Strategic Marketing Analysis (Architecture and Practical Application)

Author: Qiu Zhisheng
Publisher:
Publish Date: 2003-10-01
Features: Accessible and practical, avoiding empty talk; applying knowledge to real-world scenarios. The "Fudan University Press · Economic and Management Series" is a new open-ended series of economic and management books published by Fudan University Press, following the above selection principles. It adopts a dual approach of inviting authors to write and selecting existing works, and is composed of scholars from around the world who have obtained PhDs in economics and management from top universities in the United States, currently teaching at leading institutions, and have held key positions in major corporations. The series is meticulously planned and edited based on the demand trends of future talent in the rapidly developing economy and society, and is highly recommended by Fudan University Press for undergraduate teaching, as well as for MBA and EMBA instructors.
From a strategic analysis perspective, marketing is essentially about exchange. Starting from this premise, the author explains relevant theories in marketing by discussing the exchange behaviors of buyers and sellers, based on transaction cost theory and agency cost theory, with exchange issues as the core. The book consists of twelve chapters, focusing on the framework of strategic marketing analysis, marketing strategies for managing the efficiency and cost of explicit units, strategies for managing information search costs, strategies for managing moral hazard costs, strategies for managing proprietary entrapment costs, the main factors influencing the levels of the four major costs in the market, an analysis of common marketing controversies, the relationship between marketing and corporate strategy, and specific examples of industrial marketing and channel marketing.
This book is suitable for students and teachers of marketing, economics, management, and related disciplines in universities and colleges, as well as for reference by academics and industry professionals.