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Table of Contents
Intro
Preface
Contents
List of Figures
List of Tables
About the Author
Acronyms and Abbreviations
1: Marketing, Sales and Pricing: Introduction
1.1 Definition of Marketing and Sales Management
1.1.1 Early Developments of Marketing
1.1.2 Needs and Demands as the Trigger for Marketing
1.1.3 Integrated Marketing Concepts (IMC)
1.2 Sales Management
1.3 Pricing Management
1.4 Differences Between Marketing and Sales
1.4.1 Introduction to the Differences of Marketing and Sales
1.4.2 Process of Marketing and Sales
1.4.3 Goals of Marketing and Sales
1.4.4 Tools and Resources of Marketing and Sales
1.5 Case Study: Marketing and Sales Strategy of Louis Vuitton
1.5.1 Introduction to Louis Vuitton
1.5.2 Marketing Mix of Louis Vuitton
1.5.3 Product Strategy of Louis Vuitton
1.5.4 Distribution and Pricing of Louis Vuitton
1.5.5 Promotion and Advertising Louis Vuitton
References
2: Marketing Management as Part of the Corporate Strategy
2.1 Levels of Strategy
2.1.1 Corporate Strategy
2.1.2 Business Strategy
2.1.3 Functional Strategy
2.1.4 Alignment of Strategies
2.2 Strategic Triangle
2.3 Strategic Analysis
2.3.1 Analysing Important Factors
2.3.2 Analysing the Environment
2.3.3 Analysing the Industry
2.3.4 Analysing the Strengths and Weaknesses
2.3.5 Analysing the Core Competencies
2.4 Strategic Choice
2.4.1 Generic Strategies
2.4.2 Boston Consulting Matrix (BCG-Matrix)
2.4.3 Ansoff Matrix
2.4.4 Blue and Red Ocean Strategies
2.5 Strategic Implementation
2.5.1 Assessment of Suitability, Acceptability and Feasibility
2.5.2 Suitability
2.5.3 Acceptability
2.5.4 Feasibility
2.6 Strategic Pyramid
2.6.1 Mission and Vision
2.6.2 Goals and Objectives
2.6.3 Core Competencies
2.6.4 Strategies
2.6.5 Strategic Architecture
2.6.6 Control and Execution
2.7 Core Values
2.7.1 Strategies Must Focus on Value Creation
2.8 Case Study: McDonald's Marketing Strategy
2.8.1 Global Player
2.8.2 Brand Awareness
2.8.3 Multi-method Advertising
References
3: Marketing Concepts
3.1 Marketing Concepts
3.2 Production-Oriented Marketing Concept
3.3 Product-Related Marketing Concept
3.4 Sales-Oriented Marketing Concept
3.5 Marketing-Oriented Marketing Concept
3.6 Social Marketing-Oriented Marketing Concept
3.7 Case Study: PepsiCo's Product-Oriented Marketing
3.7.1 Introduction to PepsiCo
3.7.2 Positioning and Segmentation
3.7.3 Investments in Marketing
3.7.4 Product Innovations
References
4: B2B and B2C Marketing
4.1 B2B and BC2 Marketing
4.1.1 B2B Marketing
4.1.2 B2C Marketing
4.1.3 C2B Marketing
4.1.4 C2C Marketing
4.1.5 Differences in B2B and B2C Marketing
4.2 Case Study: Telekom B2B Service
References
Preface
Contents
List of Figures
List of Tables
About the Author
Acronyms and Abbreviations
1: Marketing, Sales and Pricing: Introduction
1.1 Definition of Marketing and Sales Management
1.1.1 Early Developments of Marketing
1.1.2 Needs and Demands as the Trigger for Marketing
1.1.3 Integrated Marketing Concepts (IMC)
1.2 Sales Management
1.3 Pricing Management
1.4 Differences Between Marketing and Sales
1.4.1 Introduction to the Differences of Marketing and Sales
1.4.2 Process of Marketing and Sales
1.4.3 Goals of Marketing and Sales
1.4.4 Tools and Resources of Marketing and Sales
1.5 Case Study: Marketing and Sales Strategy of Louis Vuitton
1.5.1 Introduction to Louis Vuitton
1.5.2 Marketing Mix of Louis Vuitton
1.5.3 Product Strategy of Louis Vuitton
1.5.4 Distribution and Pricing of Louis Vuitton
1.5.5 Promotion and Advertising Louis Vuitton
References
2: Marketing Management as Part of the Corporate Strategy
2.1 Levels of Strategy
2.1.1 Corporate Strategy
2.1.2 Business Strategy
2.1.3 Functional Strategy
2.1.4 Alignment of Strategies
2.2 Strategic Triangle
2.3 Strategic Analysis
2.3.1 Analysing Important Factors
2.3.2 Analysing the Environment
2.3.3 Analysing the Industry
2.3.4 Analysing the Strengths and Weaknesses
2.3.5 Analysing the Core Competencies
2.4 Strategic Choice
2.4.1 Generic Strategies
2.4.2 Boston Consulting Matrix (BCG-Matrix)
2.4.3 Ansoff Matrix
2.4.4 Blue and Red Ocean Strategies
2.5 Strategic Implementation
2.5.1 Assessment of Suitability, Acceptability and Feasibility
2.5.2 Suitability
2.5.3 Acceptability
2.5.4 Feasibility
2.6 Strategic Pyramid
2.6.1 Mission and Vision
2.6.2 Goals and Objectives
2.6.3 Core Competencies
2.6.4 Strategies
2.6.5 Strategic Architecture
2.6.6 Control and Execution
2.7 Core Values
2.7.1 Strategies Must Focus on Value Creation
2.8 Case Study: McDonald's Marketing Strategy
2.8.1 Global Player
2.8.2 Brand Awareness
2.8.3 Multi-method Advertising
References
3: Marketing Concepts
3.1 Marketing Concepts
3.2 Production-Oriented Marketing Concept
3.3 Product-Related Marketing Concept
3.4 Sales-Oriented Marketing Concept
3.5 Marketing-Oriented Marketing Concept
3.6 Social Marketing-Oriented Marketing Concept
3.7 Case Study: PepsiCo's Product-Oriented Marketing
3.7.1 Introduction to PepsiCo
3.7.2 Positioning and Segmentation
3.7.3 Investments in Marketing
3.7.4 Product Innovations
References
4: B2B and B2C Marketing
4.1 B2B and BC2 Marketing
4.1.1 B2B Marketing
4.1.2 B2C Marketing
4.1.3 C2B Marketing
4.1.4 C2C Marketing
4.1.5 Differences in B2B and B2C Marketing
4.2 Case Study: Telekom B2B Service
References