Marketing Strategy & Management 1st Edition

Chiến lược & Quản lý Tiếp thị
Chiến lược & Quản lý Tiếp thị cung cấp cho sinh viên sự khám phá từng bước kỹ lưỡng và có nền tảng về các khái niệm, quy trình và mô hình chiến lược tiếp thị. Các chủ đề bao gồm: lập kế hoạch tiếp thị, nghiên cứu và phân tích; quyết định; hỗn hợp tiếp thị; quản lý các mối quan hệ khách hàng; giám sát/báo cáo chiến lược; và vai trò quan trọng của lãnh đạo.   Văn bản đưa ra quan điểm toàn cầu vừa tập trung vào tính bền vững vừa lấy người tiêu dùng làm trung tâm. Thông tin chi tiết về điều hành, những sai lầm ngớ ngẩn và các tính năng khác cung cấp thêm chiều sâu và mức độ tương tác. Ví dụ bao gồm: Airbnb, Coca-Cola, Domino's Pizza, KFC, K-pop, L'Oréal và Starbucks. Để ứng dụng và thực hành sâu hơn về việc ra quyết định chiến lược, cuốn sách này cũng bao gồm 14 nghiên cứu điển hình kèm theo ghi chú giảng dạy chi tiết và câu trả lời cho các câu hỏi tình huống về nhiều tổ chức từ PEZ Candy đến Nhà hát Opera Sydney.  Được viết theo phong cách dễ đọc với các tóm tắt chương và câu hỏi để kiểm tra tư duy phản biện, mỗi chương thúc đẩy việc ra quyết định mang tính chiến lược, đa dạng và có tính đạo đức bằng cách gắn cờ các Mục tiêu Phát triển Bền vững có liên quan vào các đoạn văn trong văn bản. Cuốn sách giáo khoa này là tài liệu cần thiết cho các khóa học về chiến lược tiếp thị, tiếp thị chiến lược và quản lý tiếp thị ở cả cấp đại học và sau đại học. Diane M. Phillips là Giáo sư Tiếp thị tại Đại học Saint Joseph, Hoa Kỳ và là Giáo sư thỉnh giảng tại Viện Quản lý Bán lẻ, Đại học St. Gallen, Thụy Sĩ.

Online Resources
About the Author
Acknowledgments
1 Setting the Stage: The Purpose and Promise of Marketing
Leadership Insights 1 – Kate Colarulli
The Impossible Dream
Learning Objectives
Before We Begin
Enduring Insights 1.1 – Walt Disney
Enduring Insights 1.2 – Michael Corleone
The Value Proposition
Enduring Insights 1.3 – Ben Ryan
Marketing’s Role and Obligation
Blunders & Insights 1.1 – Cultural Missteps in China
Blunders & Insights 1.2 – Is Zuckerberg Really That Clueless?
Summary
2 Marketing Planning: Good Strategy Doesn’t Just Happen
Leadership Insights 2 – Bill Tierney
Good Planning Results In Synergies
Learning Objectives
The Marketing Plan
Enduring Insights 2.1 – Sun Tzu
Blunders & Insights 2.1 – Moldy Whoppers? No Thanks.
Enduring Insights 2.2 – Seneca
Blunders & Insights 2.2 – Crowdsourcing Is Bad News For the Whopper
Achieving Synergies
Enduring Insights 2.3 – Bear Bryant
Summary
3 Reason-Based Strategic Decision-Making
Leadership Insights 3 – Christina Mallon
Tough Decisions
Learning Objectives
The Decision-Making Process
Enduring Insights 3.1 – Winston Churchill
Blunders & Insights 3.1 – This Ketchup is Not for Kids!
Enduring Insights 3.2 – Sherlock Holmes
Blunders & Insights 3.2 – Actually, Lisa Is Very Nice
Enduring Insights 3.3 – Albert Einstein
Marketing Metrics
Summary
4 The Most Important Person: Prioritizing the Consumer Experience
Leadership Insights 4 – José Díaz Jurado
What do Consumers Want?
Learning Objectives
The Primacy of the Consumer
Enduring Insights 4.1 – Jeff Bezos
Psychological Foundations of Consumer Behavior
Blunders & Insights 4.1 – You Know Its Bad When These People Like You
Sociological Foundations of Consumer Behavior
Enduring Insights 4.2 – Malcolm Gladwell
Blunders & Insights 4.2 – Lesson #1: Don’t Promote Snacks to People Who are Fasting
Strategic Implications
Enduring Insights 4.3 – Sun Tzu
Summary
5 Leadership. Who Is Steering This Ship?
Leadership Insights 5 – Carolyn S. Fraser
The Coolest Company You’ve Never Heard About
Learning Objectives
What is Leadership?
Enduring Insights 5.1 – Abraham Lincoln
How a Leader Thinks
Blunders & Insights 5.1 – True Leaders Don’t Have to Twist Arms
Enduring Insights 5.2 – Albert Einstein
Blunders & Insights 5.2 – L’Oréal’s Temporary Amnesia
What a Leader Does
Enduring Insights 5.3 – Maya Angelou
Summary
6 Establishing and Strengthening a Strategic Competitive Advantage
Leadership Insights 6 – Leland Foster Laury
This Company has been Innovating for 630+ Years
Learning Objectives
Know the Competition
Enduring Insights 6.1 – Miyamoto Mushashi
Blunders & Insights 6.1 – Budweiser Blows $2.5 Million on a Bet?
