| Description |
1 online resource (159 pages) |
| Contents |
Cover; Half Title; Title Page; Copyright Page; Dedication; Table of contents; About the authors; Preface; Chapter 1 Strategic marketing; Sustainable competitive advantage; Gaining strategic competitive advantage; Analysis of the strategic situation; The current situational advantages; Strategic marketing objectives; Identifying and evaluating strategic alternatives; Strategy to select and implementation; The market-driven organization; Conclusion; XFINITY from Comcast: the quest for better customer service; Industry; History; Current status of the company; Looking ahead; Spirit Airlines |
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Background/company information historyIndustry information; The airline industry; The ultra low-cost airline industry; Competitors; American Airlines; Southwest Airlines; United Airlines; Delta Airlines; JetBlue Airways; Customer/consumer; The way forward; References; Chapter 2 Strategic segmentation; Market definition; Objectives of market segmentation; Bases for segmenting product-markets; Segmentation implementation; Target markets; Conclusion; Burger King identity crisis: who is it now?; Company background; The fast food industry; Competitors; The McDonald's way; Yum! Brands; Wendy's |
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Changing factorsThe health conscious consumer; Threat of fast casual restaurants; Targeting a market; Baby boomers; Millennials; Generation X; Burger King's strategic positioning; The way forward; Florida Blue: the blues of the Affordable Care Act; Company information; Industry information; Competition; Consumer information; The issues; What did they do?; References; Chapter 3 Competitive analysis and positioning; Price positioning; Innovative positioning; Service positioning; Benefit positioning; Corporate citizenship positioning; Conclusion; McDonald's all-day breakfasts; Background |
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Target marketThe company; Political/ legal; Technological; Company info/organizational analysis; Stakeholders; Business culture; Organizational structure; Strategies; Restaurant industry info/micro-environment; Quick service restaurants segment; Fast casual dining segment; All-day breakfast market; Everyday restaurant war; Customer/consumer info; Millennials; Kids and family; Students; How does McDonald's deliver customer value?; Issues/business performance; FedEx: how to beat the competition; Introduction; Background; Services of FedEx Corporation; Competitive positioning; Competition; UPS |
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DHLAmazon; How should FedEx evolve?; References; Chapter 4 Strategies for growth; Types of product-market structures; Sources of organizational growth; Strategy by simple rules; Conclusions; Twitter; Competition; The history of Twitter; Current status; Jack Dorsey -- background and influences; Twitter's problem; CrossFit SOFLA: growing pains; CrossFit headquarters and CrossFit's position in the fitness industry; Challenging the paradigm of fitness; The affiliate model; Business culture; Services offered; Service strategy; Type of customers SOFLA is trying to attract; Current marketing efforts |
| Summary |
This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing. Chapters explain what strategic marketing is, and then discuss strategic segmentation, competitive positioning, and strategies for growth, corporate branding, internal brand management, and corporate reputation management. With case studies from a broad range of global contexts and industries, including Burger King, FedEx, and Twitter, readers will gain a working knowledge of developing and applying market-driven strategy. Through case analysis, students will learn to:apply sound decision-making strategies and analytical frameworks to specific strategic marketing problems and issues;apply ethical frameworks to strategic marketing situations.examine the role of corporate, business, and marketing strategy in strategic marketing;interpret the various elements of marketing strategy and apply them to a particular real-world situation;recognize the implications of markets on competitive space with an emphasis on competitive positioning and growth;Strategic Marketing: Concepts and Cases is ideal for advanced undergraduate and postgraduate students, as well as those studying for an MBA or executive courses in strategic marketing or marketing management |
| Notes |
Competition |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Marketing -- Management -- Case studies
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BUSINESS & ECONOMICS -- Industrial Management.
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BUSINESS & ECONOMICS -- Management Science.
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BUSINESS & ECONOMICS -- Management.
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BUSINESS & ECONOMICS -- Organizational Behavior.
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BUSINESS & ECONOMICS -- Strategic Planning.
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Marketing -- Management
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| Genre/Form |
Case studies
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| Form |
Electronic book
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| Author |
Bendixen, Michael
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| ISBN |
9780429951565 |
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0429951566 |
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9780429951558 |
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0429951558 |
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9780429951541 |
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042995154X |
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9780429489327 |
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0429489323 |
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113859363X |
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9781138593633 |
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