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  • Produktbild: The Complete Marketer
  • Produktbild: The Complete Marketer

The Complete Marketer 60 Essential Concepts for Marketing Excellence

44,99 €

inkl. gesetzl. MwSt., Versandkostenfrei

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

03.05.2013

Verlag

Kogan Page Ltd

Seitenzahl

336

Maße (L/B/H)

23,4/15,6/1,9 cm

Gewicht

503 g

Auflage

1

Sprache

Englisch

ISBN

978-0-7494-6676-3

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

03.05.2013

Verlag

Kogan Page Ltd

Seitenzahl

336

Maße (L/B/H)

23,4/15,6/1,9 cm

Gewicht

503 g

Auflage

1

Sprache

Englisch

ISBN

978-0-7494-6676-3

Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: gpsr@libri.de

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  • Produktbild: The Complete Marketer
  • Produktbild: The Complete Marketer

  • List of Figures
    List of Tables

    PART One Understanding the basics of marketing
    TOPIC 1 The discipline of marketing
     TOPIC 2 A market orientation
    TOPIC 3 The marketing mix
    Product (including service products)
    Price
    Promotion
    Place
    TOPIC 4 Customer retention strategies
    TOPIC 5 Marketing and ethics
    Consumerism and marketing
    TOPIC 6 Marketing: concept, function or process?
    The marketing concept
    Marketing as an organizational function
    Marketing as a process
    Concept, function or process?
    TOPIC 7 World-class marketing
    1 A market orientation
    2 Competitive advantage
    3 Environmental scanning
    4 Competitor surveillance
    5 Market segmentation
    6 Strengths and weaknesses analysis
    7 Mirroring market dynamics
    8 Adopt a portfolio management approach
    9 Set strategic priorities
    10 Be professional

    PART Two Different types of marketing
    TOPIC 8 Marketing consumer products
    Consumer markets
    Main methods for marketing consumer products
    Value chain management
    Micro marketing
    TOPIC 9 Marketing industrial products
    Understanding industrial marketing
    Issues in industrial marketing
    Industrial marketing and general management
    TOPIC 10 Marketing service products
    Defining a service
    TOPIC 11 Marketing high-tech products
    Distinguishing high-tech products
    Critical marketing issues
    TOPIC 12 Marketing capital goods
    Consequences for marketing
    Capital goods pricing
    Decision-making in the purchase of capital goods
    TOPIC 13 Trade marketing
    The rise of intermediaries
    Trade marketing tactics
    Trade marketing strategies
    The future
    TOPIC 14 Category management
    Growth of category management
    From brand management to category management
    Limitations of category management
    Challenges for the future
    TOPIC 15 Relationship marketing
    An expanded marketing mix
    The six markets model
    TOPIC 16 International and global marketing
    Environment
    Complexity
    International control

    PART Three Marketing in the digital age

    TOPIC 17 Internet marketing
    Benefits of the internet for marketing
    Top ten considerations in internet marketing
    TOPIC 18 Social media marketing
    Marketing objectives
    Key marketing considerations
    TOPIC 19 Mobile marketing
    The concept
    Marketing enhancements from mobiles
    Challenges for mobile marketing
    TOPIC 20 Databases for marketing
    Problems with databases
    Avoiding badly constructed databases
    Information needed to support a marketing strategy

    PART Four Understanding customers
    TOPIC 21 Consumer buying behaviour
    Components of a purchase decision
    Personal involvement
    The decision-making process
    TOPIC 22 Organizational buying behaviour
    Organizational buying stages
    Organizational buyer situations
    The organizational decision-making unit
    TOPIC 23 Market segmentation
    Starting the process
    Analysis of customer behaviour
    Analysis of customer attributes
    Analysis of benefits sought
    Clustering of groups
    TOPIC 24 International market segmentation
    Types of international products
    Implementation
    PART Five Understanding markets

    TOPIC 25 Marketing information and research
    TOPIC 26 Preparing a marketing research brief
    Contents of a brief
    The research proposal
    The sponsoring organization's response
    TOPIC 27 Auditing a market
    Marketing audit variables
    TOPIC 28 Constructing a SWOT
    Strengths and weaknesses
    Opportunities and threats
    TOPIC 29 Competitor analysis
    Components of Porter's five forces framework
    Performing a competitor analysis
    TOPIC 30 The Boston Matrix
    TOPIC 31 The Directional Policy Matrix
    Strategic business units
    Market attractiveness
    Business strength or position
    Constructing a DPM portfolio
    TOPIC 32 The Ansoff Matrix
    Existing products for existing markets
    New products for existing markets
    New markets for existing products
    New markets for new products

