This book provides the blueprint for visionary companies who are building markets today to be market leaders tomorrow. It does so by providing a practical and comprehensive base for defining and redefining marketing in competitive and fast-changing global markets. You'll find invaluable information about market identification, analysis, selection, and strategy.
Inhaltsverzeichnis
Contents
Preface
- Acknowledgments
- Part 1: Defining Business Markets: A Primer
- Market Definition: An Overview
- Defining Markets: Key Concepts
- Part II: Market Definition: Research Findings
- Five Critical Market Definition Dimensions
- Customer- and Competitive-Based Market Definitions
- Defining and Segmenting Business Markets
- Market Redefinition Guidelines
- Market Strategies and Performance
- Part III: Market Definition: Finding Strategic Advantage
- Defining Markets: A Three-Stage Framework
- Defining Markets: Implications for Management
- Market Definition and Redefinition: Reprise
- Part IV: Case Studies
- Market Definition Case Study 1: The U.S. Newspaper Industry
- Market Definition Case Study 2: Sportmed
- Part V: Appendixes
- Appendix A: Sample Profile
- Appendix B: Market Definition Survey
- Notes
- Index
