Summary
Week 7
Vrije Universiteit · International Business Administration
Y1 - Cross Cultural MarketingInhoud
De koppen uit dit document, op volgorde. Niet de inhoud zelf.
- Week 7
- Chapter 11: Building brands: using the marketing matrix
- 11.1 Introduction
- 11.2 Branding
- 11.3 Brand management: Concepts and terminology
- 11.4 Brand equity
- 11.5 Brand types
- 11.6 Brand architectures
- 11.7 Brand strategies
- 11.8 Global branding
- 11.9 Brand loyalty
- 11.10 The marketing mix: A reprise
- 11.11 The extended marketing mix: 7Ps
- 11.12 Mixing it (Integrating the marketing mix)
- 11.13 Varying the mix through a product’s life
- 11.14 Criticisms of the marketing mix
- 11.15 Summary
- Chapter 12: Marketing planning
- 12.1 Marketing Planning Challenges
- 12.2 Introduction
- 12.3 The Marketing Planning Process
- 12.4 Situation Analysis
- 12.5 Marketing Information Systems (MkIS)
- 12.6 PRESTCOM and SWOT Analysis
- 12.7 Competitor Analysis
- 12.8 Porter’s Five Forces Model
- 12.9 Business Mission
- 12.10 Marketing Objectives
- 12.11 Marketing Strategy
- 12.12 Marketing Operations and Implementation: Tactics,
En nog 4 onderwerpen.
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