Philip Sugai

Building Value through Marketing (eBook, ePUB)

A Step-by-Step Guide

• Format: ePub

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 246
• Erscheinungstermin: 22. September 2020
• Englisch
• ISBN-13: 9781000178845
• Artikelnr.: 59902875

Autorenporträt

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.

Inhaltsangabe

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