1.0ACC Art Books UShttps://www.accartbooks.com/usACC Art Books UShttps://www.accartbooks.com/usrich600338<blockquote class="wp-embedded-content" data-secret="1SLA2ZdHFI"><a href="https://www.accartbooks.com/us/book/marketing/">Marketing</a></blockquote><iframe sandbox="allow-scripts" security="restricted" src="https://www.accartbooks.com/us/book/marketing/embed/#?secret=1SLA2ZdHFI" width="600" height="338" title="“Marketing” — ACC Art Books US" data-secret="1SLA2ZdHFI" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" class="wp-embedded-content"></iframe><script> /*! This file is auto-generated */ !function(d,l){"use strict";l.querySelector&&d.addEventListener&&"undefined"!=typeof URL&&(d.wp=d.wp||{},d.wp.receiveEmbedMessage||(d.wp.receiveEmbedMessage=function(e){var t=e.data;if((t||t.secret||t.message||t.value)&&!/[^a-zA-Z0-9]/.test(t.secret)){for(var s,r,n,a=l.querySelectorAll('iframe[data-secret="'+t.secret+'"]'),o=l.querySelectorAll('blockquote[data-secret="'+t.secret+'"]'),c=new RegExp("^https?:$","i"),i=0;i<o.length;i++)o[i].style.display="none";for(i=0;i<a.length;i++)s=a[i],e.source===s.contentWindow&&(s.removeAttribute("style"),"height"===t.message?(1e3<(r=parseInt(t.value,10))?r=1e3:~~r<200&&(r=200),s.height=r):"link"===t.message&&(r=new URL(s.getAttribute("src")),n=new URL(t.value),c.test(n.protocol))&&n.host===r.host&&l.activeElement===s&&(d.top.location.href=t.value))}},d.addEventListener("message",d.wp.receiveEmbedMessage,!1),l.addEventListener("DOMContentLoaded",function(){for(var e,t,s=l.querySelectorAll("iframe.wp-embedded-content"),r=0;r<s.length;r++)(t=(e=s[r]).getAttribute("data-secret"))||(t=Math.random().toString(36).substring(2,12),e.src+="#?secret="+t,e.setAttribute("data-secret",t)),e.contentWindow.postMessage({message:"ready",secret:t},"*")},!1)))}(window,document); //# sourceURL=https://www.accartbooks.com/us/wp-includes/js/wp-embed.min.js </script> https://www.accartbooks.com/app/uploads/books/9789020934052-04-2.jpg14021978This book revisits core marketing principles like SAVE and the Customer Journey and shows how these frameworks have evolved, providing practical tools for building effective marketing plans.Introduction11 Part 1: Operational marketing Chapter 1: The basics of “operational marketing”: Kotler’s 4P 19 Chapter 2: The “evolved” model: SAVE 21 21 Solution 26 211 General 26 212 The “needs” model by Maslow 27 213 Different layers within the concept solution 34 214 Branding 36 215 Segmenting – Targeting – Positioning 43 216 Overview on “Solution” 54 22 Access 54 221 General 54 2211 Access “part 1”: information 55 2212 Access “part 2”: closing the “deal” 56 2213 Access “part 3”: customer service 56 222 Different types of “Access channels” 57 223 Omni-channel 63 224 Access channels considerations 67 225 Overview on “Access” 68 23 Education 69 231 General 69 232 PESO model 71 233 The difference between Communication (Media) and Promotion 75 234 Content marketing: 3H model of Google 78 235 Experience marketing 81 2351 General 81 2352 Model of Pine and Gilmore 82 2353 Experiences in a “digital” context 88 236 Overview on “Education” 88 24 Value 89 241 Elements of Value 89 2411 Element 1 of Value: Solution 90 2412 Element 2 of Value: Access 92 2413 Element 3 of Value: Education 94 242 Price-paradox 97 243 Overview on “Value” 99 Chapter 3: Customer (Decision) Journey 100 31 History and trends 100 32 AIDA: the start 101 33 The evolution in the CDJ models 103 34 Foote, Cone and Belding's matrix/grid 107 35 Some important thoughts about the “Customer Decision Journey” 112 36 Overview on “Customer Decision Journey” 117 Chapter 4: SAVE & CDJ the “perfect” marriage 118 41 General recommendations 118 411 First phase: “awareness” through “Solution” & “Education” 119 412 Second phase: “active evaluation” through “Access” & “Education”121 413 Third phase: “closing the deal” through “Access” & “Value”124 414 Final phase: “Post purchase evaluation” through “Value”, “Access”, “Education”, & “Solution” 126 415 Overview 129 42 Measuring Value: focus on “trust” factor 129 Chapter 5: Some general remarks 134 51 The era of artificial intelligence 134 52 B2C vs B2B: same challenges different settings 136 521 B2B 137 522 B2C 138 Part 2: Strategic marketing Chapter 1: General introduction to strategic marketing 143 Chapter 2: Strategic process 145 21 Step 1: Strategic overview 145 211 Mission statement 146 212 Vision statement 146 213 (Strategic) Goals 147 214 Values 148 22 Step 2: External analysis 149 221 External analysis: Meso environment 151 2211 Five Forces Model (Porter) 152 2212 Strategic models (Porter / Treacy & Wiersema) 158 2213 Strategy matrices (BCG / GE) 164 2214 General conclusion on Meso environment 170 222 External analysis: Macro environment 171 2221 DESTEP (or PESTLE )171 23 Step 3: Internal analysis 174 231 Internal analysis: Micro environment 175 2311 Value Chain model (Porter) 175 2312 7S Model (McKinsey) 179 2313 General conclusion on Micro environment 183 24 Step 4: SWOT: the ultimate summary 185 25 Step 5: Going from strategic to operational marketing 186 251 Strategic options 188 252 Optimising value 195 2521 (New) Strategic overview 195 2522 (New) Target group: Segmentation – Targeting – Positioning 196 2523 (New) Value proposition – (New) SAVE 196 26 Overview on “strategic planning” 197 Epilogue: The future of Marketing is built on Trust and Value 199 Acknowledgements 203 Notes 205