Marketing and management models a guide to understanding and using business models 1st Edition by Yvonne Helen Strong 1606499634 9781606499634

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Product details:

ISBN-10 :  1606499634 

ISBN-13 : 9781606499634

Author:  Yvonne Helen Strong 

Modern business practice, especially in the field ofmarketing, depends on the integration of creative andanalytical thinking. One of the tools in this process isthe use of management models to guide business decisions.However, the inherent power of the models is onlyreleased when the people applying them have the abilityto gather relevant information and interpret the relationshipsbetween the variables in the model.This book examines the role of some of the most popularmanagement models and will help you determinewhen they should be applied. In addition, it suggestswhich models may be relevant and, more importantly,identifies the type of information needed to implementthem; and also reduces the complexity of these modelsthrough a logical and systematic approach. Models recognizethe impact of globalization, technology, systemsthinking, and the need for an integrated approach instrategicmarketing. You’ll find new ones dealing withconsumer engagement, gamification, supply chain management,and cultural integration.If you’re a student of business and marketing, a juniormarket researcher, or a manager responsible for the preparationof strategic analyses prior to problem-solving andplanning sessions, this book is for you!

Marketing and management models a guide to understanding and using business models 1st Table of contents:

Chapter 1 Arthur D Little Matrix
Chapter 2 Adopt and Drop Curve
Chapter 3 Ansoff Growth Matrix
Chapter 4 Authenticity Gap
Chapter 5 Brand EquityG
Chapter 6 Brand Resonance
Chapter 7 Brand Resonance LadderG
Chapter 8 Brand Loyalty Programs
Chapter 9 Brand Switching
Chapter 10 Engagement Gearing
Chapter 11 Communication Targeting: Business Buying Unit
Chapter 12 Consumer Decision Making
Chapter 13 Consumer Decision Model for a Service Industry Environment
Chapter 14 Consumer Angry Switching
Chapter 15 Customer Growth Rate
Chapter 16 Gamification
Chapter 17 Gap Analysis
Chapter 18 Cultural Integration in Marketing
Chapter 19 Force Field Analysis
Chapter 20 Iceberg Theory: Identification of the Marketing Research Problem
Chapter 21 Integrated Marketing Vectors
Chapter 22 Ishikawa Diagram (Fishbone)
Chapter 23 Mullin’s Seven Domains—Business Opportunities
Chapter 24 Perceptual Maps
Chapter 25 Porter’s Five Force Analysis
Chapter 26 Positioning
Chapter 27 Product Life Cycle
Chapter 28 Road Mapping
Chapter 29 SERVQUAL
Chapter 30 SOSTAC® Planning System
Chapter 31 Stakeholder Analysis
Chapter 32 Supply Chain Concept
Chapter 33 Target Market Identification: Segmentation and Estimation
Chapter 34 The Growth Share Matrix
Chapter 35 Glossary of Terms

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Tags: Marketing, management models, guide, understanding, business models, Yvonne Helen Strong