Industrial marketing - (5 cfu)

Professore: DA ASSEGNARE

Finalità

- market definition to embrace all the key market players, to include competitors, distributors and prescribers as well as the various customer groups in the wider macro-marketing environment.
- define marketing strategy, demonstrating how strategic decisions can be implemented at the operational level.

Programma

1) PART 1: THE CHANGING ROLE OF MARKETING
From Marketing to Market-Driven Management
2) PART 2: UNDERSTANDING CUSTOMER BEHAVIOUR
Customer Choice Behaviour
Customer Response Behaviour
3) PART 3: MARKET-DRIVEN STRATEGY DEVELOPMENT
Needs Analysis Through Market Segmentation
Market Attractiveness Analysis
Competitive Analysis
Formulating a Marketing Strategy
The Strategic Marketing Plan
4) PART 4: MARKET-DRIVEN MANAGEMENT DECISIONS
Brand Management
New Product Decisions
Market-Driven Distribution Decisions
Market-Driven Pricing Decisions
Market-Driven Communication Decisions
Market-Driven Advertising Decisions

Testi consigliati

- Marketing strategico e operativo" JJ Lambin ed. Mc Graw Hill


Ultimo aggiornamento: 05-10-2009


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