Brand management 101 : 101 lessons learned from real world marketing /
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| Format: | eBook |
| Language: | English |
| Published: |
Singapore :
Hoboken, N.J. : Wiley,
©2007.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
Table of Contents:
- Positioning. Building a better mousetrap: Creating new ideas and concept
- Breaching the defenses: Sourcing market share from an existing player
- Enemy at the gates: Defending against competitive attack
- There are no limits to growth: Growing a high market share brand
- Empire-building: The mega-branding challenge
- Miracles do happen: Turning around a declining brand
- A brand new you: Reinventing and relaunching an existing brand
- When two's a crowd: Managing a portfolio of brands
- Promotion
- Promotion. What starts well ends well: The importance of a good brief
- What if you were dating your viewer? How to develop great TV advertising
- Testing, testing, 1, 2, 3: Using advertising testing smartly
- Radio gaga: Developing radio advertising
- Sex appeal sells, but what? Using celebrity advertising smartly
- Getting down and dirty: The risky business of competitive advertising
- Surround and conquer: Using multiple media to win with the consumer
- Pricing
- Pricing. The price is right: The art of setting pricing
- You're going down! The tricky business of pricing down
- But they started it! The even trickier business of dealing with price competitors
- There's no such thing as a free lunch: Pricing up
- Product
- Product. But I flunked science! A marketer's role in product design
- Cooking 101: Making a product launch a reality
- Another P of marketing: Pace-setting the right rhythm of news
- Perception is reality: The power of marketing vs. product innovation
- Yet another P of marketing: Planning
- Place
- Place. Shopping is like speed dating: The critical role of packaging
- Size does matter: The role that big customers play today
- The final frontier: Winning in small stores and developing markets
- A slightly different ball game: The challenges of marketing to the shopper
- People
- People. Does familiarity breed contempt? The double edge of continuity
- It takes two to tango: Forming winning agency partnerships
- View from the top: Managing management
- No, they are not really all out to get you: Working with other departments
- Snafu: What to do when things go terribly wrong
- Healer, heal thyself! Some parting thoughts for the marketer
- The 101 Lessons Summarized
- Take The Brand Management 101 Quiz!