Kali ini saya akan membahas buku menarik
mengenai manajemen pemasaran untuk manajer non-pemasaran. Buku karya Heather L. Fitzpatrick ini berjudul resmi Marketing Management for Non-Marketing Managers :
Improving Returns on Marketing Investments. Buku yang cukup tebal berformat
paperback dan memiliki halaman sejumlah 352. Buku ini dirilis tanggal 16 Mei
2017 oleh Penerbit John Wiley & Sons Inc.
Meskipun pengeluaran yang berkaitan dengan pemasaran merupakan porsi yang
signifikan dari sebagian besar anggaran organisasi, seringkali hal tersebut membuat
frustrasi orang-orang yang berwenang dalam pengawasan anggaran untuk
mendapatkan gambaran yang jelas bagaimana investasi pemasaran mereka bisa
kembali menjadi keuntungan. Buku menarik ini menawarkan cara praktis bagi
manajer dan eksekutif non-pemasaran untuk mengukur dan meningkatkan hasil
pemasaran. Buku manajemen pemasaran untuk manajer non-pemasaran ini akan
memberi Anda alat yang diperlukan untuk dapat menilai potensi pemasaran dengan
benar dan menilai keuntungan secara akurat. Anda akan mempelajari:
- Mengapa pemimpin pasar mencapai tingkat pengembalian yang jauh lebih besar pada pemasaran mereka daripada yang lain di pasar mereka.
- 3 alasan utama mengapa sebagian besar rencana pemasaran gagal memenuhi potensi mereka, dan langkah-langkah yang harus diambil untuk menghindari kondisi ini.
- Bagaimana cara mengevaluasi kemungkinan investasi pemasaran anda mencapai ROI sebelum menginvestasikan uangnya.
- Kapan dan bagaimana menilai keuntungan finansial dari usaha pemasaran Anda
- Seberapa baik kinerja organisasi Anda dalam pengelolaan investasi pemasaran
Buku Manajemen Pemasaran untuk Manajer Non-Pemasaran mencakup
- Studi kasus dari perusahaan dengan berbagai ukuran dan berbagai bidang industri , termasuk organisasi non-profit
- 4 tes untuk digunakan sebelum persetujuan anggaran pemasaran
- Alat evaluasi kinerja pemasaran untuk menilai dan memperbaiki manajemen pemasaran organisasi Anda
Tentang Heather L. Fitzpatrick
Heather L. Fitzpatrick adalah pendiri, presiden dan CEO MarketFitz, Inc., sebuah perusahaan konsultan manajemen yang fokus pada membantu klien mendapatkan financial returns yang meningkat secara tajam terhadap investasi yang di pengaruhi pasar. Kliennya mencakup perusahaan Fortune 500, perusahaan pasar menengah dan organisasi nirlaba dan nirlaba regional. Ia memegang lisensi CPA dan CGMA dengan pengalaman lebih dari 20 tahun sebagai profesional pemasaran, Fitzpatrick membawa wawasan yang tidak biasa ke pencariannya untuk membantu klien mengelola usaha pemasaran mereka dengan lebih efektif.
Daftar Isi Buku Marketing Management for Non-Marketing Managers : Improving Returns on Marketing Investments
SECTION 1: WHAT IS
MARKETING?
