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Winning Market Leadership: Strategic Market Planning for Technology-Driven Businesses (Достижение лидерства на рынке: стратегическое маркетинговое планирование для технологического бизнеса)

Опубликовано на портале: 30-10-2003
Toronto: John Wiley & Sons, 1999
Тематический раздел:
A dynamic new approach to developing winning marketing strategies in today's most demanding industries.
In the high-tech sector, where constant innovation is the norm and sweeping changes can occur literally overnight, marketing planning often seems like an exercise in frustration. Written by an all-star team from the prestigious Richard Ivey School of Business, this book describes a dynamic new approach to strategic marketing planning that has helped today's top high-tech companies win and sustain market leadership. By following the examples set by Intel, Compaq, and other industry leaders, readers learn how to plan faster, develop and effectively deploy cross-functional teams, create "living plans" that quickly adapt to new market conditions and competitive dynamics, drive yes/no decisions, focus on cash flow and profitability, and much more. Case studies from Intel, Compaq, Hewlett-Packard, Glaxo-Welcome, General Electric, and other high-tech industry leaders.

Chapter 1. Introduction
Chapter 2. Choose the Arena
Chapter 3. Identify Attractive Opportunities
Chapter 4. Understand the Market
Chapter 5. Assess Resources and Competencies
Chapter 6. Understand the Competitive Challenge
Chapter 7. Make Tough Strategic Choices
Chapter 8. Manage Critical Relationships
Chapter 9. Complete the Winning Strategy
Chapter 10. Understand the Profit Dynamic
Chapter 11. Implement the Winning Strategy
Chapter 12. The System That Makes the Process Happen

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