A Brand Narrative Approach. Fredrik Lang< Terry Smith
|
|
|
- Moris Morris
- 8 years ago
- Views:
Transcription
1 n n A Brand Narrative Approach Fredrik Lang< Terry Smith A John Wiley and Sons, Ltd, Publication
2 Brief Contents List of Cases Preface xvii xiii PART 1 INTRODUCTION TO MARKETING COMMUNICATIONS Chapter 1 Introduction to Marketing Communications 2 Chapter 2 How Marketing Communications Works 22 PART 2 f ANALYSIS AND PLANNING FOR MARKETING COMMUNICATIONS Chapter 3 Analysis of Target Audiences 50 Chapter 4 Effects and Objectives 78 Chapter 5 Strategy and Planning 102 Chapter 6 Strategic Positioning 125 Chapter 7 Tactics and Techniques of Positioning 155 PART 3 IMPLEMENTATION AND CONTROL OF MARKETING COMMUNICATIONS Chapter 8 Building Brand Equity 194 Chapter 9 Brand Narrative and Relational Management 236 Chapter 10 The Marketing Communications Mix 273 Chapter 11 Advertising Strategy 289 Chapter 12 Advertising Creativity 318 Chapter 13 Media Concepts and Media Planning 353 Chapter 14 Public Relations and Hybrid Marketing Communications 389 Chapter 15 Sales and Sales Promotion 425 Chapter 16 Beyond Traditional Marketing Communications 444 Chapter 17 Evaluating Marketing Communications 468 Glossary 491 References 548 Index 571
3 List of Cases Preface xvii xiii PART 1 INTRODUCTION TO MARKETING COMMUNICATIONS Chapter 1 Introduction to Marketing Communications 2 Meaning in Communications 7 How Marketing Communications Links to Buyer Behaviour 9 Brand Narrative in Marketing Communications 13 Trans-Media and Media-Neutral Planning in Communications 16 Chapter Summary 21 Reflective Questions 21 Research Projects 21 Chapter 2 How Marketing Communications Works 22 Branding and the Power of Marketing Communications 25 Brand Encounters 31 Brand Conversations 35 The Mechanics of the Marketing Communications Process 36 Conventional Approaches to How Marketing Communications Works 36 The Influence of Intermediaries in the Dissemination of Information 39 Word of Mouth and Peer-to-Peer Communications 41 Different Marketing Communications Process Perspectives 43 Approaches to How Consumers Process Marketing Communications in Making Purchase Decisions 43 Chapter Summary 48 Reflective Questions 48 Research Projects 48
4 iii Contents PART 2 ANALYS8S AND PLANNING FOR MARKETING. - COMMUNICATIONS, ''' Chapter 3 Analysis of Target Audiences 50 V.'.' '.' '"' '> Marketing Communications and Buyer Behaviour 52, \-'. The Nature of Consumer Decisions 54 The Role of Marketing Communications in Consumer Decision Making 70 Products, Consumers and Situations 71 Chapter Summary 76 Reflective Questions 77 Research Projects 77 Chapter 4 Effects and Objectives 78 Target Audience Segmentation 81 Communication Effects 85 Communication Objectives 93, Chapter Summary 101 Reflective Questions 101 Research Projects 101 ' Chapter 5 Strategy and Planning 102 Why does Marketing Communications have to be Integrated? Is it Promotional Strategy or Marketing Communications Strategy? 107 The 5Rs of Marketing Communications Planning 109 Strategic Marketing Communications 112 The Contexts of Marketing Communications 113 Planning Marketing Communications 115 Campaign Planning Framework 119 Setting Budgets for Marketing Communications 121 ', '. ' Chapter Summary' 123 Reflective Questions 124 '! Research Projects 124 '' ' '. ' Chapter 6 Strategic Positioning 125 Planning for Brand Positioning 128 Brand Positioning - Strategy and Tactics 130 ' Positioning from a Customer's Perspective 131 Positioning and Categorisation 135. ;, Positioning the Product Category 141., * ". ; Changing Category Perceptions 141, Positioning in New and Emerging Markets 143,
5 Positioning in Mature Markets 145. Positioning in Different Contexts 146 Chapter Summary 154, Reflective Questions 154 Research Projects 154 ' Chapter 7 Tactics and Techniques of Positioning 155 The Link between Positioning Strategy and Tactics 158 Communication Effects Required 160 Tactical Positioning Guidelines 160 ; Brand Name 164 Logotypes 169 Typefaces 172. '., -. ' '. Packaging 173 ' Other Tactical Elements 176 Improve the Position 188 The Cumulative Memetic Effects of Positioning 189 Chapter Summary 191 Reflective Questions 191 Research Projects 192 PART 3 IMPLEMENTATION AND CONTROL OF MARKETING COMMUNICATIONS Chapter 8 Building Brand Equity 194 Understanding what Branding is 197 Dimensions of Brands 199 Functions of Branding 204 Introducing Brand Equity, 206 ' " - Brand Identity 213 Brand Personality 219 Building Brands 221 Brand Architecture 224 Measuring the Value of Brand Equity 227 Chapter Summary 234 Reflective Questions 235 Research Projects 235 Chapter 9 Brand Narrative and Relational Management 236 Evolving Brand Communications 240.,.- " Brand Meaning 241.
