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Marketing Strategy
Key Account Management
How you define a key account - Intro
A new critical Interface for Sales
Key Account Management - A practical example
Selection and Relationship with Key Accounts
Strategic Purchasing system
Key Account Portfolio Management
Key Account Analisys
How To Select Key Account Managers
Market Segmentation
Intro to Market Segmentation
A case study: avoid the price commodity trap
Market segmentation process
Product life cycle 1
Product life cycle 2
Reasons for market segmentation
Advanced Market Segmentation
Market Segmentation Intro
How do you do segmentation properly
Design a project specification
Segmentation process
Prioritising and selecting elements
How do you link it to strategy
What you should get out of it
Marketing Accountability
Intro to Marketing Accountability
Marketing accountablity: the value of goodwill
Marketing Value Time Lag
Financial and Business Risks
Creating Sustainable Competitive Advantage
What is Marketing Accountability
Marketing Due Diligence
Practical Example of Marketing Accountability
Strategic Marketing Planning
Marketing Planning Intro
The Housemarket Plunge
Sustained Competitive Advantage
Overwiew to Marketing Planning
The Ansoff Matrix
Marketing Planning Example
The Real SWOT analysis
How Promotion is linked to market segmentation
Marketing Plans Implementation
Marketing Plans Implementation (McDonald)
Marketing plans - Implementation (Ed Bradford)
Implementation Steps - Anticipate
Implementation steps- Initiate
Implementation steps - Accelerate
Implementation steps-Integrate
Sensing implementation success
Reduce risk of failure
Marketing Plans Implementation Advanced
Marketing plan implementation-Intro
Borrowing brilliance
The helm model
Key success factors
Gamification
The Gamification of strategy-Intro
Applying STP to SAM using Simulator
Using simulator to apply STP to SAM-Step 1 Segmentation
Using simulator to apply STP to SAM-Step 2 Targeting
Using simulator to apply STP to SAM-Step 3 Positioning
The Gamification of strategy-Conclusions
Marketing in The Boardroom
Intro To Marketing in the Board Room
The Pointlesness of P&L Statements
The Purpose of Strategic Marketing Planning
Value Propositions
Do we know our markets?
Do we know what our sources of differential advantage are in each of the princip
Do we address real segments in our key target markets?
Do we agree on the prioritisation of our markets and the segments within each ma
Have we assessed the risks associated with our strategic marketing plan?
Have we calculated whether the strategic marketing plan creates or destroys shar
Have we agreed the marketing metrics we want reported to us and their frequency?
Are we happy that the time, effort and expense involved in developing marketing
Marketing plans - Implementation (Ed Bradford)
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