The Art of Strategy - Chp. 6 - The Art of Marketing

8/8/2019 The Art of Strategy - Chp. 6 - The Art of Marketing

1/23

I(DOI@K

2?(I(DOI@K! V. [icobih \vj`tcj|ia`! Var|cblkb ' Ebkj`# :9?2! ~k. 7;! :7. YR!B`|ortijth! ITF@ >(;:>>(:2?:(_5

\ob I(DOI@K a` Frti`btt j`l Lbditia` Hjei`k! Kry Ljhijh(E`iko|! Vilbv# :9?7! ~k. ?>! :7. B`|ortijth!

ITF@ >(;:67(:674(;

YR

Dob`

Er`

1

*


2/23

Tyt|bh Awbvcajl

Ebb~ I| Tih~cb T|r~il

Hjveb|

29(\ob Hjveb|i`k Ihjki`j|ia`! \obalavb Cbwi||! Gvbb ^vbtt# :9?4! ITF@ >(>6(9:??(;

7>(T~bjebvt Cifvjvy ag Frti`btt T|avibt# J`bdla|bt! M. Kviggi|o! ^vb`|idb Ojcc# :99>! ~k 6>?! ITF@ >(:4(?679?4(:

Kbvjcl T|j`bcy Cbb

7>

*

1


3/23

Ebccakkt

@av|o [bt|bv`

Hjveb|i`k Hj`jkbhb`|

76

7:(Hjveb|i`k Hj`jkbhb`|! ^oici~ Ea|cbv! ^vb`|idb Ojcc5 :: bli|ia`# 6>>6! ITF@ >(:4(>44769;

76(

ITF@ 972(>7(>24;(:

74(Oj`lfaae ag Halbv` Hjveb|i`k! Wid|av ^. Frbcc! HdKvj{(Oicc# :9?7! ITF@ >(>;(>>??2

@j~acba` I /:;79(:?6:)

7


4/23

Fvajlfj`l

Jhj}a`.dah

Dyfbv

T~jdb

^valrd|

72(

^vidb


5/23

^vaha|ia`

^cjdb

1

*


6/23

Dt

Drc|rvbDrt|ahbvtDah~j`y

Dah~b|i|avt Doj``bct gavDj`lilj|bt

Daa~bvj|ia`

Hjdva

Hidva

77(Halbct gav Hjveb|i`k ^cj`ì`k j`l Lbditia` Hjei`k! Yavjh [i`l! ~k. (:! Oj`lfaae ag Halbv` Hjveb|i`k!

Wid|av ^. Frbcc! HjKvj{(Oicc# :9?7! ITF@ >(>;(>>??2! Dah~a`b`|t ag j Hjveb|i`k Jrli|# |c. 6(:4(22;9?4(_5 Dvbj|i`k j Hjveb|i`k ^cj`! Ci`lj Cbb ' Lbìtb Ojkbt! Hjveb|i`kâ{bv.dah! JHJ# 6>>6

7?(Dah~b|i|iwb J`jcytit Awbvwib{! Vafbv| Lrfagg ' Mih T~jb|o! Hjveb|i`kâ{bv. dah! JHJ# 6>>6


7/23

T[A\ J`jcytitT|vb`k|ot# [bje`bttbt# \ovbj|t

j`l A~~av|rì|ibt

Hittia` T|j|bhb`|

T|jv\vbe

Vrcb ag \orhf

79(T~bjebvt Cifvjvy ag Frti`btt T|avibt# J`bdla|bt! M. Kviggi|o! ^vb`|idb Ojcc# :99>! ~k. 646! ITF@ >(:4(?679?4(:

;>(\ob Hittia` T|j|bhb`| Faae! Mbggbvy Jfvjojht! \b` T~bbl ^vbtt# :999! ITF@ :(2?>>?(:46(>

;:([obvb \obvb it à Witia`jvy# Dah~jìbt Gjc|bv! >4.:2.99# wac. 6


8/23

;4

Gvjhb

;6(

HFJHJ

;4(\ob Vbkit \ardo= @b{ Hjveb|i`k T|vj|bkibt gav R`dbv|ji` \ihbt! Vbkit HdEb``j! Jllita`([btcby# :9?7!

ITF@ >(6>:(:49?:(6

;! ~k. 6>;! ITF@ >(:4(?679?4(:

^oic [bxcbv

;


9/23

Trfcihi`jc Jlwbv|iti`k


10/23

;2(gvah i`da`tit|b`| tihrc|j`bart fbcibgt j`l j||i|rlbt/:92;)= ~tydoacakidjc da`gcid| vbtrc|i`kDak`i|iwb litta`j`db

Hbvvijh [bft|bvt Daccbkij|b Lid|ia`jvy! Hbvvijh [bft|bv# :99;! ~k. 664! ITF@ >(?;;;9(;>?(> ITF@ 972(:;(>:>4(_

;7(

!


11/23

âti|iaì`k

Hjveb| Tbkbhb`|j|ia`

Jh|vjde

;;(âti|iaì`k= \ob Fj||cb gav Yarv Hi`l! Jc Vibt ' Mjde \var|! HdKvj{(Oicc# :9?7! ITF@ >(>;(>7267


12/23

^valrd| T|vj|bky

;9

;?(^valrd| âti|iaì`k Awbvwib{! Jcj` Lr|ej! Hjveb|i`kâ{bv.dah! JHJ# 6>>6

;9(@b{ ^valrd| Lbwbca~hb`|! Kbavkb Kvbr`{jcl! @\D


15/23

Tzrbb}b Cigb

Fb||bv Cigb

^b`b|vj|ia` ^vidi`k

^cjdb T|vj|bky

Hjveb|i`k Doj``bct

^vaha|ia` T|vj|bky

Jlwbv|iti`k Doj``bct


16/23

?4(Tjcbt ^vaha|ia` Hj`jkbhb`|! La` B. Tdorc|}# [.J.Vafi`ta`! @\D# :9?7! ITF@ >(?(?


17/23

Gj`|j

?;(Ti|rj|ia` J`jcytit# Afmbd|iwbt j`l T|vj|bkibt! Mao` Ccayl Orde# \bvvy T. Awbv|a`! ~k. (>;(>>??2


18/23

x

x

Ka(KaKa(Tca{@a(Ka

Aclbv Jlrc|t

@av|o{bt| Jivci`bt

x

Thjcc Frti`btt Jlhi`it|vj|ia`

9>( w

HFJ


19/23

E`a{cblkb [avebvt

Kvby

x

doiddaac

x

x x

x

{


20/23

x

x

\bt| Hjveb|


21/23

l! ôici~ Ea|cbv! ^vb`|idb Ojcc5 :: bli|ia`# 6>>6Hjveb|i`k Hj`jkbhb`|

ITF@ >(:4(>44769(;

l

ITF@ 972(>7(>24;(:

l! Jc Vibt ' Mjde \var|! HdKvj{(Oicc# :9?7âti|iaì`k= \ob Fj||cb gav Yarv Hi`l

ITF@ >(>;(>7267


22/23

T[A\


23/23

The Art of Strategy - Chp. 6 - The Art of Marketing

Documents

Transcript of The Art of Strategy - Chp. 6 - The Art of Marketing