Building value through marketing : a step-by-step guide / Philip Sugai. (Text)Call no.: HF5415.13 .S897 2021Publication: Abingdon, Oxon : Routledge, Taylor & Francis Group, 2021Description: xix, 226 p. : illISBN: 9780367472863 (paperback); 0367472864 (paperback); 9780367472832 (hardcover); 036747283X (hardcover)Subject(s): Marketing -- ManagementValueLOC classification: HF5415.13 | .S897 2021
|Book||Professor Sangvian Indaravijaya Library||General Books||General Stacks||HF5415.13 .S897 2021 (เรียกดูชั้นหนังสือ)||พร้อมให้บริการ||31379016116429|
Includes bibliographical references and index.
SECTION I The value mindset -- 1 What is marketing? -- 2 What is value? -- 3 How to calculate value -- 4 What is marketing strategy? -- SECTION II The 12 building blocks -- 5 The 12 building blocks of value -- 6 Building block #1: core values -- 7 Building block #2: the LRTC -- 8 Building block #3: the problem worth solving (PWS) -- 9 Building block #4: the solution product -- 10 Building block #5: story -- 11 Building block #6: the C-Channel -- 12 Building block #7: the D-Channel -- 13 Building block #8: the value system -- 14 Building block #9: the competitors -- 15 Building block #10: the force of attraction -- 16 Building block #11: the ecosystem -- 17 Building block #12: service flow -- SECTION III Creating value-focused marketing strategy -- 18 Overview of Section III -- 19 The nine rules -- 20 Step 1: define core values -- 21 Step 2: define the ""Why -- 22 Step 3: brainstorm LRTC candidates -- 23 Step 4: brainstorm PWS candidates -- 24 Step 5: define the LRTC and PWS -- 25 Step 6: build and answer your M.E.C.E. question tree -- 26 Step 7: build the value system map and define key drivers -- 27 Step 8: identify scarce and abundant resources -- 28 Step 9: create S.M.A.R.T. objectives -- 29 Step 10: brainstorm strategic elements -- 30 Step 11: create marketing strategy and value proposition -- 31 Step 12: launch, monitor, analyze and revise -- Index.
"Building Value through Marketing provides a hands-on guide to understanding and building compelling marketing plans that create value, not only in profit terms, but also for customers and stakeholders. Working step-by-step through strategy development, this book empowers those responsible for creating or managing new products or services to have the right mindset, understand the most important marketing tools that they can use, and apply these to create unprecedented levels of value. Founded on the principle of Service Dominant Logic, the book is organized into 3 key sections: 'The Value Mindset', 'The 12 Building Blocks of Value', and 'Value-Focused Marketing in Action', which walk through the process of value-focused product and service development. The strategies and tools put forward have been tested successfully across multiple industries and countries and are grounded in academic theory, emphasised by real-life case studies throughout. Readers will gain the ability to align their marketing scholarship and practices with the current definition of why a business exists, and the role that marketing plays within these business practices. This is essential reading for those studying Marketing Planning and Strategy at Advanced Undergraduate, Postgraduate and MBA level. It's uniquely applied approach also makes it an excellent guide for Marketing practitioners and institutions offering professional qualifications"