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Marketing From Advertising to Zen, 1st edition

  • Tim Ambler

Published by FT Press (December 19th 1995) - Copyright © 1996

1st edition

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Overview

"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

Introduction: Pathways in Marketing.
Principles. The Marketing Mix. Measurement and Control. People.

1. ADVERTISING KITE HIGH—Getting Great Advertising from Your Agency.
The Importance of Advertising. How then do these Different Approaches Work? Advertising Agency-client Relationships. Briefing the Agency. How Much to Spend. Decision Making - Does Research Help? Accepting the Campaign, or Not. Memo to File.

2. BRAND EQUITY—The Asset the Marketer is Building: The Source of Profit.
What is a Brand? The Brand as a Valuable Myth. Brand Value and Brand Equity. Brand Equity Assessment. Memo to File.

3. CATEGORY MANAGMENET AND OTHER HERESIES—Being Distracted from the Brand may be Good Business, but Poor Marketing.
Balancing Brand Portfolios. The Retailer's View. Category Equity. Private Label. Heresies. Memo to File.

4. DISTRIBUTION CHANNELS—The Rate of Change of Shopping Habits and Distribution Possibilities is Easily Overlooked.
Channels. Disintermediation and Critical Mass. Information. Channel Relationships. Efficient Consumer Response (ECR). Conclusion. Memo to File.

5. EXTENSIONS AND BRAND FAMILIES—Brands are Becoming More Complex Assemblies of Products and Sub-Brands.
Brand and Line Extensions. Extension Considerations. Brand Families. Pruning. Extension Management. Portfolio Management. Memo to File.

6. FAILURES BRING SUCCESS—The Only True Failure is the Failure to Try Experimentation should be Encouraged.
Memo to File.

7. GLOBAL MARKETING—National Borders have Declining Importance to Marketers.
Going Global. Segmentation. Not Invented Here. Global Marketing Organization. Memo to File.

8. HERITAGE MATTERS—Consumers Buy Brands they Trust.
Belonging. Introducing a Brand. Maintaining Heritage. Memo to File.

9. INFORMATION SYSTEMS SURVIVAL KIT—Marketing Information is Going from Drought to Deluge - How to Cope
Data Glut. Manage Information or be Managed by It. Time is the Thief. Developing Expert Systems. The Survival Kit. Releasing Management for What Matters. Memo to File.

10. BEYOND THE J CURVE—Trends and Forecasting.
Trends and Forecasting. The Angle of Credibility. Changing the Paradigm. Memo to File.

11. KAMIKAZE AND GUERRILLA MARKETING—What Marketers Can Learn from the Military.
The Conflict Paradigm or Marketing as Warfare. When Flanker Brands Become Expendable (Kamikaze). Guerrilla Marketing. Memo to File.

12. THE EDUCATED LUNCH—Reserve Time for Random Thinking.
Memo to File.

13. MARKETING TODAY AND TOMORROW—An Overview of How Marketing is Evolving.
Definitions of Marketing. The Evolution of Marketing Thinking. How Helpful are Economics? The Three Basic Paradigms of Marketing. Different Forms of Marketing. Memo to File.

14. NOVATION—New Brands, Products and Renewals.
Novation is Central to Marketing. Change Cultures and Champions. The New Money Machine. Setting Priorities. Memo to File.

15. ORGANIZATION STRUCTURE AND ENTROPY—Bureaucratization can Kill Marketing. So How Should You Organize?
Organization Structure and Size. Disorder is a Natural Condition. Memo to File.

16. POSITIONING: MARKETING'S MARTIAL ART—The Brand's Choice of Fighting Ground is Crucial to its Success.
Brand Differentiation and Preference. Making Space for the Brand - Choosing the Competition. The Consumer. Perceptual Maps. Defining the Distribution Channels. Using Asian Lessons in Strategy. The Positioning Statement. Memo to File.

17. PRODUCT SATISFACTION—Weather Goods or Services, the Product Should Bring the Customer Back for More.
Product Differentiation. Does Quality Really Matter? The Reverse Salami Principle. Consistency versus Product Improvement. Product or Brand Life Cycles. What is Different for Durables? Memo to File.

