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Introduction to Marketing

市场营销导论

BRANDING: Marketing Strategy and Brand Positioning Marketing 101: Building Strong Brands Part I Marketing 101: Building Strong Brands Part II Strategic Marketing Segmentation and Targeting Brand Positioning Brand Mantra: The Elevator Speech Experiential Branding CUSTOMER CENTRICITY: The Limits of Product-Centric Thinking Cracks in the Product-Centric Approach Data-Driven Business Models Three Cheers for Direct Marketing Which Firms Are Customer Centric?What is Customer Centricity?Living in a Customer-Centric World More Reflections on Customer CentricityPrev Questions on Customer Centricity GO TO MARKET STRATEGIES: Online-Offline Interaction Online/Offline Competition Friction The Long Tail Theory Preference Isolation How Internet Retailing Startups Grow Customers and Digital Marketing Influence and How Information Spreads Pricing Strategies The 7M BRANDING: Effective Brand Communications Strategies and Repositioning Strategies Brand Messaging & Communication Brand Elements: Choosing a Brand Name Brand Elements: Color & Taglines Brand Elements: Packaging Brand Elements: Persuasion Repositioning a Brand

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