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