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Author: John J. Burnett
Publisher: Wiley
ISBN: 9780471469483
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
Core Concepts of Marketing is a brief, paperback introduction to marketing principles that leads students to the marketing strategies and tools that practitioners use to market their products. It emphasizes how the various marketing areas work together to create a cohesive strategy.
Author: Kathryn Rudie Harrigan
Publisher: Simon and Schuster
ISBN: 0669102229
Category : Industrial management
Languages : en
Pages : 232
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Book Description
Many companies refuse to face the reality that their businesses are in trouble or that their strategic positions are wrong. Whether a product line is no longer profitable, foreign competition has slowed growth, or technological changes have left them behind, many otherwise well-managed companies hang on for too long to the status quo. In this inflexible posture, managements time and talent go to waste, assets grow sterile, and technology falls behind. This book will help managers overcome the exit barriers that hamper strategic flexibility. Based on innovative studies of 192 firms within Sixteen industries, the ideas presented here are applicable to almost any industry and any type of firm. Harrigan discusses the major strategic decisions facing executives today, including guerrilla strategies of underdog competitors, entry and exit barriers, the use of joint ventures to cope with the uncertainties created by erratic growth, and the management of change. She focuses on the shortcomings of vertical integration, developing a framework for better make-or-buy decisions. The effects of exit barriers on firms' strategic flexibility are detailed, and managerial tools to cope with high barriers and declining businesses are introduced. "Strategic Flexibility" is organized to provide easy reference for managers seeking to find out what strategies have worked and why. This book offers practical, proven ways for managers to expand the flexibility and responsiveness of their companies to new competitive conditions.
Author: Shankar Ganesan
Publisher: Edward Elgar Publishing
ISBN: 1849806047
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
Many organizations have found that the value to business operations and financial performance created by the marketing function has become very important. The need to demonstrate this importance has also become clear. Top managers are constantly challenging marketers to document marketing's contribution to the bottom-line and link marketing investments and assets to metrics that matter to them. This Handbook relates marketing actions to various types of risk and return metrics that are typically used in the domain of finance. It provides current knowledge of this marketing-finance interface in a single, authoritative volume and brings together new cutting-edge research by established marketing scholars on a range of topics in the area. The research in the marketing-finance interface spans tactical and strategic marketing actions related to the creation, communication, delivery and appropriation of the value proposition. The chapters, specifically written for this Handbook, draw on theoretical developments in economics, accounting, finance, psychology and cutting-edge statistical and econometric approaches. Academics and doctoral students in marketing, accounting, finance, and applied economics, along with marketing and brand strategy-focused business practitioners and consultants, will appreciate the state-of-the-art research herein.
Author: John J. Burnett
Publisher: Wiley
ISBN: 9780471469483
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
Core Concepts of Marketing is a brief, paperback introduction to marketing principles that leads students to the marketing strategies and tools that practitioners use to market their products. It emphasizes how the various marketing areas work together to create a cohesive strategy.
Author: David A. Aaker
Publisher: Free Press
ISBN: 1982146524
Category : Business & Economics
Languages : en
Pages : 368
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Book Description
In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.
Author: David W. Stewart
Publisher: Springer
ISBN: 303015565X
Category : Business & Economics
Languages : en
Pages : 257
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Book Description
This book is about linking marketing activities and outcomes to the financial performance of the organization. The theme of the book is that the marketing function must justify its activities and use of resources in terms of its financial contributions to the firm. More specifically, the book focuses on how marketing activities generate cash flow, growth, and other financial benefits for the organization. This perspective provides a framework for long-term investments for purposes of evaluating and ranking the funding of proposed projects.
Author: Lawrence J. Gitman
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 1455
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Book Description
Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core themes such as customer satisfaction, ethics, entrepreneurship, global business, and managing change. Introduction to Business includes hundreds of current business examples from a range of industries and geographic locations, which feature a variety of individuals. The outcome is a balanced approach to the theory and application of business concepts, with attention to the knowledge and skills necessary for student success in this course and beyond. This is an adaptation of Introduction to Business by OpenStax. You can access the textbook as pdf for free at openstax.org. Minor editorial changes were made to ensure a better ebook reading experience. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution 4.0 International License.
Author: John David North
Publisher: Simon and Schuster
ISBN: 1416576703
Category : Business & Economics
Languages : en
Pages : 232
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Book Description
Argues that Stonehenge's scientific purpose was to observe the setting midwinter sun, and that astronomical observations made by the ancient Britons were as rational and methodical as they are today.
Author: Richard M. Burton
Publisher: Cambridge University Press
ISBN: 0521617332
Category : Business & Economics
Languages : en
Pages : 253
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Book Description
A clear, step-by-step approach to designing an organization in today's volatile business world.
Author: Julian Villanueva
Publisher: Now Publishers Inc
ISBN: 1601980108
Category : Business & Economics
Languages : en
Pages : 109
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Book Description
Customer Equity reviews current models, offers a typology, and examines the fundamental question of whether a customer equity orientation can put a firm in a competitive advantage to other firms.
Author: Rohit Deshpande
Publisher: SAGE
ISBN: 0761916938
Category : Business & Economics
Languages : en
Pages : 330
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Book Description
Market orientation is best defined as an organization-level culture, a set of shared values and beliefs about putting the customer first in business planning. This book demonstrates the importance of market orientation on organizational culture (the shared set of values for putting customers first), on strategy (the creation of superior value for a firm's customers), and on tactics (the set of cross-functional activities directed at creating and satisfying customers).
