The Marketing Book 5th Edition

382 The Marketing Book Having elicited a functional attribute, which acts as the anchor point, customers are then asked why such ...

Identify brand’s values Define relationships to reinforce these values Evaluate customers’ views about the relationship Refine t ...

Future environment Values Purpose Brand’s vision 384 The Marketing Book management team work through the model, so the emphasis ...

Brand building 385 surfaced about the desired future. Through subsequent workshops, the attractiveness of different futures can ...

Category values to compete Brand values to create a welcome point of difference 386 The Marketing Book provide the basis for bra ...

Visible artefacts Values Basic assumptions Supportive or constrictive culture Brand vision ! ! ! Envisioned future Purpose Value ...

Competitors Macro- environment Customers Corporation Distributors Brand 388 The Marketing Book Together, those should sum to the ...

Brand building 389 If a brand goes through distributors, some of the following factors need addressing:  To what extent do the ...

Personality traits Values Emotional rewards Benefits Attributes 390 The Marketing Book lead to a value which is welcomed by con- ...

Essence Distinctive name Risk reducer Symbol feature Service components Sign of ownership Legal protection Shorthand notation Fu ...

392 The Marketing Book The nature of the brand metric will depend on the ideas that emerged from the model in Figure 15.8, as th ...

Brand building 393 rapidly refine their supporting strategy when faced with greater competitive challenges. The material covered ...

394 The Marketing Book or minus two: some limits on our capacity for processing information, Psychological Review, 63 (2), 81–97 ...

CHAPTER 16 The integration of marketing communications TONY YESHIN The blurring of the edges of marketing communications Recent ...

396 The Marketing Book Discipline overlap is blurring long standing distinctions. It’s becoming increasingly difficult to catego ...

The integration of marketing communications 397 The strategic role that marketing commu- nications can play is increasingly evid ...

398 The Marketing Book actually means in practice. They point to the fact that various writers have argued about the move away f ...

The integration of marketing communications 399 they will be concerned with is the content of the message. A surge of interest b ...

400 The Marketing Book messages. It holds the greatest, most exciting promise for the future. George Schweitzer, Senior Vice Pre ...

The integration of marketing communications 401 re-examine the way in which consumers use sources of commercial information. A p ...