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Marketing Management: The Big Picture

Book Description

Marketing Management: The Big Picture offers a complete overview of an integrated strategy-through-execution process. The framework allows students to understand strategic marketing as a system where changes in one aspect of the plan affect other aspects, and where strategic decisions have executional consequences. The interrelatedness of the text's 14 modules encourages unity of purpose that results in efficient decision making.

Throughout the text, the authors provide a set of materials that will enable students to attack marketing problems by utilizing an integrated framework and associated tools designed to help them analyze, prioritize, and then solve these problems. The simplicity of the Big Picture Framework enables students to "practice" outside the classroom as well-- finding themselves evaluating marketing problems they encounter in their daily lives through the lens of the Big Picture framework.

Properly applied, the framework allows students to reduce the uncertainty associated with marketing decisions, and increase their ability to generate a wider range of solutions to the specific problem. Perhaps more importantly, the framework enables the marketer to assess decisions on an ongoing basis, thereby engaging in a process of continuous evaluation and learning.

Table of Contents

  1. Cover Page
  2. Title Page
  3. Copyright
  4. Dedication
  5. ABOUT THE AUTHORS
  6. HOW THIS PROJECT CAME TO BE
  7. PREFACE
  8. BRIEF CONTENTS
  9. CONTENTS
  10. CHAPTER ONE: TOOLS AND RESPONSIBILITIES
    1. THE BIG PICTURE FRAMEWORK
    2. ETHICAL PRACTICE IN MARKETING
    3. PERSONAL ETHICS AND BUSINESS ETHICS
    4. ETHICS AND THE BIG PICTURE FRAMEWORK
  11. CHAPTER TWO: THE BUSINESS OBJECTIVE
    1. THE BUSINESS OBJECTIVE DECISIONS AND WHY THEY MATTER
    2. THE CONCEPT OF FUNDAMENTAL ENTITY: WHO ARE WE?
    3. DIFFERENT BRANDING STRATEGIES AND THEIR ADVANTAGES AND DISADVANTAGES
    4. WHAT WE DO BEST: CORE COMPETENCE
    5. WHAT BUSINESSES ARE WE IN?: CORE BUSINESS
    6. WHERE ARE WE GOING?: THE GOAL
  12. CHAPTER THREE: MARKETING OBJECTIVE
    1. THE VALUE OF DEVELOPING A CUSTOMER ORIENTATION IN THE FIRM
    2. DEVELOPING A CUSTOMER DEFINITION
    3. THREE TYPES OF CUSTOMER LOYALTY
    4. STRATEGIC CHOICES: ACQUISITION VS. RETENTION
  13. CHAPTER FOUR: SOURCE OF VOLUME
    1. IDENTIFYING THE SOURCE OF VOUME: THE FIRST STEP IN PERFORMING COMPETITIVE ANALYSES
    2. DEVELOPING A BENEFIT-BASED DEFINITION OF THE BUSINESS CATEGORY
    3. STIMULATING DEMAND: GROWING THE CATEGORY
    4. EARNING SHARE FROM A COMPETITOR OR A MARKET SEGMENT
    5. IMPORTANT DISTINCTIONS BETWEEN EARNING SHARE AND STIMULATING DEMAND
    6. CHOOSING A STRATEGIC FOCUS
    7. STRATEGIC FORECASTING: THE 4 Bs
  14. CHAPTER FIVE: SEGMENTATION
