Strategic Marketing Analysis: Framework and Practical Applications

Author: Qiu Zhisheng
Publisher:
Publish Date: 2003-10-01
Features: Simple and profound, avoiding empty talk; practical application, benefiting society. The "Fudan University Learning · Governing the World Series" is a brand-new open-ended management and economics book series published by Fudan University Press, following the above-mentioned selection principles. It adopts a combination of inviting authors to write and selecting existing works, published by Fudan University Press. This series gathers scholars from around the world who have obtained doctorates in economics and management from top universities in the United States, are currently teaching at leading institutions, and have held key positions in large companies. Based on the demand trends of future talents in the rapidly developing economy and society, the series is meticulously planned and edited with great care. It is a book series highly recommended by Fudan University Press for undergraduate teaching and MBA/EMBA instructors.
From a strategic analysis perspective, marketing is essentially exchange. Starting from this premise, the author explains relevant theories of marketing by discussing the exchange behavior of buyers and sellers, based on the theories of transaction cost and agency cost, with exchange issues as the central focus. The book consists of twelve chapters, focusing on analyzing the framework of strategic marketing analysis, marketing strategies for managing the explicit unit costs of management, marketing strategies for managing information search costs, marketing strategies for managing moral crisis costs, marketing strategies for managing proprietary entrapment costs, the main factors influencing the four major costs in the market, analyzing common marketing disputes, the relationship between marketing and corporate strategy, and providing specific examples of industrial marketing and channel marketing.
This book is suitable for students and teachers of marketing, economics, management, and other majors in various colleges and universities, as well as for reference value for both the academic and business communities.