Strategic Marketing Analysis
Written by one of the top professors at Northwestern University's renowned Kellogg School of Management, this book is a concise guide to the theory of strategic marketing analysis. Succinct and insightful, this book appeals to a diverse audience. For business students, the strategic marketing theory outlined in this book is an essential tool for case analysis in the classroom, as well as for management, strategic consulting, and marketing interviews. For managers and consultants, this book presents a conceptual framework that will help develop an overarching strategy for day-to-day decisions involving product and service design, branding, pricing, promotions, and distribution. For senior executives, the book offers a big-picture approach for planning new marketing campaigns and evaluating the success of ongoing marketing programs.
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7-M framework action-based advertising analyzing and/or approach BCG matrix benefits Boston Consulting Group brand equity brand extension collaborators communications company's goal company's offering competitive competitors current customers Current products market customer value decision tree analysis decrease deliver value demand distribution channels evaluating factors Figure fixed costs Framework Snapshot Goal Analysis Framework Gross margin GST framework HDTV identify the key illustrate incentives increasing interview Kellogg School ln this context Management manufacturer market development market growth strategy market share marketing mix variables marketing strategy marketplace number of customers offering's value proposition opportunity gap overall Overview pany's perceptual maps performance gap Price Skimming problem-based product development product-market growth matrix promotions relative retailer revenues S-T-P framework segment selling price share growth sold solution solve stealing share step strategic business units strategy aimed SWOT tactical aspect target customers tion TiVo tomers Trade margin typically value analysis variable costs vertical