PREFACE
ACKNOWLEDGEMENTS
PART I: GENERALITIES ON MARKETING
CHAPTER I: INTRODUCTION
A. GENERAL CONTEXT
B. MARKET ANALYSIS
CHAPTER II: DEFINITIONS ET EXAMPLES
A. MARKETING
B. PERCEIVED VALUE
C. CONSUMER INSIGHT
CHAPTER III: STRATEGIC MARKETING
A. SEGMENTATION
B. TARGETING
C. POSITIONING
D. SOME EXAMPLES
PART II: OPERATIONAL MARKETING
CHAPTER I: INTRODUCTION
CHAPTER II: THE PRODUCT
A. THE RANGE
B. TECHNICAL DETAILS
C. QUALITY
D. THE PACKAGING
E. THE BRAND
CHAPTER III: PRICE
A. COMPANY
B. CLIENTS
C. CONSUMERS
D. CONTROL COSTS
CHAPTER IV: PLACE
A. ROUTE TO MARKET (RTM)
B. TRADE MARKETING
C. THE TEAMS
PART III: BUILDING A WINNING COMMUNICATION
CHAPTER I: GENERALITIES
A. DEFINITION
B. ROLE
C. THE KEY POINTS OF A WINNING COMMUNICATION
CHAPTER II: THE MESSAGE
A. ANALYSIS
B. THE COPY STRATEGY
C. IDEA AND EXECUTION
CHAPTER III: DIGITAL AND BUDGET DEFINITION
A. THE DIGITAL
B. THE COMMUNICATION CALENDAR
C. BUDGETARY RULES
REFERENCES