Author: Brad VanAuken
Publisher: AMACOM
ISBN: 0814434746
Category : Business & Economics
Languages : en
Pages : 370
Book Description
Brand managers, marketers, and executives have long turned to the trusted principles in Brand Aid to troubleshoot their branding problems. A catchy business name and a smart logo may get you a few clicks, but to create a sustaining image for your organization and build continual success will require the perfect branding statement. The essence of an organization begins with establishing its brand; therefore, it is essential to get it right. With over 30 years of experience building world-class brands, branding expert Brad Vanauken covers topics ranging from research and positioning to brand equity management and architecture strategy. This invaluable guide has collected illuminating case studies, best practices, and the latest research to offer invaluable advice on every aspect of brand management, including: The 6 most powerful sources of brand differentiation 5 elements that trigger brand insistence Turning brand strategy into advertising Online branding Social responsibility, sustainability, and storytelling 60 nontraditional marketing techniques An organization cannot afford to get their branding wrong. With the treasure trove of techniques, templates, and rules of thumb found in Brand Aid, it won’t!
Brand Aid
Author: Brad VanAuken
Publisher: AMACOM
ISBN: 0814434746
Category : Business & Economics
Languages : en
Pages : 370
Book Description
Brand managers, marketers, and executives have long turned to the trusted principles in Brand Aid to troubleshoot their branding problems. A catchy business name and a smart logo may get you a few clicks, but to create a sustaining image for your organization and build continual success will require the perfect branding statement. The essence of an organization begins with establishing its brand; therefore, it is essential to get it right. With over 30 years of experience building world-class brands, branding expert Brad Vanauken covers topics ranging from research and positioning to brand equity management and architecture strategy. This invaluable guide has collected illuminating case studies, best practices, and the latest research to offer invaluable advice on every aspect of brand management, including: The 6 most powerful sources of brand differentiation 5 elements that trigger brand insistence Turning brand strategy into advertising Online branding Social responsibility, sustainability, and storytelling 60 nontraditional marketing techniques An organization cannot afford to get their branding wrong. With the treasure trove of techniques, templates, and rules of thumb found in Brand Aid, it won’t!
Publisher: AMACOM
ISBN: 0814434746
Category : Business & Economics
Languages : en
Pages : 370
Book Description
Brand managers, marketers, and executives have long turned to the trusted principles in Brand Aid to troubleshoot their branding problems. A catchy business name and a smart logo may get you a few clicks, but to create a sustaining image for your organization and build continual success will require the perfect branding statement. The essence of an organization begins with establishing its brand; therefore, it is essential to get it right. With over 30 years of experience building world-class brands, branding expert Brad Vanauken covers topics ranging from research and positioning to brand equity management and architecture strategy. This invaluable guide has collected illuminating case studies, best practices, and the latest research to offer invaluable advice on every aspect of brand management, including: The 6 most powerful sources of brand differentiation 5 elements that trigger brand insistence Turning brand strategy into advertising Online branding Social responsibility, sustainability, and storytelling 60 nontraditional marketing techniques An organization cannot afford to get their branding wrong. With the treasure trove of techniques, templates, and rules of thumb found in Brand Aid, it won’t!
Mathematical Models in Marketing
Author: Ursula H. Funke
Publisher: Springer Science & Business Media
ISBN: 3642515657
Category : Mathematics
Languages : en
Pages : 534
Book Description
Mathematical models can be classified in a number of ways, e.g., static and dynamic; deterministic and stochastic; linear and nonlinear; individual and aggregate; descriptive, predictive, and normative; according to the mathematical technique applied or according to the problem area in which they are used. In marketing, the level of sophistication of the mathe matical models varies considerably, so that a nurnber of models will be meaningful to a marketing specialist without an extensive mathematical background. To make it easier for the nontechnical user we have chosen to classify the models included in this collection according to the major marketing problem areas in which they are applied. Since the emphasis lies on mathematical models, we shall not as a rule present statistical models, flow chart models, computer models, or the empirical testing aspects of these theories. We have also excluded competitive bidding, inventory and transportation models since these areas do not form the core of ·the marketing field.