6 The Need for Brand Narratives 247. ", ' Relationship Marketing and Relationship Branding 257 Investing in Relationships with Customers 262 ; Building Retail Customer Relationships through Loyalty Cards 265 Brand Communities 266 Chapter Summary 271 Reflective Questions 271 Research Projects 272 Chapter 10 The Marketing Communications Mix 273 ; ' '. What is the Communications Mix? 277 Description of Communications Mix Tools 280 Chapter Summary 288 Reflective^Hiestions 288 Research Projects 288. Chapter 11 Advertising Strategy 289 Advertising Strategy 292 Brand Positioning and Narrative Development 293. Target Audience Characteristics 293 Target Audience Relationship with the Brand and Advertising Communication Objectives 298 Informational Content 306 Activity and Engagement 306 Strength of Argument 308 Argument Level Means-End Chains 309 Number of Arguments 310 Appealing to Informational and Transformational Needs 310. Attitude towards the Communication 312 Requirements for Informational and Transformational Advertising Appeals 312 Flexibility 314 Chapter Summary 317 Reflective Questions 317 Research Projects Chapter 12 Advertising Creativity 318 ' What is Advertising Creativity? 321, Advertising Tactics to Achieve Attention - Processing - Conviction 323,, Tools for Grabbing Attention 325
7 Tools for Learning and Conviction Chapter Summary 351 Reflective Questions 351 Research Projects Chapter 13 Media Concepts and Media Planning 353 Trends in Media 356, Media Concepts 359 '- Analysing Market Situations and Conditions Responding to Competitors' Media Expenditure 360,, Share of Voice 361 Asymmetric Competition >, Media Planning Objectives 367,.';.. Media Selection Criteria 367.,.. The Media Budget 370 Media Planning and Scheduling 372 ;,, Creative Media Planning 380 Integrated Marketing Communications '-\. Chapter Summary 387 Reflective Questions 387. Research Projects 388 Chapter 14 Public Relations and Hybrid Marketing Communications 389 Targets for Public Relations 395 Tools of Public Relations 400 ; Strategy and Tactics of Public Relations 402 Chapter Summary 423 Reflective Questions 424 Research Projects 424 ' /.., Chapter 15 Sales and Sales Promotion 425 The Nature of Sales and Sales Promotion 428 Sales and Sales Promotion in the Context of the Marketing Communications Mix 428 Sales and Sales Promotional Objectives 429 Sales and Sales Promotion as Part of Strategy 430 Sales Force Selling 433 Sales Promotional Tactics 435 V Direct Marketing Promotions 440
8 ' Chapter Summary 443 * ' < Reflective Questions 443 *., Research Projects 443. Chapter 16 Beyond Traditional Marketing Communications 444 Brand Building through Marketing Communications 448 ; The Social Web in Context 449.; The Changing Nature of Marketing Communications 451 ; '.,'; Factors Affecting-the Transformation of Marketing Communications 453 Social Web 459 ' '. Digital Conversation Platforms 461 '. '. Reinventing TV Advertising 462 Chapter Summary 467 '... Reflective Questions 467. Research Projects 467 Chapter 17 Evaluating Marketing Communications 468 Evaluating the Application of Marketing Communications in a Brand-Driven Organisation 472 ' Primary Purpose of Evaluating Marketing Communications 474 '.--., Evaluation and Measurement Focus 476,. Methods of Evaluating Marketing Communications 477 Environmental Issues in Marketing Communications 483 Ethical Considerations 483 Regulatory Controls 487 " ; Green and Eco-Friendly Considerations 487 Chapter Summary 489 Reflective Questions 489. Research Projects 490 Glossary 491 References 548 Index 571
SECTION A Consists of a separate multiple choice paper. Each question is worth one mark. Attempt all 25 questions.
Foundations of Marketing: B1072: 2012/13 Exam Paper This examination is in TWO sections. SECTION A Consists of a separate multiple choice paper. Each question is worth one mark. Attempt all 25 questions.
