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Performance excellence in marketing, sales and pricing leveraging change, lean and innovation management /

The increasing interconnection and the unlimited exchange of data and information has led to a maximized transparency of globally offered and sold products and services. The desires, needs and wants of the consumer are the critical issues today in creating new or offering existing products and servi...

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Main Author: Helmold, Marc.
Other Authors: SpringerLink (Online service)
Format: eBook
Language: English
Published: Cham : Springer, 2022.
Cham : 2022.
Physical Description: 1 online resource (286 pages).
Series: Management for professionals.
Subjects:
Marketing -- Management.
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.

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