Manga for success : marketing

Manga for success marketing

Detalles Bibliográficos
Otros Autores: Yasuda, Takashi (Marketing consultant), author (author), Shigematsu, Enju, illustrator (illustrator)
Formato: Libro electrónico
Idioma:Inglés
Publicado: Hoboken, New Jersey : John Wiley & Sons, Inc [2023]
Colección:Manga for Success Series
Materias:
Marketing.
Marketing > Comic books, strips, etc.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009755097106719
Tabla de Contenidos:
  • Cover
  • Title Page
  • Copyright Page
  • Contents
  • Introduction
  • Part 1 What Is Marketing?
  • Story 1 Sudden Unexpected Guests! A Blessing or a Curse?
  • 1. Emotion and Logic in the Context of Marketing
  • 2. What You Call Your Buyers Depends on the Situation
  • 3. The Three Points of View in Marketing
  • 4. What Is Marketing?
  • 5. How Has the Concept of Marketing Changed over Time?
  • 6. The Scope of Marketing
  • Column 1: Listening to the Voice of Your Market
  • Part 2 The Pros and Cons of Viral Marketing
  • Story 2 Will Word of Mouth Really Bring in Customers?
  • 1. The Influence of Word of Mouth through Viral Marketing
  • 2. Devising Strategies to Boost Word of Mouth
  • 3. Products and Services Most Affected by Word of Mouth
  • 4. Hints for Boosting Word of Mouth
  • Part 3 Understanding the People Who Buy Your Products
  • Story 3 What Do Your Customers Really Need?
  • 1. The AIDMA Model of Consumer Behavior
  • 2. What Is the Kotler Consumer Buying Decision Process Model?
  • 3. Human Desire: Needs versus Wants
  • 4. Thinking with Both Consumer Needs and Wants in Mind
  • 5. Understanding Human Needs
  • 6. Buyers Who Set the Trend and Buyers Who Follow the Trend
  • Part 4 Sorting out Your Company's Relationship with Your Customers
  • Story 4 Fake Marimo Manju Buns Appear!
  • 1. Analyzing Your Customers, Your Competitors, and Your Company
  • 2. Identifying Your Company's Strengths, Weaknesses, External Opportunities, and Threats
  • 3. Developing Strategies Based on Internal and External Factors
  • 4. The Five Force Model
  • 5. Deciding the Who, the What, and the How
  • 6. Different Marketing Strategies
  • 7. Building a Competitive Edge
  • 8. How You Fight the Battle Depends on Market Positioning
  • Part 5 Decide Who Your Customers Are
  • Story 5 Who Are Tamaya's New Customers?
  • 1. Connecting Product and Customer: The STP Marketing Model.
  • 2. Finding Common Factors among Similar Consumers
  • 3. Mapping Consumer Perception
  • 4. Changing Your Target Changes Your Concept
  • Column 2: A General Rule for Narrowing Down Your Target Consumers
  • Part 6 Deciding Your 4 Ps
  • Story 6 Let's Make Mini Marimo Manju!
  • 1. What Are the 4 Ps of Marketing?
  • 2. Key Points for Differentiating Between Products
  • 3. What Is a Brand?
  • 4. How Do You Build Your Brand?
  • 5. The Product Life Cycle
  • 6. Push and Pull Marketing Strategies
  • 7. Different Promotional Communication Methods
  • 8. The Features of Different Advertising Methods
  • 9. The Effects of Public Relations
  • 10. Various Sales Promotion Methods
  • 11. Three Ways to Decide on Your Prices
  • 12. Determining Prices Based on Demand
  • 13. The Psychology of Prices and Pricing
  • 14. Think about How to Distribute Your Products
  • 15. Finding the Special Features of Your Market Area
  • 16. The Functions of Wholesale
  • Column 3: Organizing and Preparing Your Present Product Strategy
  • Part 7 Establishing Long-Term Relationships with Your Customers
  • Story 7 The Last Message
  • 1. The Importance of Capturing Your Customers
  • 2. The Components of Customer Satisfaction: Essential and Nonessential Functions
  • 3. Take Good Care of Your Best Customers
  • 4. Why Is Customer Satisfaction Important?
  • References
  • EULA.

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