书目详细信息
： Understanding markets and strategy :
书目信息 机读格式(MARC)
| ISBN： | 9780749471521 (pbk.) |
|---|---|
| ISBN： | 0749471522 (pbk.) |
| 编目源： | DLC DLC DLC CIBTC |
| 个人名称： | Morley, Malcolm. |
| 题名： | Understanding markets and strategy : how to exploit markets for sustainable business growth / Malcolm Morley. |
| 索书号： | F713.50/M864E |
| 出版发行项： | Philadelphia, PA : Kogan Page, 2014. |
| 载体形态： | viii, 261 p. ; 24 cm. |
| 书目附注： | Includes bibliographical references (p. 255) and index. |
| 格式化内容附注： | Machine generated contents note: Introduction -- 01 So, what is a market? -- Introduction -- Defining a market -- Market definition -- Knowledge in markets -- What markets look like -- 02 What makes markets attractive? -- Introduction -- Attractive versus attraction -- Clarifying what constitutes attractiveness -- 03 Where do markets exist? -- Introduction -- Markets and places -- Virtual marketplaces -- Managing multiple marketplaces -- 04 Have to buy or discretionary buy? -- Introduction -- Understanding have to buy and discretionary buy -- Motivation to buy -- Competition not substitutes -- 05 Products and services -- Introduction -- The nature of products and services -- Premium pricing -- Products and services cocktail -- Value creation -- 06 Product and service benefits and price -- Introduction -- Ranking your products and services -- Market research -- Products, services and price -- 07 Market segmentation -- Introduction -- Segmenting markets -- Marketing and market segments -- Have to have, like to have and the economy -- 08 How to analyse markets -- Introduction -- Starting with the market -- Variables in markets -- Shared understanding -- 09 How to develop market scenarios - demand -- Introduction -- Scenarios -- Context is all -- Keep it real -- Putting the elements together -- 10 How to develop market scenarios - competition -- Introduction -- Market scenarios and what affects competition -- 11 Market scenarios - future strategic market issues -- Introduction -- The future scenario market matrix -- Don't bet the company -- Triggers of change -- 12 Putting the company and its competitors in the context of the market -- Introduction -- Looking from the outside in -- Whose strength or weakness is it? -- Convincing others of your SWOT -- Knowing your competitors -- 13 What is success? -- Introduction -- Getting the terms right -- Success is more than market share -- Success and stakeholders -- Understanding 'acceptable' -- Getting beyond market share -- 14 What is strategy and why is the strategy process important? -- Introduction -- Defining 'strategy' -- Understanding the strategy process -- Flexing in the strategy process -- 15 Competing in markets -- Introduction -- What are the options available? -- Moving in the market competition matrix -- Positioning in the buyer market competition matrix -- Options for markets or market segments -- Don't forget cumulative risk -- 16 Making strategic choices and corporate strategy -- Introduction -- The relationships between competitive and corporate strategies -- Organizational culture -- Organizational competency -- Organizational capabilities -- Organizational capacity -- Linkages and clarity -- Resources -- Epilogue -- Glossary -- References -- Index. |