    1. SEGMENTATION: FROM STRATEGY TO EXECUTION
    2. SEGMENTATION VARIABLES
    3. SEGMENTATION: MAIN AND DYNAMIC BENEFIT
    4. SEGMENTATION CRITERIA
    5. SEGMENTATION VS. STEREOTYPING
    6. SEGMENTATION: STEPS IN THE PROCESS
  15. CHAPTER SIX: TARGETING
    1. TARGETING: THE VALUE OF UNDERSTANDING THE TARGET AUDIENCE
    2. PLOTTING THE MARKET: CREATING AND INTERPRETING BENEFIT PLOTS
    3. THE PURPOSE OF THE TARGET AUDIENCE DESCRIPTION
    4. ELEMENTS OF THE TARGET AUDIENCE DESCRIPTION
  16. CHAPTER SEVEN: POSITIONING
    1. POSITIONING: WHAT IS OUR MESSAGE?
    2. EVALUATING EXISTING CAMPAIGNS
    3. CONSTRUCTING THE POSITIONING STATEMENT
    4. THE VALUE PROPOSITION IN BUSINESS MARKETS
    5. POSITIONING AND THE BIG PICTURE
  17. CHAPTER EIGHT: PRODUCT
    1. PRODUCT: FROM STRATEGY TO EXECUTION
    2. PRODUCT VS. BRAND
    3. PRODUCT VS. CUSTOMER PERSPECTIVE: “LIFE CYCLE”
    4. THE PRODUCT/FEATURE PORTFOLIO
    5. LEVERAGING PRODUCT ATTRIBUTES TO ESTABLISH BRAND VALUE
    6. PRODUCT, BRAND, AND THE BIG PICTURE
  18. CHAPTER NINE: SERVICE AS PRODUCT
    1. SERVICE AS PRODUCT: DIFFERENCES AND SIMILARITIES
    2. IDENTIFYING THE CHARACTERISTICS OF SERVICES
    3. MAPPING THE CUSTOMER SERVICE EXPERIENCE
    4. CUSTOMER SATISFACTION: THE ZONE OF TOLERANCE
    5. CUSTOMER SATISFACTION AND CUSTOMER SERVICE
    6. SERVICES AND THE BIG PICTURE
  19. CHAPTER TEN: MARKETING COMMUNICATIONS
    1. COMMUNICATIONS: STRATEGY AND EXECUTION
    2. COMMUNICATIONS OBJECTIVES
    3. EXECUTING COMUNICATIONS: PLANNING AND COPY DEVELOPMENT
    4. MEDIA PLANNING AND BUYING
    5. MARKETING COMMUNICATIONS AND THE BIG PICTURE
  20. CHAPTER ELEVEN: PRICING
    1. INTRODUCTION: THE MULTIDIMENSIONAL NATURE OF PRICING
    2. HOW COMPANIES SET PRICE: COSTS, COMPETITION, CUSTOMER, AND STRATEGY-BASED PRICING
    3. COST-BASED PRICING
    4. COMPETITIVE-BASED PRICING
    5. CUSTOMER VALUE-BASED PRICING
    6. STRATEGY-BASED PRICING
    7. PRICING TACTICS: TRIAL AND CONTINUITY PRICING
    8. PRICING AND THE BIG PICTURE
  21. CHAPTER TWELVE: CHANNELS
    1. THE CHALLENGE OF MANAGING CHANNELS
    2. CHANNEL DEFINITION AND PURPOSE
    3. THE VALUE-ADDED BENEFIT OF A CHANNEL MEMBER
    4. CHANNEL FLOWS AND FUNCTIONS
    5. CHANNEL STRUCTURE
    6. CHANNELS AND THE BIG PICTURE
  22. CHAPTER THIRTEEN: INTEGRATED MARKET RESEARCH
    1. ADOPTING A DISCIPLINED APPROACH TO MARKET RESEARCH
    2. ASSESSING THE NEED FOR RESEARCH
    3. ARTICULATING THE QUESTION: MODELS
    4. RESEARCH DESIGN
    5. DATA COLLECTION: METHODS AND SOURCES
    6. ANALYZE AND COMMUNICATE RESULTS
  23. CHAPTER FOURTEEN: MARKETING METRICS
    1. THE PURPOSE OF MARKETING METRICS
    2. DEVELOPING STRATEGY-INTEGRATED METRICS
    3. SETTING SIMS TO OPERATIONALIZE THE STRATEGY
    4. EVALUATION SIMS: STRATEGY AND EXECUTION
    5. EVALUATION: METRICS AND THE BIG PICTURE
  24. GLOSSARY
  25. INDEX