| Streszczenie: | Marketing is one of the only two basic functions of a corporation. But what is marketing? Conventionally, and fundamentally, it's about satisfying customer needs. So, to succeed in todays hyper competitive marketing world, customer has to come first, and corporations must be customer-oriented, right? The answers in Marketing*Wise may surprise you. Inside, you'll also discover: Why the typical strategic marketing process taught in MBA courses need to be re-examined, and a different but reality-grounded process is needed; Which should come first 'mission or vision' in setting your marketing direction, and why marketing objectives are ultimately about two 'and only' two factors so that you don't end up chasing after the wind; A different but strategic approach to the common 'but futile' approach to SWOT (strengths-weaknesses-opportunities-threats) analysis; Why you should conduct market analysis, not product life cycle analysis; The "flaws" in conventional understanding of positioning and differentiation; The marketing strategies for new, growing, mature and decline markets from the perspective of ancient military strategist Sun Tzu; In Marketing*Wise, readers will also find many thought-provoking points such as: customers don't buy products, advertising does not build brand, a brand should own a word, don't promote your brand and etc.
|
|---|