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Author: Gill Ringland
Publisher: John Wiley & Sons
ISBN: 0470058587
Category : Business & Economics
Languages : en
Pages : 244
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Book Description
You've chosen this book. Which probably means you're a marketer, you've heard of scenarios and you want to know what they can do for you. Can they help with everyday marketing issues like brands, channels and relationships? The answer is yes. Rooted in customer needs, scenarios bridge the gap between corporate strategy and marketing tactics. They are a weapon for perceiving the unseen and a framework for thinking the unthinkable. This book's wealth of case studies will show you how they've helped top companies like Pfizer, Nestle and Courvoisier to do just that, and its practical lessons will show how they can do exactly the same for you. Gill Ringland and Laurie Young have gathered top-flight contributors to offer the first straightforward account of scenario planning for marketers. In readable chapters they show how, by integrating scenarios into the wider marketing toolkit, you can make your organization more customer-driven and consider a wider range of possibilities than your competitors. They explore how scenarios have driven creativity in a range of consumer marketing applications - even in FMCG sectors - and define their role in distribution, channel management, brand management and customer management strategy. Finally, they show how marketing scenarios can help to promote wider corporate innovation. The rich pictures painted by scenarios have made business strategy more visionary and creative, and they're set to do the same with marketing strategy. Read this book, and make sure it's your organization holding the brush.
Author: Gill Ringland
Publisher: John Wiley & Sons
ISBN: 0470058587
Category : Business & Economics
Languages : en
Pages : 244
Get Book Here
Book Description
You've chosen this book. Which probably means you're a marketer, you've heard of scenarios and you want to know what they can do for you. Can they help with everyday marketing issues like brands, channels and relationships? The answer is yes. Rooted in customer needs, scenarios bridge the gap between corporate strategy and marketing tactics. They are a weapon for perceiving the unseen and a framework for thinking the unthinkable. This book's wealth of case studies will show you how they've helped top companies like Pfizer, Nestle and Courvoisier to do just that, and its practical lessons will show how they can do exactly the same for you. Gill Ringland and Laurie Young have gathered top-flight contributors to offer the first straightforward account of scenario planning for marketers. In readable chapters they show how, by integrating scenarios into the wider marketing toolkit, you can make your organization more customer-driven and consider a wider range of possibilities than your competitors. They explore how scenarios have driven creativity in a range of consumer marketing applications - even in FMCG sectors - and define their role in distribution, channel management, brand management and customer management strategy. Finally, they show how marketing scenarios can help to promote wider corporate innovation. The rich pictures painted by scenarios have made business strategy more visionary and creative, and they're set to do the same with marketing strategy. Read this book, and make sure it's your organization holding the brush.
Author: Rajkumar Venkatesan
Publisher: University of Virginia Press
ISBN: 081394516X
Category : Business & Economics
Languages : en
Pages : 289
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Book Description
The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Analytics: Essential Tools for Data-Driven Decisions, which updates and expands on the earlier book as we enter the 2020s. As they illustrate, big data analytics is the engine that drives marketing, providing a forward-looking, predictive perspective for marketing decision-making. The book presents actual cases and data, giving readers invaluable real-world instruction. The cases show how to identify relevant data, choose the best analytics technique, and investigate the link between marketing plans and customer behavior. These actual scenarios shed light on the most pressing marketing questions, such as setting the optimal price for one’s product or designing effective digital marketing campaigns. Big data is currently the most powerful resource to the marketing professional, and this book illustrates how to fully harness that power to effectively maximize marketing efforts.
Author: Jon Groucutt
Publisher: Kogan Page Publishers
ISBN: 9780749441142
Category : Business & Economics
Languages : en
Pages : 564
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Book Description
Marketing: Essential principles, new realities has been researched, developed and written primarily with the undergraduate and diploma-level student in mind. This student-oriented text, with its relaxed and free flowing language, provides the reader with material of a rigorous academic standard. Each chapter follows a set structure that has been designed to encourage discussion and raise issues for consideration and research:introduction;learning objectives;chapter sub headings - key issues;chapter summary;exercises and questions for review and critical thinking.At the end of the book there are additional notes and references to support student learning.Written by authors from both an academic and practitioner background, this new textbook offers an excellent introduction to the subject for the next generation of marketers and business people.FREE CD ROM FOR LECTURERSThe authors have created a unique CD ROM containing both lecture presentation slides and essay questions. This is available on request from the publisher.CONTENTSIntroductionWhat is marketing?The business and marketing environmentEthical marketing and social responsibilityBuyer behaviourSegmenting, positioning and targetingMarketing researchMarketing and strategyProducts and brandsPrice and pricing strategiesPromotion part 1Promotion part 2People, physical evidence and processPlacement, distribution and logisticsMarketing across borders: the international dimensionApplication: bringing the elements togetherNotesReferenceIndexPlease view more information on this book, including a sample chapter and detailed, full contents at http://www.kogan-page.co.uk/groucutt
Author: Rafael Ramírez
Publisher: Oxford University Press
ISBN: 0198745699
Category : Business & Economics
Languages : en
Pages : 275
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Book Description
This book provides clear information and guidance on how to do scenario planning to support strategy and public policy. The book describes the Oxford Scenario Planning Approach (OSPA), an intellectually rigorous and practical methodolgy.