Know Thyself
Enduring Insights 6.2 – Wayne Gretzky
Enduring Insights 6.3 – Sun Tzu
Competitive Marketing Moves
Enduring Insights 6.4 – Napoleon Bonaparte
Blunders & Insights 6.2 – Tesco Tries to Share the Blame
Sustainability as a Source of Competitive Advantage
Summary
7 Target Markets: Identifying and Targeting those Inpiduals Most Likely to Respond to the Marketing Strategy
Leadership Insights 7 – Erin Hannon
“Off The Wall” Targeting of Outcasts and Misfits
Learning Objectives
A Crowded World & IPAT
Segmentation Process
Enduring Insights 7.1 – Robert Greene
Blunders & Insights 7.1 – Selecting the Wrong Target Market
Enduring Insights 7.2 – Michael Porter
Different Target Markets Require Different Strategies
Blunders & Insights 7.2 – Sending an Unwanted Email? Get Ready for Hefty Fines
The Sustainability Market
Enduring Insights 7.3 – Confucius
Summary
8 Product Strategies: Creating The Value Proposition
Leadership Insights 8 – Ed Harris
Kfc Knows it’s not Just about the Chicken
Learning Objectives
What is a Product?
New Product Development
Blunders & Insights 8.1 – Are Hp Computers Racist?
Product-Related Objectives and Strategy
Enduring Insights 8.1 – Charles Darwin
Blunders & Insights 8.2 – Its Just a Cup of Coffee, Right?
Enduring Insights 8.2 – Eleanor Roosevelt
Enduring Insights 8.3 – Christine Lagarde
Enduring Insights 8.4 – B.h. Liddell Hart
Product Tactics
Summary
9 Pricing Strategies: Signaling the Value Proposition
Leadership Insights 9 – Shawn Dragann
Is Crypto the Future?
Learning Objectives
The Importance of Pricing
Economic Principles & Forces
Enduring Insights 9.1 – Wangari Maathai
Blunders & Insights 9.1 – No, Poverty is Not a Game
Consumer Perceptions of Price and Value
Enduring Insights 9.2 – Seth Godin
Pricing Objectives
Blunders & Insights 9.2 – The Rise and Fall of Peloton
Pricing Strategies
Enduring Insights 9.3 – Daphne Caruana Galizia
Blunders & Insights 9.2 – Money Drop Gone Wrong
Pricing Tactics
Summary
10 Place Strategies: Delivering the Value Proposition
Leadership Insights 10 – Brittany Ford
“Logistics” Should Get a Gold Medal
Learning Objectives
The Critical Role of the Supply Chain
Enduring Insights 10.1 – Alexander The Great
Relevant Economic Factors
The Consumer Connection
Blunders & Insights 10.1 – Stranded In Paradise
Supply Chain Objectives
Enduring Insights 10.2 – Henry Ford
Supply Chain Strategies
Blunders & Insights 10.2 – Fool Me Twice: Airbnb Commits a Double Blunder
The Sustainable Supply Chain
Enduring Insights 10.3 – Paul Polman
Supply Chain Tactics
Summary
11 Promotional Strategies: Advocating the Value Proposition
Leadership Insights 11 – Orlando Acevedo
What Does A Diamond Ring Really Mean?
Learning Objectives
The Power of Promotion
Enduring Insights 11.1 – Edward Bulwer-Lytton
Promotional Planning
Blunders & Insights 11.1 – Say What?
Promotional Objectives
Enduring Insights 11.2 – Indira Gandhi
Promotional Strategy
Blunders & Insights 11.2 – Calling All Karens!
KPIs
Enduring Insights 11.3 – Sun Tzu
Promotional Tactics
Summary
12 Customer Relationship Management: Developing and Growing Customer Relationships
Leadership Insights 12 – Matt Gibson
K-Pop: Delivering What Fans Want
Learning Objectives
Sticky Customers
Enduring Insights 12.1 – Seth Godin
Forging and Managing Customer Relationships
Enduring Insights 12.2 – Vince Lombardi
Blunders & Insights 12.1 – Doctor Disconnect
Enduring Insights 12.3 – Steve Jobs
Measuring the Strength of Relationships
Blunders & Insights 12.2 – Boaty McBoatface Proves You Should Always Listen to Your Customers
Summary
13 Facilitating Successful Strategy Execution
Leadership Insights 13 – Ricardo Carrero
The Not-So-Sweet Story of Chocolate
Learning Objectives
Organizing for Strategic Success
Enduring Insights 13.1 – Marie Curie
Blunders & Insights 13.1 – No, Our Beer Does not Cause the Coronavirus
Monitoring & Reporting
Enduring Insights 13.2 – Charles De Gaulle
Course Corrections
Blunders & Insights 13.2 – Mouse Misstep
Enduring Insights 13.3 – C.s. Lewis
Summary
Appendix 1
Outline of Marketing Plan
Appendix 2
Essentials of Marketing Analytics
Appendix 3 – Case Studies
Sugar-Free PEZ? What Will Kids Think?
Hyde Irish Whiskey: Neat or Rocky Road to New Markets?
The Savannah Bananas: Bringing Fun and Profit Back to Baseball
David and Goliath: The Evolution of a Strategic Partnership in Wine
Dear Tourists, Please Stop Walking Around in your Bikinis. Love, Venice
Coffee and Customer Loyalty at Wawa
Is “Making History” a Mission Impossible Task for Copa Airlines?
Pricing at the Panama Canal Causes Global Ripple Effects
Introducing the Blaa: Ireland’s Soon-to-be Most Famous Tiny Roll
Bugs in the Supply Chain: Growing the Edible Insect Market
Riding the Wave of the Natural Hair Movement: Brand Extension at Curls, Llc.
Emmi: How a Swiss Dairy Company Conquered the US Market
Building Brand Engagement: The Sydney Opera House is So Much More than Top Hats and Tiaras
Can Champagne Become An Everyday Drink? Should It?
Index