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by Laurie Young
The Marketer's Handbook: Reassessing Marketing Techniques for Modern Business
Cover
Title page
Copyright
DEDICATION
PREFACE
THE BLIND MEN AND AN ELEPHANT
WHAT’S IN AND WHAT’S NOT
THE RATINGS
A
AAR MODEL
ACCOUNT MANAGEMENT
ADVERTISING
“AIDA”
ANSOFF AND HIS MATRIX
AUDIT (THE MARKET AUDIT)
B
BEHAVIOURAL INSIGHTS FOR MARKETING
BLUEPRINTING
BOSTON MATRIX
BRANDS
BUSINESS-TO-BUSINESS MARKETING
C
CATEGORY MANAGEMENT
CELEBRITY ENDORSEMENT
CHANNELS OF DISTRIBUTION
CLOSING TECHNIQUES
COMPETITIVE STRATEGY
CONSUMER BEHAVIOUR
CONTACT AUDIT
CORPORATE SOCIAL RESPONSIBILITY (CSR)
CULTURAL VARIATIONS
D
DECISION-MAKING UNIT (DMU)
DIFFERENTIATION
DIFFUSION OF INNOVATIONS
DIGITAL MARKETING
DIRECT MARKETING
DIRECTIONAL POLICY MATRIX
F
FEATURES ANALYSIS
G
GAP MODEL
GLOBALIZATION OF MARKETS
H
HOSPITALITY AND CUSTOMER ENTERTAINMENT
I
INNOVATION MANAGEMENT
INTERNAL MARKETING
INTERNATIONAL MARKETING
L
LOYALTY
M
MARKET DEFINITION
MARKET MATURITY
MARKET SHARE
MARKETING COMMUNICATION
MARKETING CONCEPT
MARKETING MANAGEMENT
MARKETING MEASUREMENT
MARKETING MIX
MARKETING PLANS AND PLANNING
MARKETING STRATEGY
MOLECULAR MODELLING
N
NEW PRODUCT DESIGN/NEW SERVICE DESIGN (NPD/NSD)
O
ORGANIZATIONAL BUYING BEHAVIOUR
ORGANIZATIONAL COMPETENCE IN MARKETING
P
PACKAGING
PIPELINE MANAGEMENT
PORTER’S COMPETITIVE FORCES
PORTFOLIO ANALYSIS AND MANAGEMENT
POSITIONING
POST PURCHASE DISTRESS
PRICING
PRODUCT LIFE CYCLE (PLC)
PUBLIC RELATIONS (PR)
R
RELATIONSHIP MARKETING (RM)
REPOSITIONING
RESEARCH
S
SALES AND SELLING
SCENARIO PLANNING
SECTOR MARKETING
SEGMENTATION
SERVICE QUALITY
SERVICES MARKETING
SOLUTIONS MARKETING
SPONSORSHIP
T
THOUGHT LEADERSHIP
V
VALUE PROPOSITIONS
VIRAL MARKETING (BUZZ)
IN CONCLUSION
THE SOURCE OF MARKETING CONCEPTS
HISTORICAL CONTEXT MATTERS
THE USEFULNESS OF ACADEMIC WORK ON MARKETING
EMERGING IDEAS AND PROPRIETARY TOOLS
THE BEST AND WORST TECHNIQUES
REFERENCES
Index
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FEATURES ANALYSIS
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GAP MODEL
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