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Full listing of factfiles

 

1. Why it is important to understand your customer
   
   
2. Understand the difference between B2B and B2C marketing
   
   
3. Benefits of customer research: Knowing your customers can ensure a more effective business strategy
   
   
4. Researching customers: Methodologies to gain a better understanding of customers
   
   
5. Creating multi-channel dialogues: Ensuring a multi-channel dialogue
   
   
6. Understanding industries: Understand the industry your customer operates in
   
   
7. Competitor analysis
   
   
8. Using understanding to build plans
   
   
9. Defining segmentation: What is segmentation?; Why Segment?; What approach to segmentation should I take?
   
   
10. Benefits of segmentation: Issues with customer-driven segmentation; The benefits of customer-driven segmentation
    
    
11. Needs based segmentation: Steps in building 'needs-based' segments
    
    
12. Segmentation project structure: Segmentation project structure
    
    
13. Segmentation pros and cons
    
    
14. What is a proposition?
    
    
15. Developing propositions
    
    
16. Delivering propositions: Developing and quantifying propositions; Delivering propositions
    
    
17. Proposition value: Articulating value; Quantifying value
    
    
18. Defining portfolio marketing
    
    
19. About channels
    
    
20. Indirect channel: Indirect channel programmes
    
    
21. Multi-channel models: Designing a multi-channel coverage model;  Covering your customers to maximize opportunity and profitability; The old model is breaking down
    
    
22. A new channel model
    
    
23. Building the multi-channel model
    
    
24. Channel analysis
    
    
25. Channel execution
    
    
26. Channel strategy: What this all means
    
    
27. E-channel strategy
    
    
28. Channel advantage: Creating a channel advantage in business-to-business marketing
    
    
29. Product-centric strategies: The challenge facing product-centric companies
    
    
30. Competing on costs: If not competing on products, how about competing on lower costs?
    
    
31. Competing on brand: One source of real competitive advantage, with a caveat
    
    
32. The channel-centric approach: The competitive advantage of a channel-centric approach
    
    
33. Channel innovation: The channel advantage
    
    
34. Channel weaknesses: Why not just keep adding channels?
    
    
35. Customer relationship management: Client relationship management best practice in professional service firms; Professional service firms as a model
    
    
36. Objectives and key elements of CRM: Objectives and key elements of CRM in professional service firms
    
    
37. Implementing CRM: What is involved
    
    
38. Making CRM work
    
    
39. Brand and marketing communications
    
    
40. Why alignment is so important
    
    
41. Barriers to alignment: Why don't we do it?
    
    
42. Implementing alignment: What will change things; What is needed?
    
    
43. Market mapping: An overview
    
    
44. Market mapping examples
    
    
45. Measuring ROI
    
    
46. Clear marketing aims: The importance of having a marketing aim
    
    
47. Measuring ROMI
    
    
48. The role of ROMI: What role does ROMI play?
    
    
49. Simple ROMI model
    
    
50. Difficulties with metrics
    
    
51. Benefits of ROMI: Conclusion, the benefit of using ROMI
    

 

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