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1. Why It Matters: What Is Marketing?
2. Reading: Marketing Defined
3. Reading: Marketing in Action
4. Reading: Communicating the Value Proposition
5. Reading: Value for the Customer
6. Reading: Defining the Marketing Mix
7. Reading: Components of the Marketing Mix
8. Week 2: Understanding Consumers
9. Reading: Low-Involvement vs. High-Involvement Decisions
10. Reading: Buying-Process Stages
11. Understanding the Customer's Journey
12. Week 3: Segmenting and Targeting
13. Reading: The Purpose of Market Segmentation and Targeting
14. Reading: Segmentation Criteria and Approaches
15. Reading: Choosing a Segmentation Approach and Target Segments
16. Reading: Targeting Strategies and the Marketing Mix
17. Case Study: Red Bull Wins the “Extreme” Niche
18. Week 5: Defining Personas
Andrea Niosi
19. How-To Guide for Persona’s
20. Persona Examples
21. Why It Matters: Positioning
22. Reading: Defining Positioning and Differentiation
23. Reading: The Positioning Process
24. Video: Starbucks Delivers Community and Connection
25. Reading: Developing Positioning Statements
26. Reading: Implementing your Positioning Strategy
27. Week 5: Integrated Marketing Communication (IMC)
28. Reading: Integrated Marketing Communication (IMC) Definition
29. Reading: Defining the Message
30. Message Strategies
[Author removed at request of original publisher]
31. Reading: Personal Selling
32. Reading: Digital Marketing
33. Reading: Events and Experiential Marketing
34. Week 7: Why It Matters: Branding
35. Reading: What is a Brand?
36. Reading: Brand Platform
37. Week 9 - Brand Identity: Mark/Logo
38. Brand Identity: Tagline
39. Brand Identity: Colours
40. Brand Identity: Typography
41. Style Sheets & Branding Guidelines
42. Reading: Advertising
43. The Creative Strategy
44. Media Planning
45. Creative Brief Development
46. Week 12 Reading: Direct Response
47. Sales Promotions
48. Week 13: Inclusive Marketing
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