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O książce

Autorzy omawiają podstawowe zagadnienia nt marketingu szeptanego.

Spis treści

Preface vii
Introduction 1

Chapter 1. The Buzz about Buzz Marketing Is Building 11
Chapter 2. The Importance of Moving from A to Bee 31
Chapter 3. Tapping into the Superconnectors 55
Chapter 4. What Goes Up ... 69
Chapter 5. Managing the Ups and Downs: Lessons from the Perennials 91
Chapter 6. Silver Bullet Brands and Leaps of Faith 107
Chapter 7. Shock Treatment 129
Chapter 8. Media and Cyberspace 151
Chapter 9. Buzzing Youth 169
Chapter 10. Conclusion: Long Live the WORM 195

Notes 213
Glossary 231
Acknowledgments 235
Index 239

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O książce

Out of nowhere, a brand like Red Bull, The Blair Witch Project, or even the Howard Dean campaign takes off with little or no conventional marketing. How do these "accidents" really happen, and why do they ultimately succeed or fail?

Welcome to marketing without marketing: the emergence of the hijacked brand. Don't let the all-too-clever subtitle fool you. Far from representing the absence of marketing, this book describes the most complex sort of marketing possible, as well as the least understood.

Brand Hijack offers a practical how-to guide to marketing that finally engages the marketplace. It presents an alternative to conventional marketing wisdom, one that addresses such industry crises as media saturation, consumer evolution, and the erosion of image marketing.

Fair warning: this book is not for everyone. It proposes untraditional, even counterintuitive practices: Let the marketplace take over. Stop clamoring for control and learn to be spontaneous. Be bold enough to accept a certain degree of uncertainty in the definition of your brands.

Brand hijacking relies on a radical concept: letting go. What a frightening, yet oddly liberating thought.

Spis treści

Ch. 1 The "no marketing" myth 3
Ch. 2 Public property : the serendipitous hijack 13
Ch. 3 The marketer's guide to the serendipitous hijack 32
Ch. 4 A "no marketing" illusion : the co-created hijack 46
Ch. 5 A dangerous attitude 73
Ch. 6 The marketer's guide to the co-created hijack 82
Ch. 7 Brand hijack candidates 91
Ch. 8 The marketer's guide to the corporate hijack 98
Ch. 9 The dawn of the next marketing era 116
Ch. 10 The consumer collective 129
Ch. 11 The inner workings of the brand tribe 140
Ch. 12 The funny business of earning consumer devotion 162
Ch. 13 The kick-off : hijack ideation 173
Ch. 14 Phase I : tribal marketing 183
Ch. 15 Phase II : co-creation 206
Ch. 16 Phase III : mass marketing 216
Ch. 17 The threat : "a few words from our sponsor" 231
Ch. 18 The opportunity : the ultimate pay-off 246

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O książce

Since its publication in 1983, The Marketing Imagination has been widely praised as the classic, all-inclusive "Levitt on Marketing." Now Theodore Levitt — renowned as the Harvard Business School's "guru of marketing" — has newly expanded his original work to recap the developing globalization debate and to respond to his critics. He has also added his famed McKinsey Award-winning essay "Marketing Myopia," and included detailed accounts of how to maximize the product life cycle and achieve the delicate balance between innovation and imitation. As before, this new edition of The Marketing Imagination shows Levitt at his best — sharp, knowledgeable, erudite, and, yes, as imaginative as ever.

Spis treści

Preface to the New, Expanded Edition Preface to the Original Edition

1. Marketing and the Corporate Purpose
2. The Globalization of Markets
3. The Industrialization of Service
4. Differentiation — of Anything
5. Marketing Intangible Products and Product Intangibles
6. Relationship Management
7. The Marketing Imagination
8. Marketing Myopia
9. Exploit the Product Life Cycle
10. Innovative Imitation
11. Marketing and Its Discontents Index

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Książka wygląda jak nowa.

O książce

Wprowadzenie do marketingu napisane przez dwóch nabardziej poczytnych autorów z tej dziedziny. Książka w prosty i atrakcyjny sposób przedstawia podstawy teoretyczne marketingu, ilustrując je licznymi case'ami. Książka przedstawia jak marketing wpływa na działanie organizacji oraz przedstawia wpływ marketinu na pozostałe działy firmy: księgowość, R&D, HR, IT. Książka prezentuje marketing jako sztukę budowania wartości dla nabywców oraz pokazuje jakie korzyści może uzyskiwać firma od swoich klientów dzięki sprawnej komunikacji. Książka jest świetnym źródłem informacji i narzędziem dla wszystkich zatrudnionych w działach marketingu lub sprzedaży, szczególnie w firmach międzynarodowych.