Bingo glossary marketing mix
Bingo glossary marketing mix The management process which identifies customer wants, anticipates their future wants and then goes about satisfying them profitably. Where the market has been divided up
Diploma in Marketing
INTRODUCTION TO MARKETING PRODUCT Nature, Scope and Importance of Marketing Basic Concepts Marketing Environment Market Segmentation Targeting and Positioning Product Strategy Product Innovation and Diffusion
ESSENTIALS OF MARKETING COMMUNICATIONS
ESSENTIALS OF MARKETING COMMUNICATIONS Financial Times Prentice Hall is an imprint of PEARSON Contents Guided tour Guided tour of the companion website Preface Acknowledgements XIV xvi xix xxv t Part One
Strategic Planning for Public Relations
Strategic Planning for Public Relations Third Edition Ronald D. Smith, APR Buffalo State College Routledge Taylor &. Francis Croup NEW YORK AND LONDON Preface Note to Students xi Note to Public Relations
MODULE TITLE: Foundations of Marketing
SCHOOL OF ARTS, SOCIAL SCIENCES AND MANAGEMENT DIVISION OF BUSINESS, ENTERPRISE AND MANAGEMENT LEVEL 1 DIET 1 MODULE CODE: B1072 MODULE TITLE: Foundations of Marketing DATE: 16/12/2014 WRITING TIME: 2
Integrated Communication
Integrated Communication Integrated Communication is a 15-credit mandatory module which sits within the suite of Level 4 modules. To gain the CIM Level 4 Certificate in Professional Marketing a pass in
Second Edition (DSAGE. Los Angeles London New Delhi Singapore Washington DC
Second Edition (DSAGE Los Angeles London New Delhi Singapore Washington DC Foreword and Acknowledgements Guided Tour Companion Website xi xiii xvii 1 Introducing Advertising and Promotion: An Integrated
Marketing Communications Lecture 1 Introduction. Marketing Communications theory Marketing communications industry Ethics in marketing communications
Marketing Communications Lecture 1 Introduction Marketing Communications theory Marketing communications industry Ethics in marketing communications Definition Marketing communications is a management
MARKETING. Elnora W.!b II Ufluu 1 UNIVERSITY OF SOUTH CAROLINA UPSTATE. Michael R. SAINT JOSEPH'S UNIVERSITY. Greg W.
MARKETING Michael R. SAINT JOSEPH'S UNIVERSITY Greg W. ROLLINS GOLLEGE THE Elnora W.!b II Ufluu 1 UNIVERSITY OF SOUTH CAROLINA UPSTATE Prentice Hall Boston Columbus Indianapolis New York San Francisco
How Integrated Marketing Communications (IMC) Can Build Strong Brand Equity?
How Integrated Marketing Communications (IMC) Can Build Strong Brand Equity? Prepared by: Edmond Saadah Marketing & Training Consultant Contents 1. IMC 2. Brand Equity 3. How IMC Build Brand Equity? 4.
SYLLABUS. MBA - IInd YEAR MARKETING
SYLLABUS MBA - IInd YEAR MARKETING Syllabus for M.B.A. (Marketing) Paper - I Paper - II Paper - III Paper - IV Strategic Marketing Sales and Distribution Management Sales and Promotion Marketing of Services
AAA School of Advertising Part Time Bachelor of Arts in Marketing Communication
AAA School of Advertising Part Time Bachelor of Arts in Marketing Communication 2014 CURRICULUM BA IN MARKETING COMMUNICATION DURATION: 4 YEARS COURSE STRUCTURE YEAR 1: 5 MODULES 1. Principles of Marketing
MARKETING FINANCIAL SERVICES
MARKETING FINANCIAL SERVICES Building a Better Bank: Strategies for Implementing a Marketing Process Bruce A. Clapp 1120 Connecticut Avenue, N.W. Washington, D.C. 20036 This publication is designed to
What this topic is about. The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing
Effective Marketing What this topic is about The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing What is Marketing? The process of identifying,
LECTURE 1 Introduction To Integrated Marketing Communications. Marketing satisfying needs and wants through the exchange process.
