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Chapter
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1
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Introduction
This chapter explains why marketing and marketing strategy
is so important to managers in the 21st century.
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2
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Definition
of Terms
This chapter covers key concepts that help in defining the
field of marketing and its strategy. A number of marketing
issues are discussed with the actions that are necessary to
deal with them.
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3
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The
Evolution of Marketing
This chapter explains how marketing evolved from its earliest
roots, including the effects of advancements in transportation
and mass communications media. It also frames the marketing
issues of brand development, in the era of globalization and
the Internet.
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4
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The
E-Dimension
This chapter looks at the impact of technological change on
marketing by describing many of the new marketing variations
introduced by the e-dimension.
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5
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The
Global Dimension
The global aspects of marketing are discussed in this chapter.
Global marketing development is proceeding rapidly and this
chapter illustrates how to deal with it by "thinking global,
yet acting local."
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6
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The
State of the Art
The state of the art of marketing is discussed in this chapter
in the form of brief illustrations of leading-edge marketing
in use and the principles embodied in each case.
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7
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In
Practice
A number of case studies of organizations are included in
this chapter. The cases illustrate different aspects of marketing
strategy and/or tactics in use by a wide variety of successful
businesses.
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8
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Key
Concepts and Thinkers
This chapter defines and explains many of the most commonly
used terms in the field.
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9
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Resources
This chapter provides an excellent overview of references
that the reader can use to build a broader understanding of
the field.
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10
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Ten
Steps to Making it Work
In theory, there is little difference between theory and practice,
but in practice, there is a great deal of difference. This
chapter offers practical and specific steps that can be taken
to enable a company to excel at marketing, and provides insight
into some common errors to avoid.
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