Marketing has changed dramatically since the four classic Ps of the marketing mix (price, product, promotion and place) were proposed. The new marketing landscape is characterized by the demand for constant innovation, rising pressure on budgets, the growth of social media and the impact of issues of sustainability and ethics. As the business landscape has transformed so have the fundamental areas marketers need to master to succeed. The 20 Ps of Marketing provides a thorough guide to marketers at all levels of the new elements of the marketing mix they need to contend with for business…mehr
Marketing has changed dramatically since the four classic Ps of the marketing mix (price, product, promotion and place) were proposed. The new marketing landscape is characterized by the demand for constant innovation, rising pressure on budgets, the growth of social media and the impact of issues of sustainability and ethics. As the business landscape has transformed so have the fundamental areas marketers need to master to succeed. The 20 Ps of Marketing provides a thorough guide to marketers at all levels of the new elements of the marketing mix they need to contend with for business success including: planning; persuasion; publicity; positioning; productivity; partnerships; passion and more. Combining practical advice with case studies it covers brands that have changed the game through mastery of the 20 Ps such as Häagen-Dazs and Sony, and others, such as Kodak, who got left behind. This essential guide to the current face of marketing strategy provides marketers with a thorough and valuable grounding to the new fundamentals of marketing.
David Pearson is the author of The Dawn Before Christmas. Being a father to two curious sidekicks means he spends a lot of his time inventing stories to keep them entertained. He lives in Manchester with his wife and two daughters, and when he is not inventing stories or games, he works as an NHS accountant. Obviously, his favourite day of the year is Christmas Day!
Inhaltsangabe
Foreword, by Sir Paul Judge Acknowledgements Introduction PART ONE Core 01 Product Product development Quality Portfolio management Product comparisons Summary 02 Price The Gillette razor business model Air travel Market segmentation Price points 'Free' Products Summary 03 Place History of distribution Importance of location Sales management Account management Category management Selective distribution Franchising arrangements Trade shows Summary 04 Promotion History of advertising Does advertising work? How does advertising work? Below the line Above the line versus below the line Summary 05 Packaging Function History of Packaging Packaging of identity Logo Livery Packages as business model Summary PART TWO Actions 06 Planning Managing by objectives Features of a good marketing Plan The corporate vision Strategic management Portfolio management Project management Forecasts Contingency Plans Summary 07 Persuasion Mutuality of interest Persuasion of colleagues Public speaking Persuasion of end users Psychology in marketing Summary 08 Publicity (public relations) Definition of Public relations The press release The Companies Act 2006 Bad Publicity Sponsorship Corporate social responsibility Charity New media Reputation management Summary 09 Push-Pull Shelf life Product life cycle Supply and demand The importance of scarcity Summary 10 Positioning Product Positioning process Defining the market Repositioning a company The 22 immutable laws of marketing Unique selling Proposition Copywriting Advertising slogans Summary PART THREE Measurements 11 Profit Increase turnover Increase Prices Reduce costs The relationship between marketing and finance Profit impact of market strategy Lanchester's laws The Profit zone Corporate social responsibility Mutuals Charities Not-for-Profit companies Summary 12 Productivity Zero-based Planning Decision making New Product development Lessons from engineering Measuring outputs Personal Productivity Summary 13 Partnership Benefits of business Partnering Mergers and acquisitions (M&A) Alliances Summary 14 Power Power brands Lessons from the military Intellectual property Legal restrictions Cultural risks Retailer Power Consumer Power Market-derived Power Summary 15 Perception Personality endorsement Conor Dignam on Perception Problems of Perception The law of Perception The psychology of Perception Corporate branding Perception management Summary PART FOUR Behaviours 16 People Recruitment Assessment Training and development Team building Management Leadership The skills of marketing The 10 types of marketer Summary 17 Positiveness Persistence Responsibility Motivation Positive thinking Negativity Advertising slogans Positiveness in social networks Conclusion Summary 18 Professionalism Professionalism in sport Professionalism in business Summary 19 Passion Summary 20 Personality Corporate Personality Brand Personality Consumer Personality Summary Conclusion References Further Reading Index
Foreword, by Sir Paul Judge Acknowledgements Introduction PART ONE Core 01 Product Product development Quality Portfolio management Product comparisons Summary 02 Price The Gillette razor business model Air travel Market segmentation Price points 'Free' Products Summary 03 Place History of distribution Importance of location Sales management Account management Category management Selective distribution Franchising arrangements Trade shows Summary 04 Promotion History of advertising Does advertising work? How does advertising work? Below the line Above the line versus below the line Summary 05 Packaging Function History of Packaging Packaging of identity Logo Livery Packages as business model Summary PART TWO Actions 06 Planning Managing by objectives Features of a good marketing Plan The corporate vision Strategic management Portfolio management Project management Forecasts Contingency Plans Summary 07 Persuasion Mutuality of interest Persuasion of colleagues Public speaking Persuasion of end users Psychology in marketing Summary 08 Publicity (public relations) Definition of Public relations The press release The Companies Act 2006 Bad Publicity Sponsorship Corporate social responsibility Charity New media Reputation management Summary 09 Push-Pull Shelf life Product life cycle Supply and demand The importance of scarcity Summary 10 Positioning Product Positioning process Defining the market Repositioning a company The 22 immutable laws of marketing Unique selling Proposition Copywriting Advertising slogans Summary PART THREE Measurements 11 Profit Increase turnover Increase Prices Reduce costs The relationship between marketing and finance Profit impact of market strategy Lanchester's laws The Profit zone Corporate social responsibility Mutuals Charities Not-for-Profit companies Summary 12 Productivity Zero-based Planning Decision making New Product development Lessons from engineering Measuring outputs Personal Productivity Summary 13 Partnership Benefits of business Partnering Mergers and acquisitions (M&A) Alliances Summary 14 Power Power brands Lessons from the military Intellectual property Legal restrictions Cultural risks Retailer Power Consumer Power Market-derived Power Summary 15 Perception Personality endorsement Conor Dignam on Perception Problems of Perception The law of Perception The psychology of Perception Corporate branding Perception management Summary PART FOUR Behaviours 16 People Recruitment Assessment Training and development Team building Management Leadership The skills of marketing The 10 types of marketer Summary 17 Positiveness Persistence Responsibility Motivation Positive thinking Negativity Advertising slogans Positiveness in social networks Conclusion Summary 18 Professionalism Professionalism in sport Professionalism in business Summary 19 Passion Summary 20 Personality Corporate Personality Brand Personality Consumer Personality Summary Conclusion References Further Reading Index
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