Market Proliferation
저자: Hans Kuna
1. Segmentation
1.1. fragmentation
1.2. Polarizing
2. Demand
2.1. Simultaneous
2.1.1. High-end
2.1.2. Low-end
3. Media
3.1. traditional media
3.1.1. declining effectiveness
3.1.2. Television
3.2. New alternatives
3.2.1. Viral Marketing
3.2.2. Internet
3.2.3. Product Placement
3.2.4. Banner Ads
3.2.5. On-line Video
3.2.6. Not yet adequate
4. Touchpoints
4.1. Massive increase
5. Change Management
5.1. Leadership actions
5.2. New employee conract
5.2.1. supporting systems
5.2.2. Processes
5.2.3. Incentives
5.3. Communicate change
5.4. Skills development
5.4.1. Change agents
5.4.2. Peer-mentoring
5.5. Insight workshops
6. Strategy
6.1. Prioritisation
6.1.1. Need
6.1.2. Risk
6.2. Portfolio
6.2.1. Understand
6.2.1.1. ceconomic analysis
6.2.1.2. customer preferences
6.2.2. Achieve
6.2.2.1. competitive positioning
6.2.2.2. minimize cannibalization
6.2.2.3. new opportunities
6.3. Segmentation
6.4. Channels
6.5. Brand Power
6.6. Integrated approach
6.7. Marketing mix
6.7.1. Product
6.7.2. Price
6.7.3. Place
6.7.4. Promotion
6.7.5. xxx