Marketing Strategy and Competitive Positioning pdf ebook
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hooley graham et al marketing strategy and competitive posit
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partners, choice of 445 power 442 sharing model 431–2 social norms 442–3 trust 442 Uber 431–2 see also strategic alliances and networks New Line Cinema 298 new product chasm 292 new product development see products; new new product lines 342 new-to-the-world products 342 niche strategies for sustainable competitive advantage 282–3 Nike 126, 270–1 brand differentiation 271 brand establishment 273–4 case study 137–9 and CSR 494 female footwear 202–3 negative criticism 455 Nokia 186 North American Standard Industrial Classification System (NASICS) 206 Norton Antivirus 299 Novartis 441 observation techniques 104 Ocado 427, 434 off-road vehicles 43 off-the-peg research 100–1 primary research 100 secondary desk research 100 shared research 101 syndicated research 100–1 offensive strategies for sustainable competitive advantage 274–85 old economy 316 O’Leary, Michael 252, 362, 453 omnibus research 101 omnichannel 313 One Laptop Per Child (OLPC) project 511 one-to-one marketing 250, 540–1 Oneworld 439 open source innovation 335 operational excellence in value disciplines 143–4 operational segmentation 195–6 operational systems as market segmentation problem 197 operations in value-chain analysis 125 opportunity networks 436 organic farming 498 organisation structure as market segmentation problem 197 organisational approaches in strategic marketing planning 48–9 organisational assets 147 organisational capabilities 147 organisational change 529 organisational creep 348 organisational culture 8, 12 organisational drag 400 organisational learning 530–1 organisational resource base 140–67 developing and exploiting 163 dynamic marketing capabilities 159–61 absorptive marketing learning 160–1 market-sensing 160 adaptive marketing customer relationship management 161 market-targeting and positioning 161 innovative marketing 161 marketing assets 149–58 alliance-based 157–8 customer-based brands 151–3 company name and reputation 150–1 country of origin (COO) 153–4 market domination 154 superior products and services 154 internal marketing support 155–7 copyrights and patents 157 corporate culture 157 cost advantages 156 existing customer base 156 franchises and licenses 157 information systems and market intelligence 156 Download 6.59 Mb. Do'stlaringiz bilan baham: 
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