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It’s not as difficult as you might think. If you didn’t get into the prospect’s mind first, don’t give up hope. Summary: If you can’t be first in a category, set up a new category you can be first in.
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Marketing is a battle of perceptions, not products. If you’re introducing the first brand in a new category, you should always try to select a name that can work generically. One reason the first brand tends to maintain its leadership is that the name often becomes generic (e.g. People tend to stick with what they’ve got. Timing is an issue-your first could be too late. Not every first is going to become successful. The leading brand in any category is almost always the first brand into the prospect’s mind. In today’s competitive environment, a me-too product with a line extension name has little hope of becoming a big profitable brand. It’s much easier to get into the mind first than to try to convince someone you have a better product than the one that did get there first. Summary: It’s better to be first than it is better. Part Four: Principles of Relationship ManagementĬhapter 16 Services and Relationship MarketingĬhapter 17 Business-to-Business MarketingĬhapter 18 Not-for-profit and Social Marketing.The 22 Immutable Laws of Marketing Summary Part Three: Managing Marketing ProgrammesĬhapter 11 An Introduction to Marketing CommunicationsĬhapter 12 Configuring the marketing communications mixĬhapter 13 Digital and Social Media MarketingĬhapter 14 Channel Management and Retailing Part two: Principles of Marketing ManagementĬhapter 7 Market Segmentation and PositioningĬhapter 8 International Market Development This book is accompanied by the following online resources.Ĭhapter 1 Marketing Principles and PracticeĬhapter 4 Marketing research and Customer InsightĬhapter 5 Marketing Society, Sustainability, and Ethics Accompanied by the most extensive online support package available, including a variety of internet activities and multiple-choice questions for students, and a test bank of multiple choice and assessment questions for lecturers.Regular links to seminal papers help students to take their learning further and introduce them to the most influential classic and contemporary contributions to the field.Presents students with the latest advances in technology and social media, and the innovative ways these tools can be used in marketing.Marketing practice is presented in a global context, with a new casebook of additional Case Studies for the Indian market.Chapter opening Case Insights, enhanced by online video interviews with the marketing specialists featured, pose real-life dilemmas and show students first-hand how marketing practitioners approach real-world problems.The connection between marketing theory and practice is made explicit throughout, with examples and Market Insights.With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing, international edition, answers these questions and more, providing the skills vital to successfully engage with marketing across all areas of society. The seller will arrange the return pick up for these items.įor seller-fulfilled items from Sports collectibles and Entertainment collectibles categories, the sellers need to be informed of the damage / defect within 10 days of delivery. These items are not eligible for self-return.
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