Recommended Marketing Books

Marketing Management 12th Edition Philip Kotler & Kevin Lane Keller Maruzen Publishing

It is used by many MBAs as a textbook in the world of marketing management.

Shows the title of each chapter.

Philip Kotler

Part 1 Understanding Marketing Management

① Marketing in the 21st century

The future isn’t ahead of us, It has already happened.

② Establish customer satisfaction, customer value, and customer retention

It is no longer enough to satisfy customers. You must delight them.

③ Market victory: Market-oriented strategic plan

It is more important to do what is strategically right than what is immediately profitable.

Part 2 Analysis of Marketing Opportunities

④ Information gathering and measurement of market demand

Marketing is becoming more of a battle based on information than one based on sales power.

⑤ Observation of marketing environment

Today you have to run faster to stay in the same place.

⑥ Analysis of consumer market and buyer behavior

The most important thing is to forecast where customers are moving, and to be in front of them.

⑦ Business market and corporate purchasing behavior

Marketing thinking is shifting from trying to maximize company profit from each transaction to maximizing the mutual profit from each relationship.

⑧ Dealing with competition

Poor firms ignore their competitors; average firms copy their competitors; winning firms lead their competitors.

⑨ Clarification of market segment and selection of target market

Don’t buy market share. Figure out how to earn it.

Part 3 Marketing Strategy Planning

⑩ Product life cycle and product positioning

Don’t watch the product life cycle; Watch the market life cycle.

⑪ New product development

Who should ultimately design the product? The customer, of course.

⑫ Marketing in the global market

Your company does not belong in markets where it can’t be the best.

Part 4 Marketing Decision Making

⑬ Product line and brand management

The best way to hold customers is to constantly figure out how to give them more for less.

⑭ Service design and management

Every business is a service business; You are not a chemical company, You are a chemical services business.

⑮ Pricing strategy and pricing program

You don’t sell through price. You sell the price.

Part 5 Marketing Program Management

⑯ Marketing channel management

Channels should be chosen according to their efficiency, controllability, and adaptability.

⑰ Retail, wholesale and market logistics management

Retailers, wholesalers, and logistical organizations need their own marketing strategies.

⑱ Integrated marketing communication management

Integrated marketing communications is a way of looking at the whole marketing proess from the viewpoint of the receiver.

⑲ Advertising, sales promotion, public relations

The best advertising is done by satisfied customers.

⑳ Sales force management

The successful salesperson cares first for the customer, second for the products.

21 Direct marketing and online marketing management

More of today ’s marketing is moving form the marketplace into cyberspace.

22 Total marketing management

The marketing organization will have to redefine its role from managing customer interactions to integrating all the company ’s customer-facing processes.

Miracle Marketing by Yasuo Matsui published by Nikkan Kogyo Shimbun in 2014

The true story of Super Dry development by Mr. Yasuo Matsui, a former Super Dry developer who was also the managing director of Asahi Breweries' marketing department.

wrap up

Asahi Breweries, which spun off from Dainippon Beer in 1949, has been declining its market share for almost 40 years until 1986. The author re-examined the cause and began to build a strategy for the revival of Asahi Breweries. Then, in 1986, he led to the successful introduction of new Asahi draft beer, stopped the decline in market share, and introduced Asahi Super Dry to the market the following year, making it the No. 1 brand unprecedented in the world. Miraculous marketing non-fiction.

First, he began to analyze the cause of Asahi Breweries' decline. That is exactly what it shows.

① Hypothesis setting and marketing vision creation

○ Analysis of the cause of Asahi Breweries' defeat

○ Understanding the actual state of Asahi Breweries' marketing activities after the war

1. Corporate split theory

The theory that this corporate split was one of the causes of Asahi's defeat was right.

2. Kirin's strategy was excellent was not right ❎

3. Internal feud was not right❎

4. The theory of opening the distributor network for Asahi to Suntory

The release of the distributor network to Suntory was one of the major causes of the significant decline in market share.

5. The way of thinking of Asahi Breweries at that time

Consumers may not understand the taste of beer.

6. Asahi Breweries Product Policy at the Time-Why did Asahi Breweries stick to bottled and canned draft beer?

The barrel draft beer, which was sold at general restaurants at that time, became popular because it was easy to drink, fresh and delicious, and so Asahi launched the first draft beer in a container in Japan at 1963,Moreover, following the other two companies, Asahi's draft beer was not certified as draft, and ended up being outdone by them. Moreover, the late Suntory draft beer increased its share,and took most of its share from Asahi.But all three companies other than Kirin introduced it in order to break through Gulliver Kirin. However, just because it was draft, it was not possible to break the stronghold of Kirin Beer.

