross-functionalissues473.2Strategicissues493.3Forecastingmarketandsales643.4Implementation,Analysis,Control&Evaluation643.5Objectivessetting664Segmentation,Targeting&Positioning674.1Segmentation694.2Targeting714.3Whatispositioning?724.4PositioningandPerception734.5Perc

7、eptualMapping75TMPPRODUCTIONNY026057B412/13/20134.6StrategiesforProductPositioning786x4PSTANKIEACCCTR00054.7ProductRe-positioning79gl/rv/rv/bafBookboonAdCreative4.8CorporatePositioning794.9ChapterSummary795Branding815.1Whydowebrandproducts?815.2Chaptersummary85Allrightsreserved.©2013Acc

8、enture.Bringyourtalentandpassiontoaglobalorganizationattheforefrontofbusiness,technologyandinnovation.Discoverhowgreatyoucanbe.Visitaccenture.com/bookboonDownloadfreeeBooksatbookboon.com5ClickontheadtoreadmoreStrategicMarketingContents6TheMarketingMix866.1Price886.2Place916.3Pr