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Understanding the Competitive Marketplace. A Critical Analysis of Strategic Marketing. 戦略的マーケティングの批判的分析
・ISBN 978-0-415-12996-1 hard
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・ISBN 978-0-415-12997-8 paper
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| 著者・編者 | Wensley, R., |
|---|---|
| シリーズ | Routledge Series in Analytical Management |
| 出版社 | (Routledge, UK) |
| 出版年月 | 1995 |
| ページ数 | 160 pp. |
| 言語 | ENG |
| ニュース番号 | ＜411-540＞ |
解説
Strategic marketing has developed rapidly since the 1970s, yet it is often unclear how far the existing debates rely on sound research and hard evidence. Robin Wensley looks at the kind of data that can be used to test and refine current theories on market networks; the role of market intermediaries; and core-process versus resource-based analyses of the firm. By reviewing the most important recent theoretical developments in stategic marketing alongside practical examples and available research evidence, he provides a tool for marketing strategists. Separate sections in the book deal specifically: with market share; segmentation; firms and networks; customer-driven organizations; and market-based competition. Students, consultants and managers alike should find this a useful guide to the key issues surrounding strategic marketing.