{"version":"1.0","provider_name":"ACC Art Books US","provider_url":"https:\/\/www.accartbooks.com\/us","author_name":"ACC Art Books US","author_url":"https:\/\/www.accartbooks.com\/us","title":"Marketing - ACC Art Books US","type":"rich","width":600,"height":338,"html":"<blockquote class=\"wp-embedded-content\" data-secret=\"HiOaTqMgyH\"><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=HiOaTqMgyH\" width=\"600\" height=\"338\" title=\"&#8220;Marketing&#8221; &#8212; ACC Art Books US\" data-secret=\"HiOaTqMgyH\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" class=\"wp-embedded-content\"><\/iframe><script>\n\/*! This file is auto-generated *\/\n!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);\n\/\/# sourceURL=https:\/\/www.accartbooks.com\/us\/wp-includes\/js\/wp-embed.min.js\n<\/script>\n","thumbnail_url":"https:\/\/www.accartbooks.com\/app\/uploads\/books\/9789020934052-04-2.jpg","thumbnail_width":1402,"thumbnail_height":1978,"description":"This 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 &ldquo;operational marketing&rdquo;: Kotler&rsquo;s 4P 19 Chapter 2: The &ldquo;evolved&rdquo; model: SAVE 21 21 Solution 26 211 General 26 212 The &ldquo;needs&rdquo; model by Maslow 27 213 Different layers within the concept solution 34 214 Branding 36 215 Segmenting &ndash; Targeting &ndash; Positioning 43 216 Overview on &ldquo;Solution&rdquo; 54 22 Access 54 221 General 54 2211 Access &ldquo;part 1&rdquo;: information 55 2212 Access &ldquo;part 2&rdquo;: closing the &ldquo;deal&rdquo; 56 2213 Access &ldquo;part 3&rdquo;: customer service 56 222 Different types of &ldquo;Access channels&rdquo; 57 223 Omni-channel 63 224 Access channels considerations 67 225 Overview on &ldquo;Access&rdquo; 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 &ldquo;digital&rdquo; context 88 236 Overview on &ldquo;Education&rdquo; 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 &ldquo;Value&rdquo; 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 &ldquo;Customer Decision Journey&rdquo; 112 36 Overview on &ldquo;Customer Decision Journey&rdquo; 117 Chapter 4: SAVE &amp; CDJ the &ldquo;perfect&rdquo; marriage 118 41 General recommendations 118 411 First phase: &ldquo;awareness&rdquo; through &ldquo;Solution&rdquo; &amp; &ldquo;Education&rdquo; 119 412 Second phase: &ldquo;active evaluation&rdquo; through &ldquo;Access&rdquo; &amp; &ldquo;Education&rdquo;121 413 Third phase: &ldquo;closing the deal&rdquo; through &ldquo;Access&rdquo; &amp; &ldquo;Value&rdquo;124 414 Final phase: &ldquo;Post purchase evaluation&rdquo; through &ldquo;Value&rdquo;, &ldquo;Access&rdquo;, &ldquo;Education&rdquo;, &amp; &ldquo;Solution&rdquo; 126 415 Overview 129 42 Measuring Value: focus on &ldquo;trust&rdquo; 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 &amp; 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 &ndash; Targeting &ndash; Positioning 196 2523 (New) Value proposition &ndash; (New) SAVE 196 26 Overview on &ldquo;strategic planning&rdquo; 197 Epilogue: The future of Marketing is built on Trust and Value 199 Acknowledgements 203 Notes 205"}