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Author: Alicia de la Peña
Publisher: CRC Press
ISBN: 1000608948
Category : Business & Economics
Languages : en
Pages : 242
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Book Description
Marketing by Contingency in the Time of Covid-19: Overcoming Business Crises and Meeting Marketing Challenges provides conceptual and empirical evidence from a marketing and business perspective about how firms and nonprofit organizations in developing countries have coped with the Covid-19 pandemic. The Covid-19 pandemic became not only a health threat but also a business threat and challenge. This book analyzes successful—and failed—marketing strategies that have been implemented by renowned and emerging firms and nonprofit organizations in reaction to the unprecedented market situation caused by the Covid-19 pandemic. Using case studies, the chapters identify the elements that were critical for strengthening a product or company’s brand value, consumer satisfaction, and loyalty during this time of crisis and uncertainty. The information and experiences shared here show how organizations learned to be resilient and reacted to challenging market situations using creativity and innovation to present consumers with prompt solutions to cover their most basic needs. Topics cover brand engagement, influencer marketing, building consumer trust, navigating restrictive conditions using analytics and predictive modeling, internal marketing, and more. Key features: Presents and assesses strategies to react to business challenges—both economic and social Provides conceptual and empirical evidence on how to deliver value to consumers in times of uncertainty Shows the reality faced by businesses and nonprofit organizations when a crisis emerges Evaluates the critical role of social media and e-commerce as strategic resources to help business and nonprofit organizations survive—and even grow—during a crisis Examines the role of internal marketing during a pandemic The successes and failures of the marketing strategies discussed in this volume will aid professors and students, business leaders, marketing professionals, public relations professionals, and others in identifying the processes needed to overcome business and social troubles during periods of crisis.
Author: Alicia de la Peña
Publisher: CRC Press
ISBN: 1000608948
Category : Business & Economics
Languages : en
Pages : 242
Get Book Here
Book Description
Marketing by Contingency in the Time of Covid-19: Overcoming Business Crises and Meeting Marketing Challenges provides conceptual and empirical evidence from a marketing and business perspective about how firms and nonprofit organizations in developing countries have coped with the Covid-19 pandemic. The Covid-19 pandemic became not only a health threat but also a business threat and challenge. This book analyzes successful—and failed—marketing strategies that have been implemented by renowned and emerging firms and nonprofit organizations in reaction to the unprecedented market situation caused by the Covid-19 pandemic. Using case studies, the chapters identify the elements that were critical for strengthening a product or company’s brand value, consumer satisfaction, and loyalty during this time of crisis and uncertainty. The information and experiences shared here show how organizations learned to be resilient and reacted to challenging market situations using creativity and innovation to present consumers with prompt solutions to cover their most basic needs. Topics cover brand engagement, influencer marketing, building consumer trust, navigating restrictive conditions using analytics and predictive modeling, internal marketing, and more. Key features: Presents and assesses strategies to react to business challenges—both economic and social Provides conceptual and empirical evidence on how to deliver value to consumers in times of uncertainty Shows the reality faced by businesses and nonprofit organizations when a crisis emerges Evaluates the critical role of social media and e-commerce as strategic resources to help business and nonprofit organizations survive—and even grow—during a crisis Examines the role of internal marketing during a pandemic The successes and failures of the marketing strategies discussed in this volume will aid professors and students, business leaders, marketing professionals, public relations professionals, and others in identifying the processes needed to overcome business and social troubles during periods of crisis.
Author: Robert S. Littlefield
Publisher: Rowman & Littlefield
ISBN: 179361878X
Category : Language Arts & Disciplines
Languages : en
Pages : 211
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Book Description
Integrated Marketing Communications in Risk and Crisis Contexts is part of the Lexington Books Integrated Marketing Communication (IMC) series. The authors present a culture centered model for examining risk and crisis communication within the context of IMC to provide a more robust understanding of myriad cultural variables affecting the perception of risk and crisis messages and the means by which these messages are processed by different publics, particularly multicultural and international groups. While the conceptualization of what constitutes IMC has been broad, from the perspective of risk and crisis communication, the focus is quite specific: All communication and messages created and disseminated in a risk or crisis situation must be carefully created and strategically presented if the intended outcomes associated with the publics' responses are to be realized by the sender of the messages.
