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Informationen zum Autor Mark E. Hill is an Associate Professor of Marketing at Montclair State University with more than 20 years of academic and professional experience. He has taught graduate and undergraduate courses in Marketing Strategy, Marketing Research, and Consumer Behavior, and has published numerous articles on subjects related to marketing thinking. In 2006, he was honored with the Best Article for 2001 award by the journal of Marketing Education Review on “Teaching and Effectiveness: Another Look,” at the 2006 Society for Marketing Advances Annual Conference. While Dr. Hill’s research provides the academic foundation of Marketing Strategy: The Thinking Involved , it is a culmination of his years of teaching, observing students, and listening to what employers are looking for from graduating marketing students that led to his interest in developing a different approach to teaching marketing. He received his Doctorate degree in Marketing from Southern Illinois University and has an MBA and a Bachelor’s degree in Mechanical Engineering. Prior to his academic career, Dr. Hill worked as an Aerospace Engineer for General Electric, a Technical Manager for American Airlines, and a Marketing Representative for Unison Industries. He has been a consultant to companies across the United States, providing services in the areas of marketing research and marketing strategy. Klappentext Marketing Strategy: The Thinking Involved is an innovative text that holds that marketing thinking leads to effective marketing strategy. It goes beyond simply introducing students to concepts and theories in the field by providing them with tools and methods to develop marketing thinking and questioning skills that will help them apply the concepts to real-life marketing strategy issues. As the chapters progress, the questions develop towards higher levels and more specialized inquiry, helping students acquire the skills needed in the practice of marketing. The book contains a wealth of pedagogy to support this active learning approach. Zusammenfassung Goes beyond introducing students to marketing strategy concepts and theoriesby asserting that through developing their critical thinking and questioning skills they can develop more effective marketing strategies. Inhaltsverzeichnis Preface The Difference - Becoming a Marketing Strategist Decompression Exercises - Preparing the Way for Thinking The Marketing Terrain Coverage I. The Role Marketing Thinking Plays in Strategy 1. Marketing Thinking Chapter Introduction Marketing Thinking Marketing Thinking and Effective Strategy Marketing Thinking: 4-Dimensional Spherical (4-DS) Thinking Learning to Think in a Marketing Way Summary 2. Learning to Think in a Marketing Way Chapter Introduction The Process of Appropriation Marketing Thinking in Practice: Shifting Times - The Muji Experience Marketing Thinking in Practice: Taking the Sleeping Business to a New Level - Sleep Squad Comes to You Strategy as a Question Obstacles to Marketing Thinking Summary II. Thinking Through the Marketing Process 3. The Big Questions: Assessing the Situation Chapter Introduction The Significance of the Situation Assessment to Strategy Questioning Techniques Applied to the Situation Assessment Thinking about the Five Forces Model Strategy Canvas and the Four Actions Framework Other Related Considerations - Changes in Information Summary Case: JetBlue - Customers Matter 4. Thinking Further about Marketplace Structure and Strategy Chapter Introduction Market Structure Orientations Who is Segmenting the Market - the Marketer or the Consumer? Traditional Marketing Logics and Their Sequential Role to Developing Strategy The Problems of Not Recognizing the Position of the Questions Being Con...
