Marketing Strategy and Competitive Positioning pdf ebook

partnerships 157
production expertise 157
technological skills 156–7
supply chain 154–5
delivery lead-time and security of supply 155
distribution control 154–5
distribution networks 154
distribution uniqueness 155
pockets of strength 155
supply network 155
marketing capabilities 158–9
advertising, promotion and selling 159
distribution 159
pricing and tendering 159
product and service management 158–9
marketing resources 142–3
isolating mechanisms 142–3
sustainable competitive advantage (SCA) 142
resource-based view of the firm 145–9
dynamic capabilities 147–9
theoretical foundations 146–7
resource portfolios 161–2
value-creating disciplines 143–5
organisational resources 34–8
organisational stakeholders 14–19
contribution of marketing to stakeholder objectives 18–19
organisational support for innovation 350

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586
INDEX
organisational values 32
organisations
distinctive competencies 33
positioning 33
pressures on 64–5, 66–8
original equipment manufacturer (OEM) 446
O’Shaughnessy, J. 122
ostriches, new product category 337
Otis 538
outbound logistics in value-chain analysis 125–6
outside-in competencies 532, 540
outsourcing 437–8
over-positioning 174, 175
over-servicing 363–4
overheads 127
Oxfam 105
packaging for product differentiation 267
palm oil 310, 514, 518–19
Palma, Stefania 90–3
Palmatier, R. and Sridhar, S. 205
Palmisano, Samuel 395, 427
paranoids, technology customers 291
Paris Climate Conference (COP21) 17
Parker, Mark 270–1
Parker Pens 31
part-time marketers 455, 461
partners, services to 366
partnerships
and alliances 436–40
joint ventures 439–40
outsourcing 437–8
vertical integration 440
characteristics of 438–9
pressure for 425–9