MAKLAN, Stan. creator KNOX, Simon. text xxu London Financial Times Pitman Publishing 1998 monographic eng

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xviii, 236p.: ills.; 24cm. Contents: Brand marketing in transition: Introduction -- The Brand is the business -- Our icons have fallen -- Summary -- Further reading -- The Value gap: Introduction -- The value of brands -- The Value of information and risk -- The Augmented brand -- The Unique selling proposition -- 4Ps marketing -- Brand management -- Making money from brands -- The Link is severed -- Components of customer value -- Business integration -- Summary -- Further reading -- Bridging the value gap: Introduction -- UOVP - Unique Organisation Value Proposition -- Components of the UOVP -- The UOVP mix -- UOVP and core processes -- Summary -- Further reading -- Marketing planning: Introduction -- Limitations of the traditional marketing planning process -- Marketing planning that supports the UOVP -- Implementation issues -- Summary -- Further reading -- Supply partnership: Introduction -- Traditional supply partnership -- The Changing nature of automotive supply partnership -- Food retailing -- A trend toward higher levels of supply partnership -- Summary -- Further reading -- Asset management: Introduction -- What do we mean by assets? -- The Use of assets in brand building -- Toward a systematic approach to asset management -- Summary -- Further reading -- Resource transformation: Introduction -- The Traditional approach to resource transformation -- The new approach- manage processes not functions -- Differentiate resource transformation for branding purposes -- Using the UOVP to differentiate resource transformation -- Summary -- Further reading -- Customer development: Introduction -- The Profit impact of customer retention -- Principles of loyalty management -- Managing customer development -- Implementing customer development -- Summary -- Further reading -- Measuring the value gap: Introduction: Are you in the right race? -- The diagnostic -- Summary -- The rehabilitation of marketing: Introduction -- The Traditional marketing function can be part of the problem -- The Business need for rehabilitation -- Is the marketing department needed any more? -- The Rehabilitated marketing capability -- The Mandate and responsibilities of the UOVP architect -- The Rehabilitated marketer -- Summary. Stan Maklan and Simon Knox. Includes index. HD69.B7.K66 0273638262 150717