The Guru Guide to Marketing: A Concise Guide to the Best Ideas from Today's Top MarketersJohn Wiley & Sons, 25/02/2003 - 252 من الصفحات Neue Technologien und die damit verbundenen neuen Geschäftspraktiken haben eine wahre Revolution im Marketing bewirkt. "The Guru Guide to Marketing" ist ein benutzerfreundlicher Ratgeber, der die neuesten Trends im Marketing beleuchtet und sich dabei auf Informationen von einigen internationalen Spitzenmarketern stützt. Diskutiert werden u.a. folgende Themen: Vergangenheit und Zukunft des Marketing, globales Marketing, Analysieren von Kundenverhalten, neues Markenmanagement, neue Produktentwicklung und Online Marketing. Dieses Buch ist das ultimative Nachschlagewerk für clevere Blitzideen und topaktuelle Marketingtechniken. Hier lesen Sie alles über die besten Gedanken und Ideen der größten Marketing-Gurus. Enthalten sind Beiträge von Seth Godin, Ian Gordon, Jack Trout, Sam Hill, Philip Kotler und Don Peppers. Ein neuer Band aus der erfolgreichen 'Guru Guide'-Reihe! |
المحتوى
| 1 | |
Chapter 2 All You Need Is a Brand | 39 |
Chapter 3 All You Need Is Brand Management | 79 |
Chapter 4 All You Need Is a Customer Relationship | 99 |
Chapter 5 All You Need Is Customer Equity | 149 |
Chapter 6 All You Need Is Buzz | 187 |
The Gurus | 217 |
Notes | 231 |
Bibliography | 239 |
Index | 247 |
طبعات أخرى - عرض جميع المقتطفات
عبارات ومصطلحات مألوفة
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مقاطع مشهورة
الصفحة 40 - Aaker (1991) defines a brand as: "a distinguishing name and/or symbol (such as a logo, trademark, or package design) intended to identify the goods or services of either a seller or a group of sellers and to differentiate those goods or services from those of its competitors.
الصفحة 46 - Brand equity is a set of assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm and/or that firm's customers . . . The assets and liabilities on which brand equity is based will differ from context to context.
الصفحة 2 - In a matter of decades, society altogether rearranges itself, its world views, its basic values, its social and political structures, its arts, its key institutions. Fifty years later, a new world exists. And the people born into that world cannot even imagine the world in which their grandparents lived and into which their own parents were born
الصفحة 7 - Retail segment of the trade. 6. Advertising — policies and procedures relating to: (a) Amount to spend — ie, the burden to be placed on advertising. (b) Copy platform to adopt: ( 1 ) Product image desired . (2) Corporate image desired. (c) Mix of advertising: to the trade, through the trade; to consumers. 7. Promotions — policies and procedures relating to: (a) Burden to place on special selling plans or devices directed at or through the trade. (b) Form of these devices for consumer promotions,...
الصفحة 21 - Columbus set out he didn't know where he was going ; when he arrived he didn't know where he was ; and when he returned he didn't know where he had been.
الصفحة 8 - Buying Behavior, as determined by their: a. Motivation in purchasing. b. Buying habits. c. Living habits. d. Environment (present and future, as revealed by trends, for environment influences consumers' attitudes toward products and their use of them). e. Buying power. f. Number (ie, how many). 2. The Trade's Behavior — wholesalers' and retailers' behavior, as influenced by: a.
الصفحة 7 - ... call for management decisions as revealed by case histories. I realize others might build a different list. Mine is as follows: Elements of the marketing mix of manufacturers 1. Product Planning — policies and procedures relating to: a. Product lines to be offered — qualities, design, etc. b. Markets to sell: whom, where, when, and in what quantity. c. New product policy — research and development program. 2. Pricing — policies and procedures relating to: a. Price level to adopt. b. Specific...
الصفحة 8 - Competitors' motivations and attitudes — their likely response to the action of other firms. f. Trends technological and social, portending change in supply and demand. 4. Governmental Behavior — Controls over Marketing: a. Regulations over products. b. Regulations over pricing. c. Regulations over competitive practices. d. Regulations over advertising and promotion.
الصفحة 101 - As a 1:1 marketer, however, you will not be trying to sell a single product to as many customers as possible. Instead, you'll be trying to sell a single customer as many products as possible - over a long period of time, and across different product lines. To do this, you will need to concentrate on building unique relationships with individual customers, on a 1:1 basis. Some relationships will be more valuable than others. Your best relationships, and your most profitable business, will define your...