○ Considering the beer making process from various angles

・ Hearing from raw material suppliers

・ Understanding the actual situation from brewing site engineers

○ Opinions from distribution channels and consideration of their background

・ Carefully consider the daily behavior of distribution channels with a sense of problem

② Hypothesis construction

・ It is popular whether beer sells or not. To become a popular beer, it is necessary to make a taste that can be drunk continuously.

・ Beer is a drink characterized by its bitterness. Isn't the key point of taste making in bitterness?

・ The market share of beer is determined by the trends of heavy users. The taste and product image formation that heavy users like is decided.

・ Consumer tastes vary from generation to generation. As long as you give the third generation people a taste that feels physiologically pleasing and the right motivation, the third generation people will surely respond.

③ Build a marketing vision

・ In order for Asahi Breweries to have a bright outlook in the beer industry, it is necessary to hit Gulliver called Kirin! To that end, we will propose a new taste that is a bit different from Kirin Beer, and the new taste will be accepted by consumers, and people who like the new taste will be called future beer connoisseurs. ..

④ Marketing strategy construction

It is necessary to implement the strategy of "changing the flow of beer by taste" on what schedule.

Wants, a consumer who has never experienced a desire hypothesis, builds a concept, develops a product based on this, puts it on the market, grasps the result and feeds it back to the next product development This work is called "verification work of product development hypothesis". By repeating the work of verifying this hypothesis, "insight" will be acquired. Without practice, there is no level of insight or creative ability. Therefore, without the human formation of product development that sells well, there will be no birth of hit products.

In other words, it can only be done with a huge amount of work at the level of concrete wisdom backed by expertise. It is the very first time to understand the product of beer in a broad sense, consumer understanding, and channel understanding. Therefore, it can be said that "development of new products is an expression of the developer's broad personality."

"Product Strategy", "Information Strategy", "Sales Strategy"

Product concept: "What kind of benefits will be offered to whom, by what, and at what price?"

Each of the three strategies must be superior to that of the competitors. The outcome of the strategy converges where it is most vulnerable to competition. → I called it the three-sided equivalent law. Each must be superior to Kirin's strategy. At the same time, it must be built to be consistent and synergistic towards achieving marketing goals.

Information gathering Part 1 Customer / market / competitive analysis

1. 1. The Japanese diet is becoming lighter and more sophisticated.

2. 2. Trends in the alcoholic beverage industry at that time (market analysis)

Shochu boom / chuhai boom, American white revolution, single malt boom in Japan. It's refreshing because it has a high alcohol content, but it's not watery. It does not interfere with the taste of cooking. Alcoholic beverages are also easy to drink, and they are signing that they are looking for something that is still satisfying.

Obviously, the eating habits are shifting to a sophisticated flavor. Naturally, the taste of beer should be refined.

The generation who grew up with a new diet now accounts for half of the drinking population. → The beer market will surely accept new tastes. I came up with the idea.

Information gathering Part 2 Technical consideration Regarding manufacturing method (product understanding)

Do you pack it with draft beer? Is it packed by heat treatment (same as Kirin)?

If the desired taste is achieved, it should be provided to consumers with draft beer that does not alter this taste. If the taste is the same, the drafted one is superior to the freshness and mildness. This is in line with the clear taste direction. Thus, the superiority of draft beer becomes apparent.

1. Formulation of product strategy

The product concept is

"A taste that is evaluated by people who are heavy users of beer and opinion leaders, who are called beer connoisseurs, to never get tired of drinking it. That taste is "a clear taste". A clear taste is" no miscellaneous taste. "Sophisticated flavor". However, specifically, the bitterness is sharper. Therefore, the bitterness and astringent taste derived from miscellaneous tastes are removed as much as possible.

Next, remove the sticky feeling peculiar to brewed liquor as much as possible so that you can drink it many times. In other words, it further strengthens the feeling of smoothness.

Smell and scent are suppressed as much as possible. "

Development of new taste beer

Maru F Beer (New Asahi Draft Beer)

"Clear taste" = "rich and sharp beer".

A taste that is extremely different from the current beer is unlikely to be accepted in-house.

By sequentially serving beers with different degrees of clearness, we will take a strategy to fit the tastes of consumers.

