Marketing Management For Non-Marketing Managers

CONTENTS

SECTION 1: WHAT IS MARKETING?

1   A MARKET LEADER’S DEFINITION OF MARKETING

How Market Leaders Define Marketing

Marketing, the Discipline, Versus Marketing, the Function

Marketing in Your Organisation—and in This Book

Chapter 1 Summary

SECTION 2: MANAGING THE DISCIPLINE OF MARKETING

2   THE DISCIPLINE OF MARKETING: THE FOUNDATION FOR BUSINESS STRATEGY

Why the Discipline of Marketing Produces the Crystal Ball Effect

Leveraging Market Insight

Opportunities: Identifying Unmet, Untapped or Underserved Market Needs

Threats: Understanding the Competition

Opportunities and Threats: Your Company’s Reputation

The Other Half of Marketing: Meeting Market Needs

Choosing a Market: The Challenge of Serving Many Masters

The Cost of Market Diversity

The Benefits of Market Focus

Focus Made the Difference

Choosing a Market

Translating Value Proposition Into Products and Services

Aligning Your Business Activities

The Point C Principle

The Importance of Vision

Developing Vision

Gap Analysis

Setting Business and Financial Objectives

Questions for Non-Marketing Managers to Ask About the Discipline of Marketing

Chapter 2 Summary

3   BRAND MANAGEMENT FUNDAMENTALS

The Definition of Brand

The Building Blocks of a Strong Brand

Strong Brands Reflect the Company’s Value Proposition

Strong Brands Are Based on Truth

Companies With Strong Brands Are Good Corporate Citizens

Strong Brands Reflect the Image of the Merchant With Whom Their Customer Would Like to Do Business

The Value of a Strong Brand