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· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9781119906247
· 쪽수 : 432쪽
· 출판일 : 2023-04-11
목차
Preface
Acknowledgments
Part 1. Marketing Strategy and Tactics
1. Marketing at the Age of Disruption (Alexander Chernev and Philip Kotler)
2. The Fall of the Four Ps and the Rise of Strategic Marketing (Alexander Chernev)
3. The Framework for Marketing Management (Alexander Chernev)
Part 2. Marketing as an Engine of Business Growth
4. Creating Value to Disrupt Markets (Lakshman Krishnamurthi and Rebecca Devine)
5. Emptor Cognita: Competitive Advantage through Buyer Learning (Gregory S. Carpenter)
6. Defensive Market Strategy (Tim Calkins)
7. Customer Centricity as a Business Strategy (Tom O’Toole)
Part 3. Developing a Winning Marketing Strategy
8. Target Market Analysis: How to Identify the Right Customers (Julie Hennessy)
9. Defining Customer Segments: Four Steps for Successful Market Segmentation (Kent Grayson)
10. Crafting a Positioning Strategy: Capturing the Customer Mindshare (Kevin McTigue)
Part 4. Creating Value with Brands
11. Building Strong Brands (Alexander Chernev)
12. Creating a Meaningful Brand Image (Neal Roese)
13. Brand Resilience: Surviving a Brand Crisis (Jonathan Copulsky)
Part 5. Crafting a Successful Communication Campaign
14. Managing Communication: From Strategic Planning to Creative Review (Derek D. Rucker)
15. Developing an Impactful Communication Campaign (Kevin McTigue)
16. Marketing in the Metaverse (Mohan Sawhney)
Part 6. Designing Effective Distribution Channels
17. Strategic Channel Management (Julie Hennessy and Jim Lecinski)
18. Go-to-Market Omnichannel Design (Jim Lecinski)
19. Sales as Storytelling (Craig Wortmann)
Part 7. Data-Driven Marketing
20. Leading with AI and Analytics (Eric Anderson and Florian Zettelmeyer)
21. Leveraging Technology to Manage the Customer Experience
(Aparna A. Labroo)
22. The Consumer INSIGHT Framework: A Hypothesis-Driven Approach to Data Analytics
(Derek D. Rucker and Aparna A. Labroo)
23. Personalization: Today and Tomorrow (Tom O’Toole)
Index
