Marketing Strategy
1st Edition
Book
Hardback
2456 pages
978-1-000-01997-1 (ISBN)
Description
In marketing, globally, new challenges are emerging which strategic marketers must face. Researchers are driven to understand and explain the marketing strategy landscape, and to develop tools and instruments that can help marketers shape, implement and control marketing strategies. This concentration on marketing strategy issues by marketing academics, and the resulting escalation in articles published, means that interested readers approaching the literature are faced with a monumental task. The sheer scale of the literature is the problem; it is too diverse, too fragmented, too vast.
Marketing Strategy sets about correcting this problem. First, the volumes impose an order on the burgeoning marketing strategy literature. In doing so, core thematic topics, and new and emerging areas of interest are represented, and the resulting structure of the major work reflects the new emerging marketing strategy landscape. Second, the volumes contain articles that provide a balanced perspective on the topics covered and allow readers to see how the various aspects of marketing strategy are all interconnected.
Volume 1: Marketing Strategy's Conceptual Foundations: Market Orientation, the Cornerstone of Strategic Marketing Thought
Volume 2: Marketing Strategy Processes and Tools
Volume 3: Marketing-Mix Strategies - Product Strategy and Promotion Strategy
Volume 4: Marketing-Mix Strategies - Distribution Strategy and Pricing Strategy
Volume 5: Marketing Strategy Organization, Implementation and Control
Volume 6: Evolving and Emerging Issues in Marketing Strategy
This reference collection presents an up-to date picture of marketing strategy, one that reflects the historical origins and evolution of marketing strategy thought, and current and emerging themes within the marketing strategy literature.
Marketing Strategy sets about correcting this problem. First, the volumes impose an order on the burgeoning marketing strategy literature. In doing so, core thematic topics, and new and emerging areas of interest are represented, and the resulting structure of the major work reflects the new emerging marketing strategy landscape. Second, the volumes contain articles that provide a balanced perspective on the topics covered and allow readers to see how the various aspects of marketing strategy are all interconnected.
Volume 1: Marketing Strategy's Conceptual Foundations: Market Orientation, the Cornerstone of Strategic Marketing Thought
Volume 2: Marketing Strategy Processes and Tools
Volume 3: Marketing-Mix Strategies - Product Strategy and Promotion Strategy
Volume 4: Marketing-Mix Strategies - Distribution Strategy and Pricing Strategy
Volume 5: Marketing Strategy Organization, Implementation and Control
Volume 6: Evolving and Emerging Issues in Marketing Strategy
This reference collection presents an up-to date picture of marketing strategy, one that reflects the historical origins and evolution of marketing strategy thought, and current and emerging themes within the marketing strategy literature.
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Content
VOLUME 1: MARKETING STRATEGY'S CONCEPTUAL FOUNDATIONS: MARKET ORIENTATION, THE CORNERSTONE OF STRATEGIC MARKETING THOUGHTWhat is Marketing? The Marketing Concept and Market OrientationI. The Marketing Concept: Early History Making the Marketing Concept Work - A.P. Felton The Marketing Concept: What it is and what it is not - F. HoustonII. Marketing-Driven Strategy: From Marketing Concept to Market Orientation A Synthesis of Contemporary Market Orientation Perspectives - B.A. Lafferty and G.T.M. Hult Multiple Perspectives on Market Orientation's Domain Specification: Implications for theory development and knowledge accumulation - J.W. CadoganMarket Orientation, the Cornerstone of Strategic Marketing ThoughtIII. Market-Orientation and Strategy Response Competitive Strategy in the