18. PACKAGING FOR THE PARTY—First Impressions are Just the Beginning of what the Pack can do for the Brand.
Functions of Packaging. First Impressions. Refreshing the Make-Up. Retailing and Service “Packaging” . Memo to File.

19. PRICING IN GRANDMOTHER'S FOOTSTEPS—The Price Premium is the Litmus Test of Marketing: Getting it Right.
The Litmus Test. Price Entry Strategies. Basic Controls—Who Really Sets Prices. International Pricing. Classic Trouble Spots. Invisible Pricing. Memo to File.

20. PUBLIC RELATIONS ARE PRIVATE AFFAIRS—Sometimes the Cinderella of the Marketing Mix. Fitting the Shoe.
Active PR. Passive PR. Light on Money but Heavy on Time. Hubris and Trade Media. Memo to file.

21. PROMOTIONS, COUPONS, AND GIVEAWYS—The Basic Workhorses of Marketing Programs.
Price Promotions - Waste of Resources? Value Promotions. Coupons and Loyalty Schemes. Quantity Discounts. Sampling New Consumers. Non-price Promotions. Brand Building Promotions. Measurement. Conclusion. Memo to File.

22. PERSONAL SELLING—The Original of All Marketing Even if Technology is Reducing the Numbers.
The Role of the Sales Executive. Cost Effectiveness. Managing Relationships is a Personal Business. Selling as Partnership. Memo to File.

23. PRAGMATIC PLANNING—The Agenda that Brings the Team Together to Optimize Expenditure and Results.
Why Plan at All? Planning as Learning. Plan Headlines. Harnessing Finance and Systems Support. Memo to File.

24. QUANTITY ERGO SUMO—Volume and Market Share, However Impressive, are Not Everything.
Memo to File.

25. Relationship Marketing—Brand Equity Lies in the Strength and Quality of the Brand's Relationships with its Customers.
The Marketplace Today. The Relational Paradigm. Measurement Issues. Memo to File.

26. RESEARCH IS ALWAYS INCOMPLETE—Tempting as it is, You cannot do Marketing by Numbers. Some Pitfalls.
Understanding the Market: Sweep 1: Clear Away Special Interests. Sweep 2: What is Available. Sweep 3: Eliminating the Nice to Know. Sweep 4: Putting Research in its Place. Memo to File.

27. SURGICAE SEGMENTATION—Tailoring the Offer to Fit Each Consumer Group.
Focussing on Multiple Targets. Defining Segments. Using more Precise Information. Complexity. Memo to File.

28. TRAINING THE PROFESSIONALS—Big Money Rides on Marketing Decisions.
Are your marketers fit enough? The Resistance to Training. Why Train? Rehearsing the Future. Cross-fertilizing Best Practice. Memo to File.

29. UGLY DUCKLING—Great New Brands become Swans but seem Ugly Ducklings at First. So Do Ugly Ducks.
Getting Innovative Brands through the Organization. Recognizing the Breakthroughs. Pathways for New Brand Development. The Need for Champions. Get the Duckling Out of Research and into the Water. Memo to File.

30. VALUE MARKETING—The Word “Value” too Often Means Cheap.
It should Mean Satisfaction. Memo to File.

31. WHICH AGENCY?—How to Select an Advertising, or Other Creative, Agency.
The Agency Mix. Account Conflicts. Methods for Shortlisting Agencies. The Final Selection. Memo to File.

32. THE RULE OF X—Look for the Inverse of Whatever Marketing News You are Brought.
The Ancient History of Chi. Examples of Chi. Chi in Marketing. Memo to File.

33. “YES” IS NO DECISION—Superficial Agreement is Dangerous.
Sins of Omission. Establishing a Challenge Culture. Memo to File.

34. ZEN AND NOW—In Other Words, Learn to Live with the Paradox, so Much a Part of Marketing.
Oriental Mind Games. Marketing as Paradox. Memo to File.

Postscript. Glossary.
Further Reading.
Index.

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