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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: 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: David A. Aaker
Publisher: Harvard Business Press
ISBN: 1422163687
Category : Business & Economics
Languages : en
Pages : 237
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Book Description
Powerful product, country, and functional silos are jeopardizing companies' marketing efforts. Because of silos, firms misallocate resources, send inconsistent messages to the marketplace, and fail to leverage scale economies and successes--all of which can threaten a company's survival. As David Aaker shows in Spanning Silos, the unfettered decentralization that produces silos is no longer feasible in today's marketplace. It's up to chief marketing officers to break down silo walls to foster cooperation and synergy. This isn't easy: silo teams guard their autonomy vigorously. As proof of their power, consider the fact that the average CMO tenure is just twenty-three months. How to proceed? Drawing on interviews with CMOs, Aaker explains how to: Strength your credibility with silo teams and your CEO Use cross-functional teams and other strategic linking devices Foster communication across silos Select the right CMO role-- from facilitator to strategic captain Develop common planning processes Adapt your brand strategy to silo units Allocate marketing dollars strategically across silos Develop silo-spanning marketing programs In this age of dynamic markets, new media, and globalization, getting the different parts of your organization to collaborate is more critical--and more difficult--than ever. This book gives you the road map you need to accomplish that feat.
Author: Sally B. Kilgore
Publisher: Corwin Press
ISBN: 1412973082
Category : Education
Languages : en
Pages : 225
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Book Description
Transform your school’s culture from the inside out You're stunned by the increase in student absenteeism this year and wish you had the luxury of investigating all of the possible causes. From Silos to Systems provides specific application steps for engaging all staff in a systematic approach to dealing with the various causes of schoolwide problems. School leaders who have used this approach find numerous benefits: Teachers have a way for their voices to be heard Principals spend less time integrating all the concerns of various advisory groups Educators realize more dramatic results from their efforts
Author: Yang, Kenneth C. C.
Publisher: IGI Global
ISBN: 1522531157
Category : Business & Economics
Languages : en
Pages : 406
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Book Description
In today’s multi-platform ecosystem, marketers rely on advertisements that can be accessed across multiple digital platforms to enhance audience engagement and outreach. Advertisers are exploring the global impacts of social and mobile media as part of this integrated approach. Multi-Platform Advertising Strategies in the Global Marketplace examines the international diffusion of multi-platform advertising communication practices in an increasingly globalized economy. Featuring coverage on relevant areas including cross-media, digital marketing, and consumer behavior, this extensive publication is suitable for researchers, marketers, advertisers, and business professionals interested in the global impacts of multi-platform media on the advertising industry.
Author: Maryann McCabe
Publisher: Taylor & Francis
ISBN: 1315534568
Category : Social Science
Languages : en
Pages : 151
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Book Description
In a global and rapidly changing commercial environment, businesses increasingly use collaborative ethnographic research to understand what motivates their employees and what their customers value. In this volume, anthropologists, marketing professionals, computer scientists and others examine issues, challenges, and successes of ethnographic cooperation in the corporate world. The book argues that constant shifts in the global marketplace require increasing multidisciplinary and multicultural teamwork in consumer research and organizational culture; addresses the need of corporate ethnographers to be adept at reading and translating the social constructions of knowledge and power, in order to contribute to the team process of engaging research participants, clients and stakeholders; reveals the essentially dynamic process of collaborative ethnography; shows how multifunctional teams design and carry out research, communicate findings and implications for organizational objectives, and craft strategies to achieve those objectives to increase the vibrancy of economies, markets and employment rates worldwide.
