Ideal Marketing Management
This book is specialized in the authors' wives – Gillian and Rosie – and to Ben Gilligan for his or her support while it was being drafted.
Each of our thanks head to Janice Nunn for all the effort that the lady put in to the preparation in the manuscript.
Tactical Marketing Administration
Planning, setup and control
Richard M. S. Wilson
Emeritus Professor of Organization Administration The business enterprise School Loughborough University and
Professor of promoting Sheffield Hallam University and Visiting Professor, Northumbria University
AMSTERDAM • BOSTON • HEIDELBERG • LONDON • NEW YORK • OXFORD PARIS • HILLCREST • BAY AREA • SINGAPORE • SYDNEY • TOKYO
Elsevier Butterworth-Heinemann Linacre Residence, Jordan Mountain, Oxford OX2 8DP two hundred Wheeler Highway, Burlington, MUM 01803 Initial published 1992 Second release 1997 Reprinted 1998, 99, 2001, 2003 Third model 2005 Copyright laws © 1992, 1997, june 2006, Richard Meters. S. Wilson and Merlu Gilligan. Most rights appropriated The right of Richard M. S. Pat and Merlu Gilligan to become identified as the authors with this work has been asserted relative to the Copyright, Designs and Patents Act 1988 Not any part of this publication may be reproduced in just about any material type (including copying or saving in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) with no written permission of the copyright holder besides in accordance with the provisions from the Copyright, Patterns and Patents Act 1988 or under the terms of a licence given by the Copyright Licensing Agency Ltd, 85 Tottenham Court Road, London, England W1T 4LP. Applications for the copyright holder's written agreement to reproduce any component to this publication should be tackled to the publisher Permissions can be sought straight from Elsevier's Scientific research & Technology Rights Office in Oxford, UK: cellphone: ( 44) 1865 843830, fax: ( 44) 1865 853333, email-based: [email protected] co. uk. You can even complete the request on the web via the Elsevier homepage (www.elsevier.com), by selecting ‘Customer Support' and then ‘Obtaining Permissions' British Catalogue Cataloguing in Publication Info A catalogue record for this publication is available through the British Selection Library of Congress Cataloguing in Distribution Data A list record just for this book is available from the Collection of Congress ISBN zero 7506 5938 6
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Preface Overview of the book's structure 1 Introduction 1 . you 1 . a couple of 1 . several 1 . 5 1 . 5 1 . six Learning targets The nature of promoting The administration process Ideal decisions plus the nature of strategy The marketing/strategy interface Summary
xi xiii 1 3 three or more 7 11 19 thirty seven 41 43 45 forty-five 50 53 70 71 75 77 79 79 80 seventy eight 86 88 89 information 102 104 107 109
Stage 1: Where are we now? Tactical and promoting analysis 2 Marketing auditing and the examination of capacity 2 . 1 2 . 2 2 . 3 2 . four 2 . five 2 . six 2 . 7 Learning objectives Introduction Researching marketing success The position of SWOT analysis Competitive advantage plus the value string Conducting powerful audits Synopsis
3 Segmental, productivity and ratio evaluation 3. you 3. two 3. several 3. 5 3. five 3. six 3. 7 3. almost eight 3. being unfaithful 3. 12 3. 11 3. 12 Learning aims Introduction The clarification of cost classes Marketing price analysis: is designed and strategies An model of segmental analysis An alternate approach to segmental analysis Customer profitability evaluation Marketing experimentation The nature of productivity The use of percentages Analysing percentages and trends Ratios and interfirm evaluation
3. 13 3. 14
A strategic approach Summary
112 116 117 119 119 120 128 136 139 149 153 159 one hundred sixty five 167 169 169 169 174 182...