Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing PDF Download
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Author: Milton Kotler
Publisher: World Scientific
ISBN: 9811216991
Category : Business & Economics
Languages : en
Pages : 404
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Book Description
The market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industrial age and the digital age. In the age of digital society, all CEOs, CMOs and senior marketing executives must consider how to change their strategies, improve the role of marketing and adopt emerging technological and data tools to integrate with the Internet. The goal of digital marketing strategy is not to disrupt existing marketing strategies, but to complement, integrate and develop the two at the same time.In this book, the authors provide detailed discussion and practical analysis on the relationship between marketing and digital technologies and propose a marketing implementation framework for digital strategy platforms. Standing for Recognize, Reach, Relationship and Return, the 4R system is a powerful strategic trading tool for digital implementation, especially for CEOs and CMOs. All other tools, such as data platforms, content marketing, DSP digital advertising and digital marketing ROI design essentially serve the 4R system. As such, the authors advocate for firms to restructure their digital marketing strategy around the 4R system.
Author: Milton Kotler
Publisher: World Scientific
ISBN: 9811216991
Category : Business & Economics
Languages : en
Pages : 404
Get Book Here
Book Description
The market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industrial age and the digital age. In the age of digital society, all CEOs, CMOs and senior marketing executives must consider how to change their strategies, improve the role of marketing and adopt emerging technological and data tools to integrate with the Internet. The goal of digital marketing strategy is not to disrupt existing marketing strategies, but to complement, integrate and develop the two at the same time.In this book, the authors provide detailed discussion and practical analysis on the relationship between marketing and digital technologies and propose a marketing implementation framework for digital strategy platforms. Standing for Recognize, Reach, Relationship and Return, the 4R system is a powerful strategic trading tool for digital implementation, especially for CEOs and CMOs. All other tools, such as data platforms, content marketing, DSP digital advertising and digital marketing ROI design essentially serve the 4R system. As such, the authors advocate for firms to restructure their digital marketing strategy around the 4R system.
Author: Nigel F. Piercy
Publisher: Routledge
ISBN: 1135050236
Category : Business & Economics
Languages : en
Pages : 784
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Book Description
Market-Led Strategic Change, 5th edition, has been fully revised and updated to reflect the realities of 21st century business and the practical issues for managers in the process of going to market. The world of business has changed dramatically, with a more complex environment, more demanding customers and radical new ways of going to market. This textbook develops a value-based strategy examining the roles of market sensing, customer value, organizational change and digital marketing in the implementation of strategy. This much-anticipated new edition has been carefully updated, now with Nigel Piercy’s unique and clear-sighted views on the latest developments in marketing strategy, retaining Piercy’s insightful, witty and provocative style. The text is supported throughout with brand new case studies from globally recognised companies such as Uber and Volkswagen, and covering topical issues such as the legalisation of marijuana and reinventing the healthcare business. Lecturers are assisted with a newly expanded collection of support materials including PowerPoint slides for each chapter, suggested frameworks for using the case studies in teaching, and case studies from previous editions. If you're an ambitious marketing student or practitioner, whether you are new to strategic change through marketing or just want a different view, this is the book for you. Lecturers will find this engaging, funny, thought-provoking but always practical textbook is a sure way to get your students thinking and enthused.
Author: Noel Capon
Publisher: Taylor & Francis
ISBN: 1317496760
Category : Business & Economics
Languages : en
Pages : 633
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Book Description
Frameworks for Market Strategy helps students understand how to develop and implement a market strategy and how to manage the marketing process. Marketing activity is the source of insight on the market, customers, and competitors and lies at the core of leading and managing a business. To understand how marketing fits into the broader challenge of managing a business, Capon and Go address marketing management both at the business and functional levels. The book moves beyond merely presenting established procedures, processes, and practices and includes new material based on cutting-edge research to ensure students develop strong critical thinking and problem-solving skills for success. In this European edition, Capon and Go have retained the strong framework of the book, but have updated the cases, examples, and discussions to increase the book’s relevance for students outside the USA. Key features include: • A strong strategic focus, teaching students how to analyze markets, customers, and competitors to plan, execute, and evaluate a winning market strategy • Practical examples from a range of contexts, allowing students to develop the skills necessary to work in for-profit, public, or non-profit firms • Emphasis on understanding the importance of working across organizational boundaries to align firm capabilities • Full chapters devoted to key topics, including brand management, digital marketing, marketing metrics, and ethical as well as social responsibilities • Focus on globalization with a chapter on regional and international marketing • Multiple choice, discussion, and essay questions at the end of each chapter Offering an online instructor’s manual and a host of useful pedagogy – including videos, learning outcomes, opening cases, key ideas, exercises, discussion questions, a glossary, and more – this book will provide a solid foundation in marketing management, both for those who will work in marketing departments, and those who will become senior executives.
