"Masterful and pithy." ¿ Winston Fletcher, Chairman of the Advertising Association
"Enjoyable and dangerously candid." ¿ Tom Robertson, Professor of Marketing & Deputy Principal, Programmes & Marketing, London Business School
The perfect primer taking you directly to the core of this essential discipline and delivering the latest marketing tools and techniques. Tim Ambler brings to life the world of marketing and provides all you need to know in a book of solutions for every marketing challenge.
Tim Ambler teaches Global Marketing at London Business School
Table of contents
1. ADVERTISING KITE HIGH—Getting Great Advertising from Your Agency.
2. BRAND EQUITY—The Asset the Marketer is Building: The Source of Profit.
3. CATEGORY MANAGMENET AND OTHER HERESIES—Being Distracted from the Brand may be Good Business, but Poor Marketing.
4. DISTRIBUTION CHANNELS—The Rate of Change of Shopping Habits and Distribution Possibilities is Easily Overlooked.
5. EXTENSIONS AND BRAND FAMILIES—Brands are Becoming More Complex Assemblies of Products and Sub-Brands.
6. FAILURES BRING SUCCESS—The Only True Failure is the Failure to Try Experimentation should be Encouraged.
7. GLOBAL MARKETING—National Borders have Declining Importance to Marketers.
8. HERITAGE MATTERS—Consumers Buy Brands they Trust.
9. INFORMATION SYSTEMS SURVIVAL KIT—Marketing Information is Going from Drought to Deluge - How to Cope
10. BEYOND THE J CURVE—Trends and Forecasting.
11. KAMIKAZE AND GUERRILLA MARKETING—What Marketers Can Learn from the Military.
12. THE EDUCATED LUNCH—Reserve Time for Random Thinking.
13. MARKETING TODAY AND TOMORROW—An Overview of How Marketing is Evolving.
14. NOVATION—New Brands, Products and Renewals.
15. ORGANIZATION STRUCTURE AND ENTROPY—Bureaucratization can Kill Marketing. So How Should You Organize?
16. POSITIONING: MARKETING'S MARTIAL ART—The Brand's Choice of Fighting Ground is Crucial to its Success.
17. PRODUCT SATISFACTION—Weather Goods or Services, the Product Should Bring the Customer Back for More.
18. PACKAGING FOR THE PARTY—First Impressions are Just the Beginning of what the Pack can do for the Brand.
19. PRICING IN GRANDMOTHER'S FOOTSTEPS—The Price Premium is the Litmus Test of Marketing: Getting it Right.
20. PUBLIC RELATIONS ARE PRIVATE AFFAIRS—Sometimes the Cinderella of the Marketing Mix. Fitting the Shoe.
21. PROMOTIONS, COUPONS, AND GIVEAWYS—The Basic Workhorses of Marketing Programs.
22. PERSONAL SELLING—The Original of All Marketing Even if Technology is Reducing the Numbers.
23. PRAGMATIC PLANNING—The Agenda that Brings the Team Together to Optimize Expenditure and Results.
24. QUANTITY ERGO SUMO—Volume and Market Share, However Impressive, are Not Everything.
25. Relationship Marketing—Brand Equity Lies in the Strength and Quality of the Brand's Relationships with its Customers.
26. RESEARCH IS ALWAYS INCOMPLETE—Tempting as it is, You cannot do Marketing by Numbers. Some Pitfalls.
27. SURGICAE SEGMENTATION—Tailoring the Offer to Fit Each Consumer Group.
28. TRAINING THE PROFESSIONALS—Big Money Rides on Marketing Decisions.
29. UGLY DUCKLING—Great New Brands become Swans but seem Ugly Ducklings at First. So Do Ugly Ducks.
30. VALUE MARKETING—The Word “Value” too Often Means Cheap.
31. WHICH AGENCY?—How to Select an Advertising, or Other Creative, Agency.
32. THE RULE OF X—Look for the Inverse of Whatever Marketing News You are Brought.
33. “YES” IS NO DECISION—Superficial Agreement is Dangerous.
34. ZEN AND NOW—In Other Words, Learn to Live with the Paradox, so Much a Part of Marketing.
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