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Participation marketing : unleashing employees to participate and become brand storytellers / Michael Brito

By: Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Publisher: London ; New York ; New Delhi : Kogan Page, 2018Description: 1 Online-Ressource (1 online resource)ISBN:
  • 0749482117
  • 9780749482114
Subject(s): Additional physical formats: 9780749482107 | Erscheint auch als: Participation marketing. Druck-Ausgabe London : Kogan Page, 2018. xvi, 238 SeitenDDC classification:
  • 658.8/27
RVK: RVK: QP 650LOC classification:
  • HF5415.1255
Online resources: Summary: <Ul style='padding-top:0;padding-left:0;list-style:none;'><ul style='padding-top:0;list-style:none;'>Chapter -- 01: Introduction - An Overview of Business and Marketing Models; Chapter -- 02: 4Ps - How to Design Your Marketing Mix; Chapter -- 03: ADL Matrix - Strengthening a Product Portfolio or Strategic Business Units; Chapter -- 04: AIDA - How to Improve Marketing Communications; Chapter -- 05: ANSOFF Matrix - How to Grow Your Company; Chapter -- 06: Benchmarking - Setting Targets for Business and Marketing KPIs; Chapter -- 07: Blue Ocean Strategy - Kick-Starting Innovation and New Product Development; Chapter -- 08: Boston Consulting Group Matrix (BCG) - Planning a Product Portfolio or Multiple Strategic Business Units; Chapter -- 09: Brand Audit - Improving the Strength of a Brand; Chapter -- 10: Competitive Intelligence -- Assessing Market Strengths and weaknesses; Chapter -- 11Summary: Conjoin1 Analysis - Assessing Optimum Pricing and the Value of Component Parts; Chapter -- 12: Customer Journey Maps - Assessing the Current Performance of Marketing and Sales Processes; Chapter -- 13: Customer Lifetime Value - Estimating Customer Spend over their Lifetime with the Company; Chapter -- 14: Customer Value Proposition - Creating a Compelling Purchase Motive; Chapter -- 15: Diffusion of Innovation - Launching New Products and Services; Chapter -- 16: Directional Policy Matrix - How to Prioritise Segments or New Ideas; Chapter -- 17: Disruptive Innovation Model - Identifying Unique ways of Beating the Competition; Chapter -- 18: Edward De Bono's Six Thinking Hats - Brainstorming Problems and Generating New Ideas; Chapter -- 19: EFQM Excellence Model - Improving an Organisation's Quality and Performance; Chapter -- 20: Four Corners - Analysing Competitor Strategies; Chapter -- 21Summary: Products; Chapter -- 32: Personas - Improving the Focus of Marketing Messages; Chapter -- 33: PEST - Assessing Four Major Macro Factors which Shape a Company's Future; Chapter -- 34: Porter's Generic Strategies - Pinpointing the Strongest Competitive Position; Chapter -- 35: Porter's FIve Forces - Assessing Five Economic Factors for Competitive Intensity; Chapter -- 36: Price Elasticity - Outlining Opportunities for Raising or Lowering Prices; Chapter -- 37: Price Quality Strategy - Guiding a Company's Pricing Strategy; Chapter -- 38: Product Lifestyle - Determining a Long Term Product Strategy; Chapter -- 39: Product Service Matrix - Positioning Products According to Quality and Service Value; Chapter -- 40: Segmentation - Using Customer Groups to Gain Competitive Advantage; Chapter -- 41: Servqual - Aligning Customer Expectations and Company Performance; Chapter -- 42: ServiceSummary: Team or Business Level; Chapter -- 46: System 1 and System 2 Thinking - Identifying the Emotional Forces that Drive Decisions; Chapter -- 47: USP - Pinpointing the Unique Selling Point of a Product or Service; Chapter -- 48: Value Based Marketing - Adding Value to Products and Services to Improve Profitability; Chapter -- 49: Value Chain - Identifying Product or Service Value During the Manufacturing Process; Chapter -- 50: Value Equivalence Line - Managing Price and Product Benefits in a Business Strategy; Chapter -- 51: Value Net - How to Benefit from Competitor CollaborationPPN: PPN: 1019002999Package identifier: Produktsigel: ZDB-4-NLEBK
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