Author: Randall Whitehead
Publisher: Routledge
ISBN: 1000383369
Category : Architecture
Languages : en
Pages : 263
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Book Description
Beautiful Light by internationally acclaimed lighting designer Randall Whitehead and lighting industry expert and educator Clifton Stanley Lemon is a combination of idea book, design resource, and product guide. It explores the transition in residential lighting from incandescent light sources to LEDs, and how to apply LED lighting with great success. It begins with the fundamental characteristics of light, including color temperature, color rendering, and spectral power distribution, and how LEDs differ from older light sources. Combining innovative graphics with the enduring design principles of good lighting, the book explains how to design with light layers, light people, and balance daylight and electric light. Every room of the house, as well as exterior and garden spaces, is addressed in 33 case studies of residential lighting with LEDs, with a wide variety of lighting projects in different styles. Showcasing over 200 color photographs of dramatic interiors beautifully lit with LEDs, and clear, concise descriptions of design strategies and product specifications, Beautiful Light helps both professionals and non-professionals successfully navigate the new era of LEDs in residential lighting.
Author: National Academies of Sciences, Engineering, and Medicine
Publisher: National Academies Press
ISBN: 0309452600
Category : Science
Languages : en
Pages : 117
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Book Description
The standard incandescent light bulb, which still works mainly as Thomas Edison invented it, converts more than 90% of the consumed electricity into heat. Given the availability of newer lighting technologies that convert a greater percentage of electricity into useful light, there is potential to decrease the amount of energy used for lighting in both commercial and residential applications. Although technologies such as compact fluorescent lamps (CFLs) have emerged in the past few decades and will help achieve the goal of increased energy efficiency, solid-state lighting (SSL) stands to play a large role in dramatically decreasing U.S. energy consumption for lighting. Since the publication of the 2013 National Research Council report Assessment of Advanced Solid-State Lighting, the penetration of SSL has increased dramatically, with a resulting savings in energy and costs that were foreshadowed by that study. What was not anticipated then is the dramatic dislocation and restructuring of the SSL marketplace, as cost reductions for light-emitting diode (LED) components reduced profitability for LED manufacturers. At the same time, there has been the emergence of new applications for SSL, which have the potential to create new markets and commercial opportunities for the SSL industry. Assessment of Solid-State Lighting, Phase Two discusses these aspects of changeâ€"highlighting the progress of commercialization and acceptance of SSL and reviewing the technical advances and challenges in achieving higher efficacy for LEDs and organic light-emitting diodes. This report will also discuss the recent trends in SSL manufacturing and opportunities for new applications and describe the role played by the Department of Energy (DOE) Lighting Program in the development of SSL.
Author: Mario Glowik
Publisher: Walter de Gruyter GmbH & Co KG
ISBN: 3110439883
Category : Business & Economics
Languages : en
Pages : 397
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Book Description
This textbook discusses the most important theories of internationalization, including Product Life-Cycle, Internalization, Location, Eclectic Paradigm, Uppsala, Network, and International New Venture concepts. These models are grounded to a considerable extent in the Transaction Cost Theory and the Resource-Based View as explained and illustrated in the book. Relevant market entry strategies, such as franchising, contract manufacturing, joint ventures, and others are explained and categorized in light of crucial determinants of international business decision making: hierarchical control of operations, the firm’s proximity to the foreign market, the investment risk, and the factor of time. What makes this textbook novel and unique? Its framework combines theories and market entry strategies: each topic is applied to authoritative, real-life business case studies. Complex issues are explained in a manner that results in understanding. Various illustrations and tables help the reader comprehend the point being discussed. The case study focus on Asian firms delivers interesting insights into modern high-technology industries and changing global business dynamics. Market Entry Strategies serves as a vital source for internationally oriented bachelor, master, and MBA programs with strategy, marketing, and management lecture modules. Consequently, this publication is highly recommended for students and scholars; but it is also useful for business practitioners seeking to gain competitive advantages in international business. About the Author Mario Glowik teaches Bachelor, MBA and Master courses in Strategic management, International management, Strategic management in China and Europe, and International and Asian business at Berlin School of Economics and Law in Berlin. Find out more about Professor Glowik and the second edition of his Textbook Market Entry Strategies on Youtube!
