Contents
Chapter 2 Understanding Business Economics—The Value Equation
Chapter 3 Basic Marketing Frameworks and Fundamentals
Chapter 4 Introducing the Strategic Marketing Framework
Chapter 5 Identifying the Product and Service Offerings
Chapter 6 Understanding Customers and Segments
Chapter 7 Understanding the Competition
Chapter 8 Delivering Winning Products and Services
Chapter 9 Developing the Key Messages
Chapter 10 Understanding Pricing
Chapter 11 The Marketing Funnel
Chapter 12 Advertising and Placement—Where and How to Connect to Your Target Customers
Chapter 13 Customer Relationship Management Tools
Chapter 14 Metrics That Matter
Appendix: Sample Strategic Marketing Framework Templates ...
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