Building Value through Marketing provides a hands-on guide to understanding and building compelling marketing plans that create value, not only in profit terms, but also for customers and stakeholders.
Building Value through Marketing provides a hands-on guide to understanding and building compelling marketing plans that create value, not only in profit terms, but also for customers and stakeholders.
Philip Sugai is Professor of Marketing at Doshisha Business School in Kyoto, Japan, and has published books and multiple case studies on global business and marketing.
Inhaltsangabe
Introduction - The Building Value from Marketing Manifesto - Preface - Who should read this book? Section 1 : The Value Mindset - What is Marketing? - What is Value? - How to Calculate Value - What is Marketing Strategy? Section 2 : The 12 Building Blocks - Destination Strategy - Building Block #1: Core Values - Building Block #2: The Lightning Rod Target Customer - Building Block #3: The Problem Worth Solving - Building Block #4: Solution [S] Product - Building Block #5: Story - Building Block #6: Communication Channels - Building Block #7: Distribution Channels - Building Block #8: The Value System - Building Block #9: The Competitors - Building Block #10: The Force of Attraction - Building Block #11: The Ecosystem - Building Block #12: Service Flow Section 3 : Creating Value-focused Marketing Strategy - The Nine Rules - Step 1: Define Core Values - Step 2: Define The Why - Step 3: Brainstorm LRTC Candidates - Step 4: Brainstorm PWS Candidates - Step 5: Define the LRTC & PWS - Step 6: Build & Answer the Question Tree - Step 7: Build the Value System Map & Define Key Drivers - Step 8: Define Scarce & Abundant Resources - Step 9: Set S.M.A.R.T. Objectives - Step 10: Brainstorm Strategic Elements - Step 11: Create Marketing Strategy & Value Proposition - Step 12: Launch, Monitor, Analyze & Revise
Introduction - The Building Value from Marketing Manifesto - Preface - Who should read this book? Section 1 : The Value Mindset - What is Marketing? - What is Value? - How to Calculate Value - What is Marketing Strategy? Section 2 : The 12 Building Blocks - Destination Strategy - Building Block #1: Core Values - Building Block #2: The Lightning Rod Target Customer - Building Block #3: The Problem Worth Solving - Building Block #4: Solution [S] Product - Building Block #5: Story - Building Block #6: Communication Channels - Building Block #7: Distribution Channels - Building Block #8: The Value System - Building Block #9: The Competitors - Building Block #10: The Force of Attraction - Building Block #11: The Ecosystem - Building Block #12: Service Flow Section 3 : Creating Value-focused Marketing Strategy - The Nine Rules - Step 1: Define Core Values - Step 2: Define The Why - Step 3: Brainstorm LRTC Candidates - Step 4: Brainstorm PWS Candidates - Step 5: Define the LRTC & PWS - Step 6: Build & Answer the Question Tree - Step 7: Build the Value System Map & Define Key Drivers - Step 8: Define Scarce & Abundant Resources - Step 9: Set S.M.A.R.T. Objectives - Step 10: Brainstorm Strategic Elements - Step 11: Create Marketing Strategy & Value Proposition - Step 12: Launch, Monitor, Analyze & Revise
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