Marketing Methods to Improve Company Strategy

Applied Tools and Frameworks to Improve a Company’s Competitiveness Using a Network Approach

Inbunden, Engelska, 2010

Av Marcos Fava Neves, Luciano Thome e Castro, Matheus Alberto Consoli, Brazil) Neves, Marcos Fava (University of Sao Paulo, Brazil) e Castro, Luciano Thome (University of Sao Paulo, Brazil) Consoli, Matheus Alberto (University of Sao Paulo, Luciano Thome E. Castro, Luciano Thome E Castro

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The authors of this book present several central business methods throughout all chapters. Every method introduced in Marketing Methods to Improve Company Strategy has a strong market driven philosophy. These methods are intended to adjust the firm to consumer needs, considering the presence of competitors in their marketplace. In addition, the book wants to show how it may be used when working with marketing and sales management. Another important theme of this book is the idea that a firm is seen as a network. This network philosophy is an important theme throughout the book, and should open managers’ eyes to potential joint marketing activities, as well as joint ventures, other types of contracts and partnerships in a world of firms’ fuzzy boundaries.

Produktinformation

Utgivningsdatum2010-01-20
Mått152 x 229 x 12 mm
Vikt410 g
FormatInbunden
SpråkEngelska
Antal sidor136
FörlagTaylor & Francis Ltd
ISBN9780415873758

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Marcos Fava Neves is an expert in Marketing, Distribution Channels, Networks and Business Strategy for market-driven companies. He has a PhD and Masters in Business by FEA/USP. He is currently a professor at FEA-RP/USP, teaching Strategy and Marketing for the undergraduate, MSc, MBA, and PhD courses. A former PENSA coordinator, he now participates as a member of the board.Luciano Thomé e Castro has a degree in Business Administration, and also holds MSc and PhD titles in Marketing from the University of São Paulo. He was a visiting scholar at the University of Kiel and at Purdue University conducting international research projects. He has been very active coordinating consulting projects in marketing and strategy for several clients in industries such as the chemistry, animal health, seeds, food, irrigation, and bio-fuels, among others. Recently, he has worked closely with the Brazilian Government and the World Bank in regional development projects. Matheus Alberto Cônsoli holds a PhD title from the University of São Paulo. He has participated in projects and research in Strategic and Marketing Planning, Distribution Channel Planning, Sales Management and Agri-Food Chains Mapping and Management since 2003, and is a former Professor at COC University and invited speaker at schools, events, and companies. He is currently a Professor of MBA courses in FUNDACE and FIA Marketing, Business and Agribusiness programs.

TABLE OF CONTENTS INTRODUCTION CHAPTER 1: HOW TO DESCRIBE THE COMPANY AS A NETWORK CHAPTER 2: HOW TO MAKE A STRATEGIC MARKETING PLAN AND MANAGEMENT UNDER A COLLABORATIVE NETWORK APPROACH CHAPTER 3: HOW TO BUILD COMPETITIVE ADVANTAGE THROUGH A MARKETING CHANNELS PLAN CHAPTER 4: HOW TO ANALYZE CHANNEL VALUE CAPTURE CHAPTER 5: HOW TO BUILD AND REVIEW MARKETING AND NETWORKS CONTRACTS CHAPTER 6: HOW TO BUILD COMPETITIVE ADVANTAGE VIA SALES FORCE CHAPTER 7: HOW TO BUILD JOINT VENTURES CHAPTER 8: A METHOD FOR BUILDING COMPETITIVE ADVANTAGE THROUGH ALIGNMENT OF MARKETING CHANNELS INCENTIVES CHAPTER 9: IDENTIFYING KEY SUCCESS FACTORS TO DEVELOP MARKET DRIVEN STRATEGIES CHAPTER 10: REFERENCES