Author: Chief Editor- Biplab Auddya, Editor- Betsy Manuel, Dr. Manuj Awasthi, Dr. Subhash Jagannath Deshmukh, V Geetha, Pushpanjali S, Dr. Kinjal Bhatia
Publisher: The Hill Publication
ISBN: 8197194734
Category : Antiques & Collectibles
Languages : en
Pages : 67
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Book Description
Author: Len Tiu Wright
Publisher: Routledge
ISBN: 1134826869
Category : Business & Economics
Languages : en
Pages : 623
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Book Description
This single-volume reference provides an alternative to traditional marketing research methods handbooks, focusing entirely on the new and innovative methods and technologies that are transforming marketing research and practice. Including original contributions and case studies from leading global specialists, this handbook covers many pioneering methods, such as: Methods for the analysis of user- and customer-generated data, including opinion mining and sentiment analysis Big data Neuroscientific techniques and physiological measures Voice prints Human–computer interaction Emerging approaches such as shadowing, netnographies and ethnographies Transcending the old divisions between qualitative and quantitative research methods, this book is an essential tool for market researchers in academia and practice.
Author: Casey J. Bedgood
Publisher: CRC Press
ISBN: 1040038336
Category : Business & Economics
Languages : en
Pages : 103
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Book Description
The genesis of this book is over two decades of experience working with leaders who struggle with the concept of Quality Management System (QMS). Often, leaders fail to understand this concept, implement ineffective QMS models and subsequently are disrupted from their roles. More important and even more impactful are the consequences a poorly designed and executed QMS model has on organizational stakeholders including customers. The purpose of this book is to provide a simple leadership quick guide for designing high-performing Quality Management System models. This guide will focus on Quality Management System assessment, structure, process and achieving outcomes through practical real-world tools, templates, and models. The test of any model is its outcomes. This book will provide decades of insight so leaders ensure their QMS model Solves Problems, Achieves Outcomes, Sustains Wins, and Transforms Organizational Outcomes in High-Risk Environments. The intended audience for this book includes but is not limited to: top executives, governance members, leaders of any rank, thought leaders, strategists, students, performance improvement leaders, change agents, teachers, and anyone interested in quality, improvement, strategy, and leadership. Regardless of role, organization type, or industry, quality matters and is a focal point for customers. Thus, those leading the charge for excellence in this arena must have a good structure, process, and measurable outcomes sustained over time. So, why is this topic important? In today’s world, change is the new normal and only constant. In many industries, such as healthcare for example, the foundations of the industries themselves are shaking greater than at any other time in history. As change grows, so does the associated risk and disruption. How will leaders and their organizations succeed in high-risk environments without a good foundation? The short answer is they won’t. The starting point for success is the Quality Management System. By reading this book, readers will learn: How to construct a well-defined Quality Management System (QMS) How to identify and counter common misperceptions of QMS Techniques to engage other leaders in crucial conversations related to QMS gaps, illusions of success, perceived and real shortcomings, and measures of success How to conduct a basic and advanced assessment of Quality Management System models to determine what is working, what is not working, and high-risk areas to improve The required structural elements of high-performing QMS models A wholistic approach to the QMS process What measures constitute QMS success
Author: Sara Rosengren
Publisher: Springer Science & Business Media
ISBN: 3658023651
Category : Business & Economics
Languages : en
Pages : 407
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Book Description
Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 11th International Conference in Advertising (ICORIA) which was held in Stockholm (Sweden) in June 2012. The conference gathered 150 leading researchers from 22 countries under the conference theme “The changing roles of advertising”. The book provides international state-of-the-art research with 30 articles by renowned scholars from the worldwide ICORIA network.
Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 179989021X
Category : Computers
Languages : en
Pages : 1865
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Book Description
Social media has become an integral part of society as social networking has become a main form of communication and human interaction. To stay relevant, businesses have adopted social media tactics to interact with consumers, conduct business, and remain competitive. Social technologies have reached a vital point in the business world, being essential in strategic decision-making processes, building relationships with consumers, marketing and branding efforts, and other important areas. While social media continues to gain importance in modern society, it is essential to determine how it functions in contemporary business. The Research Anthology on Strategies for Using Social Media as a Service and Tool in Business provides updated information on how businesses are strategically using social media and explores the role of social media in keeping businesses competitive in the global economy. The chapters will discuss how social tools work, what services businesses are utilizing, both the benefits and challenges to how social media is changing the modern business atmosphere, and more. This book is essential for researchers, instructors, social media managers, business managers, students, executives, practitioners, industry professionals, social media analysts, and all audiences interested in how social media is being used in modern businesses as both a service and integral tool.
