Rezultati pretrage - "iceberg theory"

Marketing and management models : a guide to understanding and using business models / od Strong, Helen

Sadržaj: “…Little matrix -- Adopt and drop curve -- Ansoff growth matrix -- Authenticity gap -- Brand equity -- Brand resonance -- Brand resonance ladder -- Brand loyalty programs -- Brand switching -- Engagement gearing -- Communication targeting: business buying unit -- Consumer decision making -- Consumer decision model for a service industry environment -- Consumer angry switching -- Customer growth rate -- Gamification -- Gap analysis -- Cultural integration in marketing -- Force field analysis -- Iceberg theory: identification of the marketing research problem -- Integrated marketing vectors -- Ishikawa diagram (Fishbone) -- Mullin's seven domains, business opportunities -- Perceptual maps -- Porter's five force analysis -- Positioning -- Product life cycle -- Road mapping -- SERVQUAL -- SOSTAC� planning system -- Stakeholder analysis -- Supply chain concept -- Target market identification: segmentation and estimation -- The growth share matrix -- Glossary of terms -- Conclusion -- About the author -- References -- Index.…”
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