Offensive marketing :an action guide to gaining competitive advantage

• 作者: Davidson, J. H.
• 其他作者: Keegan, Warren J. , Brill, Elyse Arnow.
• 出版: Amsterdam ;Boston : Elsevier Butterworth-Heinemann ©2004.
• 稽核項: 1 online resource (xiv, 414 pages) :illustrations.
• 標題: Distribution. , Marketing. , MarketingGeneral. , BUSINESS & ECONOMICS Distribution. , BUSINESS & ECONOMICS Marketing -- General. , Electronic books. , BUSINESS & ECONOMICS
• ISBN: 1136375880 , 9781136375880
• ISBN: 9780750674591 , 0750674598
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• 附註: Includes bibliographical references and index. Cover -- Contents -- Foreword -- Acknowledgments -- 1 The Offensive Marketing Approach: POISE -- INTRODUCTION -- HARLEY DAVIDSON -- AN OFFENSIVE MARKETER? -- OFFENSIVE MARKETING -- SHORT-TERM PRESSURES FACING OFFENSIVE MARKETERS -- HARLEY DAVIDSON: REVISITED -- WHY ISN'T EVERYONE AN OFFENSIVE MARKETER? -- HAS MARKETING FAILED? -- THE FUTURE CALLS FOR EVEN MORE OFFENSIVE MARKETING -- FIVE ELEMENTS IN THE OFFENSIVE MARKETING APPROACH -- HOW MARKETERS CAN SPEARHEAD OFFENSIVE MARKETING -- SUSTAINABILITY OF OFFENSIVE MARKETING -- CONCLUSION -- INTRODUCTION -- 2 Profitable: The "P" of POISE -- HOW THE FINANCIAL AND MARKETING VIEWS ON PROFIT CONFLICT -- HOW OFFENSIVE MARKETERS BUILD ABOVE- AVERAGE, LONG- TERM PROFITS -- LEVERAGING SHORT-TERM PROFITS RESPONSIBLY -- CONCLUSION -- INTRODUCTION -- WHY OFFENSIVE ATTITUDES ARE IMPORTANT -- 3 Offensive Vision and Attitudes: The "O" of Poise -- VISION AND ATTITUDES: START AT THE TOP -- THE SEVEN SPOKES OF THE OFFENSIVE APPROACH -- CONCLUSION -- INTRODUCTION -- 4 Integrated Marketing Approach: The "I" of POISE -- INTEGRATED MARKETING -- IMPLEMENTING INTEGRATED MARKETING VIA CORPORATE STRATEGY -- BARRIERS TO INTEGRATED MARKETING -- THE MARKETING DEPARTMENTÌS ROLE IN ACHIEVING INTEGRATION -- PRACTICAL TOOLS FOR ACHIEVING INTEGRATED MARKETING -- A TEST FOR TOTAL MARKETING INTEGRATION -- CONCLUSION -- INTRODUCTION -- 5 Strategic Offensive Business Analysis: The "S" in POISE -- THE THREE STAGES OF BUSINESS STRATEGY -- STRATEGIES -- AREN'T THEY RATHER ACADEMIC? -- REQUIREMENTS FOR EFFECTIVE ANALYSIS -- THE FIVE-STEP PROCESS FOR STRATEGIC ANALYSIS -- CONCLUSION -- INTRODUCTION -- 6 Anticipating the Future: Strategy Revisited -- ANTICIPATING THE FUTURE -- THE SIX KEY DRIVERS DRIVING FUTURE CHANGE -- FUTURE STANDARDS ALWAYS RISE -- OFFENSIVE APPROACH: DEVELOPING A POWERFUL VIEW OF THE FUTURE -- CONCLUSION -- INTRODUCTION -- 7 Developing Winning Strategies -- DEFINING VISION: CORPORATE OBJECTIVES AND VALUES -- STRETCHING CORPORATE OBJEC
• 摘要: Offensive Marketing is the best source for competitive executives who are serious about strengthening their marketing skills and producing new outcomes. The authors bring the acclaimed POISE (Profitable, Offensive, Integrated, Strategic, Effectively Executed) framework to a North American audience. POISE brings together advances in strategy, innovation, and approach to produce a new level of effectiveness and market results. Extensively used by companies and individuals worldwide, this freshly adapted book is an essential resource for all marketing students and professionals interested in achievable strategies and profitable marketing. * Revolutionary approach to marketing, now revised for a North American audience * Authors are leading experts and use international and US case studies to illustrate best practices * Practical, leading-edge guide to five key principles of effective marketing: POISE.
• 電子資源: https://dbs.tnua.edu.tw/login?url=https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=104757
• 系統號: 005309009
• 資料類型: 電子書
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• 引用網址: 複製連結
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