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Marketing

Disciplines > Marketing

Marketing is a process and profession in which changing minds is central to virtually everything that is done. Marketing work is critical for many companies and may be a central organization who drive much of what happens.

• Understanding Marketing: What it is all about.
  • What is Marketing?: Defining the word.
  • Inbound Marketing: Defining offerings.
  • Outbound Marketing: Creating demand.
  • Understanding Markets: Where it all happens.
    • What is a Market?: The target of marketing.
    • Three Market Environments: With very different forces.
    • A Hierarchy of Markets: From population to core.
    • Market Players: Different groups.
    • Barriers to Entry: Hindering new market entrants.
    • Porter's Five Forces: That affect market attractiveness.
    • Market Attractiveness: Choosing to enter or stay in market.
    • Boston Matrix: Growth, share and portfolios.
    • Market Fragmentation: Creating new opportunities.
    • Market Segmentation: Addressable customer groups.
    • Consumer Segmentation Variables: Ways of segmenting.
  • Understanding Customers: The source of revenue.
    • Customers are...: Defining customers.
    • Customer Loyalty: More than satisfaction.
    • Customer Sacrifice: Need-offering gap.
    • The Cost of Customers: Which can be rather high.
    • Customer Expectation: Which drives satisfaction.
    • Valuing Customers: What are your customer worth?
    • Value Exchange: Transactional value.
    • Your Customers' Customers: Delivering for their business.
  • Marketing Strategy
    • Elements of Marketing Strategy: Key strategic decisions in marketing.
    • Price-Promotion Strategies: How to manage the balance.
    • Mainstreaming: Getting to adoption.
  • Market Research: Getting to the detail.
    • In-depth Market Research: Focus groups, etc.
    • Market Research Interviews: How to run consumer interviews.
    • Brand Management: Sustaining customer meaning.

    More to come...

     

    See also

    Communication, Sales

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