    PART Six Managing the marketing mix

    TOPIC 33 Branding
    The scope of branding
    Successful and unsuccessful brands
    The components of a brand
    TOPIC 34 The product life cycle
    Life cycles and product categories
    Stages in the product life cycle
    Deviant product life cycles
    Using the product life cycle
    TOPIC 35 Diffusion of innovation
    New product adoption
    New product diffusion
    Rate of diffusion
    TOPIC 36 Developing new products
    Types of new products
    Sources of new product ideas
    Stages in product development
    TOPIC 37 Pricing strategies
    Market skimming
    Sliding or reducing skim
    Market penetration
    Floor pricing
    Competitor pricing
    Cost-based pricing
    Value-based pricing
    Micro-transaction pricing
    TOPIC 38 Setting a price
    Occasions requiring price decision
    Price presentation
    Transaction price management
    TOPIC 39 Sales promotion
    Nature and scope of sales promotion activities
    Sales promotion strategy and tactics
    TOPIC 40 Advertising
    Advertising media
    Types of advertising objectives
    Making advertising effective
    TOPIC 41 Public relations
    Areas of public relations activity
    TOPIC 42 Sponsorship
    Types of sponsorship
    Growth of sponsorship
    Objectives of sponsorship
    Sponsorship processes
    Phase 1: Existing activity review
    Phase 2: Policy and strategy development
    Phase 3: Negotiation
    Phase 4: Activation of the sponsorship programme
    Phase 5: Return on investment
    Phase 6: Review
    TOPIC 43 Personal selling
    The sales process
    TOPIC 44 Managing the sales team
    Sales force objectives
    Motivating the sales force
    Remuneration
    TOPIC 45 Key account management
    Developmental stages of KAM relationships
    Exploratory KAM
    Basic KAM
    Co-operative KAM
    Interdependent KAM
    Integrated KAM
    Challenges for the future
    TOPIC 46 Implementing key account management
    Difference
    Strategic marketing benefits of KAM
    Skills required of a key account manager
    Organizational positioning
    Implementation issues
    TOPIC 47 Channel strategy
    Evaluating the use of intermediaries
    Channel and intermediary alternatives
    TOPIC 48 Channel management
    Motivating intermediaries
    Developing partnerships
    Channel conflict
    TOPIC 49 Customer service strategies
    Elements of customer service
    Developing a strategy
    TOPIC 50 Multi-channel integration
    Customer preferences
    How channels work together
    TOPIC 51 Integrated marketing communication and distribution channels
    PART Seven Planning and control
    TOPIC 52 Forecasting sales
    Macro and micro forecasting
    Forecasting techniques
    Forecasting and uncertainty
    TOPIC 53 Marketing planning
    The essence of marketing planning
    Types of marketing plan
    The contents of a strategic marketing plan
    The contents of a tactical marketing plan
    The marketing planning timetable
    Marketing vs business plans
    TOPIC 54 Barriers to implementing marketing planning systems
    Weak support from chief executive and top management
    Lack of a plan for planning
    Lack of line management support
    Confusion over planning terms
    Numbers in lieu of written objectives and strategies
    Too much detail, too far ahead
    Once-a-year ritual
    Separation of operational planning from strategic planning
    Failure to integrate marketing planning into a total corporate planning system
    Delegation of planning to a planner
    Conclusion
    TOPIC 55 International product planning
    Product line choice
    Product adaptation
    TOPIC 56 Organizational structure and marketing
    Central and decentralized activities
    Departmental structures
    Process redesign
    Other developments
    TOPIC 57 Budgeting for marketing
    Budgeting practices
    Marketing costs for budgeting
    Costing marketing activities
    TOPIC 58 Legal issues in marketing
    Legal barriers to market entry
    Legal requirements for marketing activities
    Law as a weapon for competitive advantage
    TOPIC 59 Marketing due diligence
    The process
    Implementation
    Market risk
    Share risk
    Profit risk
    TOPIC 60 Marketing metrics
    Level one metrics
    Level two metrics
    Level three metrics