No matter how good it was, if it flew too much, it would fail. The world of taste is extremely conservative. First of all, next year we will release a beer that is a little clearer than the existing beer.

"We will proceed with product development on the premise that we will serve three types of beer with the same product concept but different clearness." First of all, increase the concentration of raw wort to avoid losing its thinness and unpleasant taste. Bring out the richness and realize it in the same way as the richness of Kirin and the sharpness of Sapporo. Make the beer the richest and sharpest.

Fx beer (Super Dry)

Fx has a different degree of clearness than Maru F beer. That is, the beer has a higher degree of clearness.

(1) Quality and quantity (strength) of bitterness: The bitterness derived from the astringent taste should be made as close to zero as possible to give a more refreshing feeling. Emphasis on smoothness → Appeal of dry beer

The odor peculiar to fermented alcohol beverages should be suppressed as much as possible.

In order to prevent it from becoming thin, we decided to increase the alcohol content from 4.5% to 5.0% by 10% to ensure a feeling of drinking and a strong image.

Fx keyword: "Dry & Hard" Advertising appeal: Take the plunge, narrow down to heavy users, and make it a strong liquor image → Differentiate it from Maru F beer.

2. Information strategy

① Advertising strategy

I. Development of product catalog-like advertisements: Conversion to advertisements that thoroughly promote product characteristics

B. Development of advertising expressions focused on heavy users

C. Massive media mix and advertising

② Tasting strategy Priority is given to channel measures

3. 3. Sales strategy: Shift to market-building sales

I. Free samples distributed to all stores

Create a situation where people in the channel think that the new Asahi beer will sell. → Distribute product samples to all stores. Prepare an activity plan that allows the taste to be discussed between the sales staff and the channel people.

B. Implementation of over-the-counter tasting and spot sale

Channel people will not actively sell unless there is a fact that new products can sell well. → Therefore, in order to make the fact that it sells in stores, we held an in-store free tasting promotion for the first time.

In other words, we should devote ourselves to activities such as having people in the channel see the new product, drink it, be convinced, buy it, and sell it with confidence.

Asahi Super Dry has gained an overwhelming No. 1 share in the Japanese beer industry.

Strategic Brand Management by Kevin Lane Keller Tokyu Agency Publishing

The essence of Kevin Lane Keller's brand management

Brand equity concept

Basically, branding is to give brand equity to products and services. There are various ways of thinking about brand equity, but in general, brand equity is defined from the perspective of brand-specific marketing effectiveness. Brand equity is related to the fact that marketing when a product or service is branded and marketing when it is unbranded have different effects.

Basic Principles of Branding and Brand Equity

△ The difference in results arises from the difference in "added value" that brands have been provided by past marketing activities.

△ This added value to the brand is created by various methods.

△ Brand equity presents a theoretical framework for interpreting marketing strategies and assessing brand value.

△ Brand value is captured in various ways and brings various benefits (increase in sales, decrease in cost, etc.) to the company.

Strategic brand management process

1. Clarification and establishment of brand positioning and brand value

2. Plan and execute your brand marketing program

3. Measuring and interpreting brand performance

4. Increasing and sustaining brand equity

Above, only the items at the beginning are described.

Advertising Communications & Promotion Management

John R. Rossiter & Rally Percy Tokyu Agency Publishing

Advertising Communications & Promotion Management

Chapter 1 Advertising Communications and Promotion

● Advertising communication indirectly persuades consumers. It conveys the benefits of a product to consumers based on information or emotional appeal, stimulates consumer preferences, and "turns their minds" toward purchasing.

● Promotions are considered to be more direct persuasive to consumers. Rather than product-specific benefits, it is often based on external incentives and is planned to stimulate purchases in an immediate manner and to "earn sales" faster than usual.

How Brands Grow Ⅰ・Ⅱ Byron Sharp, Jenni Romaniuk Asahi Shinbun Publishing

They propose the latest theory of branding that denies Kotler's marketing management.

11 marketing laws

(1) Double Jeopardy's Law: Brands with a low market share have a very small number of customers. These buyers also have slightly lower behavioral and attitude loyalty.

(2) Retention Double Jeopardy's Law: There is no brand that does not lose customers. The loss is proportional to the market share. Larger brands lose more customers, but the losses are small compared to the overall customer base.