Spis treści

I. DEFINING MARKETING AND THE MARKETING PROCESS.

 1. Marketing: Managing Profitable Customer Relationships.

 2. Company and Marketing Strategy: Partnering to Build Customer Relationships.

II. UNDERSTANDING THE MARKETPLACE OF CONSUMERS.

 3. The Marketing Environment.

 4. Managing Marketing Information.

 5. Consumer and Business Buyer Behavior.

III. DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY AND MARKETING MIX.

 6. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers.

 7. Product, Services, and Branding Strategies.

 8. New-Product Development and Product Life-Cycle Strategies.

 9. Pricing Considerations and Strategies.

10. Marketing Channels and Supply Chain Management.

11. Retailing and Wholesaling.

12. Integrated Marketing Communication: Advertising, Sales Promotion, and Public Relations.

13. Integrated Marketing Communication: Personal Selling and Direct Marketing.

IV. EXTENDING MARKETING.

14. Marketing in the Digital Age.

15. The Global Marketplace.

16. Marketing and Society: Social Responsibility and Marketing Ethics.

Appendix 1. Sample Marketing Plan.

Appendix 2. Video Cases (one per chapter).

Appendix 3. Marketing Arithmetic.

Appendix 4. Careers in Marketing.

Glossary/Index.

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O książce

Poręczne streszczenie jedenastego wydania Marketingu (czyli najnowszego polskiego wydania). Tekst wyjaśnia główne teorie zarządzania marketingowego. Poszczególne rozdziały poświęcone są: zarządzaniu marketingiem firmy, analizie szans marketingowych, podejmowaniu decyzji oraz tworzeniu i zarządzania planami marketingowymi. Książka posiada wszystkie mocne strony tradycyjnego wydania Marketing Management, czyli łączenie teorii z praktyką managerską.

Spis treści

Preface 

Pt. I Understanding Marketing Management

1 Defining Marketing for the Twenty-First Century
2 Adapting Marketing to the New Economy
3 Building Customer Satisfaction, Value, and Retention

Pt. II Analyzing Marketing Opportunities

4 Winning Markets Through Strategic Planning, Implementation, and Control
5 Understanding Markets, Market Demand, and the Marketing Environment
6 Analyzing Consumer Markets and Buyer Behavior
7 Analyzing Business Markets and Buyer Behavior
8 Dealing with the Competition
9 Identifying Market Segments and Selecting Target Markets

Pt. III Making Marketing Decisions
 
10 Developing, Positioning, and Differentiating Products Through the Life Cycle
11 Setting Product and Brand Strategy
12 Designing and Managing Services
13 Designing Pricing Strategies and Programs
 
Pt. IV Managing and Delivering Marketing Programs

14 Designing and Managing Value Networks and Marketing Channels
15 Managing Retailing, Wholesaling, and Market Logistics
16 Designing and Managing Integrated Marketing Communications
17 Managing the Sales Force
 
Glossary
Index

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Spis treści


Introduction vii

1 Now What? 1
2 e-Marketing: What Is It? Who Needs It? 27
3 e-Marketing Must Be e-ffective 37
4 Your Most Important Job Is to Build Brandwidth 57
5 What's Relevant Is Cool--but What's Cool Isn't Always Relevant 87
6 Marketing at Warp Speed 107
7 Building Brandwidth Means Building Everything 125
8 Forget Everything You Know about Mass Marketing--It's Over 153
9 To Build Brandwidth, Build on the Concepts of e-Merchanting 175
10 Brandwidth Is Allergic to Sameness 185
11 Obsolete Yourself, before Somebody Else Does It for You 197
12 Destination Is the Whole Enchilada 213

Epilogue: The Beginning of Marketing as We Will Know I     225
Index 227

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.


O książce

Kompleksowe omówienie zasad marketingu szeptanego.


Spis treści

1 Introduction : welcome to the grapevine 1
   Bardo, your average unique consumer 11
2 Who talks about products and why? 15
   Andie, attack marketer 35
3 Word-of-mouth is not buzz 39
   Launch day 63
4 How word-of-mouth proliferates 67
   Who's your maven? 85
5 The myth of the influentials 91
   At the barbecue 107
6 Word-of-mouth storytelling 113
   A pimple on sparkly perfect 131
7 The weird value of negativity    137
   Bardo the loyalist 155
8 What's next for word-of-mouth? 161
   Final review 179
   Deep inside the hive : more reports from the BzzAgents 185