Format:
1 Online-Ressource (434 Seiten)
Edition:
3rd ed
ISBN:
9781119906254
Note:
Description based on publisher supplied metadata and other sources
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Cover -- Title Page -- Copyright Page -- Contents -- Preface -- Acknowledgments -- Part One Marketing Strategy and Tactics -- Chapter 1 Marketing in the Age of Disruption -- The New Market Realities -- The Key Marketing Trends -- Conclusion -- Author Biographies -- Chapter 2 The Fall of the Four Ps and the Rise of Strategic Marketing -- The Four Ps and the Seven Ts -- From Tactical Marketing to Strategic Value Management -- Creating Customer Value -- Marketing as a Process of Designing, Communicating, and Delivering Value -- Conclusion -- Author Biographies -- Chapter 3 The Framework for Marketing Management -- The G-STIC Framework for Marketing Management -- Setting the Goal -- Designing the Strategy and Tactics -- Managing the Implementation and Defining Controls -- Developing a Marketing Plan -- Conclusion -- Author Biography -- Part Two Marketing as an Engine of Business Growth -- Chapter 4 Creating Value to Disrupt Markets -- What Are Market Disruptions? -- How Do We Best Prepare to Introduce a New Product or Rethink an Existing Product? -- How Can We Create a Value Proposition? -- Different Types of Market Disruptions -- How to Analyze Market Disruptions-A Case-Based Approach -- Conclusion -- Author Biographies -- Chapter 5 Customer Centricity as a Business Strategy -- What Is Customer Centricity? -- The Three Centricities -- What Customer Centricity Is Not -- "The Customer" Does Not Exist -- Customer Segmentation: The Truck Stop -- The Airline Passenger -- From Differentiation to Valuation -- CLV in the Real World -- Customer-Centric Business Valuation -- Conclusion -- Author Biography -- Chapter 6 Emptor Cognita: Competitive Advantage through Buyer Learning -- Buyer Learning -- Market Pioneering -- Brand Differentiation -- Brand Status -- Conclusion -- Author Biography -- Chapter 7 Defensive Market Strategy -- Defining Defensive Strategy
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The Three Key Steps in Defense -- Keys to Success -- Conclusion -- Author Biography -- Part Three Developing a Winning Marketing Strategy -- Chapter 8 Target Market Analysis: How to Identify the Right Customers -- Today's Marketer Is Not an Adman -- The Target Imperative -- Strategic Segmenting to Facilitate Target Selection -- Key Tools for Smart Targeting-Understanding Customer Lifetime Value -- Keys to Smart Targeting-Creating Personas -- The Keys to Smart Targeting-The Journey Is Half the Fun -- Pulling It All Together -- Author Biography -- Chapter 9 Defining Customer Segments: Four Steps for Successful Market Segmentation -- Step 1: Understand Customer Needs, Goals, and Problems -- Step 2: Understand Customers' Current Solutions -- Step 3: Assign a Value to Each Segment or Subsegment -- Step 4: Find Reliable Segment Indicators -- Conclusion -- Author Biography -- Chapter 10 Crafting a Positioning Strategy: Capturing the Customer Mindshare -- The Classic Positioning Statement -- How Do We Get There? How to Practically Find Your Brand's Positioning -- Purpose: When and How to Leverage a Higher-Order Social Purpose for Commercial Purposes -- AI-Enabled Personalization -- Conclusion -- Author Biography -- Part Four Creating Value with Brands -- Chapter 11 Building Strong Brands -- The Brand as a Marketing Tool -- The Brand as a Mental Image -- How Brands Create Value -- Brands as a Means of Creating Customer Value -- Brands as a Means of Creating Company Value -- Brand Valuation -- Conclusion -- Author Biography -- Chapter 12 Creating a Meaningful Brand Image -- Integrate the Brand Image into Your Strategic Thinking -- Track the Brand Image to Verify Success -- Ensure Consistency in Touchpoints to Build a Coherent Brand Image -- Conclusion -- Author Biography -- Chapter 13 Brand Resilience: Surviving a Brand Crisis -- Brands as Signals of Quality
