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BiZ CoACH

Atomic Transformation with ZYX Thinking

Marketing Management

The marketing topics below refer to chapters pf tje 15/e of Marketing Management by Marketing Guru, Philip Kotler (see book cover below)

This is the official 24/7 reference for the marketing classes at the Ateneo Graduate School of Business of Coach Z, Prof. Bong De Ungria.

The Z (End in Mind) is for this page to serve as a quick, permanent, and useful reference for past, present and future students of Marketing.

The Y (Reason Why) is that Marketing is useful and can help brands and companies succeed only if the basic principles are clear, easy to reference, so it can be applied.

X (Do Not) is to Do it Alone

W i(What, When, How) s to Build the System and Standard of Excellence with Primus Inter Pares MBA students who Coach Z has had the privilege to serve in Markma. This is a real-life application of marketing!

01 Defining Marketing for the New Realities: COSLA
02 Developing Marketing Strategies and Plans
03 Creating Long Term Loyalty Relationships
04 Collecting Information and Forecasting Demand
05 Conducting Marketing Research
06 Analyzing Consumer Markets
07 Analyzing Business Markets
08 Tapping Into Global Markets
09 Identifying Market Segments and Targets
10 Crafting the Brand Positioning
11 Creating Brand Equity
12 Addressing Competition and Driving Growth
13 Setting Product Strategy
14 Designing and Managing Services
15 Introducing New Market Offerings
16 Developing Pricing Strategies and Programs
17 Designing and Managing Integrated Marketing Communications
18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, And Public Relations
19 Managing Digital Communications: Online, Social Media and Mobile
20 Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth and Personal Selling
21 Designing and Managing Integrated Marketing Channels
22 Managing Retailing, Wholesaling and Logistics
23 Managing a Holistic Marketing Organization for the Long Run