The practical marketer: Your Ultimate guide to consumer product marketing

Content:

1. Essentials of Brand Strategy Basics of Brand Management Building a Category Strategy How Is a Brand Strategy Built? Crafting a Brand Purpose
2. Understanding the Consumer
Consumer Behaviour
Segmentation
Creating Consumer Portrait
Uncovering Consumer Insight
Brand Concept
3. Activating the Brand
How Are Advertisements Made
How to Deliver Winning Activation
Events, Public Relations, and Word of Mouth
The Logic of Consumer Promotions
Use of Celebrities in Marketing
Making the Media Plan
4. Building the Mix Building a Winning Product
Role of Pricing in Business Decision Making
How to Evaluate Packaging Design
How to Deliver Innovations That Work
Building the Right Brand Architecture
5. Types of Marketing Evolution of Digital Marketing
Marketing through Surrogates
Copyrighted material
Taking Your Brand to International Markets
6. Role of Partners
Effective Management of Projects
6. Role of Agencies
Partnering with Consumer Insights Team
Customer Marketing, Shopper Marketing, and Trade Marketing