LECTURE 1 Introduction To Integrated Marketing Communications Marketing satisfying needs and wants through the exchange process. The Marketing Management Process 1. Situation analysis (PESTL). 2. Objectives.
opasdfghjklzxcvbnmqwertyuiopasdfg
qwertyuiopasdfghjklzxcvbnmqwerty uiopasdfghjklzxcvbnmqwertyuiopasd fghjklzxcvbnmqwertyuiopasdfghjklzx cvbnmqwertyuiopasdfghjklzxcvbnmq wertyuiopasdfghjklzxcvbnmqwertyui Diploma in Digital Marketing opasdfghjklzxcvbnmqwertyuiopasdfg
Chapter 17 Promotional Concepts and Strategies. Section 17.1 Promotion and Promotional Mix Section 17.2 Types of Promotion
Unit 6 Promotion Chapter 17 Promotional Concepts and Strategies Chapter 18 Visual Merchandising and Display Chapter 19 Advertising Chapter 20 Print Advertisements Chapter 17 Promotional Concepts and Strategies
MARKETING INTERMEDIATE LEVEL
Syllabus MARKETING INTERMEDIATE LEVEL Proposed for examinations sessions starting May 2017 INTERMEDIATE Level, Marketing, MATSEC 1 Syllabus objectives The syllabus is intended to encourage candidates to:
a. Languages: English will be the primary language of the collection. b. Chronological Guidelines: Current and recent topics are of major interest.
Georgia State University University Library Collection Development Policy Department of Marketing Purpose: To provide guidance in the selection of library materials to support the curriculum for the program
SFT F15 Develop and implement a plan for direct response fundraising
Develop and implement a plan for direct response fundraising Overview This standard is about fundraising through direct response channels. You will need to plan your approach to achieve the fundraising
Integrated Marketing Communication Strategy
Integrated Marketing Strategy Dr. Richard Sjolander 2003 The Purpose of Integrated Marketing s is to Communicate with a Target Audience Promotion: or Applied marketing communication Attempts to: Inform
Learning Objectives. Strategic Planning Concepts for Marketing Communications. Strategic Planning. Business Planning Process.
CHAPTER 4 Strategic Planning Concepts for Marketing Communications Learning Objectives Identify the distinctions and relationships between the various types of planning Describe the key variables that
>>> SOCIAL MEDIA MARKETING ROI CHEATSHEET 40 WAYS TO MEASURE YOUR SOCIAL MEDIA ROI. we inspire people to take action
>>> SOCIAL MEDIA MARKETING ROI CHEATSHEET 40 WAYS TO MEASURE YOUR SOCIAL MEDIA ROI we inspire people to take action OBJECTIVE KPI METRIC + REVENUE SALES LEADS CUSTOMERS WEBSITE CONVERSIONS - COSTS STAFF
MBA I Year Examination. MP-106 : Marketing Management. Time: 3 Hours Max. Marks: 80
MBA I Year Examination MP-106 : Marketing Management Time: 3 Hours Max. Marks: 80 Note: The question paper is divided into three sections A, B & C. Write Answers as per the given instructions. Section
Ideas in Action ZENERGY COMMUNICATIONS IS A DYNAMIC INTERNATIONAL COMMUNICATIONS FIRM.
Ideas in Action ZENERGY COMMUNICATIONS IS A DYNAMIC INTERNATIONAL COMMUNICATIONS FIRM. With offices in Toronto, Montreal and New York, our experienced professionals provide a full spectrum of communication
Non-personal communication
Week 8: Promotions Integrated Marketing Communications: advertising, Sales Promotion, Public Relations, and Direct Marketing Strategic Goals Of Marketing Communication Create awareness Build positive images
Chapter One Integrated Marketing Communications
1 Chapter One Integrated Marketing Communications 1-1 1 Virgin Atlantic Still Red Hot 25 th Anniversary campaign Bold, distinctive imagery Global campaign Integrated across many platforms and channels
MARKETING COURSES Student Learning Outcomes 1
MARKETING COURSES Student Learning Outcomes 1 MKT 371: Consumer and Buyer Behavior 1. Compare and contrast different perspectives that characterize the study of consumer behavior (e.g. cognitive vs. behavioral).
Marketing (Marketing Principles)
Marketing (Marketing Principles) Main Aim(s) of the Unit: To provide students with a foundation for the analysis of marketing within organizations including decision making processes, segmentation, the
AC 234 ก 3(3-0-9) (Management Accounting)
ก ก ( ก.. 2551) AC 234 ก 3(3-0-9) (Management Accounting) ก ก ก ก ก ก ก ก ก ก ก ก ก ก ก ก ก ก ก ก ก ก A study of the use of accounting information for management decision making, financial statement analysis,
Unit 4: Marketing Principles
Unit 4: Marketing Principles Unit code: F/601/0556 QCF level: 4 Credit value: 15 credits Aim This unit aims to provide learners with understanding and skills relating to the fundamental concepts and principles
Advanced Professional Supply Chain Management Certificate Curriculum*
Advanced Professional Supply Chain Management Certificate Curriculum* When filling out your military TA form, please use for the course you are requesting. Functional Perspective of Supply Chain Management
Integrating behavioural economics & emotional techniques to track brand performance
Integrating behavioural economics & emotional techniques to track brand performance Claudia Strauss Managing Director, FMCG & Shopper FMCG Brand & Purchase Tracking Understanding your brand s equity relies
VPQ Level 6 Business, Management and Enterprise
VPQ Level 6 Business, Management and Enterprise VPQ Level 6 Certificate in Business, Management and Enterprise The VPQ Level 6 Certificate in Business, Management and Enterprise is a 30 credit qualification.