Publisher: Springer Science & Business Media
ISBN: 3642515657
Category : Mathematics
Languages : en
Pages : 534
Book Description
Mathematical models can be classified in a number of ways, e.g., static and dynamic; deterministic and stochastic; linear and nonlinear; individual and aggregate; descriptive, predictive, and normative; according to the mathematical technique applied or according to the problem area in which they are used. In marketing, the level of sophistication of the mathe matical models varies considerably, so that a nurnber of models will be meaningful to a marketing specialist without an extensive mathematical background. To make it easier for the nontechnical user we have chosen to classify the models included in this collection according to the major marketing problem areas in which they are applied. Since the emphasis lies on mathematical models, we shall not as a rule present statistical models, flow chart models, computer models, or the empirical testing aspects of these theories. We have also excluded competitive bidding, inventory and transportation models since these areas do not form the core of ·the marketing field.
Handbook of Marketing
Author: Barton A Weitz
Publisher: SAGE
ISBN: 9781412921206
Category : Business & Economics
Languages : en
Pages : 618
Book Description
The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.
Publisher: SAGE
ISBN: 9781412921206
Category : Business & Economics
Languages : en
Pages : 618
Book Description
The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.
Real-World Decision Support Systems
Author: Jason Papathanasiou
Publisher: Springer
ISBN: 3319439162
Category : Computers
Languages : en
Pages : 339
Book Description
This book presents real-world decision support systems, i.e., systems that have been running for some time and as such have been tested in real environments and complex situations; the cases are from various application domains and highlight the best practices in each stage of the system’s life cycle, from the initial requirements analysis and design phases to the final stages of the project. Each chapter provides decision-makers with recommendations and insights into lessons learned so that failures can be avoided and successes repeated. For this reason unsuccessful cases, which at some point of their life cycle were deemed as failures for one reason or another, are also included. All decision support systems are presented in a constructive, coherent and deductive manner to enhance the learning effect. It complements the many works that focus on theoretical aspects or individual module design and development by offering ‘good’ and ‘bad’ practices when developing and using decision support systems. Combining high-quality research with real-world implementations, it is of interest to researchers and professionals in industry alike.
Publisher: Springer
ISBN: 3319439162
Category : Computers
Languages : en
Pages : 339
Book Description
This book presents real-world decision support systems, i.e., systems that have been running for some time and as such have been tested in real environments and complex situations; the cases are from various application domains and highlight the best practices in each stage of the system’s life cycle, from the initial requirements analysis and design phases to the final stages of the project. Each chapter provides decision-makers with recommendations and insights into lessons learned so that failures can be avoided and successes repeated. For this reason unsuccessful cases, which at some point of their life cycle were deemed as failures for one reason or another, are also included. All decision support systems are presented in a constructive, coherent and deductive manner to enhance the learning effect. It complements the many works that focus on theoretical aspects or individual module design and development by offering ‘good’ and ‘bad’ practices when developing and using decision support systems. Combining high-quality research with real-world implementations, it is of interest to researchers and professionals in industry alike.
From Little's Law to Marketing Science
Author: John R. Hauser
Publisher: MIT Press
ISBN: 026202991X
Category : Business & Economics
Languages : en
Pages : 497
Book Description
The legacy of a pioneer in operations research and marketing science.
Publisher: MIT Press
ISBN: 026202991X
Category : Business & Economics
Languages : en
Pages : 497
Book Description
The legacy of a pioneer in operations research and marketing science.
Advances in Integrated and Sustainable Supply Chain Planning
Author: José Miguel Laínez-Aguirre
Publisher: Springer
ISBN: 3319102206
Category : Technology & Engineering
Languages : en
Pages : 313
Book Description
Decision making at the enterprise level often encompass not only production operations and product R&D, but other strategic functions such as financial planning and marketing. With the aim of maximizing growth and a firm’s value, companies often focus on co-ordinating these functional components as well as traditional hierarchical decision levels. Understanding this interplay can enhance enterprise capabilities of adaptation and response to uncertainties arising from internal processes as well as the external environment. This book presents concepts, methods, tools and solutions based on mathematical programming, which provides the quantitative support needed for integrated decision-making and ultimately for improving the allocation of overall corporate resources (e.g., materials, cash and personnel). Through a systems perspective, the integrated planning of the supply chain also promotes activities of reuse, reduction and recycling for achieving more sustainable environmental impacts of production/distribution networks. Thus, this book presents, for the first time, a unique integrated vision of the Enterprise Supply Chain Planning and provides a comprehensive account of the state of the art models, methods and tools available to address the above mentioned features of the modern supply chain. It offers a comprehensive review of the associated literature of supply chain management and then systematically builds on this knowledge base to develop the mathematical models representing each of the core functional units and decision levels of the corporation and shows how they can be integrated into a holistic decision problem formulation. Abundant illustrations and tables help maximize reader insights into the problems discussed with several case studies and industry application also examined. This book is intended as a textbook for academics (PhD, MSc), researchers and industry decision-makers, who are involved in the design, retrofit and evaluation of alternative scenarios for the improvement of the supply chain.
