Beruflich Dokumente
Kultur Dokumente
1. Imperatives for Market-Driven Strategy 2. Markets and Competitive Space 3. Strategic Market Segmentation 4. Strategic Customer Relationship Management 5. Capabilities for Learning about Customers and Markets 6. Market Targeting and Strategic Positioning 7. Strategic Relationships 8. Innovation and New Product Strategy 9. Strategic Brand Management 10. Value Chain Strategy 11. Pricing Strategy 12. Promotion, Advertising and Sales Promotion Strategies 13. Sales Force, Internet, and Direct Marketing Strategies 14. Designing Market-Driven Organizations 15. Marketing Strategy Implementation And Control
Chapter 5
5-5
5-8
5-10
5-11
5-12
5-17
Research Objectives
Research Questions
Planned Outcomes
5-21
Database
Display
Analysis Capabilities
Models
5-22
5-23
5-24
Neuromarketing
* Magnetic resonance imaging (MRI) * Pictures response of brain to stimuli * Probing consumer preferences is controversial * Invasive * Privacy issues * Information sharing
* Insurance companies * Employers * Law enforcement
5-25