Marketing Strategy and Competitive Positioning pdf ebook

see also customer analysis
information and reporting as market segmentation 
problem 197
information systems 156
infrastructure for strategic sales organisation 402–4
inimitability for sustainable competitive advantage 258–9
initial screen in new product innovation 345
initiators, role in purchasing 96
innovation 22, 320–53
competition through 321–2
diffusion of in marketing mix 290–2
new products 337–40
categories 341–2
dinosaurs 337
flamingos 337
ostriches 337
pearls 337
development process 342–8
business analysis 346

---

579
INDEX
commercialisation 347–8
idea generation 342–4
market testing 347
product development 346–7
screening 344–6
failures 339–40
market knowledge and marketing proficiency 338
planning for 340–2
process 340–2
successful 337–8
technical and production synergies and
proficiency 339
uniqueness/superiority 338
organisational alternatives 350–1
functional approach 350
inside-outside venture 351
project team-functional matrix 350
spin-outs 351
taskforce 350
venture teams 351
organising for new product development 349–51
blocks and bugs 349
organisational support for innovation 350
speeding new product development 348–9
strategy 322–36
big ideas 333–4
business models, new 324–6
defensive cannibalisation 330–1
disruptive innovation 328–30
globalisation 336–7
industry change, predicting 323–4
innovation networks 334–5
innovative company 326–7
management 325
perverse customers 332–3
proactive cannibalisation 330–1
radical innovation 327–8
and sustainability 334
value innovation 331–2
success
closeness to customers 350
cross-functional communications 350
multifunctional teamwork 350
innovation management 465
innovation positioning 536–7
innovation turbulence 83, 84
innovative competitive advantage and CSR 508–12
innovators
adopter group 291
in purchase behaviour 187
innovator’s dilemma 328
innovator’s solution 329
inside-out competencies 532, 540
inside-outside venture approach to innovation 351
insight selling 396
inspiration of strategic sales organisation 403
institutional factors in cost leadership 263
intangible elements of goods and services 359–60
integrated marketing 298
integration in cost leadership 262
integrity land-mines 491
integrity of strategic sales organisation 403
Intel 75, 335
intellectual blocks to innovation 349
intelligence, competitor 135–6
Inter IKEA (case study) 482–4
inter-organisational relationships 429–30
interactive partitioning 212
interdependence as risk in strategic alliances 442
interest (AIDA model) 306
interfunctional coordination 8, 11
intermarket networks 436
intermediaries 134–5, 311, 312
internal communications 464–5
internal euphoria in customer satisfaction 463
internal market networks 435–6
internal marketing 454
activities and programmes 456
cross-functional partnership as 473–9
finance and accounting 475–6
and HRM 474–5
rationale for 473–4
sales integration 476–8
marketing/sales interface 476–7
poor integration 477–8
prerequisites 478
development 460–1
external partners 479
failure, reasons for 473
implementation and 480–1
marketing operations 478–9
R&D 478–9
supply chain function 479
planning for 471–3
market orientation 471
market segmentation 472
market strategy 471–2
marketing evaluation 473
marketing programmes 472–3
process-based role for 479
scope of 461–71
customer satisfaction 462–3
and external markets 465–6
innovation management 465
as internal communications 464–5
service quality 461–3
strategic internal marketing (SIM) 466–71
internal marketing processes 401
internal marketing support assets
copyrights and patents 157
corporate culture 157
cost advantages 156
existing customer base 156
franchises and licenses 157
information systems and market intelligence 156