Marketing

Igor Nowé has held various marketing and sales positions in various national and international companies. He currently teaches Marketing and Account Management at Odisee University College (Brussels). He also teaches B2B, strategy and brand activation at Ehsal Management School (Brussels) and within the MBA program of the Flanders Business School (KU Leuven). In addition, he guides several companies in their strategy with valuemarketing.be.

• Introduction11Part 1: Operational marketingChapter 1: The basics of “operational marketing”: Kotler’s 4P 19Chapter 2: The “evolved” model: SAVE 2121 Solution 26211 General 26212 The “needs” model by Maslow 27213 Different layers within the concept solution 34214 Branding 36215 Segmenting – Targeting – Positioning 43216 Overview on “Solution” 5422 Access 54221 General 542211 Access “part 1”: information 552212 Access “part 2”: closing the “deal” 562213 Access “part 3”: customer service 56222 Different types of “Access channels” 57223 Omni-channel 63224 Access channels considerations 67225 Overview on “Access” 6823 Education 69231 General 69232 PESO model 71233 The difference between Communication (Media) and Promotion 75234 Content marketing: 3H model of Google 78235 Experience marketing 812351 General 812352 Model of Pine and Gilmore 822353 Experiences in a “digital” context 88236 Overview on “Education” 8824 Value 89241 Elements of Value 892411 Element 1 of Value: Solution 902412 Element 2 of Value: Access 922413 Element 3 of Value: Education 94242 Price-paradox 97243 Overview on “Value” 99Chapter 3: Customer (Decision) Journey 10031 History and trends 10032 AIDA: the start 10133 The evolution in the CDJ models 10334 Foote, Cone and Belding's matrix/grid 10735 Some important thoughts about the “Customer Decision Journey” 11236 Overview on “Customer Decision Journey” 117Chapter 4: SAVE & CDJ the “perfect” marriage 11841 General recommendations 118411 First phase: “awareness” through “Solution” & “Education” 119412 Second phase: “active evaluation” through “Access”& “Education”121413 Third phase: “closing the deal” through “Access” & “Value”124414 Final phase: “Post purchase evaluation” through “Value”, “Access”, “Education”, & “Solution” 126415 Overview 12942 Measuring Value: focus on “trust” factor 129Chapter 5: Some general remarks 13451 The era of artificial intelligence 13452 B2C vs B2B: same challenges different settings 136521 B2B 137522 B2C 138Part 2: Strategic marketingChapter 1: General introduction to strategic marketing 143Chapter 2: Strategic process 14521 Step 1: Strategic overview 145211 Mission statement 146212 Vision statement 146213 (Strategic) Goals 147214 Values 14822 Step 2: External analysis 149221 External analysis: Meso environment 1512211 Five Forces Model (Porter) 1522212 Strategic models (Porter / Treacy & Wiersema) 1582213 Strategy matrices (BCG / GE) 1642214 General conclusion on Meso environment 170222 External analysis: Macro environment 1712221 DESTEP (or PESTLE )17123 Step 3: Internal analysis 174231 Internal analysis: Micro environment 1752311 Value Chain model (Porter) 1752312 7S Model (McKinsey) 1792313 General conclusion on Micro environment 18324 Step 4: SWOT: the ultimate summary 18525 Step 5: Going from strategic to operational marketing 186251 Strategic options 188252 Optimising value 1952521 (New) Strategic overview 1952522 (New) Target group: Segmentation – Targeting – Positioning 1962523 (New) Value proposition – (New) SAVE 19626 Overview on “strategic planning” 197Epilogue: The future of Marketing is built on Trust and Value 199Acknowledgements 203Notes 205