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: Vijay Mahajan
Publisher: Pearson Prentice Hall
ISBN: 0132716119
Category : Political Science
Languages : en
Pages : 289
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Book Description
With more than 900 million consumers, the continent of Africa is one of the world’s fastest growing markets. In Africa Rising, renowned global business consultant Vijay Mahajan reveals this remarkable marketplace as a continent with massive needs and surprising buying power. Crossing thousands of miles across the continent, he shares the lessons that Africa’s businesses have learned about succeeding on the continent...shows how global companies are succeeding despite Africa’s unique political, economic, and resource challenges...introduces local entrepreneurs and foreign investors who are building a remarkable spectrum of profitable and sustainable business opportunities even in the most challenging locations...reveals how India and China are staking out huge positions throughout Africa...and shows the power of the diaspora in driving investment and development. Recognize that Africa is richer than you think Africa is richer than India on the basis of gross national income (GNI) per capita, and a dozen African countries have a higher GNI per capita than China. Aim for Africa Two Opportunities exist in all parts of the market, particularly the 400 million people in the middle of the market. Find opportunities to organize the market From retailing to cell phones to banking, companies are succeeding by building infrastructure. Develop strategies for the most youthful market in the world Companies are recognizing opportunities from diapers to music to medicine in a market growing younger every day. Understand that Africa is not a “media dark” continent From Nollywood to satellite to broadband, media is exploding on the continent. Recognize the hidden strength of the African diaspora The African diaspora brings resources and knowledge to African development and expands the African opportunity beyond the continent. Build Ubuntu markets Create profitable businesses, sustainable growth, and social organizations by meeting basic human needs.
Author: Cybellium
Publisher: Cybellium Ltd
ISBN: 1836797427
Category : Business & Economics
Languages : en
Pages : 228
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Book Description
Designed for professionals, students, and enthusiasts alike, our comprehensive books empower you to stay ahead in a rapidly evolving digital world. * Expert Insights: Our books provide deep, actionable insights that bridge the gap between theory and practical application. * Up-to-Date Content: Stay current with the latest advancements, trends, and best practices in IT, Al, Cybersecurity, Business, Economics and Science. Each guide is regularly updated to reflect the newest developments and challenges. * Comprehensive Coverage: Whether you're a beginner or an advanced learner, Cybellium books cover a wide range of topics, from foundational principles to specialized knowledge, tailored to your level of expertise. Become part of a global network of learners and professionals who trust Cybellium to guide their educational journey. www.cybellium.com
Author: Kenneth Le Meunier-FitzHugh
Publisher: Oxford University Press
ISBN: 019256224X
Category : Business & Economics
Languages : en
Pages : 177
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Book Description
Very Short Introductions: Brilliant, Sharp, Inspiring Marketing is pivotal in today's world. Used for determining and satisfying the needs of the customer, it stands at the interface between an organisation and its environment. Marketing provides customer and competitor information to the organisation, as well as creating awareness of the company's offering. As globalization creates increasing challenges to established marketing practices, marketing efforts need to reposition and adapt continuously to maintain an organisation's ability to reach potential customers. This Very Short Introduction provides a general overview of the function and importance of marketing to modern organisations. Kenneth Le Meunier-FitzHugh discusses how marketing remains central to creating competitive advantage, and why it needs to be forward looking and constantly reinventing itself in line with new developments in the marketplace, such as the growth of social media, and the importance of ethics and responsible marketing. He shows how this has led to the role of marketing expanding beyond advertising and promotion, encompassing a broader sense of customer relationship management. He also considers how marketers need to remain able to manage the marketing mix in response to their understanding of customer's purchasing habits. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.
Author: Satish Mehta
Publisher: Pearson Education India
ISBN: 9788131713822
Category : Business & Economics
Languages : en
Pages : 360
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Book Description
Author: Dr. Nawab Akram
Publisher: RK Publication
ISBN: 8197287791
Category : Business & Economics
Languages : en
Pages : 319
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Book Description
Marketing Management: Concepts, Tools, and Trends a comprehensive exploration of key marketing principles, strategies, and contemporary tools. It provides a deep dive into marketing theories, customer insights, branding, digital transformation, and data-driven decision-making. The highlights the evolving trends in the marketing landscape, such as social media marketing, AI applications, and sustainability practices, equipping professionals and students with the knowledge to adapt and excel in today's dynamic market environment. This resource serves as both an academic guide and a practical reference for effective marketing management.
