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Matti J. Haverila: Marketing in the Digital and Information
Age:
Strategies and Tools for the Global Networked Economy- Table
of Contents |
Introduction
 Industrialism
and informationalism
New global economy
Digital convergence
and immersive IP
Intellectual capital
and network economy
New market segments
Information Life
Cycle and Weak Signals
Personalization
2 The Importance of Strategic Management
for Marketing
The importance
of customer orientation
Measuring customer
satisfaction
Importance of
customer satisfaction
Strategic management
Structure and
strategy interrelated
Analytical and
visionary schools of strategic management
Strategic management
process model
Framework of
strategic management
Traditional
strategic management process model
Mission statement
Values
Vision
The business
idea concept
SWOT analysis
Identification
of the key success factors
Core competencies
Realignment
of mission statement, values, vision statement and business idea
and setting of objectives
Competitive
strategies
Process management
and balanced scorecard
Process management
Balanced scorecard
Segmentation and
positioning
Segmentation
Positioning
Strategy and business
plans
3 Commercial Innovations
Better results
with innovations
Strategic management
and visions for the future
Knowledge capital
and intangible assets
Power of the networks
and virtual organizations
New product strategies
New product development
The product development
process
Software tools
for the R&D
4. The Emergence of Electronic Marketing
Introduction to
Internet and E-Business
Internet
Internet technology
Internet tools
and applications
Buyer behavior
Electronic business
and market research
Commercial Internet
market research companies
Data mining
Hypothesis
testing
Knowledge
discovery
Data mining
techniques
E-Business communication
and promotion
Comparison of
communication methods
Measure of visibility
Web chain of
events
Building traffic
E-Business promotional
vehicles
Customer relationship
management (CRM)
E-business distribution
E-business business
models
5 The Key Role of Strategic Alliances in
the Digital Age
Definition and
types of a strategic alliances
The strategic
point of view
Target definition:
Finding a suitable partner
Execution of the
partnership strategy
Tiering
Partnership negotiations
Partnership agreements
Financing the
alliance
6 Marketing of High-Technology Products
Importance of
marketing with high-tech products
Defining high
technology
Emerging trends,
timing and R&D in technology companies
Market research
in high tech companies
Product strategy
in high-tech markets
Distribution channels
in marketing of high-tech products
Pricing high technology
products
Advertising and
promotion in high-tech markets
Role of various
marketing methods when launching new
high-tech products
Literature
Glossary
Index
List of Electronic Appendices
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