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Tidsskrift
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Bog, 1. edition, 2019
Marketing models (engelsk)
Detaljer
Beskrivelse
Håndbog, værkstøjskasse og vejledning i at bruge de bedste marketingmodeller og beskrivelse af deres styrker og svagheder i forhold til de aktuelle brugssituationer.
Indhold
Seneste udgave, bogMacro environment, market and customers
Pestel(Christian Grandjean)
SMP (Segmentation process)(Kim Buch-Madsen)
The buying process on B2B markets (Buy grid)(Kim Buch-Madsen)
Perceived risk(Niels Kühl Hasager)
Social buying motives(Niels Kühl Hasager)
Buying motives on B2C markets(Ole E. Andersen)
FCB-model(Ole E. Andersen)
Net promotor score(Ole E. Andersen)
Marketing research process(Ole E. Andersen)
Kano's customer satisfaction model(Birgitte W. Grandjean)
Marketing mix and value pack
8 P (Marketing mix)(Ole E. Andersen)
The five product dimensions(Birgitte W. Grandjean)
Service triangle(Kim Buch-Madsen)
Customer value(Kim Buch-Madsen)
Distribution strategy (Place)(Kim Buch-Madsen)
Value proposition canvas(Jan Kyhnau)
Aaker's brand identity planning model(Heidi Hansen)
The customer-based brand equity model (CBBE)(Heidi Hansen)
Brand architecture(Heidi Hansen)
Market communication and sales
Tibble's planning cycle(Sine Nørholm Just)
Dagmar(Sine Nørholm Just)
The communication process(Kim Skjoldborg)
Paid, owned and earned media model(Christian Grandjean)
Aida(Ole E. Andersen)
Effective frequency (in media planning)(Ole E. Andersen)
The sales process(Kim Buch-Madsen)
Sales management(Michael Sjørvad)
Strategy and innovation
Boston/BCG model(Kim Buch-Madsen)
Ansoff's matrix(Kim Buch-Madsen)
Porter's five forces(Kim Buch-Madsen)
Business model canvas(Kim Buch-Madsen)
Rogers' adoption curve(Kim Buch-Madsen)
Product life cycle (PLC)(Kim Buch-Madsen)
Stage-gate model(Kim Buch-Madsen)
Porter's generic competitive strategies(Christian Grandjean)
Blue Ocean strategy(Christian Grandjean)
Global marketing and online marketing
Five phases of internationalization(Svend Hollensen)
International competitiveness - from macro to micro(Svend Hollensen)
Hollensen's market assessment model(Svend Hollensen)
Funnel model for international market selection (IMS)(Svend Hollensen)
Hollensen's model for "entry mode" choice(Svend Hollensen)
Hollensen's glocalization model(Svend Hollensen)
Digital marketing mix(Kim Skjoldborg)
Social media landscape(David Juul Ledstrup)
Comprehensive social media strategy(David Juul Ledstrup)
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