Contents
Acknowledgments Introduction
xiii xv
PART one
Understanding Marketing Principles
1
Chapter 1
Principles of Integrated Marketing Developing a Strategic, Integrated Approach Defining the Marketing Mix: The Seven Ps of Marketing The Value of an Integrated Marketing Approach Building Capacity as a Marketing Organization Setting the Process in Motion Quiz
3 4 6 17 18 20 21
Chapter 2
Principles of Branding Logotype Cultivating Brand Value Getting Started Integrated Branding: The BOLD Way Building Brand Image Creating and Communicating Value Uncovering Beliefs that Influence Consumers Connecting with Customers Employing Communication Essentials Home in on Benefits
23 24 24 25 27 29 30 32 33 35 36
iv
Marketing DeMystified Focus on Outcomes Differentiating a Brand Meeting Customer Needs Quiz
36 37 38 38
PART two
Developing A Marketing Plan
41
Chapter 3
Elements of a Strategic Marketing Plan Building a Strategic Marketing Plan Getting Started The Planning Pyramid Goals of a Strategic Marketing Plan Best-Practice Planning The First Rule of Planning Elements of a Strategic Marketing Plan Primary Results Areas Quiz
43 43 44 44 45 45 46 46 58 59
Chapter 4
Applying Marketing Research Understanding Demography Styles of Marketing Research Informal Marketing Research Research Strategies Information Gathering Formal Marketing Research SWOT Analysis Market Segmentation Impact of the New Economy Buying Patterns Predict Next Purchases Zooming in on Target Audiences Assessing Market Potential Identifying Opportunities through Market Segmentation Determining Your Market Fit
61 62 63 63 64 64 66 67 67 68 68 69 69 70 70
Contents
v Using Marketing Research to Postpone or Validate Market Entry Research Resources Evaluating Research Information Quiz
72 73 73 73
Chapter 5
Positioning Brands, Products, and Services Establishing Market Position Strategies for Market Positioning Positioning to Your Best Advantage Communicating Value Repositioning an Ailing Brand Depositioning a Brand Quiz
77 78 79 81 83 87 87 88
Chapter 6
Placement Strategies Channel Marketing Choosing Channels for Success Virtual Placement Integrating Marketing Research Niche Markets Targeting Qualified Placements Test Marketing Identifying Opportunities Sorting Market Capabilities Barriers to Entry Building an Internet-Based Joint Venture Partnership and e-List Quiz
91 91 94 95 95 96 96 97 97 97 97 99 100
Pricing and Profitability Integrating Cost, Pricing, and Marketing Strategies Assessing Your Cost Structure Calculating Costs Pricing Strategies and Methods Choosing among Many Pricing Options
103 105 106 107 107 112
Chapter 7