Author: Jaime Rivera Camino
Publisher: ESIC
ISBN: 8416462828
Category : Business & Economics
Languages : en
Pages : 273
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Book Description
Este libro ha sido concebido con la vocación de servir como material didáctico. Para ello, se analiza de manera pedagógica, el complejo entorno en que se desenvuelven las entidades financieras, y las herramientas que les puede aportar el marketing para sobrevivir en un mercado maduro y sujeto a innumerables retos. Los autores exponen de manera sencilla y comprensible tanto las estrategias como las tácticas de marketing que requieren las empresas del sector financiero para ser competitivas. El lector encontrará en estas páginas ejemplos e ilustraciones de bancos de países de distintos continentes, y podrá conocer la evolución que ha experimentado el marketing en las entidades financieras, pasando de un enfoque de relaciones públicas, a la promoción de ventas y al uso de la publicidad. En esta evolución, al igual que ha sucedido en otros sectores, la crisis financiera mundial ha provocado que los bancos hayan tomado conciencia de la utilidad del marketing para colocar al cliente en el centro de su modelo de negocio. Como consecuencia, este libro nace con el ánimo de llenar el vacío relativo al conocimiento del uso efectivo del marketing en este sector. Y por ello, en esta obra se expone el proceso estratégico y operativo que deben utilizar las instituciones financieras para satisfacer las necesidades de sus segmentos objetivos. En su interior se desarrollan también, de manera armónica, los conceptos prácticos y empíricos que pueden ser usados tanto por estudiantes de grado y de postgrado, como por profesionales interesados en conocer de qué forma utilizar el marketing de adquisición y de retención en el sector financiero. Este conocimiento es esencial para instituciones que enfrentan condiciones de mercado de creciente complejidad y competitividad. En donde la aparición de nuevos actores (principalmente empresas tecnológicas), ha comenzado a amenazar líneas de negocio hasta ahora exclusivas de los bancos tradicionales.
Author: Jack Trout
Publisher: McGraw Hill Professional
ISBN: 0071637109
Category : Business & Economics
Languages : en
Pages : 225
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Book Description
The book that completes Positioning . . . Thirty years ago, Jack Trout and Al Ries publishedtheir classic bestseller, Positioning: The Battle for YourMind—a book that revolutionized the world of marketing.But times have changed. Competition is fiercer.Consumers are savvier. Communications are faster. Andonce-successful companies are in crisis mode. Repositioning shows you how to adapt, compete—andsucceed—in today’s overcrowded marketplace. Globalmarketing expert Jack Trout has retooled his mosteffective positioning strategies—providing a must-havearsenal of proven marketing techniques specificallyredesigned for our current climate. With Repositioning,you can conquer the “3 Cs” of business: Competition,Change, and Crisis . . . BEAT THE COMPETITION: Challenge your rivals,differentiate your product, increase your value,and stand out in the crowd. CHANGE WITH THE TIMES: Use the latesttechnologies, communications, and multimediaresources to connect with your consumers. MANAGE A CRISIS: Cope with everything fromprofi t losses and rising costs to bad pressand PR nightmares. Even if your company is doing well, these cutting-edgemarketing observations can keep you on top of your gameand ahead of the pack. You’ll discover how expandingproduct lines may decrease your overall sales, why newbrand names often outsell established brands, and whyslashing prices is usually a bad idea. You’ll learn thedangers of attacking your competitors head-on—andthe value of emphasizing value. You’ll see how consumerscan have too many choices to pick from—and whatyou can do to make them pick your brand. Drawing from the latest research studies, consumer statistics,and business-news headlines, Trout reveals thehidden psychological motives that drive today’s market.Understanding the mindset of your consumers is halfthe battle. Winning in today’s world is often a matter ofrepositioning. It’s how you rethink the strategies you’vealways relied on. It’s how you regain the success you’veworked so hard for. It’s how you win the new battle ofthe mind.
