Descripciones mejoradas de Syndetics:

Sets down practical guidelines for marketing managers to follow in order to implement their theories and strategies in the real business world and thereby achieve top performance.

Tabla de contenidos provista por Syndetics

• List of Exhibits(p. ix)
• Preface(p. xi)
• Chapter 1. Introduction(p. 1)
• Prelude(p. 1)
• Introduction(p. 3)
• Marketing Strategy and Marketing Acts(p. 5)
• Diagnosing Practice Problems(p. 10)
• The Research Project(p. 14)
• Plan of the Book(p. 18)
• Chapter 2. Managing Marketing(p. 20)
• Introduction(p. 20)
• A Model of Marketing Execution(p. 22)
• Gap Bridging: Execution Skills(p. 34)
• A Typology of Marketing Practice Problems(p. 37)
• Conclusion(p. 37)
• Chapter 3. Blocking and Tackling--Marketing Actions(p. 40)
• Prelude(p. 40)
• Introduction(p. 42)
• Management Mistakes with Marketing Functions(p. 42)
• Global Mediocrity(p. 56)
• Blocking and Tackling(p. 57)
• Conclusion(p. 59)
• Chapter 4. Marketing Programs(p. 60)
• Marketing Programs(p. 62)
• Program Management and Mismanagement(p. 64)
• Toward Good Programs Practice(p. 70)
• Conclusion(p. 74)
• Chapter 5. Marketing Systems(p. 75)
• Systems in General(p. 77)
• Systems in Marketing(p. 78)
• Management Failures with Marketing Systems(p. 85)
• A System That Could(p. 92)
• Chapter 6. Marketing Policies(p. 96)
• Introduction(p. 96)
• Policy Guidelines(p. 99)
• Policies of Identity(p. 102)
• Direction Policies(p. 108)
• Conclusion(p. 111)
• Chapter 7. Bridging the Gap(p. 112)
• The Motorcycle and the Mechanic(p. 113)
• Conclusion(p. 120)
• Chapter 8. Interacting and Allocating Skills(p. 122)
• Interacting(p. 125)
• Allocating(p. 135)
• Conclusion(p. 141)
• Chapter 9. Monitoring and Organizing(p. 142)
• Monitoring(p. 145)
• Organizing(p. 158)
• Conclusion(p. 162)
• Chapter 10. Strategists and Implementers: are They Different?(p. 163)
• Stereotype of the Good Implementer(p. 165)
• Strategists Versus Implementers(p. 167)
• Study Results(p. 170)
• How to Train for Implementation Ability(p. 178)
• Conclusion and Extension: Marketing Leaders(p. 180)
• Chapter 11. Marketing Quality(p. 182)
• Marketing Quality(p. 183)
• Quality in Marketing Practices(p. 188)
• Marketing Effectiveness and Efficiency(p. 191)
• Conclusion(p. 198)
• Research Appendix(p. 200)
• Research Causes and Questions(p. 200)
• The Clinical Methodology for the Study of Practice(p. 202)
• Notes(p. 229)
• Index(p. 239)

Notas de autor provistas por Syndetics

Thomas V. Bonoma is Professor of Business Administration at the Harvard Business School.