This document contains summaries for all the articles needed for the Marketing Management exam. Each article was read and summarised in the suggested categories: 1. What the paper is about, 2. Main Findings 3. Where the paper should be used in the Marketing Management Process 4. A brief description...
what makes it green the role of centrality of green att
Written for
Universiteit van Amsterdam (UvA)
Business Administration
Marketing management (6012S0014Y)
All documents for this subject (11)
2
reviews
By: dvanhooff • 1 year ago
By: emilyvanduijnhoven86 • 3 year ago
Seller
Follow
giorgia99
Reviews received
Content preview
Week 1
The
Ultimate
Marketing
Machine:
Author DeSwaan Arons, van den Driest, Weed
Title The Ultimate Marketing Machine
- Marketing practices have evolved drastically; to keep up, marketing
What the leaders should focus on how structures determine strategies.
paper is about - What separates the strategies and structures of superior marketing
organisations from the rest.
What makes for superior marketing:
For the marketing strategy
1.Big data: big data can be used to understand what and why consumers
are doing —> understanding of what consumers need
2. Purposeful Positioning: Effective delivery of functional, emotional,
and societal benefits at the same time, fine-tuned for the targeted
customers.
3. Total experience: creating costumer experiences (with stores,
packaging…) enhances the value of the product. Individual products<<
Main Findings total experience of the brand
Use data to understand what costumers need->position the company so
that the functional, emotional, and societal benefits are clear and
consistent-> create an all-encompassing brand experience
Within the company:
Embed marketing throughout the organisation->inspire costumers and
employees with brand purpose-> focus on objectives by maintaining
internal cohesiveness->create agile organisational structures, that can
mutate to leverage on global scale and be nimble->continuously build
capabilities
, Strategy formulation—> Targeting with Big Data, Positioning with
Where does the
Purposeful positioning,
paper fit in the
Tactical Programme Formulation-> 4ps, promotion with the total
MM process?
experience
1. Qualitative interviews with 350+ CEOs CMOs and agency heads.
2. CMOs roundtables.
Method 3. Online quantitative surveys with 10,000+ marketers from 92
countries, with 80+ questions
Division in under and over performers.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through EFT, credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying this summary from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller giorgia99. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy this summary for R257,43. You're not tied to anything after your purchase.
