Modern business practice, especially in the field of marketing, depends on the integration of creative and analytical thinking. One of the tools in this process is the use of management models to guide business decisions. However, the inherent power of the models is only released when the people applying them have the ability to gather relevant information and interpret the relationships between the variables in the model. This book examines the role of some of the most popular management models and will help you determine when they should be applied. In addition, it suggests which models may be relevant and, more importantly, identifies the type of information needed to implement them; and also reduces the complexity of these models through a logical and systematic approach. Models recognize the impact of globalization, technology, systems thinking, and the need for an integrated approach in strategic marketing. You'll find new ones dealing with consumer engagement, gamification, supply chain management, and cultural integration. If you're a student of business and marketing, a junior market researcher, or a manager responsible for the preparation of strategic analyses prior to problem-solving and planning sessions, this book is for you!

Helen Strong has a BSc from the University of Natal Durban, a postgraduate degree in market research and advertising from UNISA, and an MBA from Wits Business School. Helen has held management positions for the majority of her career and is active in the academic environment as a part-time lecturer, assessor, and tutor in business studies-covering market research theory and research reports, work integrated learning, marketing, project management, information and IT management, managing health care operations, human resources, leadership, and business plans. Helen is currently an independent consultant and part-time lecturer / tutor for IMM GSB and Open University.

List of Figures.........................................................................................ix List of Tables...........................................................................................xi Abbreviations.......................................................................................xiii Preface.................................................................................................. xv Acknowledgments.................................................................................. xix Chapter 1 Arthur D Little Matrix....................................................1 Chapter 2 Adopt and Drop Curve...................................................9 Chapter 3 Ansoff Growth Matrix...................................................13 Chapter 4 Authenticity Gap..........................................................19 Chapter 5 Brand EquityG...............................................................25 Chapter 6 Brand Resonance..........................................................33 Chapter 7 Brand Resonance LadderG.............................................37 Chapter 8 Brand Loyalty Programs................................................41 Chapter 9 Brand Switching............................................................45 Chapter 10 Engagement Gearing.....................................................51 Chapter 11 Communication Targeting: Business Buying Unit.........57 Chapter 12 Consumer Decision Making.........................................65 Chapter 13 Consumer Decision Model for a Service Industry Environment...................................................73 Chapter 14 Consumer Angry Switching..........................................77 Chapter 15 Customer Growth Rate.................................................83 Chapter 16 Gamification.................................................................91 Chapter 17 Gap Analysis.................................................................97 Chapter 18 Cultural Integration in Marketing...............................101 Chapter 19 Force Field Analysis.....................................................107 Chapter 20 Iceberg Theory: Identification of the Marketing Research Problem......................................111 Chapter 21 Integrated Marketing Vectors......................................115 Chapter 22 Ishikawa Diagram (Fishbone)......................................119 Chapter 23 Mullin's Seven Domains-Business Opportunities......123 Chapter 24 Perceptual Maps..........................................................129 Chapter 25 Porter's Five Force Analysis..........................................133 Chapter 26 Positioning..................................................................139 Chapter 27 Product Life Cycle......................................................143 Chapter 28 Road Mapping............................................................149 Chapter 29 SERVQUAL...............................................................155 Chapter 30 SOSTAC® Planning System........................................161 Chapter 31 Stakeholder Analysis....................................................165 Chapter 32 Supply Chain Concept................................................171 Chapter 33 Target Market Identification: Segmentation and Estimation............................................................179 Chapter 34 The Growth Share Matrix...........................................185 Chapter 35 Glossary of Terms........................................................189 Conclusion..........................................................................................215 About the Author.................................................................................217 References............................................................................................219 Index..................................................................................................227