Author: National Academies of Sciences, Engineering, and Medicine
Publisher: National Academies Press
ISBN: 0309452570
Category : Science
Languages : en
Pages : 117
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Book Description
The standard incandescent light bulb, which still works mainly as Thomas Edison invented it, converts more than 90% of the consumed electricity into heat. Given the availability of newer lighting technologies that convert a greater percentage of electricity into useful light, there is potential to decrease the amount of energy used for lighting in both commercial and residential applications. Although technologies such as compact fluorescent lamps (CFLs) have emerged in the past few decades and will help achieve the goal of increased energy efficiency, solid-state lighting (SSL) stands to play a large role in dramatically decreasing U.S. energy consumption for lighting. Since the publication of the 2013 National Research Council report Assessment of Advanced Solid-State Lighting, the penetration of SSL has increased dramatically, with a resulting savings in energy and costs that were foreshadowed by that study. What was not anticipated then is the dramatic dislocation and restructuring of the SSL marketplace, as cost reductions for light-emitting diode (LED) components reduced profitability for LED manufacturers. At the same time, there has been the emergence of new applications for SSL, which have the potential to create new markets and commercial opportunities for the SSL industry. Assessment of Solid-State Lighting, Phase Two discusses these aspects of changeâ€"highlighting the progress of commercialization and acceptance of SSL and reviewing the technical advances and challenges in achieving higher efficacy for LEDs and organic light-emitting diodes. This report will also discuss the recent trends in SSL manufacturing and opportunities for new applications and describe the role played by the Department of Energy (DOE) Lighting Program in the development of SSL.
Author: David Mackay
Publisher: Oxford University Press
ISBN: 019284539X
Category : Strategic planning
Languages : en
Pages : 691
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Book Description
What does strategy mean to the founder and CEO of a coaching and consulting company whose mission is to create inclusive and values-driven cultures where people can achieve their full potential while positively impacting society?How is sustainable strategic decision-making viewed by a former Member of the European Parliament?Developed in consultation with lecturers, students, and professionals, the research-driven process-practice model of strategy in Strategy: Theory, Practice, Implementation places implementation at its core, enabling students to develop a crystal-clear understanding of how strategy operates in aculture of dynamism, adaptability, and change.The authors' wealth of teaching, research, and practitioner experience shines through in their writing as they strike the perfect balance between clarity and rigour. They expertly cover all the core areas of strategy, using carefully paced, step-by-step guidance to apply theories and models ofstrategy to a diverse range of examples, making the text the most practical of its kind.Moving beyond the limits of traditional texts, Strategy offers unique Practitioner Insights (and accompanying video interviews) gathered from professionals engaged in a range of strategic roles, across multiple industries and sectors worldwide, to help students grasp the complex reality of strategicmanagement in practice.Strategy ultimately provides students with an empowering, critical, and highly practical approach to thinking, talking, and acting like a strategist.Online resources accompanying the textbook include:For registered adopters:- A test bank- PowerPoint slides- Answers to, or guidance on, the case study questions in the book- A series of 'Boardroom Challenges' for use in group role play exercises / action learning simulations- Teaching notes on using the 'Boardroom Challenges' in classFor students:- Practitioner insight video interviews, and further videos providing advice on how students can enhance their employability- Research Insights to broaden students' perspectives of academic research and its impact on strategic thinking- Links to articles, cases, chapters, or multimedia resources to support students' further reading- Additional case studies with exercises or discussion questions- MCQs- Guidance on how to analyse a case study- Flashcard glossary- Two additional chapters: Chapter 15 Designing effective strategy activities; Chapter 16 Strategy in practice: learning, reflecting, thinking
Author: Elena G. Popkova
Publisher: Springer Nature
ISBN: 3031709624
Category :
Languages : en
Pages : 557
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Book Description
Author: Eric Schaeffer
Publisher: Kogan Page Publishers
ISBN: 0749484659
Category : Business & Economics
Languages : en
Pages : 393
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Book Description
Create the personalized and compelling experiences that today's customers expect by harnessing AI and digital technologies to create smart connected products, with this cutting-edge guide from senior leaders at Accenture. Digital technology is both friend and foe: highly disruptive, yet it cannot be ignored. As traditional products transform into smart connected products faster than ever before, companies that fail to make use of it now put themselves in the firing line for disintermediation or even eradication. However, digital technology is also the biggest opportunity for product-making businesses to create the next generation of goods in the marketplace. In Reinventing the Product, Eric Schaeffer and David Sovie, both Senior Managing Directors at Accenture, show how this reinvention is made possible, to deliver truly intelligent, and often even autonomous, products. Reinventing the Product makes the case for companies to rethink their product strategy, innovation and engineering processes, including: - How to harness the opportunities of AI and digital technologies, such as IoT sensors, blockchain, advanced analytics, cloud and edge computing - Practical advice on transforming their entire culture to build the future of successful 'living products' - Features case studies from global organizations such as Faurecia, Signify, Symmons and Haier and interviews with thought leaders from top companies including Amazon, ABB, Tesla, Samsung and Google This book provides the only advice any product-making company needs as it embarks on, or accelerates, its digitization journey.