Kea Influencer Relations and Marketing for High-Tech & Technology Providers
Kea Analyst Relations Industry analysts play a key role in defining markets and educating buyers. We work with clients to identify and track the most influential and relevant industry analysts, and advise
WSTiE. Marketing in Tourism
WSTiE Marketing in Tourism dr Anna Sobczyk-Kolbuch AGENDA 1. Marketing the essence and features. Clasical and modern concepts of marketing 2. Evolution of enterprises` activities on the market the origin
Engagement: Measuring the Impact of Social Media
Engagement: Measuring the Impact of Social Media Laura Ramos Vice President, Principal Analyst Forrester Research June 3, 2009 Social media will change how marketing engages with customers and demonstrates
Case Study & POC & Demos Information
Case Study & POC & Demos Information Type: Case Study Name: Multichannel Campaign Management (MCCM) Description: The IBM Company seeks, as vendor, through the multichannel campaign management (MCCM) services,
Diploma in Marketing
Brentwood Open Learning College Diploma in Marketing (Level 4) Course Structure & Contents Diploma in Marketing Course Structure Contents Page 1 Unit 1 to Marketing The unit 1 covers the following topics:
Advanced methods of managing an. Justyna Matysiewicz
Advanced methods of managing an AdWords campaign Justyna Matysiewicz Organizing Your Account Organization gives your account a solid framework, making it easier to determine which of your ads, campaigns,
Metrics for Marketers - A new framework for measuring the value of marketing. AMI Metrics Project
Metrics for Marketers - A new framework for measuring the value of marketing. AMI Metrics Project Background - AMI Identified need to demonstrate the comprehensive role of marketing in Australian business
Global Marketing. Fourth Edition. Kate Gillespie and. H. David Hennessey. 13 Routledge % Taylor & Francis Croup NEW YORK AND LONDON
Global Marketing Fourth Edition Kate Gillespie and H. David Hennessey 13 Routledge % Taylor & Francis Croup NEW YORK AND LONDON Detailed Contents Preface Acknowledgments xix xxv 1 Introduction to Global
Global Positioning Strategy For The New Promotional Planet. Presented By: Joel D. Schaffer. MAS CEO Soundline LLC joel@soundline.
Global Positioning Strategy For The New Promotional Planet Presented By: Joel D. Schaffer. MAS CEO Soundline LLC joel@soundline.com Revolutionary Winds Of Change Product quantity available, type = Abundance
1.Because e-commerce is ubiquitous it reduces A. marketspace. B. transaction costs. C. dynamic pricing. D. price discrimination.
1.Because e-commerce is ubiquitous it reduces A. marketspace. B. transaction costs. C. dynamic pricing. D. price discrimination. 2. The ability of consumers to use the Internet to discover the actual costs
PSM Lecture. I. What is MC? Trends in MC
PSM Lecture I. What is MC? Trends in MC MC mix Integrated MC II. What is personal selling and sales management? Trends in Sales Management/Personal selling Definitions and overview III. What is Marketing
EUSA UNIVERSITY CENTRE DEGREE IN ADVERTISING AND PUBLIC RELATIONS SUBJECT DESCRIPTIONS
EUSA UNIVERSITY CENTRE DEGREE IN ADVERTISING AND PUBLIC RELATIONS SUBJECT DESCRIPTIONS FIRST YEAR 1.1 ECONOMICS APPLIED TO ADVERTISING (FB) Introduction to economic analysis. Factors that affect demand
The changing face of technology buyers
The changing face of technology buyers As executives beyond IT buy more technology and influence IT s purchasing decisions, technology companies need to learn how to sell to these new buyers. By Mark Brinda
Department of Marketing 3 rd Year Classes 2013/14
3 rd Year Classes 2013/14 Core Classes: MK317 Marketing Communications MK318 Strategic Marketing Elective Classes: MK320 Management of Sales Operations MK324 Retail Management MK325 Essentials of International
