Marketing Strategy and Competitive Positioning pdf ebook
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hooley graham et al marketing strategy and competitive posit
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partnerships 157 production expertise 157 technological skills 156–7 580 INDEX internal politics as market segmentation problem 197 internationalisation 61 Internet content sites 299 distribution strategies, effects on 312–13 effects on pricing decisions 304–5 FAQ sites 299 impact on market offerings 297–300 information superhighway 309 integrated marketing 298 interactive sites 299 knowledge-based sites 299 marketing communications 308–11 advertising audience measurement 311 display advertising 309 pre-launch promotion 311 social media marketing 310–11 online services quality 375–6 trouble ticket sites 299 two-way relationships 299 Internet of Things (IoT) 66–7, 299–300, 441 Internet pioneers 315–16 Internet pragmatists 316–17 Internet surveys 103, 104 Internet telephony 526–7 interrelationships in cost leadership 262 introduction phase of product life cycle 76–7, 294 Intuit 327 intuition 500 invention 340 investment requirements, market attractiveness 239 investors and CSR 505 iPhone 334, 353 Isaacs, Simon 227 isolating mechanisms 259 in marketing resources 142–3, 147 Item by Use Analysis 218 Jackson Personality Inventory 184 Jacobs, Kenny 251 Jaguar Land Rover (case study) 166 Japan 116 JCB 328 Jeffries, Mike 488 Jigsaw Consortium 438–9 job design and description 314 Jobs, Steve 267, 340, 522 jobs-to-be-done theory 235 John Lewis Partnership 16, 357 Johnson Controls 432 joint ventures 439–40 Jones, Sir John Harvey 28 just-in-time (JIT) manufacturing 262 K-means approach of interactive partitioning 211, 212 Kamprad, Ingvar 483 Kantar Public UK (formerly BMRB Omnibus) 101 Kanter, Moss 497 Kellogg 149–50 Kelly grids 223 Kerrigan et al. 305 key account management see strategic account management key customers, closer relationships 532–3 key factors for success (KFS) 41–4 increasing market share 43 market expansion 42–3 marketing objectives 41–2 profitability, improving 43–4 Kieran, Ella 227, 229 Kim, W. Chan and Mauborgne, Renee 331 Kimberly-Clark 334 knowledge, employees’ 530 Kodak 527 Kotler et al. 7, 69, 310, 317 Kotler, P.C. 174–5, 248, 489 Kuchler, Hannah 387–8 Kun Jing 112 ladder of awareness 271 laggards adopter group 292 technology customers 291 Langert, Bob 485–6 late majority adopters 291–2 latent markets 293 launch phase of product life cycle 293–4 launching of new products 347–8 Laura Ashley 69 leakages 134 lean consumption 355 lean enterprise 433 lean supply chain 479 learning capabilities in strategic collaboration 434 learning capability 160–1 learning effects in cost leadership 260–1 learning organisations 530–1 legal barriers 147 legal factors and market attractiveness 240 LEGO (case study) 25–7 segmentation approaches 206 Leigh, Thomas and Marshall, Greg 394 Levatich, Matt 230–1 leverage, maximising 71, 72 Levi Strauss 541 Levitt, Ted 33, 263–4, 391 Li & Fung 427 Li Shufu 286 licenses in internal marketing support assets 157 Lidl 123, 151 lifestyle segmentation 208 characteristics in 184–5 linkages in cost leadership 261–2 Linux 418 Listerine 539 581 INDEX living patterns and lifestyles 64 lobby groups and CSR 505–6 location factors in cost leadership 263 Lockheed Martin 441 Long, Carola 202–3 Loof, Torbjorn 482–4 Download 6.59 Mb. Do'stlaringiz bilan baham: 
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