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Tables of Contents for Key Marketing Skills
Chapter/Section Title
Page #
Page Count
Foreword
ix
Preface
xii
Acknowledgements
xiv
PART I GETTING STARTED - PURPOSE AND PROCESS
Good marketing
3
4
Reading the signals
5
1
Some first rules
6
1
What is marketing?
7
8
What the man on the Clapham omnibus thinks
11
1
What you think
11
3
Do banks do marketing?
14
1
The marketing model
15
22
Testing the model
18
2
Issues raised by the model
20
17
The marketing process
37
10
The market audit
39
8
PART II THE MARKET AUDIT
Market audit 1 - market information
47
16
Quantitative research
50
2
Qualitative research
52
2
Focusing your data needs
54
2
Commissioning your own research
56
2
Budgets
58
1
Customer satisfaction
59
2
Tracking
61
1
Act of faith?
62
1
Chakravarti's piano - or why you need market research
63
7
Market audit 2 - analysis
70
23
The competitive environment
71
8
Market needs - the opportunity
79
3
Our capability
82
3
Considering the options
85
8
PART III MARKETING STRATEGY AND PLANNING
Business and marketing strategies
93
24
Strategic inertia
95
2
How far ahead?
97
1
Marketing strategy
98
1
The strategy road map
99
18
The Connect Inc case study
117
8
The company background
117
2
Sales organization
119
1
The new market
119
1
The new sales team
120
1
The `unknown' market
121
1
Targets and forecasts
122
1
The business in 1992
122
2
The marketing review
124
1
Case study questions
124
1
Writing the marketing plan
125
22
FAQs
125
1
So why write a plan?
126
3
The planning cascade
129
1
The planning time horizon
129
2
A planning process
131
1
A marketing plan template
132
8
The Wappit marketing plan - a `could do better' case study
140
7
Segmentation
147
36
Strategic options
149
3
Segmentation and the marketing mix
152
4
Benefits of segmentation for the business
156
3
The segmentation process
159
1
Identification of the basis for segmentation
160
13
Targeting - the selection of segments
173
2
Positioning
175
3
Market research
178
5
PART IV THE MARKETING MIX
Product strategies
183
32
The commodity
184
1
Added value
185
1
The core and the surround
186
6
Product life cycles
192
11
Product development and the customer's product life cycle
203
2
Product portfolio management
205
3
The directional policy matrix
208
7
Pricing strategies
215
31
Profitability - price, volume, or costs?
215
5
Finding the right price
220
1
Cost-plus pricing
221
2
Marginal pricing
223
2
Market based pricing
225
3
Value pricing
228
8
Competitive pricing strategies
236
7
`Discussing' price - open book trading
243
1
And in your business...?
244
2
The Ambient Ltd case study
246
7
The meeting
249
3
Case questions
252
1
Promotion strategies
253
22
The purpose of promotion
254
5
The media choice - pros and cons
259
12
Selecting and briefing an agency
271
2
Budgets
273
2
Branding
275
36
Defining a brand - the history
275
4
Defining a brand - the `emotional charge'
279
9
Defining a brand - loyalty
288
3
The benefits of branding
291
4
Brand management
295
14
Summary of a `good brand'
309
2
Place strategies
311
32
Channels of supply
312
7
Channel management
319
7
Managing distributors
326
6
Logistics and supply chain management
332
3
Customer service
335
8
PART V MARKETING AND THE FUTURE
Marketing and the e-revolution
343
17
Steps towards the revolution
346
11
Making it happen
357
3
Relationship marketing and key account management
360
20
Key account management
364
16
Delivering value - making relationship marketing work
380
22
The customer's `total business experience'
384
4
Positive impact analysis (PIA)
388
7
Screening and selecting positive impact activities
395
4
Adding value by removing features
399
3
Getting further help
402
5
Training opportunities
402
1
Professional qualifications
403
1
Application tools
403
2
Further reading and references
405
2
Index
407