1
1 A MARKET LEADERS
2 DEFINITION OF
MARKETING
3 How Market Leaders
Define Marketing
4 Marketing, the
Discipline, Versus Marketing, the Function
5 Marketing in Your
Organisation and in This Book 7 Chapter 1 Summary 8
SECTION 2: MANAGING
THE DISCIPLINE OF MARKETING
11 2 THE DISCIPLINE
OF MARKETING: THE FOUNDATION FOR BUSINESS STRATEGY
13 Why the Discipline
of Marketing Produces the Crystal Ball Effect
14 Leveraging Market
Insight
15 Opportunities:
Identifying Unmet, Untapped or Underserved Market Needs
16 Threats:
Understanding the Competition
17 Opportunities and
Threats: Your Company s Reputation
18 The Other Half of
Marketing: Meeting Market Needs
19 Choosing a Market:
The Challenge of Serving Many Masters
20 The Cost of Market
Diversity
21 The Benefits of
Market Focus
22 Focus Made the
Difference
23 Choosing a Market
24 Translating Value
Proposition Into Products and Services
25 Aligning Your
Business Activities
27 The Point C
Principle
27 The Importance of
Vision
29 Developing Vision
29 Gap Analysis
30 Setting Business
and Financial Objectives
30 Questions for
Non-Marketing Managers to Ask About the Discipline of Marketing
31 Chapter 2 Summary
32
SECTION 3 BRAND MANAGEMENT
FUNDAMENTALS
35 The Definition of
Brand
35 The Building
Blocks of a Strong Brand
36 Strong Brands
Reflect the Company s Value Proposition
37 Strong Brands Are
Based on Truth
38 Companies With
Strong Brands Are Good Corporate Citizens
38 Strong Brands
Reflect the Image of the Merchant With Whom Their Customer Would Like to Do
Business
39 The Value of a
Strong Brand
40 Sources of Added
Value Attributed to Brand
41 Increased Customer
Preference
41 Reduced
Promotional Cost
41 Reduced Price
Sensitivity
41 Ability to Recruit
and Retain Top Talent
42 Easier Access to
Capital and Financial Markets
42 Public Benefit of
the Doubt
42 Best Practices and
Tools of the Brand Trade
43 Graphics Standards
43 Key Messages
46 Talking Points
48 Brand Audits
48 Brand Architecture
49 Mitigating and
Addressing Brand Damage
50 Questions for
Non-Marketing Managers to Ask About Brand Management
51 Chapter 3 Summary
52
SECTION 4: EVALUATING
PROPOSED INVESTMENTS IN THE MARKETING FUNCTION
57 4 EVALUATING
MARKETING PLAN ALIGNMENT
59 What Drives
Returns on Marketing Investments
59 The Marketing
Alignment Map
61 Targeted Business
and Financial Objectives
62 Desired Brand
Reputation
63 Influencing
Factors
63 Marketing
Strategies
64 Marketing Tactics
64 Expected Tactical
Outcomes
66 Expected Marketing
Outcomes
66 Expected Financial
Returns
67 Evaluating
Marketing Alignment
67 The Benefits of
Alignment
68 Questions for
Non-Marketing Managers to Ask About Evaluating Marketing Plan Alignment
68 Chapter 4 Summary
Berikutnya Section 5
dan selanjutnya ada di dalam daftar berikut ini:
69 5 UNDERSTANDING
WHAT INFLUENCES MARKET BEHAVIOUR
73 Do You Know Why
Your Customer Chooses Your Company and Why Non-Customers Don t? 73 The Danger
of Assumptions 74 What Your Marketing Function Needs to Know 75 Purchasing
Decision Criteria 77 Clip-Level and Competitive Criteria 77 Market Segments 79
Understanding Relative Market Positions 80 Other Influencing Factors 81
Prioritising Influencing Factors 82 The Connection Between Influencing Factors,
Marketing Strategies and Results 84 The Relative Importance of Price 85
Questions for Non-Marketing Managers to Ask About Factors Influencing
Purchasing Behaviour 86 Chapter 5 Summary 87 6 ALIGNING MARKETING TACTICS WITH
INFLUENCING FACTORS 91 Tactics Are Not Strategies 91 Well-Crafted Marketing
Strategies Provide Specific Guidance 93 Align Attributes to Pick the Right
Tactic 94 Market Size 95 Market Demographics 96 Business-to-Business Versus
