Building Value Through Marketing: A Step-By-Step Guide

ISBN-13: 9780367472863 / Angielski / Miękka / 2020 / 226 str.

Philip Sugai

Opis

Building Value through Marketing provides a hands-on guide to understanding and building compelling marketing plans that create value, not only in profit terms, but also for customers and stakeholders.

Spis treści

Introduction; - The Building Value from Marketing Manifesto ; - Preface; - Who should read this book?; Section 1 : The Value Mindset; - What is Marketing?; - What is Value?; - How to Calculate Value; - What is Marketing Strategy?; Section 2 : The 12 Building Blocks; - Destination Strategy; - Building Block #1: Core Values; - Building Block #2: The Lightning Rod Target Customer; - Building Block #3: The Problem Worth Solving; - Building Block #4: Solution [S] Product; - Building Block #5: Story; - Building Block #6: Communication Channels; - Building Block #7: Distribution Channels; - Building Block #8: The Value System; - Building Block #9: The Competitors; - Building Block #10: The Force of Attraction; - Building Block #11: The Ecosystem; - Building Block #12: Service Flow; Section 3 : Creating Value-focused Marketing Strategy; - The Nine Rules; - Step 1: Define Core Values; - Step 2: Define The Why; - Step 3: Brainstorm LRTC Candidates; - Step 4: Brainstorm PWS Candidates; - Step 5: Define the LRTC & PWS; - Step 6: Build & Answer the Question Tree; - Step 7: Build the Value System Map & Define Key Drivers; - Step 8: Define Scarce & Abundant Resources; - Step 9: Set S.M.A.R.T. Objectives; - Step 10: Brainstorm Strategic Elements; - Step 11: Create Marketing Strategy & Value Proposition; - Step 12: Launch, Monitor, Analyze & Revise

O autorze

Philip Sugai is Professor of Marketing at Doshisha Business School in Kyoto, Japan, and has published books and multiple case studies on global business and marketing.