Strategic Marketing
Publisher: Bookboon.com
Published: 2013
ISBN-13: 9788776816438
Table of contents: title: Content; title: 1. So what is marketing?; title: 1.1. The Three levels of Marketing; title: 1.2. The value of Marketing; Needs, Utility, Exchange Relationships & Demand; title: 1.3. The Theoretical basis of competition; title: 1.4. Alternative Frameworks: Evolutionary Change and Hypercompetition; title: 1.5. The Marketing Concept; title: 2. What can be marketed?; title: 2.1. Core Benefit Product; title: 2.2. Basic product; title: 2.3. Augmented product; title: 2.4. Perceived product; title: 2.5. A note on branding; title: 2.6. Summary of the Chapter; title: 3. Marketing’s role in the business; title: 3.1. Cross-functional issues; title: 3.2. Strategic issues; title: 3.3. Forecasting market and sales; title: 3.4. Implementation, Analysis, Control & Evaluation; title: 3.5. Objectives setting; title: 4. Segmentation, Targeting & Positioning; title: 4.1. Segmentation; title: 4.2. Targeting; title: 4.3. What is positioning?; title: 4.4. Positioning and Perception; title: 4.5. Perceptual Mapping; title: 4.6. Strategies for Product Positioning; title: 4.7. Product Re-positioning; title: 4.8. Corporate Positioning; title: 4.9. Chapter Summary; title: 5. Branding; title: 5.1. Why do we brand products?; title: 5.2. Chapter summary; title: 6. The Marketing Mix; title: 6.1. Price; title: 6.2. Place; title: 6.3. Product; title: 6.4. Promotion; title: 6.5. Physical Evidence; title: 6.6. People; title: 6.7. Process; title: 7. Product Management; title: 8. Marketing Communications or MarCom or Integrated Marketing Communications (IMC); title: 8.1. The Marketing Communications Mix; title: 8.2. The Marketing Communication Process; title: 8.3. Marketing Related Messages; title: 8.4. The development of Marcoms; title: 8.5. Chapter Summary; title: 9. Expanding marketing’s traditional boundaries