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Author: Claudio A. Saavedra
Publisher: Springer
ISBN: 3319306103
Category : Business & Economics
Languages : en
Pages : 440
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Book Description
This book discusses the differences between consumer marketing and industrial marketing, as well as the challenges faced when putting each into practice. It identifies important distinctions in terms of product functionality, market research concepts and techniques, market segmentation, pricing, sales force and product launch. Furthermore, it reviews significant variations concerning other issues such as branding, distribution, product development and the organizational structure of the commercial department. Each chapter features both authoritative, novel concepts suited for global application and hands-on protocols. By presenting these concepts and their implementation, this book is the first of its kind in the field to help practitioners avoid using consumer-marketing techniques that could in fact be inappropriate for and detrimental to an industrial company strategy.
Author: Claudio A. Saavedra
Publisher: Springer
ISBN: 3319306103
Category : Business & Economics
Languages : en
Pages : 440
Get Book Here
Book Description
This book discusses the differences between consumer marketing and industrial marketing, as well as the challenges faced when putting each into practice. It identifies important distinctions in terms of product functionality, market research concepts and techniques, market segmentation, pricing, sales force and product launch. Furthermore, it reviews significant variations concerning other issues such as branding, distribution, product development and the organizational structure of the commercial department. Each chapter features both authoritative, novel concepts suited for global application and hands-on protocols. By presenting these concepts and their implementation, this book is the first of its kind in the field to help practitioners avoid using consumer-marketing techniques that could in fact be inappropriate for and detrimental to an industrial company strategy.
Author: Todd Zenger
Publisher: Harvard Business Review Press
ISBN: 1633690016
Category : Business & Economics
Languages : en
Pages : 221
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Book Description
A competitive advantage just isn't enough. Your company is turning in regular profits every year, and its market share is only getting bigger. Competitors can’t touch you. So why is your stock price so sluggish? The answer is as simple as it is cruel: investors aren’t interested in history, and they already know you’re profitable and competitive—that knowledge is baked into your stock price. The hard reality is that a competitive advantage just isn’t enough. Investors want companies to surprise them with unexpected value, which means that you can outperform market expectations only if you as a leader know how to find, create, and deliver a series of multiple competitive advantages. This is why a corporate theory is so important. A good corporate theory provides a compass for those at the strategic helm, guiding their decisions about what assets and activities to pursue, what investments to make, and what strategies to adopt. Behind every long-term corporate success story lies a basic theory about how that company creates value. In Beyond Competitive Advantage, strategy professor Todd Zenger describes what makes a great corporate theory and helps readers understand the many tensions and trade-offs they’ll face as they apply the theory to meet the challenge of market expectations. Based on years of research and analysis, Beyond Competitive Advantage provides managers and executives with a framework for both sustaining value and creating growth.
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author:
Publisher:
ISBN:
Category : Industries
Languages : en
Pages : 586
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Book Description
Author:
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages : 576
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Book Description
Author: W. Chan Kim
Publisher: Harvard Business Review Press
ISBN: 1633692671
Category : Business & Economics
Languages : en
Pages : 25
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Book Description
As established markets become less profitable, companies increasingly need to find ways to create and capture new markets. Despite much investment and commitment, most firms struggle to do this. What, exactly, is getting in their way? World-renowned professors W. Chan Kim and Renee Mauborgne, the authors of the best-selling book Blue Ocean Strategy have spent over a decade exploring that question. They have seen that the trouble lies in managers' mental models--ingrained assumptions and theories about the way the world works. Though these models may work perfectly well in mature markets, they undermine executives' attempts to discover uncontested new spaces with ample potential (blue oceans) and keep companies firmly anchored in existing spaces where competition is bloody (red oceans). In this bound version of their bestselling Harvard Business Review classic article, they describe how to break free of these red ocean traps. To do that, managers need to: (1) Focus on attracting new customers, not pleasing current customers; (2) Worry less about segmentation and more about what different segments have in common; (3) Understand that market creation is not synonymous with either technological innovation or creative destruction; and (3) Stop focusing on premium versus low-cost strategies. The Harvard Business Review Classics series offers you the opportunity to make seminal Harvard Business Review articles a part of your permanent management library. Each highly readable volume contains a groundbreaking idea that continues to shape best practices and inspire countless managers around the world--and will have a direct impact on you today and for years to come.
Author: United States. Congress. Senate. Committee on Energy and Natural Resources. Subcommittee on Energy Regulation and Conservation
Publisher:
ISBN:
Category : Energy conservation
Languages : en
Pages : 228
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Book Description
Author: Sue Greener
Publisher: Academic Conferences Limited
ISBN: 191030929X
Category : Reference
Languages : en
Pages : 799
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Book Description
Author: Asher Rospigliosi
Publisher: Academic Conferences Limited
ISBN: 1910309281
Category :
Languages : en
Pages : 814
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Book Description
Author: Sue Dopson
Publisher: OUP Oxford
ISBN: 0191526908
Category : Business & Economics
Languages : en
Pages : 375
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Book Description
The last five decades have seen a sea-change in business and in management studies. The world of business has been transformed by powerful forces: globalization, IT, outsourcing and all manner of organizational reshaping and flattening. At the same time Management Studies has seen a massive expansion in courses, students and teachers, driven in part by a quest for new and broader models. The ground covered by Management Studies, and the way Management Studies maps this, have changed. This book, written by specialist experts, analyses these developments in Management Studies, giving a concise guide to specific areas. Working from the broader global and technological context, it explores a range of sectors - private, public and professional - and conclude by examining specific functions involved in management, such as Corporate Strategy, Information Technology, Operations Management, and Marketing. The authors are all associated with Templeton College at the University of Oxford, a school known for its close work with managers, companies, and other types of organizations, through its executive education programmes and high-impact business research. This experience, and its specialist knowledge, leaves it uniquely positioned to chronicle and comment on the development of the discipline of management studies and point the way ahead.
