Marketing and management models : a guide to understanding and using business models / Helen Strong.

Format:

Book

Author/Creator:

Strong, Helen., author.

Series:

2014 digital library.

Marketing strategy collection. 2150-9662

Marketing strategy collection, 2150-9662

Language:

English

Subjects (All):

Industrial management--Mathematical models.

Industrial management.

Marketing--Management--Mathematical models.

Marketing.

Physical Description:

1 online resource (256 p.)

Edition:

First edition.

Place of Publication:

New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2014.

Summary:

Modern business practice, especially in the field of marketing, depends on the integration of creative and analytical thinking. One of the tools in this process is the use of management models to guide business decisions. However the inherent power of the models is only released when the people applying them have the ability to gather relevant information and interpret the relationships between the variables in the model. This book examines the role of some of the most popular management models. It helps the reader appreciate when they should be applied; it suggests which models may be relevant; and, importantly, identifies the type of information needed to implement them. Marketing and Management Models: A Guide to Understanding and Using Business Models reduces the complexity of management models through a logical and systematic approach. Models recognize the impact of globalization, technology, systems thinking, and the need for an integrated approach in strategic marketing. The reader will find new models dealing with consumer engagement, gamification, supply chain management, and cultural integration. The contents will be of particular assistance to students of business and marketing qualifications who have not yet had working experience; and junior market researchers and managers responsible for the preparation of strategic analyses prior to problem-solving and planning sessions.

Contents:

Arthur D. Little matrix

Adopt and drop curve

Ansoff growth matrix

Authenticity gap

Brand equity

Brand resonance

Brand resonance ladder

Brand loyalty programs

Brand switching

Engagement gearing

Communication targeting: business buying unit

Consumer decision making

Consumer decision model for a service industry environment

Consumer angry switching

Customer growth rate

Gamification

Gap analysis

Cultural integration in marketing

Force field analysis

Iceberg theory: identification of the marketing research problem

Integrated marketing vectors

Ishikawa diagram (Fishbone)

Mullin's seven domains, business opportunities

Perceptual maps

Porter's five force analysis

Positioning

Product life cycle

Road mapping

SERVQUAL

SOSTAC® planning system

Stakeholder analysis

Supply chain concept

Target market identification: segmentation and estimation

The growth share matrix

Glossary of terms

Conclusion

About the author

References

Index.

Notes:

Part of: 2014 digital library.

Includes bibliographical references (pages 219-225) and index.

Title from PDF title page (viewed on August 4, 2014).

ISBN:

1-60649-963-7

OCLC:

885204118