Business-to-Consumer 96 Potential Impact on Influencing Factors 96 Brand Impact
96 The Competitive Environment 97 Cost-Benefit Analysis 97 Return Timeline 97
Complimentary Marketing Mixes 98 How Is as Important as What 98 Special
Considerations for International and Multi-Cultural Markets 99 Special
Considerations for Not-for-Profits 100 Questions for Non-Marketing Managers to
Ask About Aligning Marketing Tactics With Influencing Factors 102 Chapter 6
Summary 102 7 PRODUCTS AND SERVICES: THE FIRST P OF TACTICAL MARKETING 107
Product Management and Innovation 108 The Alternative to Innovation Is Death
110 If Innovation Is Critical to Survival, Why Don t Companies Do It? 111 Key
Principles in Product Management 115 How the Product Life Cycle Affects Other
Aspects of Marketing 115 The Impact of New Product or Service Introductions on
Existing Products or Services 116 Discontinuing or Changing a Product or
Service 117 Brand Considerations 118 Beyond the Product or Service 119
Outsourcing Products or Expertise 120 Questions for Non-Marketing Managers to
Ask About Products and Services 121 Chapter 7 Summary 122 8 PLACEMENT OR
DISTRIBUTION: THE SECOND P OF TACTICAL MARKETING 125 Go Where the Market Looks
for Solutions 125 Balance Cost With Benefits 126 Consider the Impact on Brand
126 An Introduction to Channel Management 126 Direct Distribution 127 Indirect,
or Channel, Distribution 132 Cutting Out the Middleman 135 Vertical Integration
135 Franchising and Licensing 136 Disintermediation 137 Creative Partnerships
137 Strategic Partnerships 137 Value Added Resellers 138 Joint Ventures 138
Multi-Channel Distribution 138 Channel Conflict 139 How Channel Decisions Impact
Product and Service Innovation 140 Questions for Non-Marketing Managers to Ask
About Place or Distribution 140 Chapter 8 Summary 141 9 PRICING: THE THIRD P OF
TACTICAL MARKETING 145 The Impact of a Dollar (or Pound, or Yen or Rupee) 145
Common Approaches to Evaluating Price 147 Cost-Based Pricing 147
Competition-Based Pricing 149 Value-Based Pricing 149 Price and the Product
Life Cycle 151 Incentive Pricing Approaches 152 Loss Leaders 152 Freemiums 153
Coupons, Groupons, Rebates, Sales and Other Short-Term Price Reductions 154
Fixed Fees or Fixed Prices 155 Retainers 155 Package Prices 156 Contingency
Pricing 156 Bulk Pricing 156 Multiple Unit Pricing 156 Push Money/Prize Money
Allowances 157 Other Pricing Approaches 157 Price Discrimination 157 Dynamic
Pricing 158 Terms 158 Guarantees, Warrantees and Return Policies 159
Advertising and Promotional Allowances 159 Psychological Pricing 160 The
Connection Between Price, Product or Service, Distribution Systems and
Operations 160 The Impact of Brand on Price 161 Market Realities 161 Legal
Issues 162 Questions for Non-Marketing Managers to Ask About Price 163 Chapter
9 Summary 163 10 PROMOTIONS: THE FOURTH P OF TACTICAL MARKETING 167
Understanding the Two Functional Purposes of Promotions 168 Delegate, but Don t
Abdicate 170 Why Following the Leader Is Risky 171 Communicate So the Market
Hears What You Say 172 Pick the Right Tool for the Purpose 173 A Guide to
Common Promotional Tactics 173 Advertising 173 Direct Marketing 178 Websites
180 Social Media 183 Collateral Materials and Related Marketing Communications
187 Media Relations 189 Public Relations (Other Than Media Relations and Social
Media) 191 Questions for Non-Marketing Managers to Ask About Promotions 193
Chapter 10 Summary 193 11 EVALUATING RETURNS ON MARKETING INVESTMENTS 197
Debunking the Measurement Myth 197 The Benefits of Measurement 200 Measuring