Author: Joe Marconi
Publisher: McGraw-Hill Companies
ISBN: 9780844232379
Category : Cases
Languages : en
Pages : 0
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Book Description
Even the best companies have learned the sad, expensive lesson: Bad news is big news, and it can put years of successful brand-building and thoughtful image-making at risk. Large or small, Wall Street or Main Street, companies are more vulnerable than ever. A simple rumor or a negative reference in the media--whether based on fact or not--can undo years of goodwill. Any business day can start with: Tabloid rumors or innuendo A report of a scandal at the highest (or lowest) levels News of product-tampering A major class-action lawsuit--or a simple nuisance suit Your industry under fire from politicians or special interests "Crisis Marketing: When Bad Things Happen to Good Companies" gives you a framework for managing that risk. The author, a seasoned pro in crisis marketing and management: Provides guidelines for identifying what can go wrong. Shows how to position your company or business before a crisis happens. Explains why you should expect, and be ready for, "the worst." Tells what to do first in the face of a crisis--and what to do next. The old saying that "any news is good news" was never more untrue than in today's business and media climate. "Crisis Marketing: When Bad Things Happen to Good Companies" provides the expert with direction and proven formulas for avoiding media storms and for weathering them if they do occur.
Author: Giannis Kesisoglou
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Book Description
Author: Nitin Rakesh, Jerry Wind
Publisher: Notion Press
ISBN: 1637146663
Category : Business & Economics
Languages : en
Pages : 515
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Book Description
Winner of the International Business Book of the Year Award 2021 Winner of the Silver Stevie for Best Business Book “I wish I had written this book!” – Philip Kotler, Father of Modern Marketing This urgent and timely book by a visionary business practitioner, Nitin Rakesh, CEO, Mphasis and award-winning academic, Jerry Wind, Lauder Professor Emeritus, Wharton bridges the worlds of industry and academia to bring you the knowledge that can help your business thrive even in a crisis. This book is a gamechanger for businesses, large and small, enabling them to customize and implement a winning strategy by using the book’s eight principles and tools to seek out opportunities for long-term value creation in a post-pandemic world. “I am sure other leaders will find their book as relevant as I did.” - Keith A. Grossman, President, Time Magazine “Businesses either need to seize the opportunities created by that disruption, or risk being left behind. Rakesh and Wind provide a smart guide to the first option.” - Alan Murray, CEO, Fortune “The authors of Transformation in Times of Crisis provide a smart, tangible approach to help companies emerge from crises, not only intact but stronger.”– Manny Maceda, Worldwide Managing Partner, Bain & Co. “The eight principles in this book form a great framework to change our mindset and focus on the right implementation strategy to survive and succeed in the next normal.” – Debjani Ghosh, President, NASSCOM
Author: Francisco Marín
Publisher: Editorial Almuzara
ISBN: 8483561727
Category : Business & Economics
Languages : en
Pages : 259
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Book Description
Francisco Marín demuestra que la gestión coherente de la comunicación en situaciones de crisis atenúa los riesgos, impide que se erosione la imagen corporativa y protege la marca.
Author: José Luís Reis
Publisher: Springer Nature
ISBN: 9819903335
Category :
Languages : en
Pages : 686
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Book Description
Author: Michael De Kare-Silver
Publisher: Springer
ISBN: 0230378110
Category : Business & Economics
Languages : en
Pages : 308
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Book Description
Management has lost the art of strategic thinking. Most strategy models were established 10/20 years ago and are now redundant. Without the appropriate strategy tools, management attention has turned inward on issues such as reengineering and tended to shorter term market perspectives. But the industrial world is evolving at break-neck pace and a new approach is urgently required to help Business develop the long term competitive strategies. This book provides that framework in the form of The Market Commitment Model. This places commitment to future success as central, supported by exceptional service, emotion and total immersion in the market place; knowing your customers so well you can anticipate their future needs. This new strategy model will help companies lift themselves to a new level of advantage, growth and profitability in the late 1990s and beyond.
