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Marketing Strategy
Key Account Management
How you define a key account - Intro (5:54)
A new critical Interface for Sales (6:30)
Key Account Management - A practical example (7:14)
Selection and Relationship with Key Accounts (8:06)
Strategic Purchasing system (5:44)
Key Account Portfolio Management (8:05)
Key Account Analisys (5:18)
How To Select Key Account Managers (4:13)
Market Segmentation
Intro to Market Segmentation (9:53)
A case study: avoid the price commodity trap (9:13)
Market segmentation process (9:28)
Product life cycle 1 (7:03)
Product life cycle 2 (7:04)
Reasons for market segmentation (10:50)
Advanced Market Segmentation
Market Segmentation Intro (3:56)
How do you do segmentation properly (12:37)
Design a project specification (9:01)
Segmentation process (8:01)
Prioritising and selecting elements (9:26)
How do you link it to strategy (5:23)
What you should get out of it (7:48)
Marketing Accountability
Intro to Marketing Accountability (6:35)
Marketing accountablity: the value of goodwill (7:24)
Marketing Value Time Lag (6:32)
Financial and Business Risks (5:36)
Creating Sustainable Competitive Advantage (8:50)
What is Marketing Accountability (10:52)
Marketing Due Diligence (7:41)
Practical Example of Marketing Accountability (10:43)
Strategic Marketing Planning
Marketing Planning Intro (4:18)
The Housemarket Plunge (5:35)
Sustained Competitive Advantage (9:15)
Overwiew to Marketing Planning (8:30)
The Ansoff Matrix (8:50)
Marketing Planning Example (13:01)
The Real SWOT analysis (11:28)
How Promotion is linked to market segmentation (10:26)
Marketing Plans Implementation
Marketing Plans Implementation (McDonald) (16:30)
Marketing plans - Implementation (Ed Bradford) (11:05)
Implementation Steps - Anticipate (2:58)
Implementation steps- Initiate (9:54)
Implementation steps - Accelerate (7:40)
Implementation steps-Integrate (3:07)
Sensing implementation success (9:10)
Reduce risk of failure (8:36)
Marketing Plans Implementation Advanced
Marketing plan implementation-Intro (6:05)
Borrowing brilliance (7:56)
The helm model (6:28)
Key success factors (2:49)
Gamification
The Gamification of strategy-Intro (13:01)
Applying STP to SAM using Simulator (2:29)
Using simulator to apply STP to SAM-Step 1 Segmentation (10:58)
Using simulator to apply STP to SAM-Step 2 Targeting (9:24)
Using simulator to apply STP to SAM-Step 3 Positioning (6:52)
The Gamification of strategy-Conclusions (6:25)
Marketing in The Boardroom
Intro To Marketing in the Board Room (5:43)
The Pointlesness of P&L Statements (9:26)
The Purpose of Strategic Marketing Planning (15:30)
Value Propositions (2:40)
Do we know our markets? (3:44)
Do we know what our sources of differential advantage are in each of the princip (3:50)
Do we address real segments in our key target markets? (4:22)
Do we agree on the prioritisation of our markets and the segments within each ma (6:05)
Have we assessed the risks associated with our strategic marketing plan? (12:09)
Have we calculated whether the strategic marketing plan creates or destroys shar (1:18)
Have we agreed the marketing metrics we want reported to us and their frequency? (4:38)
Are we happy that the time, effort and expense involved in developing marketing (2:58)
The Ansoff Matrix
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