Marketing and Management Models, livre ebook

Modern business practice, especially in the field of
marketing, depends on the integration of creative and
analytical thinking. One of the tools in this process is
the use of management models to guide business decisions.
However, the inherent power of the models is only
released when the people applying them have the ability
to gather relevant information and interpret the relationships
between the variables in the model.
This book examines the role of some of the most popular
management models and will help you determine
when they should be applied. In addition, it suggests
which models may be relevant and, more importantly,
identifies the type of information needed to implement
them; and also reduces the complexity of these models
through a logical and systematic approach. Models recognize
the impact of globalization, technology, systems
thinking, and the need for an integrated approach in
strategic
marketing. You’ll find new ones dealing with
consumer engagement, gamification, supply chain management,
and cultural integration.
If you’re a student of business and marketing, a junior
market researcher, or a manager responsible for the preparation
of strategic analyses prior to problem-solving and
planning sessions, this book is for you!
List of Figures.........................................................................................ix
List of Tables...........................................................................................xi
Abbreviations.......................................................................................xiii
Preface.................................................................................................. xv
Acknowledgments.................................................................................. xix
Chapter 1 Arthur D Little Matrix....................................................1
Chapter 2 Adopt and Drop Curve...................................................9
Chapter 3 Ansoff Growth Matrix...................................................13
Chapter 4 Authenticity Gap..........................................................19
Chapter 5 Brand EquityG...............................................................25
Chapter 6 Brand Resonance..........................................................33
Chapter 7 Brand Resonance LadderG.............................................37
Chapter 8 Brand Loyalty Programs................................................41
Chapter 9 Brand Switching............................................................45
Chapter 10 Engagement Gearing.....................................................51
Chapter 11 Communication Targeting: Business Buying Unit.........57
Chapter 12 Consumer Decision Making.........................................65
Chapter 13 Consumer Decision Model for a Service
Industry Environment...................................................73
Chapter 14 Consumer Angry Switching..........................................77
Chapter 15 Customer Growth Rate.................................................83
Chapter 16 Gamification.................................................................91
Chapter 17 Gap Analysis.................................................................97
Chapter 18 Cultural Integration in Marketing...............................101
Chapter 19 Force Field Analysis.....................................................107
Chapter 20 Iceberg Theory: Identification of the
Marketing Research Problem......................................111
Chapter 21 Integrated Marketing Vectors......................................115
Chapter 22 Ishikawa Diagram (Fishbone)......................................119
Chapter 23 Mullin’s Seven Domains—Business Opportunities......123
Chapter 24 Perceptual Maps..........................................................129
Chapter 25 Porter’s Five Force Analysis..........................................133
Chapter 26 Positioning..................................................................139
Chapter 27 Product Life Cycle......................................................143
Chapter 28 Road Mapping............................................................149
Chapter 29 SERVQUAL...............................................................155
Chapter 30 SOSTAC® Planning System........................................161
Chapter 31 Stakeholder Analysis....................................................165
Chapter 32 Supply Chain Concept................................................171
Chapter 33 Target Market Identification: Segmentation
and Estimation............................................................179
Chapter 34 The Growth Share Matrix...........................................185
Chapter 35 Glossary of Terms........................................................189
Conclusion..........................................................................................215
About the Author.................................................................................217
References............................................................................................219
Index..................................................................................................227