Professional Diploma in Marketing Syllabus
Professional Diploma in Marketing Syllabus 05/06 www.cim.co.uk/learningzone 1: Marketing Research & Information Aim The Marketing Research and Information subject covers the management of customer information
DtveCHalTey Floiu EIB*-Ctudw<ck WcMrt Miyei KtvJn Johnston emari by om cmnes
Strategy, Implementation and Practice Visit the Internet Marketing, Strategy, Implementation and Practice, Fourth Edition Companion Website at www.pearsoned.co.uk/chaffey to find valuable student learning
SYLLABUS - DIRECT MARKETING AND SALES PROMOTION (10 Credits)
SYLLABUS - DIRECT MARKETING AND SALES PROMOTION (10 Credits) This unit aims to provide candidates with an understanding of the disciplines and techniques of direct marketing and sales promotion at an operational
Course Outline. BUSN 5050/1-3 Marketing Management (3,0,0)
Course Outline Department of Marketing, International Business, Entrepreneurship School of Business and Economics BUSN 5050/1-3 Marketing Management (3,0,0) Calendar Description Students examine the key
Post Graduate Certificate Program in Sales & Marketing IMT Ghaziabad
Post Graduate Certificate Program in Sales & Marketing IMT Ghaziabad Ver 1.0 Contents Broad Contours Who Should Attend Unique Features of Program Program Modules Detailed Program Contents 2 Broad Contours
New Online Retailing
Gerrit Heinemann Christoph Schwarzl New Online Retailing Innovation and Transformation GABLER IV Table of Contents Foreword Abbreviations VII XV 1 Online Retailing in Transition - Revolution not Evolution
The Financial Services Marketing Handbook. Tactics and Techniques That Produce Results. 2nd Edition. Bloomberg Financial
Brochure More information from http://www.researchandmarkets.com/reports/2214838/ The Financial Services Marketing Handbook. Tactics and Techniques That Produce Results. 2nd Edition. Bloomberg Financial
Learning Outcome 1 The learner will: Understand the nature of the communications process and the concept of integrated marketing communications.
Unit Title: Integrated Marketing Communications Guided Learning Hours: 210 Level: Level 6 Number of Credits: 25 Learning Outcome 1 The learner will: Understand the nature of the communications process
THE INFLUENCE OF MARKETING INTELLIGENCE ON PERFORMANCES OF ROMANIAN RETAILERS. Adrian MICU 1 Angela-Eliza MICU 2 Nicoleta CRISTACHE 3 Edit LUKACS 4
THE INFLUENCE OF MARKETING INTELLIGENCE ON PERFORMANCES OF ROMANIAN RETAILERS Adrian MICU 1 Angela-Eliza MICU 2 Nicoleta CRISTACHE 3 Edit LUKACS 4 ABSTRACT The paper was dedicated to the assessment of
Effective Marketing Solutions for your Small Business
COMMUNITY TECHNOLOGY CENTER PASSAIC COUNTY COMMUNITY COLLEGE Teacher: Lucia Gheorghiu Effective Marketing Solutions for your Small Business Ideas for Today and Tomorrow Dr. Lucia Gheorghiu 1 Effective
INSTITUTE OF DISTANCE EDUCATION AND LEARNING (IDEAL),NMU, JALGAON
INSTITUTE OF DISTANCE EDUCATION AND LEARNING (IDEAL),NMU, JALGAON QUESTIONS FOR ASSIGNMENTS PROGRAMME MBA -2 ND YEAR -2014-15 INSTRUCTION: All students of MBA Programme, Paper wise assignments are given
Digital Engagement Strategies
Digital Engagement Strategies You obtain trustful insights and interact only with Senior Consultants We bring more value because you interact only with senior account managers & senior consultants. You
Rural Economy - Rural - Urban disparities-policy interventions required - Rural face to Reforms. The Development exercises in the last few decades.
MBAE 451 RURAL MARKETING Course Objectives To help the students understand and appreciate the differences and similarities between urban and rural Indian markets. To make them understand and develop marketing
MKTG 680. Chapter 13-14 Global Marketing Communications Decisions: Advertising, Public Relations, Sales Promotion. Standardization vs.
