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|All Authors / Contributors:||
John L Fortenberry
|Description:||xxiii, 291 pages ; 23 cm|
|Contents:||Product development and portfolio analysis tools. The product life cycle ; Booz, Allen, and Hamilton's new product process ; George Day's R-W-W screen ; Theodore Levitt's total product concept ; The Boston Consulting Group's growth/share matrix ; General Electric's strategic business-planing grid ; Igor Ansoff's product-market expansion grid --
Branding and identity management tools. Schmitt and Simonson's drivers and identity management ; Calder and Reagan's brand design model ; Martin Lindstrom's 5-D brand sensogram ; Lederer and HIll's brand portfolio molecule ; Kevin Lane Keller's brand report card ; David Taylor's brand stretch spectrum --
Target marketing tools. The market-product grid ; Kotler and Trias de Bes's lateral marketing strategy ; Philip Kotler's segment-by-segment invasion plan ; The perceptual map ; Ries and Trout's product ladder --
Consumer behavior and product promotions tools. Abraham Maslow's hierarchy of needs ; Everett Rogers's diffusion of innovations model ; The DAGMAR marketing communications spectrum ; Raphel & Raphel's loyalty ladder ; Bernd Schmitt's CEM framework ; Osgood, Suci, and Tannenbaum's semantic differential --
Environmental analysis and competitive assessment tools. The PEST analysis ; The SWOT analysis ; Michael Porter's five forces model ; Lehmann and Winer's levels of competition model ; Mintzberg and Van der Heyden's organigraph --
Marketing management, strategy, and planning tools. John Fortenberry's CMC (core marketing concerns) model ; Leonard Berry's success sustainability model ; George Day's market orientation model ; Blake and Mouton's sales grid ; Ries and Trout's marketing warfare strategies ; Philip Kotler's marketing plan --
Appendix. An introduction to marketing.
|Responsibility:||John L. Fortenberry, Jr.|