Salvatrice Aprile e Luisella Mori
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Copertina
Foreword
UNIT 1 - MARKETING
What is Marketing?
1.1 What is Marketing?
1.2 Let's watch a video
1.3 The Marketing Triangle
The Marketing Plan
1.3 What is a Marketing Plan?
1.3.1 SWOT analysis
1.3.2 What does SWOT mean?
1.3.3 It's your turn - Fill in the gaps
1.3.4 SWOT Analisis Template
1.4 Market Research and Segmentation
1.5 How to launch a product - Provided Sample
The Marketing Mix
1.5 The Marketing Mix
1.5.1 Now, give it a try!
1.5.2 Asking the right questions
1.5.3 The Product (or the Service)
1.5.4 Price
1.5.4 Some pricing strategies
1.5.5 Place
1.5.5 Distribution channels: some examples
1.5.5 The Advantages of Ship-To-Store
1.5.5 Case Study: Foot Locker
1.5.6 Promotion
1.5.6 Group Presentation Evaluation Rubric
1.5.6 Promotions vs. Advertising
1.5.7 The 7 Ps of Marketing
1.6 How to market
1.7 How to market: Case Studies
UNIT 2 - ADVERTISING
2.1 What is Advertising?
2.1.2 The Advertising Campaign
2.1.3 Elements of an advert
2.2 Promotional Ideas
2.3 Advert and Persuasion Techniques
2.4 Comparing Advert Techniques
2.4.1 An example of a brochure advertising a festival
2.4.2 Homework
UNIT 3 - BRANDING
3.1 What is Branding?
3.2 Branding Objectives
3.3 Branding Tips
BUSINESS GLOSSARY
GLOSSARY
Survival Advertising / Marketing Vocabulary
BIBLIOGRAPHY AND WEBLIOGRAPHY
BIBLIOGRAPHY
WEBLIOGRAPHY
Notice
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