The financial times guide to marketing :
Ambler, Tim.
The financial times guide to marketing : from advertising to zen / Guide to marketing Tim Ambler. - London : Pitman Pub., c1996. - xiv, 365 p. ; 24 cm.
Includes bibliographical references (p. [357]-358) and index.
Letter to Val -- Introduction: Pathways in Marketing -- Advertising kite high: Getting great advertising from your agency -- Brand equity: The asset the marketer is building: the source of profit -- Category management and other heresies: Being distracted from the brand may be good business, but poor marketing -- Distribution channels: The rate of change of shopping habits and distribution possibilities is easily overlooked -- Extensions and brand families: Brands are becoming more complex assemblies of products and sub-brands -- Failures bring success: The only true failure is the failure to try: experimentation should be encouraged -- Global marketing: National borders have declining importance to marketers -- Heritage matters: Consumers buy brands they trust -- Information systems survival kit: Marketing information is going from drought to deluge - how to cope -- Beyond the J curve: Trends and forecasting -- 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Kamikaze and guerrilla marketing: What marketers can learn from the military -- The educated lunch: Reserve time for random thinking -- Marketing today and tomorrow: An overview of how marketing is evolving -- Novation: New brands, products and renewals -- Organization structure and entropy: Bureaucratization can kill marketing. So how should you organize? -- Positioning - marketing's martial art: The brand's choice of fighting ground is crucial to its success -- Product satisfaction: Whether goods or services, the product should bring the customer back for more -- Packaging for the party: First impressions are just the beginning of what the pack can do for the brand -- Pricing in grandmother's footsteps: The price premium is the litmus test of marketing: getting it right -- Public relations are private affairs: Sometimes the Cinderella of the marketing mix. Fitting the shoe -- 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. Promotions, coupons, and giveaways: The basic workhorses of marketing programs -- Personal selling: The origin of all marketing even if technology is reducing the numbers -- Pragmatic planning: The agenda that brings the team together to optimize expenditure and results -- Quantity ergo sumo: Size, volume and market share, however impressive, are not everything -- Relationship marketing: Brand equity lies in the strength and quality of the brand's relationships with its customers -- Research is always incomplete: Tempting as it is, you cannot do marketing by numbers. Some pitfalls -- Surgical segmentation: Tailoring the offer to fit each consumer group -- Training the professionals: Big money rides on marketing decisions. Are your marketers fit enough? -- Ugly duckling: Great new brands become swans but seem ugly ducklings at first. So do ugly ducks. Getting innovative brands through the organization -- 21. 22. 23. 24. 25. 26. 27. 28. 29. Value marketing: The word "value" too often means cheap. It should mean satisfaction -- Which agency? How to select an advertising, or other creative, agency -- The Rule of [Chi]: Look for the inverse of whatever marketing news you are brought -- "Yes" is no decision: Superficial agreement is dangerous -- Zen and now: In other words, learn to live with the paradox, so much a part of marketing. 30. 31. 32. 33. 34.
9780273620327 0273620320
Marketing.
659.1
The financial times guide to marketing : from advertising to zen / Guide to marketing Tim Ambler. - London : Pitman Pub., c1996. - xiv, 365 p. ; 24 cm.
Includes bibliographical references (p. [357]-358) and index.
Letter to Val -- Introduction: Pathways in Marketing -- Advertising kite high: Getting great advertising from your agency -- Brand equity: The asset the marketer is building: the source of profit -- Category management and other heresies: Being distracted from the brand may be good business, but poor marketing -- Distribution channels: The rate of change of shopping habits and distribution possibilities is easily overlooked -- Extensions and brand families: Brands are becoming more complex assemblies of products and sub-brands -- Failures bring success: The only true failure is the failure to try: experimentation should be encouraged -- Global marketing: National borders have declining importance to marketers -- Heritage matters: Consumers buy brands they trust -- Information systems survival kit: Marketing information is going from drought to deluge - how to cope -- Beyond the J curve: Trends and forecasting -- 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Kamikaze and guerrilla marketing: What marketers can learn from the military -- The educated lunch: Reserve time for random thinking -- Marketing today and tomorrow: An overview of how marketing is evolving -- Novation: New brands, products and renewals -- Organization structure and entropy: Bureaucratization can kill marketing. So how should you organize? -- Positioning - marketing's martial art: The brand's choice of fighting ground is crucial to its success -- Product satisfaction: Whether goods or services, the product should bring the customer back for more -- Packaging for the party: First impressions are just the beginning of what the pack can do for the brand -- Pricing in grandmother's footsteps: The price premium is the litmus test of marketing: getting it right -- Public relations are private affairs: Sometimes the Cinderella of the marketing mix. Fitting the shoe -- 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. Promotions, coupons, and giveaways: The basic workhorses of marketing programs -- Personal selling: The origin of all marketing even if technology is reducing the numbers -- Pragmatic planning: The agenda that brings the team together to optimize expenditure and results -- Quantity ergo sumo: Size, volume and market share, however impressive, are not everything -- Relationship marketing: Brand equity lies in the strength and quality of the brand's relationships with its customers -- Research is always incomplete: Tempting as it is, you cannot do marketing by numbers. Some pitfalls -- Surgical segmentation: Tailoring the offer to fit each consumer group -- Training the professionals: Big money rides on marketing decisions. Are your marketers fit enough? -- Ugly duckling: Great new brands become swans but seem ugly ducklings at first. So do ugly ducks. Getting innovative brands through the organization -- 21. 22. 23. 24. 25. 26. 27. 28. 29. Value marketing: The word "value" too often means cheap. It should mean satisfaction -- Which agency? How to select an advertising, or other creative, agency -- The Rule of [Chi]: Look for the inverse of whatever marketing news you are brought -- "Yes" is no decision: Superficial agreement is dangerous -- Zen and now: In other words, learn to live with the paradox, so much a part of marketing. 30. 31. 32. 33. 34.
9780273620327 0273620320
Marketing.
659.1