Publisher: Springer
ISBN: 3319102206
Category : Technology & Engineering
Languages : en
Pages : 313
Book Description
Decision making at the enterprise level often encompass not only production operations and product R&D, but other strategic functions such as financial planning and marketing. With the aim of maximizing growth and a firm’s value, companies often focus on co-ordinating these functional components as well as traditional hierarchical decision levels. Understanding this interplay can enhance enterprise capabilities of adaptation and response to uncertainties arising from internal processes as well as the external environment. This book presents concepts, methods, tools and solutions based on mathematical programming, which provides the quantitative support needed for integrated decision-making and ultimately for improving the allocation of overall corporate resources (e.g., materials, cash and personnel). Through a systems perspective, the integrated planning of the supply chain also promotes activities of reuse, reduction and recycling for achieving more sustainable environmental impacts of production/distribution networks. Thus, this book presents, for the first time, a unique integrated vision of the Enterprise Supply Chain Planning and provides a comprehensive account of the state of the art models, methods and tools available to address the above mentioned features of the modern supply chain. It offers a comprehensive review of the associated literature of supply chain management and then systematically builds on this knowledge base to develop the mathematical models representing each of the core functional units and decision levels of the corporation and shows how they can be integrated into a holistic decision problem formulation. Abundant illustrations and tables help maximize reader insights into the problems discussed with several case studies and industry application also examined. This book is intended as a textbook for academics (PhD, MSc), researchers and industry decision-makers, who are involved in the design, retrofit and evaluation of alternative scenarios for the improvement of the supply chain.
Simulated Product Sales Forecasting
Author: John Thomas Mentzer
Publisher:
ISBN:
Category : Market surveys
Languages : en
Pages : 410
Book Description
Publisher:
ISBN:
Category : Market surveys
Languages : en
Pages : 410
Book Description
Building Models for Marketing Decisions
Author: Peter S.H. Leeflang
Publisher: Springer Science & Business Media
ISBN: 146154050X
Category : Business & Economics
Languages : en
Pages : 642
Book Description
This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables.
Publisher: Springer Science & Business Media
ISBN: 146154050X
Category : Business & Economics
Languages : en
Pages : 642
Book Description
This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables.
UNITED STATES POLITICAL SCIENCE DOCUMENTS VOLUME ONE 1975
Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 576
Book Description
Publisher:
ISBN:
Category :
Languages : en
Pages : 576
Book Description
Brandaid: An On-line Marketing-mix Model
Author: John D. C. Little
Publisher: Legare Street Press
ISBN: 9781016737173
Category : Business & Economics
Languages : en
Pages : 0
Book Description
This work has been selected by scholars as being culturally important, and is part of the knowledge base of civilization as we know it. This work is in the "public domain in the United States of America, and possibly other nations. Within the United States, you may freely copy and distribute this work, as no entity (individual or corporate) has a copyright on the body of the work. Scholars believe, and we concur, that this work is important enough to be preserved, reproduced, and made generally available to the public. We appreciate your support of the preservation process, and thank you for being an important part of keeping this knowledge alive and relevant.
Publisher: Legare Street Press
ISBN: 9781016737173
Category : Business & Economics
Languages : en
Pages : 0
Book Description
This work has been selected by scholars as being culturally important, and is part of the knowledge base of civilization as we know it. This work is in the "public domain in the United States of America, and possibly other nations. Within the United States, you may freely copy and distribute this work, as no entity (individual or corporate) has a copyright on the body of the work. Scholars believe, and we concur, that this work is important enough to be preserved, reproduced, and made generally available to the public. We appreciate your support of the preservation process, and thank you for being an important part of keeping this knowledge alive and relevant.