Marketing navigation : (Record no. 483)

MARC details
000 -LEADER
fixed length control field 04429nam a22002897a 4500
003 - CONTROL NUMBER IDENTIFIER
control field OSt
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20231006234210.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 210129b ||||| |||| 00| 0 eng d
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781908999245
040 ## - CATALOGING SOURCE
Original cataloging agency CvSU-CCAT Campus Library.
Language of cataloging English
Transcribing agency CvSU-CCAT Campus Library
Description conventions rda.
050 ## - LIBRARY OF CONGRESS CALL NUMBER
Classification number CIR HF 5415
Item number B73 2012
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number CIR 658.8
Item number B727m 2012
Edition number 20
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Bradford Edmund, author.
9 (RLIN) 1482
245 ## - TITLE STATEMENT
Title Marketing navigation :
Remainder of title How to keep your marketing plan on course to implementation success /
Statement of responsibility, etc. Edmund Bradford, Steve Erickson, and Malcolm McDonald.
260 ## - PUBLICATION, DISTRIBUTION, ETC.
Place of publication, distribution, etc. Oxford :
Name of publisher, distributor, etc. Goodfellow Publishers Limited : [distributor] Marston Book Services Ltd : [distributor] Marston Book Services Ltd : [distributor] Baker and Taylor (US Distributors),
Date of publication, distribution, etc. c2012.
300 ## - PHYSICAL DESCRIPTION
Extent 256 pages :
Other physical details illustrations ;
Dimensions 25 cm
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc. note Includes index.
505 ## - FORMATTED CONTENTS NOTE
Formatted contents note About the authors; Acknowledgments; Part 1; An Introduction to Marketing Navigation; 1A new way to steer your plan to success; A perilous voyage; Perilous marketing voyages; The causes of implementation failure; The end of dead reckoning in marketing; Implementation is a multi-billion dollar issue; Marketing Navigation: a new way to implement your marketing plan; The Marketing Navigation System; The Parker Case; The big threat and the big opportunity; The payoff from Marketing Navigation; Business strategy vs. market strategy; 2The Marketing Navigation System; The Marketing Navigation System. The Navigation DashboardThe Risk-Commitment Matrix; The Risk-Commitment Diagnostic; The Marketing Helm; Using all the tools together; Working smarter with the Navigation System; 3The essential elements of an excellent marketing plan; Section 1<br/>What should appear in a strategic marketing plan?; Section 2<br/>The marketing planning process; Section 3<br/>Guidelines for effective marketing planning; Section 4<br/>Do marketing plans contribute to profitability?; Part 2; Using the Marketing Navigation System; 4How to plan your implementation journey; How to plan your implementation course. Step 3: Develop a change planStep 4: Use the plans to improve your position immediately; Step 5: Confirm your readiness for the next phase; Navigation Dashboard Example; 5Piloting your plan; What is a pilot?; How to pilot your plan; Navigation Dashboard example; 6Rolling out your plan; How to roll out your plan; The Winmap rollout; Navigation Dashboard example; 7Refining implementation; Why worry about refinement?; How to refine implementation; Confirming implementation is complete; Refining Winmap; Testing/evaluation; Navigation Dashboard example; 8The technology of testing. The importance of testingThe new technologies; Testing methods; Advanced testing with simulations; Using marketing simulations; Part 3; Summary and Implications; 9The new marketing leader; The real root cause of success and failure; What does good leadership look like?; Leadership's overlapping roles; The implications for leadership; Do we really care?; The competent CMO; The CMO of tomorrow; 10Conclusions; Implementation matters; Implementation is a process not a program; Planning is still vital; Strategy is implementation and implementation must include change. Leadership means being good at market strategy and changeThe four key factors for implementation success; Seven steps to successful implementation; Finally ... from Harrison to Hamilton and beyond; Appendix 10.1: An Implementation Plan Template; 11The seven steps to implementation success (fast track); 1 Learn to use the Marketing Navigation System (Chapter 2); 2 Plan your implementation carefully (Chapters 3 and 4); 3Test your implementation plan with a pilot exercise (Chapter 5); 4 Rollout implementation (Chapter 6); 5 Refine the implementation (see Chapter 7)
520 ## - SUMMARY, ETC.
Summary, etc. Billions of dollars are lost from marketing plans that fail to get implemented properly. This book draws upon fresh research, new technology and decades of experience to help marketers improve their chances of success. it proposes a practical marketing navigation system to help businesses ensure their plan identifies risks and delivers targets
546 ## - LANGUAGE NOTE
Language note In English text.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Marketing.
9 (RLIN) 128
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Marketing Planning.
9 (RLIN) 1483
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Erickson, Steve, author.
9 (RLIN) 1484
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name McDonald Malcolm, author.
9 (RLIN) 1485
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Koha item type Book
Classification part HF 5415 B73 2012
Call number prefix CIR
Source of classification or shelving scheme Library of Congress Classification
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Collection code Home library Current library Shelving location Date acquired Source of acquisition Coded location qualifier Full call number Barcode Date last seen Copy number Price effective from Koha item type
    Library of Congress Classification     Book Cavite State University - CCAT Campus Cavite State University - CCAT Campus GCS 09/11/2015 Purchased from New Century Books GCS CIR HF 5415 B73 2012 R0011087 10/15/2025 1 01/29/2021 Book