Marketing by the book for outstanding businesses

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Gain long-term competitive advantage
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Intro

How we help you 1.0

Segmentation

Identifying customer segments

Targeting

Choosing target customers

Positioning

Positioning your brand in the customer's mind

Marketing Mix

Product

Product attributes
Branding
Packaging
Product mix
Service mix

Price

Creating value
Price structure
Price and value communication
Pricing policy
Cost optimization
Financial analysis

Place

Choosing the location
Place, time, form and information utility
Distribution channels
Distribution strategies
Logistics

Promotion

Promotional mix: Advertising, PR, Direct Marketing, Sales Promotion
Marketing communication
Communication channels
Tone of voice
Frequency of communications
Mechendising
Marketing by the book

How we help you 2.0

Marketing research
Understanding the customer, market and competitors
Short-term vs Long-term
Short-term vs. long-term strategies and tactics
Creativity + Communication channels
Creativity and how you communicate it
Brand codes
Brand identity and communication
Marketing objectives
Setting appropriate objectives
Target marketing
Which customer segments to target and how
Differentiation and Distinctiveness
How to be different vs how to be memorable
Global Marketing
International expansion
Better Decision-Making
Save money
Know how to invest
Know how to differentiate
Short- and long-term results togheter

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