Please enable JavaScript.
Coggle requires JavaScript to display documents.
Marketing 1: Introduction to Marketing Strategy (Chapter 1: Marketing…
Marketing 1:
Introduction to Marketing Strategy
Chapter 1: Marketing Stratgey: A First Principles Approach
MP2: All Customers Change
Managing Customer Dynamics
Lifecycle Perspective
AER Approach
CLV Approach
Input-Output Framework
3 Inputs
3 Outputs
5 Sources of Customer Dynamics
(2) MP1: All Customers Differ
Input-Output Framework
3 Inputs
3 Outputs
Managing Customer Heterogeneity
4 Ways to Manage Heterogeneity
MP3: All Competitors React
SCA Sources
Customer Equity Perspective
BOR equity stack
Input-Output Framework
(1) Introduction
How Marketing Strategy Differs from Corporate Strategy
Important Questions to be asked
Importance of Marketing Strategy
Loyal Customer Base
Definiton of a Marketing Strategy (5 key Elements)
Key Marketing Decisions based on the Principles
First Principles of Marketing
MP4: All Resources are Limited
Heuristic-Based vs. Attribution-Based Processes
Input-Output Framework
5 Factors that Impact Resource Trade-Offs