INTRODUCTION 9
1. MACRO ENVIRONMENT, MARKET AND CUSTOMERS
PESTEL 14
By Christian Grandjean
SMP (SEGMENTATION PROCESS) 18
By Kim Buch-Madsen
PERCEIVED RISK 22
By Niels Kühl Hasager
BUYING MOTIVES ON B2C MARKETS 26
By Ole E. Andersen
SOCIAL BUYING MOTIVES 30
By Niels Kühl Hasager
KANO S CUSTOMER SATISFACTION MODEL 34
By Birgitte W. Grandjean
THE BUYING PROCESS ON B2B MARKETS (BUY GRID) 38
By Kim Buch-Madsen
FCB-MODEL 42
By Ole E. Andersen
NET PROMOTER SCORE 46
By Ole E. Andersen
MARKETING RESEARCH PROCESS 50
By Ole E. Andersen
2. MARKETING MIX AND VALUE PACK
8 P (MARKETING MIX) 56
By Ole E. Andersen
THE FIVE PRODUCT DIMENSIONS 60
By Birgitte W. Grandjean
SERVICE TRIANGLE 64
By Kim Buch-Madsen
CUSTOMER VALUE 68
By Kim Buch-Madsen
VALUE PROPOSITION CANVAS 74
By Jan Kyhnau
AAKER S BRAND IDENTITY PLANNING MODEL 80
By Heidi Hansen
THE CUSTOMER-BASED BRAND EQUITY MODEL (CBBE) 84
By Heidi Hansen
BRAND ARCHITECTURE 88
By Heidi Hansen
DISTRIBUTION STRATEGY (PLACE) 94
By Kim Buch-Madsen
3. MARKET COMMUNICATION AND SALES
TIBBLE S PLANNING CYCLE 102
By Sine Nørholm Just
THE COMMUNICATION PROCESS 106
By Kim Skjoldborg
PAID, OWNED AND EARNED MEDIA MODEL 112
By Christian Grandjean
AIDA 116
By Ole E. Andersen
DAGMAR 120
By Sine Nørholm Just
EFFECTIVE FREQUENCY (IN MEDIA PLANNING) 124
By Ole E. Andersen
THE SALES PROCESS 128
By Kim Buch-Madsen
SALES MANAGEMENT 132
By Michael Sjørvad
4. STRATEGY AND INNOVATION
BOSTON/BCG MODEL 140
By Kim Buch-Madsen
ANSOFF S MATRIX 144
By Kim Buch-Madsen
PORTER S FIVE FORCES 148
By Kim Buch-Madsen
PORTER S GENERIC COMPETITIVE STRATEGIES 154
By Christian Grandjean
BLUE OCEAN STRATEGY 160
By Christian Grandjean
BUSINESS MODEL CANVAS 166
By Kim Buch-Madsen
ROGERS ADOPTION CURVE 172
By Kim Buch-Madsen
PRODUCT LIFE CYCLE (PLC) 178
By Kim Buch-Madsen
STAGE-GATE MODEL 182
By Kim Buch-Madsen
5. GLOBAL MARKETING AND ONLINE MARKETING
FIVE PHASES OF INTERNATIONALIZATION 188
By Svend Hollensen
INTERNATIONAL COMPETITIVENESS FROM MACRO TO MICRO 192
By Svend Hollensen
HOLLENSEN S MARKET ASSESSMENT MODEL 196
By Svend Hollensen
FUNNEL MODEL FOR INTERNATIONAL MARKET SELECTION (IMS) 200
By Svend Hollensen
HOLLENSEN S MODEL FOR ENTRY MODE CHOICE 204
By Svend Hollensen
HOLLENSEN S GLOCALIZATION MODEL 208
By Svend Hollensen
DIGITAL MARKETING MIX 212
By Kim Skjoldborg
SOCIAL MEDIA LANDSCAPE 216
By David Juul Ledstrup
COMPREHENSIVE SOCIAL MEDIA STRATEGY 220
By David Juul Ledstrup
AUTHOR PROFILES 223