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The Shift from Communicating Quality to Signaling Trust -- The Mounting Pressures on Brand Trust -- Creating Resilient Brands -- Assess Brand Risks -- Galvanize Your Brand Troops -- Deploy Your Brand Risk Early-Warning Systems -- Repel the Attacks on Your Brand -- Learn and Adapt Your Brand Defenses -- Measure and Track Brand Resilience -- Generate Popular Support for Your Brand Resilience Campaign -- Conclusion -- Author Biography -- Part Five Crafting a Successful Communication Campaign -- Chapter 14 Managing Advertising: From Strategic Planning to Creative Review -- Critical Stages of Advertising -- The Creative Brief: A Strategic Blueprint for Success -- Creative Review: Structuring and Providing Feedback -- The ADPLAN Framework -- Four Zone Feedback -- Conclusion -- Author Biography -- Chapter 15 Developing an Impactful Communication Campaign -- Who: Targeting in Communications -- When, Where, and What: Multi-Channel Planning -- The Rise of Data -- Practical Journey Mapping to Inform When, Where, and What -- Next-Generation Journeys -- What's Next -- Conclusion -- Author Biography -- Chapter 16 Marketing in the Metaverse -- What Is the Metaverse? -- The Seven Layers of the Metaverse -- Three Decades of Marketing in a Digital World -- Three Horizons of Marketing -- Case Study: Nike in the Metaverse -- Making Moves in the Metaverse -- Conclusion -- Author Biography -- Part Six Designing Effective Distribution Channels -- Chapter 17 Strategic Channel Management -- What Is a Channel and How Does It Create Value? -- Introducing the Channel Map -- The Functions of a Channel -- Understanding Service Output Demands -- The Channel Partners -- Retailers and What They Do -- How Retail Buyers Think -- Trending Channel Structures: Direct-to-Consumer Models and Marketplaces -- Conclusion -- Author Biographies -- Chapter 18 Go-to-Market Omnichannel Design
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What Is an Omnichannel? -- What an Omnichannel Experience Looks Like: H& -- R Block -- The Elements of an Omnichannel Experience -- How a CDP Works -- Subaru: Combining the Front End and Back End for an Omnichannel Experience -- Managerial Considerations When Leading an Omnichannel Transformation Implementation -- Conclusion -- Author Biography -- Chapter 19 Sales as Storytelling -- Sales and Marketing -- Why Story? -- The Two Arcs of Storytelling -- A New Asset Class -- The Story Matrix™ -- Forward Together -- Conclusion -- Author Biography -- Part Seven Data-Driven Marketing -- Chapter 20 Leading with AI and Analytics -- Moneyball: What Really Happened -- Analytics and AI Are Every Leader's Problem-Here's Why -- The AIA Framework for Marketers -- Applying the AIA Framework in Marketing: Propensity Versus Uplift -- Conclusion -- Author Biographies -- Chapter 21 Leveraging Technology to Manage the Customer Experience -- Profitable Growth Through Customer Acquisition, Retention, and Development -- Managing Consumer Relationships and Experiences in the B2C Context -- Managing Customer Relationships and Experiences in the B2B Context -- Conclusion -- Author Biography -- Chapter 22 The Consumer INSIGHT Framework: A Hypothesis-Driven Approach to Data Analytics -- The Need for a Hypothesis Generation Mindset -- Action-Oriented versus Process-Oriented Approaches -- The INSIGHT Framework -- Obtaining and Testing Insight in a Digitally Supersonic World -- Conclusion -- Author Biographies -- Chapter 23 Personalization-Today and Tomorrow -- Tapping the Power of Predictive Analytics -- Delta Airlines: Increasing Customer Lifetime Value -- Auto Mercado: Personalization on a Smaller Scale -- Customer Triggers to Optimize Timing and Content -- The Timely Reminder -- AI for Personalization -- The Connected Strategy -- Conclusion -- Author Biography -- Notes
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EULA.
Additional Edition:
Erscheint auch als Druck-Ausgabe Chernev, Alexander Kellogg on Marketing Newark : John Wiley & Sons, Incorporated,c2023 ISBN 9781119906247
Language:
English
Subjects:
Economics
Keywords:
Marketingtheorie
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