Marketing

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