Sumários
Communicating Customer Value: Integrated Marketing Communications Strategy – part I
31 Outubro 2014, 15:30 • Joanna Krywalski Santiago
1. The Promotion Mix
2. Advertising
3. Sales promotion
4. Public relations
5. Personal selling
6. Direct marketing
7. Integrated Marketing Communications
Communicating Customer Value: Integrated Marketing Communications Strategy – part I
31 Outubro 2014, 13:30 • Joanna Krywalski Santiago
1. The Promotion Mix
2. Advertising
3. Sales promotion
4. Public relations
5. Personal selling
6. Direct marketing
7. Integrated Marketing Communications
Product, Services, and Brands: Building Customer Value - part II
30 Outubro 2014, 13:30 • Joanna Krywalski Santiago
1. Product Line Decisions
2. Product Mix Decisions
3. Services
4. Types of Service Industries
5. Characteristics of a Service
6. Marketing Strategies for Service Firms
7. Branding Strategy: Building Strong Brands
8. Brand equity
9. Global Brand Ranking
10. Brand Positioning
11. Brand name selection
12. Brand Sponsorship
13. Brand Development Strategies
Product, Services, and Brands: Building Customer Value - part II
27 Outubro 2014, 17:00 • Joanna Krywalski Santiago
1. Product Line Decisions
2. Product Mix Decisions
3. Services
4. Types of Service Industries
5. Characteristics of a Service
6. Marketing Strategies for Service Firms
7. Branding Strategy: Building Strong Brands
8. Brand equity
9. Global Brand Ranking
10. Brand Positioning
11. Brand name selection
12. Brand Sponsorship
13. Brand Development Strategies
Product, Services, and Brands: Building Customer Value - part I
24 Outubro 2014, 15:30 • Joanna Krywalski Santiago
1. Product, Services, and Experiences
2. Levels of Product and Services
3. Product and Service Classifications
4. Product and Services Decisions
5. Branding
Cases used: Bugatti toaster, Brands&Logos