Market-Focused Business - S.F. Slater and J.C. Narver Market Orientation and the Marketing Strategy Process - R. Tadepelli and R.A. Avila Market Orientation and Market Strategy Profiling: An empirical test of environment-behavior-action coalignment and its performance implications - C.B. Dobni and G. LuffmanIV. Market-Orientation and Strategic Type Strategic Types, Market Orientation, and the Balance between Adaptability an Adaptation - B.A. Lukas The Effects of Strategy Type on the Market Orientation-Performance Relationship - K. Matsuno and J.T. MentzerV. Market-Oriented Strategies: Meta Analyses A Meta-Analysis of the Relationship between Market Orientation and Business Performance: Evidence from five continents - C.R. Cano, F.A. Carrillat and F. Jaramillo Market Orientation and Performance: A meta-analysis and cross-national comparisons - P.D. EllisNew Perspective on Market OrientationVI. Market-Driven Versus Market Driving Market-Driven Versus Driving Markets - B. Jaworski, A.K. Kohli and A. Sahay From Market Driven to Market Driving - N.L. Kumar, L. Scheer and P. KotlerVII. Market Orientation and Other Strategic Orientations Market Orientation and Organizational Performance: Is innovation a missing link - J.K. Han, N. Kim and R.J. Srivastava Does Market Orientation Matter? A test of the relationship between positional advantages and performance - G.T.M. Hult, and D.J. Ketchen, Jr.VIII. Developing a Market Orientation Developing a Market Orientation: An organizational strategy perspective - R.W. Ruekert Barriers to Developing Market Orientation - L.C. Harris Factors Facilitating and Impeding the Development of Export Market-Oriented Behavior: A study of Hong Kong manufacturing exporters - J.W. Cadogan, C.C. Cui, R.E. Morgan and V.M. StoryVOLUME 2: MARKETING STRATEGY PROCESSES AND TOOLSStrategic Marketing PlanningI. Marketing Strategy and Planning An Understanding of Marketing Strategy - G.E. Greenley The Anatomy of Strategic Marketing Planning - D. Brownlie An Overview of Marketing Strategy and Planning - George M. Zinkhan and Arun PereiraII. Models of the Marketing Strategy Process Organisational Context and Behavioural Problems as Determinants of the Effectiveness of the Strategic Marketing Planning Process - N.F. Piercy and N.A. Morgan Governance Value Analysis and Marketing Strategy - M. Ghosh and G. JohnIII. Strategy Initiation and Formation Tracing Emergent Processes in Marketing Strategy Formation - M.D. Hutt, P.H. Reingen and J.R. Ronchetto, Jr. Initiating Strategic Planning - L.C. Harris and E. OgbonnaIV. Strategic Resources and Marketing Capabilities The Capabilities and Performance Advantages of Market-Driven Firms - D.W. Vorhies, M. Harker and C.P. Rao Market-Focused Resources, Competitive Positioning and Firm Performance - G. Hooley, G. Greenley, J. Fahy and J. Cadogan Organizational Antecedents of Second-Order Competencies - E. DanneelsAnalyzing Market Opportunities, Market Evolution and Portfolio ToolsV. Strategic Marketing Environment Strategic Windows - D.F. Abell Controlling the Uncontrollable: Managing your market environment - P.R.T. Varadarajan, T. Clark and W.M. Pride Generating Competitive Intelligence in Organizations - B.J. Jaworski, D.J. MacInnis and A.K. KohliVI. The Product Life Cycle and Product Portfolio The Lifecycle Concept Revisited: Aid of albatross - G.J. Hooley Portfolio Analysis and the Product Life Cycle - H.C. Barksdale, and C.E. Harris, Jr. Determining the Appropriate Depth and Breadth of a Firm's Product Portfolio - R. BordleyVIII. Segmentation Product Differentiation and Market Segmentation as Alternative Marketing Strategies - W.R. Smith Benefit Segmentation: A useful tool for financial investment services - T.Z. Chang and S-J. Chen Development of a Taxonomy of Strategic Market Segmentation: A framework for bridging the implementation gap between normative segmentation and business practice - K. Sausen, T. Tomczak and A. HerrmannVOLUME 3: MARKETING-MIX STRATEGIES - PRODUCT STRATEGY AND PROMOTION STRATEGYProduct StrategyI. Product Line Strategy Proactive and Reactive Product Line Strategies: Asymmetries between market leaders and followers - V. Shankar Consumer Attitude toward Brand Extensions: An integrative model and research propositions - S. CzellarII. New Product Strategy New Products: The factors that drive success - R.G. Cooper Organizing for Radical Product Innovation: The overlooked role of willingness to cannibalize - R.K. Chandy and G.J. TellisIII. Order of Market Entry First to Market, First to Fail? Real Causes of Enduring Market Leadership - G.J. Tellis and P.N. Golder Pioneers and Followers: Competitive tactics, environment, and firm growth - J.G. Covin, D.P. Slevin and M.B. HelleyBrand and Service StrategyIV. Brand Strategy Building Customer-Based Brand Equity - K.L. Keller Strategic Brand Concept and Brand Architecture Strategy - A Proposed Model - A. Strebinger Measuring and Managing the Essence of a Brand Personality - J. van Rekom, G. Jacobs and P.W.J. VerleghV. Service Strategy Service Strategies within the Manufacturing Sector: Benefits, costs and partnership - V. Mathieu Six Strategies for Competing through Service: An agenda for future research - R.N. Bolton, D. Grewal and M. Levy A Conceptual Framework for the Development of a Service Delivery Strategy for Industrial Systems and Products - R. Kumar and U. KumarVI. Services Dominant Logic and Branding From Goods to Service(s): Divergences and Convergences of Logics - S.L. Vargo and R.F. Lusch The Service Brand and the Service-Dominant Logic: Missing fundamental premise or the need for stronger theory? - R.J. Brodie, M.S. Glynn and V. LittleVII. Strategic Implications of Service Quality Communication and Control Processes in the Delivery of Service Quality - V.A. Zeithaml Service Quality, Profitability, and the Economic Worth of Customers: What we know and what we need to learn - V.A. ZeithamlPromotion StrategyVIII Advertising Strategy Creative Strategy: A management perspective - C.F. Frazer Market Valuation Models of the Effect of Advertising and Promotional Spending: A review and meta-analysis - M.P. Conchar, M.R. Crask and G.M. Zinkhan Internet Advertising Strategy Alignment - M-C. Boudreau and R.T. WatsonIX. Sales Promotion Sales Promotions as Strategic Communication: The case of Singapore - C.W. Lee The Effect of Sales Promotion on Post-Promotion Brand Preference: A meta-analysis - D. DelVecchio, D.H. Henard and T.H. Freling A Strategic Perspective on Sales Promotions - B. Gelb, D. Andrews and S.K. LamX. The Strategic Role of Sales Marketing and Sales: Strategic alignment and functional implementation - W.M. Strahle, R.L. Spiro and F. Acito The Role of Strategic Selling in the Company Turnaround Process - M. Harker and D. Harker The Strategic Role of the Salesforce in Developing Customer Satisfaction across the Relationship Lifecycle - S.D. JapVOLUME 4: MARKETING-MIX STRATEGIES - DISTRIBUTION STRATEGY AND PRICING STRATEGYDistribution StrategyI. Organization and Management Issues Make-or-Buy Decisions - E. Anderson and B.A. Weitz Organizing and Managing Channels of Distribution - G.L. FrazierII. Channel Dynamics, Cooperation and Conflict Strategic Integration in Industrial Distribution Channels: Managing the Interfirm Relationship as a Strategic Asset - J.L. Johnson Multichannel Marketing: Mindset and program development - B.D. Weinberg, S. Parise and P.J. Guinan Satisfaction in International Marketing Channels: A local channel member perspective - C. Schmitz and T. WagnerIII. Retail Strategy A Distribution Services Approach for Developing Effective Competitive Strategies against 'Big Box' Retailers - C.S. Barber and B.C. Tietje Building and Sustaining Profitable Customer Loyalty for the 21st Century - V. Kumar and D. Shah A Guide to Developing and Managing a Well-Integrated Multi-Channel Retail Strategy - B. Berman and S. ThelenIV. Relationship Strategy Conceptualising Business Relationships - A. Dubois and H. H?kansson Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality - T. Hennig-Thurau, K.P. Gwinner and D.D. Gremler Interfirm Monitoring, Social Contracts, and Relationship Outcomes - J.B. Heide, K.H. Wathne and A.I. RokkanPricing StrategyV. Pricing Theory and Practice Industrial Pricing: Theory and managerial practice - P.M. Noble and T.S. Gruca Pricing Decisions and the Neoclassical Theory of the Firm - M.R. Lucas Towards Value-Based Pricing-an Integrative Framework for Decision Making - A. HinterhuberVI. The Strategic Role of Price Buyers' Subjective Perceptions of Price - K. Monroe Image Communicated by the Use of 99 Endings in Advertised Prices - R.M. Schindler and T.M. Kibarian The Price-Perceived Quality Relationship: A meta-analytic review and assessment of its determinants - F. V?lckner and J. HofmannVII. Pricing Strategy An Empirical Analysis of Determinants of Retailer Pricing Strategy - V. Shankar and R.N. Bolton Intraorganizational Influences on Business-to-Business Pricing Strategies: A political economy perspective - R.A. Lancioni Successful New Product Pricing Practices: A contingency approach - P. Ingenbleek, M. Debruyne, R.T. Frambach and T.M.M. VerhallenVOLUME 5: MARKETING STRATEGY ORGANIZATION AND IMPLEMENTATIONI. The Organization of Marketing Activities The Organization of Marketing Activities: A contingency theory of structure and performance - R.W. Ruekert, O.C. Walker, Jr. and K.J. Roering Organizing Marketing in Industrial High-Tech Firms: The role of internal marketing relationships - K. M?ller and A. RajalaII. Strategy-Environment-Fit Strategic Types, Distinctive Marketing Competencies and Organizational Performance: A multiple measures-based study - J.S. Conant, M.P. Mokwa and P.R. Varadarajan The Performance Implications of Fit among Business Strategy, Marketing Organization Structure, and Strategic Behavior - E.M. Olson, S.F. Slater, and G.T.M. HultIII. Interfunctional Conflict and Power Dysfunctional Behavior and Management Control: An empirical study of marketing managers - B.J. Jaworski, S.M. Young The Quality and Effectiveness of Marketing Strategy: Effects of functional and dysfunctional conflict in intraorganizational relationships - A. Menon, S.G. Bharadwaj and R. Howell Marketing's Influence Tactics in New Product Development: A study of high technology firms in China - K. Atuahene-Gima and H. LiIV. Functional Alignment / Integration Shared Organizational Values: Measurement and impact upon strategic marketing implementation - G.J. Badovick and S.E. Beatty Should Marketing be Cross-Functional? Conceptual Development and International Empirical Evidence - H. Krohmer, C. Homburg and J.P. Workman Differential Effects of the Primary Forms of Cross Functional Integration on Product Development Cycle Time - J.D. Sherman, W.E. Souder and S.A. JenssenV. Strategic Flexibility Capabilities for Strategic Flexibility: A cognitive content framework - I.A. Combe and G.E. Greenley Market Orientation, Strategic Flexibility, and Performance: Implications for service providers - R.G. Javalgi, T.W. Whipple, A.K. Ghosh and R.B. Young Strategic Flexibility, Rigidity and Barriers to the Development of Absorptive Capacity in Business Markets: Themes and research perspectives - P. Matthyssens, P. Pauwels and K. VandenbemptVII. Implementation Managing Marketing Implementation - T.V. Bonoma and V.L. Crittenden Marketing Strategy Development Styles, Implementation Capability, and Firm Performance: Investigating the curvilinear impact of multiple strategy-making styles - J.C. White, J.S. Conant and R. Echambadi In Pursuit of the "Ideal Approach" to Successful Marketing Strategy Implementation - E.R. Thorpe and R.E. MorganVI. Internal Marketing Strategies Broadening the Market Orientation: An added focus on internal customers - I. Mohr-Jackson The Impact of Internal Marketing Efforts in Distribution Service Operations - S.B. Keller, D.F. Lynch, A.E. Ellinger, J. Ozment and R. Calantone