Title Page

Copyright Page

Dedication

Contents

Foreword

Acknowledgements

PART ONE: Core

Chapter 01: Product

Product development

Quality

Portfolio management

Product comparisons

Summary

Chapter 02: Price

The Gillette razor business model

Air travel

Market segmentation

Price points

'Free' Products

Summary

Chapter 03: Place

History of distribution

Importance of location

Sales management

Account management

Category management

Selective distribution

Franchising arrangements

Trade shows

Summary

Chapter 04: Promotion

History of advertising

Does advertising work?

How does advertising work?

Below the line

Above the line versus below the line

Summary

Chapter 05: Packaging

Function

History of Packaging

Packaging of identity

Logo

Livery

Packages as business model

Summary

PART TWO: Actions

Chapter 06: Planning

Managing by objectives

Features of a good marketing Plan

The corporate vision

Strategic management

Portfolio management

Project management

Forecasts

Contingency Plans

Summary

Chapter 07: Persuasion

Mutuality of interest

Persuasion of colleagues

Public speaking

Persuasion of end users

Psychology in marketing

Summary

Chapter 08: Publicity (public relations)

Definition of Public relations

The press release

The Companies Act 2006

Bad Publicity

Sponsorship

Corporate social responsibility

Charity

New media

Reputation management

Summary

Chapter 09: Push-Pull

Shelf life

Product life cycle

Supply and demand

The importance of scarcity

Summary

Chapter 10: Positioning

Product Positioning process

Defining the market

Repositioning a company

The 22 immutable laws of marketing

Unique selling Proposition

Copywriting

Advertising slogans

Summary

PART THREE: Measurements

Chapter 11: Profit

Increase turnover

Increase Prices

Reduce costs

The relationship between marketing and finance

Profit impact of market strategy

Lanchester's laws

The Profit zone

Corporate social responsibility

Mutuals

Charities

Not-for-Profi t companies

Summary

Chapter 12: Productivity

Zero-based Planning

Decision making

New Product development

Lessons from engineering

Measuring outputs

Personal Productivity

Summary

Chapter 13: Partnership

Benefi ts of business Partnering

Mergers and acquisitions (M&A)

Alliances

Summary

Chapter 14: Power

Power brands

Lessons from the military

Intellectual property

Legal restrictions

Cultural risks

Retailer Power

Consumer Power

Market-derived Power

Summary

Chapter 15: Perception

Personality endorsement

Conor Dignam on Perception

Problems of Perception

The law of Perception

The psychology of Perception

Corporate branding

Perception management

Summary

PART FOUR: Behaviours

Chapter 16: People

Recruitment

Assessment

Training and development

Team building

Management

Leadership

The skills of marketing

The 10 types of marketer

Summary

Chapter 17: Positiveness

Persistence

Responsibility

Motivation

Positive thinking

Negativity

Advertising slogans

Positiveness in social networks

Conclusion

Summary

Chapter 18: Professionalism

Professionalism in sport

Professionalism in business

Summary

Chapter 19: Passion

Summary

Chapter 20: Personality

Corporate Personality

Brand Personality

Consumer Personality

Summary

Conclusion

References

Further Reading

Index