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E D
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Decks in this class (19)
chapter 1 - marketing strategy first principle approach
4 first marketing principles of m...,
Marketing principle 1 key marketi...,
Marketing principle 2 key marketi...
9
cards
chapter 2 - marketing principle #1: all customers differ -> managing customer heterogeneity
Customer heterogeneity,
Latent customer heterogeneity,
Sources of customer heterogeneity
11
cards
article 1: rediscovering market segmentation
Marketing segmentation,
Gather,
Gather
4
cards
article 2: customer value propositions in business markets
3 kinds of value propositions,
Distinctive value proposition dvp,
Value word equation
6
cards
chapter 3 - marketing principle #2: all customers change -> managing customer dynamics
Sources of customer dynamics,
Customer learning effect,
Product lifecycle
8
cards
chapter 7: Marketing principle #3 - managing relationship-based sustainable competitive advantage
Relationship marketing,
Customer relationship management crm,
Rm and crm overlap
12
cards
article 3: challenges in managing customer relationships in today's world
3 main pillars of crm,
Key insights that changed crm
2
cards
article 4: the customer pyramid-creating and serving profitable customers
Customer pyramid,
4 necessary conditions for custom...,
80 20 rule
6
cards
chapter 5 - marketing principle #3 - managing brand-based sustainable competitive advantage
Integrated marketing communicatio...,
Most commonly used marketing comm...,
Communication and information pro...
3
cards
article 5: how to stop customers from fixating on price
4 pricing moves to diminish salie...,
Strategy 1 use price structure to...,
Strategy 2 wilfully overprice to ...
5
cards
article 6: elements of strategic social media marketing - a holistic framework
Holistic,
4 central dimensions of strategic...,
Social media marketing scope
6
cards
article 7: IMC (integrated marketing communication) - integrative review
Integrative review of the imc lit...,
Imc outcome,
Integration scope
7
cards
chapter 6 - marketing principle #3: managing offering-based sustainable competitive advantage
Offering,
Innovation,
Innovation radar
12
cards
article 8: competing in the age of omnichannel retailing
Successful strategies for omnicha...,
Opportunities and challenges
2
cards
article 9: First-mover advantage - a synthesis, conceptual framework, research proposition
Achieve first mover advantage,
2 categories of theoretical analy...,
Conceptual framework of first mov...
8
cards
article 10: customer engagement through omnichannel retailing - effects of channel integration quality
Omnichannel retailing,
Customer engagement,
Channel integration quality
5
cards
chapter 4 - marketing principle #3: all competitors react -> managing sustainable competitive advantage
Sustainable competitive advantage...,
3 sources of sca,
Brands
10
cards
article 11: transient advantage
Transient advantage,
Any competitive advantage goes th...,
7 dangerous misconceptions
3
cards
article 12: customer loyalty is overrated
Process fluency,
Cumulative advantage
2
cards
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Marketing strategy & practice
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