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Participation marketing : unleashing employees to participate and become brand storytellers

Author: Michael Brito
Publisher: London ; New York, NY : Kogan Page, 2018. ©2018
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
Learn how to leverage employee advocacy as a new channel to market and develop trusted brand messages with this expert blueprint.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Brito, Michael.
Participation marketing.
London ; New York : Kogan Page, 2018
(DLC) 2017035778
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Michael Brito
ISBN: 9780749482114 0749482117
OCLC Number: 1004376672
Description: 1 online resource
Contents: <Ul style='padding-top:0;padding-left:0;list-style:none;'><ul style='padding-top:0;list-style:none;'>Chapter --
01: Introduction --
An Overview of Business and Marketing Models; Chapter --
02: 4Ps --
How to Design Your Marketing Mix; Chapter --
03: ADL Matrix --
Strengthening a Product Portfolio or Strategic Business Units; Chapter --
04: AIDA --
How to Improve Marketing Communications; Chapter --
05: ANSOFF Matrix --
How to Grow Your Company; Chapter --
06: Benchmarking --
Setting Targets for Business and Marketing KPIs; Chapter --
07: Blue Ocean Strategy --
Kick-Starting Innovation and New Product Development; Chapter --
08: Boston Consulting Group Matrix (BCG) --
Planning a Product Portfolio or Multiple Strategic Business Units; Chapter --
09: Brand Audit --
Improving the Strength of a Brand; Chapter --
10: Competitive Intelligence --
Assessing Market Strengths and weaknesses; Chapter --
11. Conjoin1 Analysis --
Assessing Optimum Pricing and the Value of Component Parts; Chapter --
12: Customer Journey Maps --
Assessing the Current Performance of Marketing and Sales Processes; Chapter --
13: Customer Lifetime Value --
Estimating Customer Spend over their Lifetime with the Company; Chapter --
14: Customer Value Proposition --
Creating a Compelling Purchase Motive; Chapter --
15: Diffusion of Innovation --
Launching New Products and Services; Chapter --
16: Directional Policy Matrix --
How to Prioritise Segments or New Ideas; Chapter --
17: Disruptive Innovation Model --
Identifying Unique ways of Beating the Competition; Chapter --
18: Edward De Bono's Six Thinking Hats --
Brainstorming Problems and Generating New Ideas; Chapter --
19: EFQM Excellence Model --
Improving an Organisation's Quality and Performance; Chapter --
20: Four Corners --
Analysing Competitor Strategies; Chapter --
21. Gap Analysis --
Improving Areas of Weakness in a Company; Chapter --
22: Greiner's Growth Model --
Recognition and Transition through Different Phases of Company Growth; Chapter --
23: KANO Model --
Identifying Purchase Motivations; Chapter --
24: Kotler's 5 Product Levels --
Adding Value to a Product or Service; Chapter --
25: Market Sizing --
Assessing the Size and Value of a Served or Potential Market; Chapter --
26: Maslow's Hierarchy --
Differentiating Market Positioning; Chapter --
27: McKinsey 7s --
a Company "Health Check" Audit Tool; Chapter --
28: Mintzberg's 5Ps for Strategy --
Devising a Competitive Strategy; Chapter --
29: MOSAIC --
Setting Objectives for Current and Potential Opportunities and How to Reach Them; Chapter --
30: Net Promoter Score --
A Tool for Driving Customer Excellence; Chapter --
31: New Product Pricing (Gabor Granger and Van Westendorp) --
Pricing New. Products; Chapter --
32: Personas --
Improving the Focus of Marketing Messages; Chapter --
33: PEST --
Assessing Four Major Macro Factors which Shape a Company's Future; Chapter --
34: Porter's Generic Strategies --
Pinpointing the Strongest Competitive Position; Chapter --
35: Porter's FIve Forces --
Assessing Five Economic Factors for Competitive Intensity; Chapter --
36: Price Elasticity --
Outlining Opportunities for Raising or Lowering Prices; Chapter --
37: Price Quality Strategy --
Guiding a Company's Pricing Strategy; Chapter --
38: Product Lifestyle --
Determining a Long Term Product Strategy; Chapter --
39: Product Service Matrix --
Positioning Products According to Quality and Service Value; Chapter --
40: Segmentation --
Using Customer Groups to Gain Competitive Advantage; Chapter --
41: Servqual --
Aligning Customer Expectations and Company Performance; Chapter --
42: Service. Profit Train --
Connecting Employee Satisfaction and Performance with Company Profits; Chapter --
43: SIMALTO --
Identifying the Customer Value Placed on Product or Service Improvements; Chapter --
44: Stage Gate New Product Development --
Planning the Development and Launch of New Products and Services; Chapter --
45: SWOT Analysis --
Analysing Growth Opportunities at Product, Team or Business Level; Chapter --
46: System 1 and System 2 Thinking --
Identifying the Emotional Forces that Drive Decisions; Chapter --
47: USP --
Pinpointing the Unique Selling Point of a Product or Service; Chapter --
48: Value Based Marketing --
Adding Value to Products and Services to Improve Profitability; Chapter --
49: Value Chain --
Identifying Product or Service Value During the Manufacturing Process; Chapter --
50: Value Equivalence Line --
Managing Price and Product Benefits in a Business Strategy; Chapter --
51: Value Net --
How to Benefit from Competitor Collaboration.
Responsibility: Michael Brito.

Abstract:

Learn how to leverage employee advocacy as a new channel to market and develop trusted brand messages with this expert blueprint.  Read more...

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"Participation Marketing unequivocally puts the transformation back into digital transformation by focusing on the single most underplayed element of successfully reimagining markets - our people. Read more...

 
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