Neves M.F. Marketing methods to improve company strategy: applied tools and frameworks to improve a company's competitiveness using a network approach / M.F.Neves, L.T.Castro, M.A.Consoli. - New York: Routledge, 2010. - viii, 127 p.: ill. - Ref.: p.113-124. - Ind.: p.125-127. - ISBN 978-0-415-87377-2  Место хранения:   01 | ГПНТБ СО РАН | Новосибирск

Оглавление / Contents

List of Figures ................................................ vi List of Tables ................................................ vii Introduction .................................................... 1 1 How to Describe the Company as an Integrated Network ......... 4 2 How to Make a Strategic Marketing Plan Using a Collaborative Network Approach .............................. 16 3 How to Build Competitive Advantage through a Marketing Channel Plan ...................................... 24 4 How to Analyze Channel Value Capture ........................ 37 5 How to Build and Review Marketing and Network Contracts ..... 50 6 How to Build Competitive Advantage through Sales Force Planning .................................................... 64 7 How to Strategically Build Joint Ventures ................... 80 8 A Method for Building Competitive Advantage via Marketing Channels Incentives ......................................... 91 9 Identifying Key Success Factors to Develop Market-Driven Strategies ................................................. 101 Notes ......................................................... 111 References and Further Reading ................................ 113 Index ......................................................... 125