MKTG 680 Chapter 13-14 Global Marketing Communications Decisions: Advertising, Public Relations, Sales Promotion Global Marketing Communications The primary purpose of marketing communications is to tell
Selling Value Strategic Pricing: Securing & Keeping Customers
Selling Value Strategic Pricing: Securing & Keeping Customers presented by Irving L. Stackpole, RRT, MEd Learning Objectives Describe current data / trends What impacts Satisfaction & Loyalty Tactics to
Pr(e)-CRM: Supercharging Your E- Business CRM Strategy
Pr(e)-CRM: Supercharging Your E- Business CRM Strategy Presented by: Michael MacKenzie Chairman, Chief Research Officer Mike.Mackenzie@ConvergZ.com Michael Doucette President Mike.Doucette@ConvergZ.com
Preliminary Certificate in Marketing
Preliminary Certificate in Marketing April 5 th, 2015 Examination PCM I 2015 85 th Intake, 25 th Year Candidate s Registration Number (As per in the examination admission form / Student ID) 0 0 0 0 0 For
How to Brief an Agency
How to Brief an Agency Contents: Introduction - Introduction - What makes a good brief? - Important Steps to take - Finalising the Brief - Evaluating the Agency's proposal Giving a thorough brief to your
CIM Professional Certificate in Marketing. Stakeholder Marketing Tutor Kit
Stakeholder Marketing Tutor Kit Theme 1 Section 1: The importance of stakeholders on the marketing process 1.1 Assess the different categories of relationships that exist between organisations 1.2 Assess
Level 4 Diploma in Advanced Hospitality and Tourism Management (VRQ) Qualification Syllabus
Level 4 Diploma in Advanced Hospitality and Tourism Management (VRQ) Qualification Syllabus Contents Page 1. The Level 4 Diploma in Advanced Hospitality and Tourism Management Syllabus 4 2. Structure of
Job Description. UK Head of Marketing Communications
Job Description Job Title : Department : UK Head of Marketing Communications Princess Cruises (UK) Reporting to (Job Title) : UK Director No of Direct Reports : 2 Titles of Direct Reports: CRM Manager
Marketing at McDonald s
at McDonald s Careers McDonald s is one of the best known brands worldwide. This case study shows how McDonald s aims to continually build its brand by listening to its customers. It also identifies the
Financial Times Prentice Hall is an imprint of
mnr\ Financial Times Prentice Hall is an imprint of Harlow, England London New York Boston San Francisco Toronto Sydney Singapore Hong Kong Tokyo Seoul Taipei New Delhi Cape Town Madrid Mexico City Amsterdam
Agenda Overview for Digital Commerce, 2015
G00270685 Agenda Overview for Digital Commerce, 2015 Published: 18 December 2014 Analyst(s): Jennifer Polk Marketing is making a greater impact on, and taking more responsibility for, digital commerce.
BSBADV509A Create mass print media advertisements
BSBADV509A Create mass print media advertisements Revision Number: 1 BSBADV509A Create mass print media advertisements Modification History Not applicable. Unit Descriptor Unit descriptor This unit describes
How to combine Strategy & Tactics for greater marketing impact. Developing winning Strategies & Tactics
How to combine Strategy & Tactics for greater marketing impact Developing winning Strategies & Tactics Zagreb. Sep 10 th, 2013 What we will achieve today 1. Express marketing objectives as communications
Boosting Wholesaler Performance:
An EMI Industry Intelligence Report Boosting Wholesaler Performance: The Case for Intermediary Relationship Marketing By: Campbell Edlund and Brett Rees Asset management, insurance, and retirement businesses
For Retailers: The Impact of Online Advertising. Based on a meta-analysis of econometric studies by BrandScience
For Retailers: The Impact of Online Advertising Based on a meta-analysis of econometric studies by BrandScience Share of Media Mix Online Currently Receives a Low Share of Media Spend Current Media Mix
Question bank relating to each chapter
Question bank relating to each chapter Chapter 1 Development of a strategic approach to marketing its culture; internal macro- and external micro-environmental issues 1. What factors have given rise to
OPEN UNIVERSITY OF TANZANIA FACULTY OF BUSINESS MANAGEMENT
OPEN UNIVERSITY OF TANZANIA FACULTY OF BUSINESS MANAGEMENT OME 211: PRINCIPLES OF MARKETING COURSE OUTLINE INTRODUCTION This course introduces students to the concept and principles of marketing. In doing
Faculty of Business and Law
APPLICANT NAME COURSES FOR WHICH YOU ARE SEEKING CREDIT GSBS6001 MANAGING UNDER UNCERTAINTY GSBS6002 FOUNDATIONS OF BUSINESS ANALYSIS GSBS6005 MARKETING MANAGEMENT AND PLANNING GSBS6013 CONSUMER DECISION
In their hands. In their home. On their time. Acquiring new customers with mail.
