The book introduces the concept of trust in market relationships and presents the main stages of the marketing management process: (1) market and value analysis, (2) value definition, (3) value delivery, (4) value innovation, (5) planning and controlling the output of the value creation process. The final goal of the marketing process considered in the book is the maximization of the customer trust. This is defined as the main intangible asset for customer oriented companies, public institutions and organizations. The first part of the book introduces the concept of trust oriented marketing and the main tools for the market analysis: environment scanning and detecting, competitive intelligence, final consumer and distribution quantitative and qualitative analysis. The second section is devoted to understand the main strategic marketing decisions: market segmentation, targeting and positioning choices, together with the product (value package) and pricing policies. The third part analyses the marketing decision related to the communication policies (advertising, promotion, direct and one to one marketing) and value delivering (channel design, trade marketing and sales management). The forth section is completely dedicated at marketing innovation topics: new product development, internet marketing, experience management, no-conventional marketing (e.g. guerrilla marketing) and customer solution integration. The last chapters of the book introduce the topics of measuring, controlling and planning marketing activities, treating the market research’s process and tools and the marketing plan structure and realization. Each chapter contains boxes with cases, examples and empirical insights. These are very functional to improve the student learning process. The value package is completed by the broad Aulaweb site, where students and professors can find presentations of each chapter, questions and answers (self assessment test), a personal assistant, forum, and many other learning material (notes, cases, links to sites, news).
Marketing e fiducia
CASTALDO, SANDRO
2009
Abstract
The book introduces the concept of trust in market relationships and presents the main stages of the marketing management process: (1) market and value analysis, (2) value definition, (3) value delivery, (4) value innovation, (5) planning and controlling the output of the value creation process. The final goal of the marketing process considered in the book is the maximization of the customer trust. This is defined as the main intangible asset for customer oriented companies, public institutions and organizations. The first part of the book introduces the concept of trust oriented marketing and the main tools for the market analysis: environment scanning and detecting, competitive intelligence, final consumer and distribution quantitative and qualitative analysis. The second section is devoted to understand the main strategic marketing decisions: market segmentation, targeting and positioning choices, together with the product (value package) and pricing policies. The third part analyses the marketing decision related to the communication policies (advertising, promotion, direct and one to one marketing) and value delivering (channel design, trade marketing and sales management). The forth section is completely dedicated at marketing innovation topics: new product development, internet marketing, experience management, no-conventional marketing (e.g. guerrilla marketing) and customer solution integration. The last chapters of the book introduce the topics of measuring, controlling and planning marketing activities, treating the market research’s process and tools and the marketing plan structure and realization. Each chapter contains boxes with cases, examples and empirical insights. These are very functional to improve the student learning process. The value package is completed by the broad Aulaweb site, where students and professors can find presentations of each chapter, questions and answers (self assessment test), a personal assistant, forum, and many other learning material (notes, cases, links to sites, news).
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