(3) Pareto Principle (60/20): More than half of a brand's sales are brought by the top 20% of customers of the brand, and the remaining sales are brought by the bottom 80% of customers. (Not 80/20 of the usual Pareto principle)

(4) Law of Purchasing Behavior Optimization: The purchase volume of consumers who were heavy buyers during a certain period of time will decrease thereafter. In addition, the purchase volume of light buyers will increase, and non-buyers may become buyers. This regression to the mean occurs even if the behavior of the buyer does not actually change.

⑤ Law of natural monopoly: The larger the market share of a brand, the more light buyers in that category will be attracted.

⑥ Similar customer base: The customer base of competing brands and the customer base of own brand are very similar.

⑦ Attitudes and feelings toward the brand are reflected in behavioral loyalty. : Consumers are as knowledgeable and talkative as the brands they use, but very little think or talk about brands they aren't using. Therefore, when conducting a survey to evaluate attitudes toward brands, large brands have a very high score because they include many users with high loyalty.

⑧ Brand experience affects consumer attitudes: (I like moms, you also like moms): Even if the brands are different, the attitudes and perceptions that each buyer shows toward the brand are very similar.

⑨ Prototype Law: Image attributes that accurately explain product categories are highly evaluated compared to attributes that do not. (Highly relevant to the brand)

⑩ Law of duplication of purchase: The customer base of a brand overlaps with the customer base of competing brands according to the market share (customer sharing rate with large brands is high, customer sharing rate with small brands is low). If 30% of the buyers of a brand within a certain period of time also buy brand A, then 30% of the buyers of any competing brand buy brand A.

NBD Dirichlet: A mathematical model that reveals the differences in the purchasing frequency and brands of buyers within a category. This model correctly explains and explains many of the above rules. Dirichlet is one of the few real scientific theories of marketing.

Learn the most important findings

1. Market share grows as awareness increases, that is, as the number of buyers of any type increases. Many are light users who buy the brand only occasionally.

2. Brands are competing with each other as if they were similar products, although there are some points of differentiation. But there is a difference in awareness (and therefore market share).

3. As brands compete and grow, two major market-based assets will take root. Physical availability (increasing purchasing opportunities) and mental availability (increasing brand recall). In many cases, brands that are easier for consumers to buy have greater market share. And when innovation and differentiation work well, assets are formed in the market. It persists even after competing products imitate the predecessor product.

Therefore, marketers need to improve their branding to make their products stand out and reach light buyers widely, efficiently and continuously. You also need to know and protect the brand's own assets (brand color, logo, tone, typeface, etc.). In addition, you must know the consumer's buying behavior, when they think about the brand, when they notice the brand, and how they incorporate it into their lives. And media and distribution must be used well in line with these facts.

Advertising generally works by renewing the memory structure and building it from time to time. Marketers must investigate this memory structure to ensure that it is being revamped with consistent advertising that leverages the brand's unique assets.

The 22 immutable laws of marketing Al Ries & Jack Trout Tokyu Agency Publishing

1.The Law of Leadership It is better to be first than it is to be better.

2.The Law of the Category If you can't be first in a category, set up a new category you can be first in.

3.The Law of the Mind It is better to be first in the mind than to be first in the marketplace.

4.The Law of Perception Marketing is not a battle of products, it's a battle of perceptions.

5.The Law of Focus The most powerful concept in marketing is owning a word in the prospect's mind.

6.The Law of Exclusivity Two companies cannot own the same word in the prospect's mind.

7.The Law of the Ladder The strategy to use depends on which rung you occupy on the ladder.

8.The Law of Duality In the long run, every market becomes a two horse race.

9.The Law of the Opposite If you are shooting for second place, your strategy is determined by the leader.

10.The Law of Division Over time, a category will divide and become two or more categories.

11.The Law of Perspective Marketing effects take place over an extended period of time.

12.The Law of Line Extension There is an irresistible pressure to extend the equity of the brand.

13.The Law of Sacrifice You have to give up something to get something.

14.The Law of Attributes For every attribute, there is an opposite, effective attribute.

15.The Law of Candor When you admit a negative, the prospect will give you a positive.

16.The Law of SIngularity In each situation, only one move will produce substantial results.

17.The Law of Unpredictability Unless you write your competitor's plans, you can't predict the future.

18.The Law of Success Success often leads to arrogance, and arrogance to failure.

19.The Law of Failure Failure is to be expected and accepted.

20.The Law of Hype The situation is often the opposite of the way it appears in the press.

21.The Law of Acceleration Successful programs are not built on fads, they're built on trends.

22.The Law of Resources Without adequate funding, an idea won't get off the ground.