Results in Anticipation of Funding 200 Measuring Returns During and After
Execution 202 Determining the Appropriate Level of Accuracy 202 Measurement
Models: Simple to Complex 203 Case Study #1: Evaluating the Potential Impact of
a Website Overhaul 204 Case Study #2: Evaluating the Impact of Changes in
Products, Channels and Promotions 206 Case Study #3: Increasing Precision
Through Analytics 210 Risk Adjustment 212 Return on Marketing Investment 214
Questions for Non-Marketing Managers to Ask About Measurement and Returns 216
Chapter 11 Summary 216 SECTION 4: MANAGING MARKETING OPERATIONS 219 12 WHY DO
GOOD PLANS FAIL? 221 The Tortoise Law 222 Why Companies Voluntarily Abandon
Their Plans 222 Lack of Executive Commitment 223 Leadership Changes 223 Failure
to Plan for Change 224 No Evidence of Progress 224 Executive Distrust 225 Why
Companies Drift Away From Their Plans 225 Lack of Executive Commitment 225 Poor
Accountability 226 Incremental Changes 227 Why Companies Involuntarily Abandon
Their Plans 228 Inadequate Staffing 228 Failure to Anticipate Significant
Changes 229 Failure to Anticipate Opportunities 230 Questions for Non-Marketing
Managers to Ask About Keeping a Plan on Track 230 Chapter 12 Summary 231 13
STAFFING THE MARKETING DEPARTMENT 233 Estimating Human Resources Requirements
233 Acceptance of Responsibilities 236 Assessing the Required Skills 237 Using
External Resources to Address Skill Gaps 238 The Benefits of External Resources
238 How to Decide When to Use External Marketing Resources 239 Selecting a
Resource 240 Overseeing External Resources 243 Questions for Non-Marketing
Managers to Ask About Staffing the Marketing Department 245 Chapter 13 Summary
245 14 MANAGING MEASUREMENT 249 Addressing the Language Barrier 249 Agreeing on
Metrics 251 Building Processes and Systems to Measure Performance 253 Don t
Forget the Investment Side of the ROI Equation 254 Remaining Focused 255
Coordinating Efforts 256 The CEO s Role in Measurement 257 Questions for
Non-Marketing Managers to Ask About Managing the Measurement of Marketing
Performance 258 Chapter 14 Summary 258 15 CULTIVATING SYSTEMATIC LISTENING 261
Modelling the Way: The Executive s Role in Building the Crystal Ball Effect 261
Building a Listening Culture 263 Validating Internal Information With
Third-Party Research 265 Why Market Research Reduces Risk 265 Effective
Research Keeps the End in Mind 266 Identify Assumptions and Define Risks 266
Assess the Appropriate Investment 267 Start With the End 268 Key Market
Research Tools and Concepts 268 Types of Research 269 Bias Risk in Research 270
Research Design 271 The Art of Interpretation in Research 271 Questions for
Non-Marketing Managers to Ask About Cultivating Systematic Listening 272
Chapter 15 Summary 273 SECTION 5: CONCLUSION 275 16 FOUR TESTS TO RUN BEFORE
FUNDING 277 The Alignment Test 277 How the Test Works 277 Case Study: The
Alignment Test in Action 280 The Assignment Test 283 How the Test Works 284
Case Study: The Assignment Test in Action 285 The Risk Assessment Test 286 How
the Test Works 286 Case Study: The Risk Assessment Test in Action 287 The
Anticipated Returns Test 289 How the Test Works 290 Case Study: The Anticipated
Returns Test in Action 291 Chapter 16 Summary 296 17 NOW WHAT? 297 Marketing
Performance Evaluation: How Does Your Company Compare? 298 Section I: The
Discipline of Marketing 298 Section II: Evaluating Marketing Plans 299 Section
III: Managing the Marketing Function 301 Now, Take It Again 304 Share Your
Answers 304 Ask Questions 304 GLOSSARY 305 APPENDIX A: REFERENCES AND RESOURCES
317
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