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| Acknowledgements Introduction: Why this Book? 1. The 9 Point Plan for Sustaining and Growing Your Market Profitably 2. In the Beginning was … Segmentation! Why is market segmentation the first step? So what is successful market segmentation all about? Successful market segmentation is the starting point for your business and marketing strategy Targeting individuals and organisations as well as segmenting the market The executive self-assessment checklist: segmentation 3. Delving into the Mind of the Market – Understanding the Real Stakeholder Drivers From market drivers to business performance – a step-by-step approach Identifying the business winners ‘Back-of-mind’ and ‘front-of-mind’ issues The role of intangibles What makes for value in your business? The executive self-assessment checklist: delving into the mind of the market 4. From Customer Satisfaction and Branding to Loyalty and Attraction Why customer loyalty is important – and why customer satisfaction doesn’t give you the whole picture Input–impact analysis of actions taken Bringing customer opinions to life The world is a competitive place! But benchmarking against the competition alone can lead to wasted resources The performance/equity gap Comparing Norwegian apples with Italian oranges The executive self-assessment checklist: from customer satisfaction and branding to loyalty 5. Decision-Making Dynamics Introduction Functions/levels of seniority Roles Needs, interests and desires Psycho-cultural environment Appropriate approaches Update the database and profile the DMU The executive self-assessment checklist: decision-making dynamics 6. Staff Motivation and Perceptions Some introductory thoughts on staff motivation Staff perceptions: introduction Are staff in touch with the marketplace? Are processes and opinions within your organisation aligned? The executive self-assessment checklist: staff motivation The executive self-assessment checklist: staff perceptions 7. Who Else should be on your Radar Screen – The Role and Motivation of Other External Stakeholders and Influencers Introduction: who are other external stakeholders and influencers? Scenario 1 – You wish to assess the impact of influencers on your customers’ attitudes/behaviour Scenario 2 – Some influencers are also your customers Scenario 3 – You wish to enhance your overall standing and business performance Scenario 4 – You are making a major decision or taking an initiative Scenario 5 – You are engaged in a damage limitation exercise Managing the (conflicting) demands of different stakeholders Concluding questions The executive self-assessment checklist: other external stakeholders and influencers 8. Communicate (and Communicate and Communicate…) Your communication targets Corporate communication: introduction Information about your organisation Strengthening your corporate brand Combining knowledge with brand equity Product/service communication Effective communication is a two-way process The executive self-assessment checklist: communication 9. Constant Renewal – Searching for Winning New Product or Service Propositions Introduction: the impetus for new product or service development Looking around us: underlying ‘macro’ trends Critical factors for success: introduction Internal success factors External success factors How do you go about finding out whether or not your new product/service is likely to be successful? Evaluating your own experience The executive self-assessment checklist: new products/services 10. An Ongoing Process: Monitoring your Performance Why monitor your performance What to monitor How to monitor Acting on the results Identifying and acting on the blockages The executive self-assessment checklist: monitoring your performance 11. Conclusion: The 9 Point Plan Revisited Your stakeholder balance sheet at a glance And finally … a reminder about the key action areas Bibliography Index |
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