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The Marketer's Handbook: Reassessing Marketing Techniques for Modern Business

Book Description

This book, written by a senior marketer with over thirty years experience of using marketing techniques and concepts, sets out to describe, contextualize and rate them. Its prime emphasis is on understanding their status so that they can be used to direct the use of shareholder funds effectively. Its conclusion is that seasoned professionals must use their judgement about when and how to use them, but they also need to understand them in depth if they are going to make well-rounded, effective investment decisions. Above all it asks: "how useful and relevant is this concept? Will it improve decision making? Does the damn thing have any credibility and does it work?"

Table of Contents

  1. Cover
  2. Title page
  3. Copyright
  4. DEDICATION
  5. PREFACE
  6. THE BLIND MEN AND AN ELEPHANT
  7. WHAT’S IN AND WHAT’S NOT
  8. THE RATINGS
  9. A
    1. AAR MODEL
    2. ACCOUNT MANAGEMENT
    3. ADVERTISING
    4. “AIDA”
    5. ANSOFF AND HIS MATRIX
    6. AUDIT (THE MARKET AUDIT)
  10. B
    1. BEHAVIOURAL INSIGHTS FOR MARKETING
    2. BLUEPRINTING
    3. BOSTON MATRIX
    4. BRANDS
    5. BUSINESS-TO-BUSINESS MARKETING
  11. C
    1. CATEGORY MANAGEMENT
    2. CELEBRITY ENDORSEMENT
    3. CHANNELS OF DISTRIBUTION
    4. CLOSING TECHNIQUES
    5. COMPETITIVE STRATEGY
    6. CONSUMER BEHAVIOUR
    7. CONTACT AUDIT
    8. CORPORATE SOCIAL RESPONSIBILITY (CSR)
    9. CULTURAL VARIATIONS
  12. D
    1. DECISION-MAKING UNIT (DMU)
    2. DIFFERENTIATION
    3. DIFFUSION OF INNOVATIONS
    4. DIGITAL MARKETING
    5. DIRECT MARKETING
    6. DIRECTIONAL POLICY MATRIX
  13. F
    1. FEATURES ANALYSIS
  14. G
    1. GAP MODEL
    2. GLOBALIZATION OF MARKETS
  15. H
    1. HOSPITALITY AND CUSTOMER ENTERTAINMENT
  16. I
    1. INNOVATION MANAGEMENT
    2. INTERNAL MARKETING
    3. INTERNATIONAL MARKETING
  17. L
    1. LOYALTY
  18. M
    1. MARKET DEFINITION
    2. MARKET MATURITY
    3. MARKET SHARE
    4. MARKETING COMMUNICATION
    5. MARKETING CONCEPT
    6. MARKETING MANAGEMENT
    7. MARKETING MEASUREMENT
    8. MARKETING MIX
    9. MARKETING PLANS AND PLANNING
    10. MARKETING STRATEGY
    11. MOLECULAR MODELLING
  19. N
    1. NEW PRODUCT DESIGN/NEW SERVICE DESIGN (NPD/NSD)
  20. O
    1. ORGANIZATIONAL BUYING BEHAVIOUR
    2. ORGANIZATIONAL COMPETENCE IN MARKETING
  21. P
    1. PACKAGING
    2. PIPELINE MANAGEMENT
    3. PORTER’S COMPETITIVE FORCES
    4. PORTFOLIO ANALYSIS AND MANAGEMENT
    5. POSITIONING
    6. POST PURCHASE DISTRESS
    7. PRICING
    8. PRODUCT LIFE CYCLE (PLC)
    9. PUBLIC RELATIONS (PR)
  22. R
    1. RELATIONSHIP MARKETING (RM)
    2. REPOSITIONING
    3. RESEARCH
  23. S
    1. SALES AND SELLING
    2. SCENARIO PLANNING
    3. SECTOR MARKETING
    4. SEGMENTATION
    5. SERVICE QUALITY
    6. SERVICES MARKETING
    7. SOLUTIONS MARKETING
    8. SPONSORSHIP
  24. T
    1. THOUGHT LEADERSHIP
  25. V
    1. VALUE PROPOSITIONS
    2. VIRAL MARKETING (BUZZ)
  26. IN CONCLUSION
    1. THE SOURCE OF MARKETING CONCEPTS
    2. HISTORICAL CONTEXT MATTERS
    3. THE USEFULNESS OF ACADEMIC WORK ON MARKETING
    4. EMERGING IDEAS AND PROPRIETARY TOOLS
    5. THE BEST AND WORST TECHNIQUES
  27. REFERENCES
  28. Index