Winning at Marketing: Strategies, Tools, and Techniques

Author: (English) Peter C. J. Ketel
Publisher:
Publish Date: 2005-10-01
Features: All marketing trainers consider this book very practical. We no longer use Kotler's book when teaching marketing strategy and marketing techniques, but instead use this one. — Mats Engstrom, Sweden IHM In this "new economy" era led by electronic technology, the internet has changed the face of marketing mix operations: Customer Relationship Management (CRM) provides a method for market segmentation; Key Account Management (KAM) offers opportunities to establish market entry barriers and gain sustainable competitive advantages by integrating with customers. This book explains how marketing professionals should adjust themselves to adapt to these changes. — Malcolm McDonald, Professor, Cranfield University School of Management (UK) The author of this book elevates marketing to the level of corporate strategy, emphasizing the decisive role marketing plays in corporate strategy. This is of great significance for helping business managers correctly position marketing and fully leverage its guiding role in corporate strategy. — Excerpt from the Preface of "Winning at Marketing: Strategies, Tools, and Techniques" Winning at Marketing is not just an introductory book on marketing, but a practical guide for applying marketing strategies in real-world environments, with a focus on practicality and operability. Peter C. J. Ketel guides you step by step through the entire process of creating a marketing plan, teaching you how to: · Conduct market research; · Develop marketing strategy; · Write a feasible marketing plan; · Segment target markets; · Build alliances through the supply chain; · Implement marketing plans through the marketing mix. This book provides readers with knowledge, unique insights, and interpretive guidance on current cutting-edge issues in marketing, including Key Account Management, relationship marketing, and the impact of the electronic technology revolution on marketing. The "practical tools" provided in this book are suitable for all business environments, whether in consumer markets, B2B, industrial product markets, or service markets. By citing real-life success and failure cases in marketing, this book offers the necessary tools and guidance for conducting marketing.