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Marketing Strategy from the Masters (Collection)
- By Philip Kotler, Nancy Lee, Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein, Larry Light, Joan Kiddon
- Published Oct 19, 2010 by FT Press. Part of the FT Press Delivers Collections series.
- Copyright 2011
- Dimensions: 5-3/8 X 8-1/4
- Pages: 400
- Edition: 1st
- eBook (Watermarked)
- ISBN-10: 0-13-261754-4
- ISBN-13: 978-0-13-261754-3
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Breakthrough marketing: revitalize brands, optimize investments, link marketing to performance, even apply winning marketing strategies in the public sector
Three full books of proven marketing strategy principles and actionable solutions! Discover how to revitalize any brand, and drive it to unprecedented success… apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI... tightly link marketing with business performance… bring powerful marketing strategies to the public sector… and much more!
From world-renowned leaders and experts, including Philip Kotler, Nancy R. Lee, Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein, Larry Light, and Joan Kiddon
Table of Contents
MARKETING IN THE PUBLIC SECTOR
Part I Introduction
Chapter 1 Improving Public Sector Performance by Seizing Opportunities to Meet Citizen Needs
Chapter 2 Understanding the Marketing Mindset
Part II Applying Marketing Tools to the Public Sector
Chapter 3 Developing and Enhancing Popular Programs and Services
Chapter 4 Setting Motivating Prices, Incentives, and Disincentives
Chapter 5 Optimizing Distribution Channels
Chapter 6 Creating and Maintaining a Desired Brand Identity
Chapter 7 Communicating Effectively with Key Publics
Chapter 8 Improving Customer Service and Satisfaction
Chapter 9 Influencing Positive Public Behaviors: Social Marketing
Chapter 10 Forming Strategic Partnerships
Part III Managing the Marketing Process
Chapter 11 Gathering Citizen Data, Input, and Feedback
Chapter 12 Monitoring and Evaluating Performance
Chapter 13 Developing a Compelling Marketing Plan
References
About the Authors
Index
MARKETING METRICS
Acknowledgments
About the Authors
Foreword
Foreword to Second Edition
1 INTRODUCTION
2 SHARE OF HEARTS, MINDS, AND MARKETS
3 MARGINS AND PROFITS
4 PRODUCT AND PORTFOLIO MANAGEMENT
5 CUSTOMER PROFITABILITY
6 SALES FORCE AND CHANNEL MANAGEMENT
7 PRICING STRATEGY
8 PROMOTION
9 ADVERTISING MEDIA AND WEB METRICS
10 MARKETING AND FINANCE
11 THE MARKETING METRICS X-RAY
12 SYSTEM OF METRICS
Appendix A SURVEY OF MANAGERS’ USE OF METRICS
Bibliography
Endnotes
Index
SIX RULES FOR BRAND REVITALIZATION
Acknowledgments
About the Authors
Preface
Introduction to the Rules and the Rules-Based Practices
Chapter 1 Background to the Turnaround
Chapter 2 The Six Rules of Revitalization
Chapter 3 Rule #1: Refocus the Organization
Chapter 4 Rule #2: Restore Brand Relevance
Chapter 5 Rule #3: Reinvent the Brand Experience
Chapter 6 Rule #4: Reinforce a Results Culture
Chapter 7 Rule #5: Rebuild Brand Trust
Chapter 8 Rule #6: Realize Global Alignment
Chapter 9 Realizing Global Alignment: Creating a Plan to Win
Chapter 10 Do the Six Rules of Revitalization Work?
Index
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