Inserts: Case Studies on Customer Acquisition Tips for creating an effective acquisition program. Types of customers to target: Those not aware of your product. Target prospects based on data, such as
JOB DESCRIPTION. Manager Retail Business-Retail Health. DIVISION/DEPARTMENT Health LEVEL TBA GRADE TBA
JOB DESCRIPTION POST TITLE JOB HOLDER REPORTING TO: Manager Retail Business-Retail Health General Manager Health-Kenya DIVISION/DEPARTMENT Health LEVEL TBA GRADE TBA 1. JOB PURPOSE To provide leadership
Strategic Brand Management Building, Measuring and Managing Brand Equity
Strategic Brand Management Building, Measuring and Managing Brand Equity Part 1 Opening Perspectives 开 放 视 觉 Chapter 1 Brands and Brand Management ------------------------------------------------------------------------
PERIPHERAL ACTIVITIES Manufacturing industry Research and development within industry Modelling and prototype making
PERIPHERAL ACTIVITIES Manufacturing industry Research and development within industry Modelling and prototype making CORE ACTIVITIES Design consultancies The design component of industry RELATED INDUSTRIES
How To Get A Better Car From A Car Dealer To A Car Buyer
Making Measurement Meaningful Why do we measure media and advertising? Track progress = Is everything going to plan? Analyse = Why isn t it going to plan? Fix the problem. Gain insight = Give me a better
How to run a successful campaign. Saturday 24 th October 2015 Izzy Green Student Activism and Campaigns Assistant
How to run a successful campaign Saturday 24 th October 2015 Izzy Green Student Activism and Campaigns Assistant What is a campaign? Analysing the Issue Developing a strategy Planning your Campaign Delivering
CUSTOMER RELATIONSHIP MANAGEMENT CONCEPTS AND TECHNOLOGIES
CUSTOMER RELATIONSHIP MANAGEMENT CONCEPTS AND TECHNOLOGIES Chapter 1: Introduction to CRM Selected definitions of CRM 1 CRM is an information industry term for methodologies, software, and usually Internet
Contents. Part- I: Introduction to Services Marketing. Chapter 1 Understanding Services 3-22. Chapter 2 The Nature of Services Marketing 23-38
Contents Part- I: Introduction to Services Marketing Chapter 1 Understanding Services 3-22 Chapter 2 The Nature of Services Marketing 23-38 Part- II: The Customer Experience Chapter 3 Consumer Behavior
Social media has CHANGED THE WORLD as we know it by connecting people, ideas and products across the globe.
Social Media for Retailers: Six Social Media Marketing Tips to Drive Online Sales........................................................ 2 Social media has CHANGED THE WORLD as we know it by connecting
Programmatic Display The Essential Guide
0 The Essential Guide 2015 Net Net Media Planet Ltd. Ltd. All All Rights Reserved. 1 Executive Summary Delivering the right advert to the right consumer at the right time is the key goal for advertisers.
2012-13 MKT Courses. Marketing Mgmt (core) Available Every Second Year. Available Every Year. Prod & Brand Mgmt (fall 2014)
MARKETING AREA EvMBA Core and Electives 2013-14 (version Oct. 2013) 2013-14 EvMBA Marketing Curriculum Marketing Mgmt (core) Available Every Year Market Intell. & Cust. Insights Marketing Strategy & CRM
Phoenix s Brand & Ad Tracking Capabilities. P&C Insurance. Copyright Phoenix Marketing International 2012. All rights reserved
Phoenix s Brand & Ad Tracking Capabilities P&C Insurance Phoenix s Core Approach Tracking: Audit Large category brand & advertising audit with response-based ad performance models Pre-Launch: Express Planning:
W e are owned locally. We work globally
W e are owned locally. We work globally JM Advertising Services (JMAS) is a clear vision of the 21st Century advertising & marketing. It was established in 2011 in Kabul, a fully owned private agency.
Our unique perspective on brand and comms tracking
Our unique perspective on brand and comms tracking Hamish Asser Research Director Introducing BrandBox A powerful, flexible and transparent brand tracking tool that monitors brand performance and identifies
Solution Overview Channel Management in Utilities
Utilities Sector Solution Overview Channel Management in Utilities Better Results Market Influences and Challenges The utilties industry has faced dramatic change and numerous challenges in recent years
BAUONLINE. Executive Programs //BROCHURE 2014-2015
BAUONLINE Executive Programs //BROCHURE 2014-2015 BAU ONLINE Brochure 2014 1 This Brochure provides information regarding all of the executive programs offered by BAU R&D through BAU Online during the
BGV Digital Private Limited. Digital Marketing Agency Overview
BGV Digital Private Limited Digital Marketing Agency Overview Brand logo and its philosophy Our Mission Our Punch line Executive Team Our Clients Why you should hire us? Digital Agency Services Contact
DEVELOPING YOUR MARKETING STRATEGY AND MARKETING PLAN
Stage 4: Piloting Theme 6: Marketing DEVELOPING YOUR MARKETING STRATEGY AND MARKETING PLAN We have introduced the core components of marketing in the previous section of this theme: defining your target