Index
3M
4 Cs model
4 Ps extended model
marketing mix
marketing strategies
value proposition
5 forces model, Porter
6 Is of e-marketing
individualization
industry restructuring
integration
intelligence
interactivity
location independence
7-Eleven stores
80/20 rule see Pareto’s law
a priori segmentation
Abratt, Russell
accountability
accounting value
addressability
advertising
attitude development
creating awareness
key steps
misunderstandings
objectives
roles
SDC
social media
airlines
British Airways
market mapping example
‘no frills’ companies
radar charts
Virgin
Alison, Hazlewood and Partners
background
changes in market
directional strategy
financial projections
footnotes
key business areas
market overview
marketing stance/objectives
mission statement
performance summary
product portfolio
SWOT analysis
three-year plan
Ambler, Tim
annuities case study
Ansoff matrix
gap analysis
marketing effectiveness
marketing objectives
Wilcox and Simmonds
appeal of product
Apple computers
asset bases of organizations
ATMs see automatic teller machines
audit see marketing audit
automatic teller machines (ATMs)
Avis car rental firm
Aviva
The BA Way
Bain & Company
banks
diversification
First Direct
product positioning
SWOT analyses
target audiences
barriers
marketing planning
organizational
Bayus, B.
Beinstock, Carol
benchmarking
Berry, L.L.
best practice
blueprinting service analysis
approaches
‘moments of truth’
steps to take
book market mapping
Boston Consulting Group
Boston matrix
bottom-up ...
