Overall marketing management: eight classic modules, essential for large-scale practice
The minimalist definition and overall picture of marketing
The origin and future of the "complete system" of eight classic modules
Essential for large-scale practice: eight classic modules
Market Insights: Learn More and Play More Accurately
Is it actually possible not to do market insights?
What to gain insights and how to display the results: five classic models
Data collection methods and changes for market insights
traditional data collection methods
Data collection revolution: “Track” replaces “Ask”
Customer segmentation and target customer selection: Choose “who to serve only” and give yourself a chance to survive
Why can’t “all” customers be served?
Customer segmentation and target customer selection: Two steps to answer “Who should we serve only?”
Grid Model: A Practical Tool for Customer Segmentation and Target Customer Selection
Positioning: Occupying a differentiated “position”
A minimalist definition of positioning: occupying a differentiated position in the minds of customers
Three classic positioning methods and a positioning mind map
Leader positioning (I have what others don’t have)
Challenger positioning (I am better than others)
Reposition competitors (create your own niche)
The hope of positioning becomes the result: letting the brand occupy that "position"
Brand: a “promise”
Brand: 90% of people “know it well” but can’t explain it clearly
The minimalist definition of brand: a “promise”
Why “promise” is useful and important
The code word for a more "advanced" brand: "Not just... (the product itself)..."
Use a “Brand Value Map” to plan promise, functional value and emotional value
The battle over sentimental values in the UK and US: 'I'm innovative too'
The relationship between brand and trademark, why Apple failed in China
What is the relationship between positioning and branding?
The 4Ps of the marketing mix: working together to express and deliver on that “promise”
The mission of the 4Ps of the marketing mix: work together to express and deliver on that “promise”
The magic and taboo of the combination: 1 1 1 1 is greater than 4, and can also be equal to 0
Compensate for weaknesses
Does “louder volume” really work? !
The marketing mix model drives the strategy map for “everyone”
Those “fancy variants” of 4P
The fourth P of the marketing mix, "Promotional Mix": the legendary integrated marketing communications
Promotional Mix: The legendary “Integrated Marketing Communications”
The principles and basic skills of integrated marketing communications: the integration of these four types of communication tools
Practical iteration of integrated marketing communications led by P&G: POES model
CMO secret recipe: Is the ratio of brand advertising and traffic advertising 6:4 or 8:2?
Why the ratio of brand advertising and traffic advertising has become a classic problem
The matching principle and logic of brand advertising and traffic advertising
What is the ratio between brand advertising and traffic advertising?
Integrated marketing communication innovation drives the iteration of allocation of “people” and “money”
No matter how it changes, it is actually just a new “communication channel”
Continue to migrate money and people to new communication channels
Hacking Growth: Five ways to use “experimentation” to drive growth
The Essence of Hacking Growth: Using High-Velocity, Cross-Functional Experimentation to Drive Five Growths
Five ways to drive growth with experimentation: AARRR
The most popular method of hacker growth is “raising fish and then fishing”
The direction of the experiment goes beyond community operations and the key to the success or failure of the experiment
With the growth of hackers, do we still need to advertise?
Hacking Growth Team Setup and First Owner
Quantitative indicators and results tracking of marketing efforts
"Navigation system" for marketing work: top-level quantitative indicators, key indicator funnel within the marketing department
Six sets of “killer” marketing data reports
90% of companies will miscalculate the conversion rate and ROI (time difference)
Marketing team structure and assessment indicators
Team structure: more than 10 sub-teams, various "craftsmen" gather together
Changes in sub-teams and headcount
Team assessment indicators: three major indicators, "wearing the same pants" with the sales team
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