Description
Chapter – 01: Introduction – An overview of business and marketing models; Chapter – 02: The 4Ps – How to design your marketing mix; Chapter – 03: ADL matrix – Strengthening a product portfolio or strategic business units; Chapter – 04: AIDA – A business model for improving marketing communications; Chapter – 05: Ansoff matrix – How to grow your company; Chapter – 06: Benchmarking – Setting targets for business and marketing KPIs; Chapter – 07: Blue ocean strategy – Kick-starting innovation and new product development; Chapter – 08: Boston Consulting Group (BCG) matrix – Planning a product portfolio or multiple strategic business units; Chapter – 09: Bullseye for brand positioning; Chapter – 10: Competitive advantage matrix; Chapter – 11: Competitive intelligence – Assessing market strengths and weaknesses; Chapter – 12: Conjoint analysis – Assessing optimum pricing and the value of component parts; Chapter – 13: Customer activity cycle; Chapter – 14: Customer lifetime value – Estimating customer spend over their lifetime with the company; Chapter – 15: Customer value proposition – Creating a compelling purchase motive; Chapter – 16: Directional policy matrix – How to prioritize segments or new ideas; Chapter – 17: Disruptive innovation model – Identifying unique ways of beating the competition; Chapter – 18: Edward de Bono’s six thinking hats – Brainstorming problems and generating new ideas; Chapter – 19: EFQM excellence model – Improving an organization’s quality and performance; Chapter – 20: Four corners – Analysing competitor strategies; Chapter – 21: Gap analysis – Improving areas of weakness in a company; Chapter – 22: Greiner’s growth model – Recognition and transition through different phases of company growth; Chapter – 23: Kano model – Identifying purchase motivations; Chapter – 24: Kotler’s five product levels – Adding value to a product or service; Chapter – 25: Market sizing – Assessing the size and value of a served or potential market; Chapter – 26: Maslow’s hierarchy – Differentiating market positioning; Chapter – 27: McKinsey 7S – A company ‘health check’ audit tool; Chapter – 28: Mintzberg’s 5Ps for strategy – Devising a competitive strategy; Chapter – 29: MOSAIC – Setting objectives for current and potential opportunities and how to reach them; Chapter – 30: Net Promoter Score – A tool for driving customer excellence; Chapter – 31: New product pricing (Gabor-Granger and van Westendorp) – Pricing new products; Chapter – 32: Personas – Improving the focus of marketing messages; Chapter – 33: PEST – Assessing four major macro factors that shape a company’s future; Chapter – 34: Porter’s five forces – Assessing five economic factors for competitive intensity; Chapter – 35: Porter’s generic strategies – Pinpointing the strongest competitive position; Chapter – 36: Price elasticity – Outlining opportunities for raising or lowering prices; Chapter – 37: Price quality strategy – Guiding a company’s pricing strategy; Chapter – 38: Product life cycle – Determining a long-term product strategy; Chapter – 39: Product service positioning matrix – Positioning products according to quality and service value; Chapter – 40: Segmentation – Using customer groups to gain competitive advantage; Chapter – 41: Service profit chain – Connecting employee satisfaction and performance with company profits; Chapter – 42: SERVQUAL – Aligning customer expectations and company performance; Chapter – 43: SIMALTO – Identifying the customer value placed on product or service improvements; Chapter – 44: Stage gate new product development – Planning the development and launch of new products and services; Chapter – 45: SWOT analysis – Analysing growth opportunities at product, team or business level; Chapter – 46: The Kraljic matrix; Chapter – 47: Value-based marketing – Adding value to products and services to improve profitability; Chapter – 48: Value chain – Identifying product or service value during the manufacturing process; Chapter – 49: Value equivalence line – Managing price and product benefits in a business strategy; Chapter – 50: Value net – How to benefit from competitor collaboration; Chapter – 51: Weisbord’s six box model
