Marketing Strategy

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Winning Back Your Market

Winning Back Your Market

Winning Back Your Market presents nine fundamental strategies for regenerating corporate efforts with tactical options for the service, consumer, and industrial sectors.

Each strategy demonstrates case histories of successful revitalization of services and products, or plans for putting into practice the strategic options.


Table of Contents

  1. Star-Making Strategies
  2. Entrenching the Existing Business
  3. Switching from End Users to Intermediaries
  4. Creating Mandatory Consumption
  5. Going International
  6. Broadening the Product Horizon
  7. Finding New Applications
  8. Finding New Situations
  9. Repositioning
  10. Redefining Markets
  11. Putting It All Together
Contemporary Views On Marketing Practice

Contemporary Views on Marketing Practice Full Book

Contemporary Views on Marketing Practice describes four main issues of marketing practice. Part one focuses on the marketing role in a contemporary business. Part two discusses strategic market planning and implementation. Part three addresses the marketing mix itself with product and price variables. Part four centers on the promotion and place variables. How the marketing managers within the company address these issues will cause the firm to either promote itself, or fail with its customers.


Table of Contents

Click any of the individual chapters listed below to purchase that chapter.

  1. Broadening the Concept of Marketing Still Further: The Megamarketing Concept
  2. A Normative Theory of Marketing Practice
  3. Marketing Theory and Application to the Modern Corporation
  4. Metamorphosis in Strategic Market Planning
  5. Analytic Hierarchy Process for Generation and Evaluation of Marketing Mix Strategies
  6. Examining Marketing Strategy from a Contingency Perspective
  7. Marketing Strategy Implementation
  8. Brand Leverage: Strategy for Growth in a Cost-control World
  9. How Service Needs Influence Product Strategy
  10. Toward a Theory of New-Product Pricing
  11. Push and Pull Strategies in Industrial Markets: A Normative Framework
  12. Integrated Marketing Communications
  13. The New Electronic Media “Videotex”
Broadening Concept Marketing

Chapter 1: Broadening the Concept of Marketing Still Further

Chapter 1

Broadening the Concept of Marketing Still Further proposes that since the 1980s, the market has reached a new, grand stage of evolution: the megamarketing stage. This broadening of the market has included covering non-profit organizations and using political scientists as part of market research. The benefits of this movement are monumental to schools, hospitals, churches and museums.

Contemporary Views On Marketing Practice

Chapter 2: A Normative Theory of Marketing Practice

Chapter 2

A Normative Theory of Marketing Practice provides a normative framework for marketing practice theory. This is based on the assumption that the task of marketing practice is to create and retain positive market behavior. Because market activity is not always positive, it is necessary to assess where and how market predispositions are imbalanced.

Contemporary Views On Marketing Practice

Chapter 7: Marketing Strategy Implementation

Chapter 7

Marketing Strategy Implementation proposes a framework for using and studying marketing implementation. The goal is to provide a supplemental tool for managerial thinking. The details of the framework’s progression, as well as the benefits of its employment, are fully discussed.