Building value through marketing : a step-by-step guide /: a step-by-step guide. (2020)

• Record Type: Book
• Further Information: Note: Philip Sugai.
• Authors: Sugai, Philip
• Contents: Introduction - The Building Value from Marketing Manifesto - Preface - Who should read this book? Section 1 : The Value Mindset - What is Marketing? - What is Value? - How to Calculate Value - What is Marketing Strategy? Section 2 : The 12 Building Blocks - Destination Strategy - Building Block #1: Core Values - Building Block #2: The Lightning Rod Target Customer - Building Block #3: The Problem Worth Solving - Building Block #4: Solution [S] Product - Building Block #5: Story - Building Block #6: Communication Channels - Building Block #7: Distribution Channels - Building Block #8: The Value System - Building Block #9: The Competitors - Building Block #10: The Force of Attraction - Building Block #11: The Ecosystem - Building Block #12: Service Flow Section 3 : Creating Value-focused Marketing Strategy - The Nine Rules - Step 1: Define Core Values - Step 2: Define The Why - Step 3: Brainstorm LRTC Candidates - Step 4: Brainstorm PWS Candidates - Step 5: Define the LRTC & PWS - Step 6: Build & Answer the Question Tree - Step 7: Build the Value System Map & Define Key Drivers - Step 8: Define Scarce & Abundant Resources - Step 9: Set S.M.A.R.T. Objectives - Step 10: Brainstorm Strategic Elements - Step 11: Create Marketing Strategy & Value Proposition - Step 12: Launch, Monitor, Analyze & Revise
• Edition: 1st
• Publisher Details: London : Routledge
• Publication Date: 2020
• Extent: 1 online resource, illustrations (black and white)
• Subjects: 658.8; Marketing -- Management; Value
• Languages: English
• ISBNs: 9781000178845; 9781000178760; 9781000178807; 9781003034681
• Related ISBNs: 9780367472832; 9780367472863
• Notes: Note: Includes bibliographical references and index.; Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.