search for books and compare prices
Tables of Contents for Defining Your Market
Chapter/Section Title
Page #
Page Count
Preface
xi
4
Acknowledgments
xv
PART I: DEFINING BUSINESS MARKETS: A PRIMER
3
28
Chapter 1. Market Definition: An Overview
3
10
Defining Markets: The Starting Point for Strategic Planning
4
1
The Market Definition Imperative
5
1
Why Markets Need to Be Redefined
6
2
Market Definition Is a Process and an Outcome
8
1
Summary
9
2
Redefinition Remedy 1: What Business Are You Really In?
11
2
Chapter 2. Defining Markets: Key Concepts
13
18
Market Definition: Contributions to the Literature
13
2
Three Levels of Market Definition
15
1
Avoiding Marketing Myopia: Finding Your Relevant Market
16
4
How to Become Market Focused
20
7
Summary
27
1
Redefinition Remedy 2: The Initial Market Definition
28
3
PART II: MARKET DEFINITION: RESEARCH FINDINGS
31
68
Chapter 3. Five Critical Market Definition Dimensions
31
12
The 3-D Model: Customer Groups, Customer Functions, and Technologies
31
3
Market Scope: Broad or Narrow?
34
1
Importance/Success Evaluation of Market Definition Characteristics
35
4
The Revised 5-D Model: The 3-Ds Plus Products and Competition
39
1
Summary
40
1
Redefinition Remedy 3: Using the 3-D and 5-D Models to Define Your Market
41
2
Chapter 4. Customer-and Competitive-Based Market Definitions
43
16
Defining Customer and Competitive Markets
45
3
Internal/Customer Definitions
48
2
External/Competitive Definitions
50
1
An Integrative View: Using Product-Customer Matrices
51
1
Job Scope and Market Definition
52
1
Summary
52
4
Redefinition Remedy 4: Customer and Competitive Market Definitions
56
3
Chapter 5. Defining and Segmenting Business Markets
59
12
Market Selection
60
1
Segmentation: The Key to Effective Marketing Strategy
60
2
Market Definition and Segmentation: Research Questions
62
1
Market Selection Findings
63
6
Summary
69
1
Redefinition Remedy 5: Business Segmentation Dimensions
70
1
Chapter 6. Market Redefinition Guidelines
71
10
Change Is the Only Constant in Business
71
1
Redefining Markets: Issues
72
2
Redefining Markets: Insights
74
4
Summary
78
1
Redefinition Remedy 6: Market Redefinition
79
2
Chapter 7. Market Strategies and Performance
81
18
Natural versus Enacted Markets
82
1
Market Definition Relationships
82
2
An SCP Market Definition Model
84
4
The SCP Market Definition Findings
88
5
A Research Agenda
93
1
Summary
94
1
Redefinition Remedy 7: Market Definition Perceptions
95
4
PART III: MARKET REDEFINITION: FINDING STRATEGIC ADVANTAGE
99
36
Chapter 8. Defining Markets: A Three-Stage Framework
99
10
Defining Your Market
99
1
The Strategic Market Definition Framework
100
4
Market Definition Applications Based on the Framework
104
1
Summary
105
2
Redefinition Remedy 8: Defining Your Market--A Three-Stage Approach
107
2
Chapter 9. Defining Markets: Implications for Management
109
14
Defining and Segmenting Markets
110
1
Market Definition Guides Strategy
111
1
Integrating Marketing and Technology
112
2
The Firm-Specific Market Definition
114
1
Market Definition and Global Strategy
115
2
Divest, Expand, or Preserve?
117
3
Defining Markets: Other Strategic Implications
120
1
Summary
120
1
Redefinition Remedy 9: Defining Markets--A Checklist for Management
121
2
Chapter 10. Market Definition and Redefinition: Reprise
123
12
The Market Definition Process
123
3
Defining Markets: Lessons Learned
126
2
The Concept of a Market
128
2
Summary
130
5
PART IV: CASE STUDIES
135
18
Chapter 11. Market Definition Case Study 1: The U.S. Newspaper Industry
135
10
Newspapers and Information Products: An Expanded Market Definition
137
1
Information Products Represent Niche Opportunities
138
1
Market Redefinition: Guidelines for Management
139
4
End-of-Case Questions
143
2
Chapter 12. Market Definition Case Study 2: Sportmed
145
8
Sportmed's Customers
145
1
Sportmed's Market Definition
146
1
Extending the Market Definition Analysis
147
1
Strategic Marketing Considerations
148
1
End-of-Case Questions
149
4
PART V: APPENDIXES
153
10
Appendix A. Sample Profile
153
2
Appendix B. Market Definition Survey
155
8
Notes
163
12
Index
175