함께 "좋은 책"을 만들어 갑니다.

[Table of Contents]
? Preface
? Author Biography

Section I. Introduction

1. Overview
? Market Opportunity
? Formulating Marketing Strategies
? Five Case Studies
2. Research Design and Methodology for Five Case Studies
? Research Design
? Design of Data Collection Methods
? Data Collection of Each Case

Section II. Market Opportunity Analysis

1. Understanding Industry Domain
? Rivalry among Present Competitors
? Threat of New Entrants: Potential Competitors
? Supplier Power
? Buyer Power: Customers
? Threat of Substitutes and Degree of Complements
? Sum Up
2. [Case] K-pop music industry at the Crossroads
3. Understanding Market Domain
? Who They Are: Segmenting Demographically
? Where They Are: Segmenting Geographically
? How They Are: Behavior Segmentation
? Segmenting Industrial Markets
? Market Segmentation and Targeting
4. [Case] Which Segment to Target: KTF Decision in Digital Music Service Market

Section III. Formulating Marketing Strategy

1. Marketing Strategy for New Market Entries
? Pioneer Strategy
? Follower Strategy
2. [Case] Marketing Strategy of Mellon: Entering into New Market
3. Marketing Strategy for Growth Market
? Marketing Strategy on Product Life Cycle
? Marketing Strategies and Actions for Share Leader: Defensive
? Marketing Strategies and Actions for Challenger: Offensive
4. [Case] Marketing Strategy of U-KBS: Moving to Growth Stage

Section IV. Implementing Diversification Strategy
1. [Case] SK Telecom’s Diversification Strategy into Mobile Internet Market