Marketing by the book for outstanding businesses

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Marketing 1.0

Segmentation

Identifying customer segments

Targeting

Choosing target customers

Positioning

Positioning your brand in the customer's mind

Marketing Mix

Product

Product attributes

Branding

Packaging

Product mix

Service mix

Price

Creating value

Price structure

Price and value communication

Pricing policy

Cost optimization

Financial analysis

Place

Choosing the location

Place, time, form and information utility

Distribution channels

Distribution strategies

Logistics

Promotion

Promotional mix: Advertising, PR, Direct Marketing, Sales Promotion

Marketing communication

Communication channels

Tone of voice

Frequency of communications

Merchandising

Marketing by the book

Marketing 2.0

Marketing research

Understanding the customer, market and competitors

Short-term vs Long-term

Short-term vs. long-term strategies and tactics

Creativity + Communication channels

Creativity and how you communicate it

Brand codes

Brand identity and communication

Marketing objectives

Setting appropriate objectives

Target marketing

Which customer segments to target and how

Differentiation and Distinctiveness

How to be different vs how to be memorable

Global Marketing

International expansion

Better Decision-Making

Save money

Know how to invest

Know how to differentiate

Short- and long-term results togheter