The Smart Marketing Book: The definitive guide to effective marketing strategies (Concise Advice),Dan White

-About this book

In today’s complex commercial environments, marketing has become a central aspect to every successful business. Businesses need flexible, effective means of gaining commercial traction by managing their relationships with audiences, stakeholders and competitors. They require effective marketing and branding that move beyond the standard forms of brand orientation and commercial interaction. New marketing models must think smart to create innovative strategies which have long-term sustainable economic goals. The Smart Marketing Book is a practical, reliable and concise title that offers the core marketing principles – applicable for anyone who wishes to improve their organization’s financial and creative values. It is a straightforward guide that avoids unnecessary and time-consuming practices. An illustrative handbook that covers marketing principles and topics through visual innovation. A credible statement to all marketers trying to source the most relevant strategies from a field cursed with infinite information.

-CONTENTS

INTRODUCTION

1-MARKETING

1.1HOW BUSINESSES MAKE MONEY

1.2PURPOSE OF MARKETING

1.3GROWTH STRATEGIES

1.4THE MARKETING MIX

1.5MARKETING’S BUSINESS PARTNERS

2-BRAND DEVELOPMENT

2.1HOW BRANDS EXIST IN THE BRAIN

2.2BRAND PURPOSE AND STRATEGY

2.3THE BRAND PIÑATA

2.4PRICE POSITIONING

2.5BRAND KPIs

3-BRAND EXPERIENCE

3.1DEFINING THE BRAND EXPERIENCE

3.2IDENTIFYING THE MOMENTS THAT MATTER

3.3CUSTOMER SERVICE EXCELLENCE

3.4HANDLING COMPLAINTS

3.5CUSTOMER MANAGEMENT SYSTEMS

4-INNOVATION

4.1INNOVATION STRATEGY

4.2INNOVATION PROCESS

4.3GENERATING INNOVATION IDEAS

4.4ASSESSING INNOVATION POTENTIAL

4.5LAUNCHING NEW PRODUCTS

5-COMMUNICATIONS

5.1HOW COMMUNICATIONS WORK

5.2USING COMMUNICATIONS TO BUILD A BRAND

5.3CHOOSING THE RIGHT TYPES OF MEDIA

5.4CHANNEL ROLES AND CONNECTIONS

5.5MEDIA PLANNING AND BUDGETING

6-CREATIVE CONTENT

6.1GENERATING A COMMUNICATIONS IDEA

6.2ASSESSING CREATIVE IDEAS

6.3ASSESSING PIECES OF CONTENT

6.4THE IMPORTANCE OF BRANDING

6.5OPTIMIZING CONTENT

7-SALES PROMOTION

7.1WHEN TO ADJUST PRICING

7.2WHEN TO USE PRICE PROMOTIONS

7.3PROMOTIONS TO BUILD THE CUSTOMER BASE

7.4PROMOTIONS TO ATTRACT LAPSED BUYERS

7.5CUSTOMER LOYALTY SCHEMES

8-MEASUREMENT

8.1USING DATA TO DRIVE MARKETING DECISIONS

8.2MEASURING BRAND PROGRESS

8.3MEASURING COMMUNICATIONS EFFECTIVENESS

8.4MEASURING CUSTOMER EXPERIENCE

8.5KEEPING TABS ON THE COMPETITION

9-BRAND REVIEW

9.1REVIEWING BRAND STRATEGY

9.2DEVISING A NEW BRAND STRATEGY

9.3MARKETING PLANNING

9.4BUDGET SETTING

9.5BRAND PORTFOLIOS

10-BRAND EXTENSION

10.1EXTENDING TO NEW CATEGORIES

10.2BRAND LICENSING

10.3SCALING TO NEW REGIONS

10.4INTERNATIONAL VS LOCAL COMMUNICATIONS

10.5LEVERAGING YOUR CORE COMPETENCIES

BIBLIOGRAPHY

-caractéristiques

Date de  parution:10 septembre 2020

Éditeur : LID Publishing  

Langue : Anglais

NB.de pages : 184 pages

ISBN-10 : 191255576X

ISBN-13 : 978-1912555765

Poids de l’article : 240 g

Dimensions : 18.03 x 11.94 cm