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LEARN THE BASICS OF MARKETING WITH MANGA FOR SUCCESS!
Do you want to increase sales? Improve customer satisfaction? Or are you looking for a basic understanding of marketing to ace your class or improve your outlook in the job market? Whatever your reason for picking up this book, Marketing: Manga for Success makes essential concepts easy to understand using practical examples and situations. You'll learn about:
The story follows Marimo, a young woman who wants to help her aging parents save their specialty pastry business. There isn't much she can do but she wants to help them find new opportunities. Just then, she meets two mysterious characters who teach her how to rebuild the family business through marketing, step-by-step. Find out why the Manga For Success series--now available in English for the first time--is so popular in Japan, Korea, and beyond.
Auteur
TAKASHI YASUDA is a marketing professional who has worked as a researcher, merchandising advisor, and marketing manager. Currently, he works in consulting and new business development for a variety of clients. He is the author of Hajimete Manabu Marketing no Hon (The First Book of Marketing), among others.
Texte du rabat
A FUN AND APPROACHABLE WAY TO LEARN THE BASICS OF MARKETING Do you want to increase sales? Improve customer satisfaction? Or are you looking for a basic understanding of marketing to ace your class or improve your outlook in the job market? Whatever your reason for picking up this book, Marketing: Manga for Success makes essential concepts easy to understand using practical examples and situations. You'll learn about branding, viral marketing, advertising and promotions, the importance of customer relationships, and more. Along the way you'll see how these concepts work in practice. Meet Marimo, a young woman who wants to help her aging parents save their specialty pastry business. There isn't much she can do but she wants to help them find new opportunities. Just then, she meets two mysterious characters who teach her how to rebuild the family business through marketing, step-by-step. Find out why the Manga For Success series-now available in English for the first time-is so popular in Japan, Korea, and beyond.
Résumé
LEARN THE BASICS OF MARKETING WITH MANGA FOR SUCCESS! Do you want to increase sales? Improve customer satisfaction? Or are you looking for a basic understanding of marketing to ace your class or improve your outlook in the job market? Whatever your reason for picking up this book, Marketing: Manga for Success makes essential concepts easy to understand using practical examples and situations. You'll learn about: Branding, viral marketing, and advertising and promotions The importance of customer relationships * The 4 "P"s of marketing The story follows Marimo, a young woman who wants to help her aging parents save their specialty pastry business. There isn't much she can do but she wants to help them find new opportunities. Just then, she meets two mysterious characters who teach her how to rebuild the family business through marketing, step-by-step. Find out why the Manga For Success series--now available in English for the first time--is so popular in Japan, Korea, and beyond.
Contenu
Introduction 10
Part 1 What Is Marketing?
Story 1 Sudden Unexpected Guests! A Blessing or a Curse? 14
Emotion and Logic in the Context of Marketing 40
What You Call Your Buyers Depends on the Situation 42
The Three Points of View in Marketing 45
What Is Marketing? 48
How Has the Concept of Marketing Changed over Time? 50
The Scope of Marketing 52
Column 1: Listening to the Voice of Your Market 54
Part 2 The Pros and Cons of Viral Marketing
Story 2 Will Word of Mouth Really Bring in Customers? 56
The Influence of Word of Mouth through Viral Marketing 66
Devising Strategies to Boost Word of Mouth 68
Products and Services Most Affected by Word of Mouth 70
Hints for Boosting Word of Mouth 72
Part 3 Understanding the People Who Buy Your Products
Story 3 What Do Your Customers Really Need? 76
The AIDMA Model of Consumer Behavior 86
What Is the Kotler Consumer Buying Decision Process Model? 90
Human Desire: Needs versus Wants 92
Thinking with Both Consumer Needs and Wants in Mind 94
Understanding Human Needs 96
Buyers Who Set the Trend and Buyers Who Follow the Trend 98
Part 4 Sorting out Your Company's Relationship with Your Customers
Story 4 Fake Marimo Manju Buns Appear! 102
Analyzing Your Customers, Your Competitors, and Your Company 112
Identifying Your Company's Strengths, Weaknesses, External Opportunities, and Threats 114
Developing Strategies Based on Internal and External Factors 116
The Five Force Model 120
Deciding the Who, the What, and the How 122
Different Marketing Strategies 124
Building a Competitive Edge 126
How You Fight the Battle Depends on Market Positioning 128
Part 5 Decide Who Your Customers Are
Story 5 Who Are Tamaya's New Customers? 132
Connecting Product and Customer: The STP Marketing Model 140
Finding Common Factors among Similar Consumers 142
Mapping Consumer Perception 148
Changing Your Target Changes Your Concept 150
Column 2: A General Rule for Narrowing Down Your Target Consumers 154
Part 6 Deciding Your 4 Ps
Story 6 Let's Make Mini Marimo Manju! 156
What Are the 4 Ps of Marketing? 180
Key Points for Differentiating Between Products 182
What Is a Brand? 184
How Do You Build Your Brand? 186
The Product Life Cycle 188
Push and Pull Marketing Strategies 192
Different Promotional Communication Methods 194
The Features of Different Advertising Methods 196
The Effects of Public Relations 198
Various Sales Promotion Methods 200
Three Ways to Decide on Your Prices 202
Determining Prices Based on Demand 204
The Psychology of Prices and Pricing 206
Think about How to Distribute Your Products 208
Finding the Special Features of Your Market Area 210
The Functions of Wholesale 212
Column 3: Organizing and Preparing Your Present Product Strategy 214
Part 7 Establishing Long-Term Relationships with Your Customers
Story 7 The Last Message 216
The Importance of Capturing Your Customers 230
The Components of Customer Satisfaction: Essential and Nonessential Functions 234
Take Good Care of Your Best Customers 236
Why Is Customer Satisfaction Important? 238
References 241