Marketing and Management Models A Guide to Understanding and Using Business Models Helen Strong, 2014, کتاب

Marketing and Management Models A Guide to Understanding and Using Business Models Helen Strong, 2014

Business Expert Press

مطالب

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