Introduction to Marketing
市场营销导论
BRANDING: Marketing Strategy and Brand PositioningMarketing 101: Building Strong Brands Part IMarketing 101: Building Strong Brands Part IIStrategic MarketingSegmentation and TargetingBrand PositioningBrand Mantra: The Elevator SpeechExperiential BrandingCUSTOMER CENTRICITY: The Limits of Product-Centric ThinkingCracks in the Product-Centric ApproachData-Driven Business ModelsThree Cheers for Direct MarketingWhich Firms Are Customer Centric?What is Customer Centricity?Living in a Customer-Centric WorldMore Reflections on Customer CentricityPrevQuestions on Customer CentricityGO TO MARKET STRATEGIES: Online-Offline InteractionOnline/Offline CompetitionFrictionThe Long Tail TheoryPreference IsolationHow Internet Retailing Startups GrowCustomers and Digital MarketingInfluence and How Information SpreadsPricing StrategiesThe 7MBRANDING: Effective Brand Communications Strategies and Repositioning StrategiesBrand Messaging & CommunicationBrand Elements: Choosing a Brand NameBrand Elements: Color & TaglinesBrand Elements: PackagingBrand Elements: PersuasionRepositioning a Brand
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