Image from Syndetics
The marketing edge : making strategies work / Thomas V. Bonoma.
By: Bonoma, Thomas V
.
Material type: 
BookPublisher: New York : Free Press, 1985Description: xiii, 241 p. : ill. ; 25 cm.ISBN: 0029042003.Subject(s): MarketingDDC classification: 658.8
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| General Lending | MTU Bishopstown Library Store Item | 658.8 (Browse shelf(Opens below)) | 1 | Available | 00029336 |
Total holds: 0
Enhanced descriptions from Syndetics:
Sets down practical guidelines for marketing managers to follow in order to implement their theories and strategies in the real business world and thereby achieve top performance.
Bibliography: p. 229-237. - Includes index.
Table of contents provided by Syndetics
- List of Exhibits (p. ix)
- Preface (p. xi)
- Chapter 1. Introduction (p. 1)
- Prelude (p. 1)
- Introduction (p. 3)
- Marketing Strategy and Marketing Acts (p. 5)
- Diagnosing Practice Problems (p. 10)
- The Research Project (p. 14)
- Plan of the Book (p. 18)
- Chapter 2. Managing Marketing (p. 20)
- Introduction (p. 20)
- A Model of Marketing Execution (p. 22)
- Gap Bridging: Execution Skills (p. 34)
- A Typology of Marketing Practice Problems (p. 37)
- Conclusion (p. 37)
- Chapter 3. Blocking and Tackling--Marketing Actions (p. 40)
- Prelude (p. 40)
- Introduction (p. 42)
- Management Mistakes with Marketing Functions (p. 42)
- Global Mediocrity (p. 56)
- Blocking and Tackling (p. 57)
- Conclusion (p. 59)
- Chapter 4. Marketing Programs (p. 60)
- Marketing Programs (p. 62)
- Program Management and Mismanagement (p. 64)
- Toward Good Programs Practice (p. 70)
- Conclusion (p. 74)
- Chapter 5. Marketing Systems (p. 75)
- Systems in General (p. 77)
- Systems in Marketing (p. 78)
- Management Failures with Marketing Systems (p. 85)
- A System That Could (p. 92)
- Chapter 6. Marketing Policies (p. 96)
- Introduction (p. 96)
- Policy Guidelines (p. 99)
- Policies of Identity (p. 102)
- Direction Policies (p. 108)
- Conclusion (p. 111)
- Chapter 7. Bridging the Gap (p. 112)
- The Motorcycle and the Mechanic (p. 113)
- Conclusion (p. 120)
- Chapter 8. Interacting and Allocating Skills (p. 122)
- Interacting (p. 125)
- Allocating (p. 135)
- Conclusion (p. 141)
- Chapter 9. Monitoring and Organizing (p. 142)
- Monitoring (p. 145)
- Organizing (p. 158)
- Conclusion (p. 162)
- Chapter 10. Strategists and Implementers: are They Different? (p. 163)
- Stereotype of the Good Implementer (p. 165)
- Strategists Versus Implementers (p. 167)
- Study Results (p. 170)
- How to Train for Implementation Ability (p. 178)
- Conclusion and Extension: Marketing Leaders (p. 180)
- Chapter 11. Marketing Quality (p. 182)
- Marketing Quality (p. 183)
- Quality in Marketing Practices (p. 188)
- Marketing Effectiveness and Efficiency (p. 191)
- Conclusion (p. 198)
- Research Appendix (p. 200)
- Research Causes and Questions (p. 200)
- The Clinical Methodology for the Study of Practice (p. 202)
- Notes (p. 229)
- Index (p. 239)