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маркетинг стратегия известных компаний, смит как заставить маркетинг работать 2010, "инструменты стратегического маркетингового планирования", 125. Смит Б. Как заставить маркетинг работать. Стратегическое планирование на опыте известных компаний. – М. : Вершина, 2006.
Главная - Маркетинг. Общие вопросы - Маркетинг - Как заставить маркетинг работать. Стратегическое планирование на опыте известных компаний
Как заставить маркетинг работать. Стратегическое планирование на опыте известных компаний

Как заставить маркетинг работать. Стратегическое планирование на опыте известных компаний

Авторы: Смит Б.
Издательство: М:Вершина
Год издания: 2006
Кол-во страниц: 392 стр.
Формат:
ISBN: 5-9626-0156-4
Стоимость доставки по Киеву 35 грн.:
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Как заставить маркетинг работать. Стратегическое планирование на опыте известных компаний - Смит Б.

Как правильно спланировать стратегический маркетинг? Как заставить его работать на практике? В течение пяти лет автор анализировал деятельность наиболее успешных компаний мира. На основе этих материалов он разработал методику создания сильной маркетинговой стратегии: она сочетается с организационной культурой конкретного предприятия и соответствует условиям рынка. Об этом он и рассказывает в данной книге.
Вы узнаете, что представляет собой «гибридный» процесс стратегического планирования, как оценивать сильные и слабые стороны стратегии, сделать ее гибкой и эффективной в условиях жесткой конкуренции. И главное — как реализовать ее на практике.
Издание снабжено большим количеством примеров и иллюстраций. Предназначено для практикующих маркетологов и руководителей коммерческих служб.

Оглавление

Предисловие научного редактора к русскому изданию
Предисловие редактора к американскому изданию
Вступление

Часть перваяbr
ПРОВАЛ СТРАТЕГИЧЕСКОГО МАРКЕТИНГОВОГО ПЛАНИРОВАНИЯ
Глава 1. Мы знаем, что стратегическое маркетинговое планирование — это
Откуда взялось стратегическое маркетинговое планирование
Как развивалось стратегическое маркетинговое планирование
Что представляет собой основной процесс стратегического маркетингового планирования
Инструменты стратегического маркетингового планирования
Глава 2. …И оно работает
Что именно мы подразумеваем под словом «работает»?
Доказывают ли исследования, что стратегическое маркетинговое планирование работает
Итак, планирование работает
Глава 3. …Но большинство из нас не может это использовать
Насколько мы используем стратегическое маркетинговое планирование
Почему стратегическое маркетинговое планирование не используется в больших масштабах
Стратегическое маркетинговое планирование внутри компании
Как помогает нам это знание
Глава 4. Пауза для размышлений — стратегическое маркетинговое
планирование как неудавшаяся технология

Часть вторая КАК ДЕЙСТВУЮТ ВЕЛИКИЕ КОМПАНИИ
Глава 5. Мы знаем, на что похожа сильная маркетинговая стратегия
Что такое маркетинговая стратегия
Как выглядит сильная маркетинговая стратегия
Использование диагностики стратегий
Глава 6. Мы знаем, что реальные компании не совсем рациональны
Слабые маркетинговые стратегии встречаются чаще, чем
сильные
Реальные компании характеризуют рациональность, предвидение и расширение
Разработка маркетинговой стратегии путем политических переговоров
Радуга стратегического маркетингового планирования
Возвращаемся к нашей миссии
Глава 7. Мы знаем: работает то, что подходит
Как работают организации
На что похожа обоюдосогласованность
На что похожа микросогласованность
Глава 8. Как великие компании разрабатывают сильные маркетинговые стратегии
Обзор пройденного материала
Что делается неправильно
Что делается правильно

Часть третья
КАК ВАШЕЙ КОМПАНИИ СОЗДАТЬ СИЛЬНУЮ МАРКЕТИНГОВУЮ СТРАТЕГИЮ
Глава 9. Понимание рынка
Что мы уже знаем
Понимание рынка не следует путать с рыночным аудитом
Понимание сложности рынка
Процесс оценки сложности рынка
Понимание и оценка турбулентности рынка
Объединение оценок сложности и турбулентности рынка
Глава 10. Выбор наилучшего способа создания маркетинговой стратегии на вашем рынке
Механизмы макросогласованности
Макросогласованность и понимание рынка
Семь цветов стратегического маркетингового планирования как управленческая деятельность
Выбор цвета стратегического маркетингового планирования для достижения макросогласованности с вашим рынком
Глава 11. Адаптация организационной культуры с ориентацией на поддержание процесса создания вашей стратегии
Проблема культурных изменений
Механизм взаимодействия между организационной культурой и стратегическим маркетинговым планированием
Адаптация культуры для достижения микросогласованности
Глава 12. Как заставить маркетинг работать
Ответ — в обоюдосогласованности
Здравый смысл внедрения: как практики «раскрашивают» стратегическое маркетинговое планирование
Предполетная проверка: как практики проверяют свои стратегии, прежде чем их осуществлять
Конец пути

Послесловие: продолжение пути
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