Marketing Edge Making Strategies Work

Name: Marketing Edge Making Strategies Work
Price: 8.35 USD
Availability: InStock
ISBN: 9780029042007

ISBN-10: 0029042003

ISBN-13: 9780029042007

Edition: 1985

Authors: Thomas V. Bonoma

List price: $32.95

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Description:

In this eminently practical book, Harvard professor Thomas V. Bonoma explains why good marketing strategies do not always get results, and offers managers sound advice about what they can do to make certain that their strategies achieve corporate goals. He opens with a clear analysis of the relationship that exists between marketing strategy and implementation, and shows how an understanding of this relationship can improve performance. Bonoma offers specific, down-to-earth guidelines for managing all four levels of marketing practice within the firm: actions (pricing, distribution, promotion, etc.); programs (coordinating actions to maximize market penetration); systems (formal methods of…

Book details

List price: $32.95
Copyright year: 1985
Publisher: Free Press
Binding: Paperback
Pages: 240
Size: 6.50" wide x 9.50" long x 0.75" tall
Weight: 1.232
Language: English



List of Exhibits


Preface


Introduction


Prelude


Introduction


Marketing Strategy and Marketing Acts


Diagnosing Practice Problems


The Research Project


Plan of the Book


Managing Marketing


Introduction


A Model of Marketing Execution


Gap Bridging: Execution Skills


A Typology of Marketing Practice Problems


Conclusion


Blocking and Tackling--Marketing Actions


Prelude


Introduction


Management Mistakes with Marketing Functions


Global Mediocrity


Blocking and Tackling


Conclusion


Marketing Programs


Marketing Programs


Program Management and Mismanagement


Toward Good Programs Practice


Conclusion


Marketing Systems


Systems in General


Systems in Marketing


Management Failures with Marketing Systems


A System That Could


Marketing Policies


Introduction


Policy Guidelines


Policies of Identity


Direction Policies


Conclusion


Bridging the Gap


The Motorcycle and the Mechanic


Conclusion


Interacting and Allocating Skills


Interacting


Allocating


Conclusion


Monitoring and Organizing


Monitoring


Organizing


Conclusion


Strategists and Implementers: are They Different?


Stereotype of the Good Implementer


Strategists Versus Implementers


Study Results


How to Train for Implementation Ability


Conclusion and Extension: Marketing Leaders


Marketing Quality


Marketing Quality


Quality in Marketing Practices


Marketing Effectiveness and Efficiency


Conclusion


Research Appendix


Research Causes and Questions


The Clinical Methodology for the Study of Practice


Notes


Index