11 Marketing as a Core Business Discipline: Beyond Sales and Advertising6:55
22 Marketing Strategy: Target Market, Value Proposition, and the 3-V Principle6:57
33 Marketing Tactics: How to Design, Communicate, and Deliver Customer Value6:34
44 The G-STIC Framework for Marketing Management8:40
55 Building a Marketing Action Plan That Drives Results6:49
66 Strategic Targeting: How to Choose the Right Target Market7:40
77 Tactical Targeting: How to Effectively Reach Your Ideal Customers6:13
88 Market Segmentation: How to Define Optimal Customer Segments6:41
99 Creating Customer Value: Crafting a Meaningful Value Proposition7:45
1010 Creating Customer Value: Developing a Winning Positioning Strategy7:08
1111 Creating Company Value: The Profit Equation6:25
1212 Managing Products: Design, Packaging, and Life Cycle9:28
1313 Managing Services: Value Delivery and Customer Satisfaction6:19
1414 How Brands Create Value: Brand Power, Brand Equity, and Customer Impact7:30
1515 Managing the Brand: Identity, Architecture, Extensions, and Co-branding5:55
1616 Managing the Price to Create Market Value6:18
1717 Managing the Price: Cost Demand and Competitive Response8:57
1818 Managing Incentives: Customer Promotions Trade Deals and Employee Rewards7:44
1919 Marketing Communication: Strategy, Targeting, and Messaging6:49
2020 Marketing Communication: Choosing the Right Media, Messaging, and Implementation8:18
2121 Managing Distribution Channels: Strategy, Design, and Market Reach8:09
2222 Gaining Market Position: Strategies to Steal, Grow, Penetrate, and Create Markets7:04
2323 Defending Market Position: Competitive Response, Pioneering, and Competency Building7:06
2424 Driving Sales Growth: Optimizing the Adoption Funnel and Closing Usage Gaps6:38
2525 Developing New Products and Services: From Idea to Commercial Launch8:10
2626 Managing Product Lines: Extensions, Platforms, and Cannibalization6:43
2727 Managing the Customer Experience: From Touchpoints to Loyalty Drivers7:07
2828 Building Customer Equity: Managing Customer Relationships for Growth9:00
29Gathering Market Insights: Market Research Strategies9:14
