Marketing for the Non-Marketing Manager Part II

Models & Techniques

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70 pages
Idioma:
 English
This is the second of a series of four books on marketing. Non-marketing managers need to know the models and techniques of marketing.
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Sobre el autor

Samuel A Malone is a self-employed training consultant, lecturer and author. He is the author of 21 books published in Ireland, the UK and abroad on learning, personal development, study skills and business management.  Some of his books have gone into foreign translations and second...

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Content

This is the second of a series of four books on marketing. Non-marketing managers need to know the models and techniques of marketing. They need to be familiar with segmentation and the product diffusion curve. They need to understand Porter’s five competitive forces and be totally familiar with the marketing mix and how pricing strategies are used to enhance a business’s profitability. They need to be conversant with the AIDA, DAGMAR and Growth Share Models and understand product market strategies and how the product life cycle operates. This book fills that gap.

About the author

Samuel A Malone is a self-employed training consultant, lecturer and author. He is the author of 21 books published in Ireland, the UK and abroad on learning, personal development, study skills and business management.  Some of his books have gone into foreign translations and second editions. He has an M.Ed. with distinction (in training and development) from the University of Sheffield and is a qualified Chartered Management Accountant (ACMA), Chartered Global Management Accountant (CGMA) and a Chartered Secretary (ACIS). He is a fellow of the Irish Institute of Training and Development (FIITD).

  • Introduction
  • Acknowledgements
  • About the Author
  1. Marketing models & techniques
    1. Marketing segmentation
    2. Segmenting on the basis of family life cycle
    3. Using the product diffusion curve for segmentation
    4. Positioning
    5. Specific types of positioning
    6. Why segmentation is sometimes not successful
    7. Practical guidance for segmentation success
    8. Porter’s five competitive forces
    9. Marketing mix
    10. Pricing
    11. Price strategies
    12. Communication and sales promotion
    13. Packaging
    14. Stages in designing communications strategies
    15. Advertising
    16. AIDA model
    17. DAGMAR Model
    18. Branding
    19. Growth share matrix
    20. Benefits versus features
    21. Product market strategies
    22. The product life cycle
    23. Criticisms of the product life cycle
    24. Test marketing