Marketing strategy : overcome common pitfalls and create effective marketing

목차 (Table of Contents)

• CONTENTS
• List of figures and tables = ix
• About the author = xii
• Foreword = xiii
• Introduction = 1
• 01 What is strategy? = 6
• Definitions = 6
• Five reasons why you need a marketing strategy = 8
• The modern strategic challenge = 11
• What a strategy is = 15
• The General Motors problem = 18
• Vision = 20
• From vision to strategy = 24
• Using data to shape your strategy = 26
• Technology : it's great, but be careful! = 27
• Always think `customer first' = 28
• Interview : James Delves = 32
• Summary = 37
• References = 37
• 02 Scenario : Establishing the current situation = 40
• Where is the business now? = 41
• The benefits of analysing the marketing environment = 42
• Models to analyse the two environments = 43
• Analysing the competition = 52
• Summary = 61
• References = 62
• 03 Targets : Setting objectives = 63
• The value of objectives = 63
• Building objectives that SCALE = 65
• SCALE-defined objectives = 67
• Summary = 69
• 04 Reach : Researching your customers = 70
• The importance of understanding your customer = 73
• Understanding your customer through data = 74
• What is market research? = 78
• Segmenting, targeting and positioning (STP) your organization with the target market = 79
• Creating customer personas = 85
• Researching your ideal customer = 86
• The messaging minefield = 88
• The dangers of not knowing your customer = 90
• The4Ps = 91
• Market positioning = 93
• Interview : Tim Bond = 96
• Summary = 101
• References = 102
• 05 Awareness : Planning your marketing campaign = 104
• The benefits of marketing planning = 105
• The marketing mix and why it's still valid = 106
• Product = 107
• Price = 112
• Place = 114
• Promotion = 116
• People = 118
• Process = 120
• Physical evidence = 121
• The 7Ps : summary = 123
• The 4Cs = 125
• What makes service marketing different? = 128
• Summary = 129
• References = 130
• 06 Tactics : Selecting the right channels = 131
• Marketing channels and tactics = 132
• Digital marketing channels (online) = 132
• Traditional marketing channels (offline) = 152
• What does the future hold for marketing tactics? = 159
• Interview: Victoria Peppiatt = 159
• Summary = 164
• References = 165
• 07 Execution : Implementing your marketing strategy = 171
• The importance of consistency = 171
• Branding = 172
• Bringing your campaign to life = 180
• Choosing your tactics = 185
• Creating content = 190
• Unleash your tactics - strategically! = 194
• The implementation plan = 200
• Interview : Sara Meikle = 200
• Summary = 209
• References = 210
• 08 Generate : Tracking the results = 211
• Returning to your goals and objectives = 211
• The value a customer brings = 212
• Turning data into insights = 212
• Methods and tools for tracking marketing performance = 214
• Tracking offline activity = 216
• Performance reporting = 217
• Summary = 219
• 09 Yield : Analysing your strategy's success = 220
• Why is analysis important? = 220
• Statistical significance = 222
• Map data against goals = 222
• Key performance indicators (KPIs) = 223
• Turning measurements into action = 239
• Post-campaign analysis = 240
• On reflection, what would you change? = 241
• Interview : Ade Lewis = 242
• Summary = 252
• References = 253
• 10 Common pitfalls in marketing strategy = 254
• Pitfall 1 No clarity of vision = 254
• Pitfall 2 Too much complexity = 255
• Pitfall 3 Unstructured processes = 256
• Pitfall 4 Inconsistent messaging = 260
• Pitfall 5 Communication failures = 262
• Pitfall 6 Not recognizing the value of marketing = 263
• Pitfall 7 Ignoring the customer = 265
• Pitfall 8 Failure to plan = 266
• Pitfall 9 Missing milestones = 270
• Pitfall 10 Poor people management = 270
• Summary = 271
• Closing thought = 272
• Reference = 272
• Glossary = 273
• Further resources = 286
• Index = 290
• Acknowledgements = 301