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Author: B. Joseph Pine
Publisher: Harvard Business Press
ISBN: 9780875848198
Category : Business & Economics
Languages : en
Pages : 276
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Book Description
This text seeks to raise the curtain on competitive pricing strategies and asserts that businesses often miss their best opportunity for providing consumers with what they want - an experience. It presents a strategy for companies to script and stage the experiences provided by their products.
Author: B. Joseph Pine
Publisher: Harvard Business Press
ISBN: 9780875848198
Category : Business & Economics
Languages : en
Pages : 276
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Book Description
This text seeks to raise the curtain on competitive pricing strategies and asserts that businesses often miss their best opportunity for providing consumers with what they want - an experience. It presents a strategy for companies to script and stage the experiences provided by their products.
Author: David A. Aaker
Publisher: John Wiley & Sons
ISBN: 0470689757
Category : Business & Economics
Languages : en
Pages : 369
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Book Description
Suitable for all business students studying strategy and marketing courses in the UK and in Europe, this text also looks at important issues such as the financial aspects of marketing.
Author: Erik Kostelijk
Publisher: Routledge
ISBN: 1000025063
Category : Business & Economics
Languages : en
Pages : 320
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Book Description
Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand’s positioning strategy. Divided into three key parts, the book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the strategic and operational guidelines, tools and techniques required. Unlike other textbooks, it has a unique focus on the relationship between branding, marketing and communications, exploring brand values, brand identity and brand image, and analysing how these can be transformed into a successful positioning strategy, using international case studies, examples and practical exercises. This textbook will be core reading for advanced undergraduate and postgraduate students of marketing strategy, branding, marketing communications and consumer behaviour. It will also be of great value to marketing and communications professionals looking to develop and maintain their company’s brand.
Author: Noel Capon
Publisher: Routledge
ISBN: 1317496752
Category : Business & Economics
Languages : en
Pages : 867
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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: Paul Hunter
Publisher: Routledge
ISBN: 1317016238
Category : Business & Economics
Languages : en
Pages : 215
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Book Description
The most damning charge frequently levelled at strategic planning is that of irrelevance. Paul Hunter’s The Seven Inconvenient Truths of Business Strategy is an antidote to conventional methods of strategic management that are renowned for being sporadic, biased, poorly articulated and rarely implemented with total success. Drawing on a framework that encapsulates a collection of definitive principles, the author offers a structure to strategy, as a system, and in a format that is representative of a literal reinvention of strategic planning overall; an indicator and explanation of the strategic tools that you already know, but in a more comprehensive format. Paul also provides insights into the collaborative techniques for carrying out the process successfully: formation, evaluation, alignment and implementation. Other topics covered include governance, communication, leadership, learning, teamwork, transformation and the treatment of strategic risk; at the level of a profession. An extended case study, based on the story of Cadbury, the chocolate maker, is woven through the chapters to provide a vibrant illustration of the value and application of the various techniques and processes described. Organisations of all kinds have never needed strategic planning quite as much as they need it today in an environment of increasing complexity, uncertainty and continual change. The Seven Inconvenient Truths of Business Strategy will help you ensure that your strategic process is always effective, visible, professional, relevant and timely.
Author: David A. Aaker
Publisher: John Wiley & Sons
ISBN: 0470613580
Category : Business & Economics
Languages : en
Pages : 400
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Book Description
Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.
Author: Christian Underwood
Publisher: Campus Verlag
ISBN: 3593453878
Category : Business & Economics
Languages : en
Pages : 281
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Book Description
In uncertain times, only one thing is certain: hope is not a strategy and a future-oriented focus for your company has never been more important. At the same time, strategy development and implementation require an immense effort for entrepreneurs, managers and employees. That is why Christian Underwood and Jürgen Weigand have developed the StrategyFrame® from practical experience for practical application. Use it to bring order to your strategy process, develop a clear, understandable picture of your realignment with your team, and generate strategic know-how and momentum among all participants and stakeholders. "This book is a gem. It not only provides a sound foundation for thinking strategically, but offers powerful tools for translating these ideas into practice in a rapidly changing environment. A valuable field guide for creating winning strategies, applicable to managers at every level." William G. Pietersen, Professor, The Practice of Management, Columbia Business School "'Hope Is Not a Strategy' brings to life the transformative power of strategic thinking when properly planned and executed. It delivers you an actionable playbook designed to help unlock strategic thinking for real, measurable business impact." Brandon Carson, Vice President, Global Leadership Academy, Walmart
Author: JOBBER, DAVID/E
Publisher: McGraw Hill
ISBN: 0077174151
Category : Business & Economics
Languages : en
Pages : 845
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Book Description
EBOOK: Principles and Practice of Marketing
Author: PR Smith
Publisher: Kogan Page Publishers
ISBN: 074949865X
Category : Business & Economics
Languages : en
Pages : 673
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Book Description
"The authors have the uncommon knack of taking the complex and explaining it in a clear, compelling way. I recommend it if you want to learn the principles of strategic communications and get structured suggestions to create better campaigns." Dave Chaffey, Co-founder and Content Director, Smart Insights This book has the strongest focus of online and offline integration of any marketing communications textbook. A blended approach to marketing is in its DNA. Compared to the competition that too often uses a bolts-on approach to integration, this book is essential for giving students the precise skills employers will look for - to be able to implement genuinely integrated marketing campaigns. This new, seventh edition combines professional and academic expertise to ground big picture theory into real-world case studies, drawing from cutting-edge global companies like Snapchat and Spotify, that will teach students the why behind the how. With increased focus on social media and the latest digital technologies, this new edition will teach students: - How AI, the Internet of Things, Big Data, AR/VR and marketing automation can be used successfully in campaigns - The opportunity and risks of social media - How to navigate ethical and data management challenges - How to use the current preferred digital marketing tools and technology Covering the key themes of customer engagement, experience and journey, this book will allow students to become truly confident working in an environment of ongoing technological transformation.
Author:
Publisher: Penguin
ISBN: 1465426701
Category : Business & Economics
Languages : en
Pages : 354
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Book Description
The Business Book clearly and simply explains all of the key theories that have shaped the world of business, management, and commerce. Using easy-to-follow graphics and artworks, succinct quotations, and thoroughly accessible text, The Business Book introduces the would-be entrepreneur and general reader alike to the work of great commercial thinkers, leaders, and gurus. The Business Book includes: - Almost 100 quotations from the great business thinkers and gurus - Information on every facet of business management, including alternative business models, with real life examples from the marketplace - A structure that takes the reader through every stage of business strategy, from start-up to delivering the goods The clear and concise summaries, graphics, and quotations in The Business Book will help even the complete novice understand the key ideas behind business success.
