Overview

In this book, you get a comprehensive, concise description of 45 of the most important marketing models, what they can be used for and their weaknesses.

Full Product Details

Author:   Kim Buch-Madsen
Publisher:   Samfundslitteratur
Imprint:   Samfundslitteratur
Weight:   0.502kg
ISBN:  

9788759332016

ISBN 10:   8759332018
Pages:   224
Publication Date:   04 June 2019
Audience:   General/trade ,  General
Format:   Paperback
Publisher's Status:   Active
Availability:   Available To Order  
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Table of Contents

Macro Environment, Market and Customers, Pestel, SMP, Percieved Risk, Buying Motives on B2C Markets, Social Buying Motives, Kano's Customer Satisfaction Model, The Buying Process on B2B Markets, FCB-model, Net Promoter Score, Marketing Research Process; Marketing Mix and Value Pack, 8 P (Marketing Mix), The Five Product Dimensions, Service Triangle, Customer Value, Value Proposition Canvas, Aaker's Brand Identity Planning Model, The Customer-based Brand Equity Model, Brand Architecture, Distribution Strategy; Market Communication and Sales, Tibble's Planning Cycle, The Communication Process, Paid, Qwned and Earned Media Model, AIDA, DAGMAR, Effective Frequency (in Medie Planning), The Sales Process, Sales Management; Strategy and Innovation, Boston/BCG Model, Ansoff's Matrix, Porter's Five Forces, Porter's Generic Competitive Strategies, Blue Ocean Strategies, Business Model Canvas, Roger's Adoption Curve, Product Life Cycle, Stage-Gate Model; Global Marketing and Online Marketing, Five Phases of Internationalization, International Competitiveness, Hollensen's Market Assessment Model, Funnel Model for International Market Selection, Hollensen's Model for ""Entry Mode"" Choice, Hollensen's Glocalization Model, Digital Marketing Mix, Social Media Landscape, Comprehensive Social Media Strategy.

Reviews

An excellent book for a summary and explanation of the most common marketing models -- Birthe Mousten University of Aarhus

An excellent book for a summary and explanation of the most common marketing models - Birthe Mousten University of Aarhus

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