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Author: Philip Kotler
Publisher: John Wiley & Sons
ISBN: 9780471455165
Category : Business & Economics
Languages : en
Pages : 232
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Book Description
A revolutionary new system for generating the next big marketing ideas and opportunities According to Philip Kotler, the widely acknowledged "father" of modern marketing, and Fernando Trias de Bes the marketing techniques pioneered in the 1960s and '70s have worked too well. Fierce competition among products with little or nothing to distinguish one from another, along with modern product positioning and targeted marketing techniques, have led to increasing market segmentation. If the trend continues, individual market segments soon will be too small to be profitable. In Lateral Marketing, Kotler and Trias de Bes unveil a revolutionary new model to help readers expand beyond vertical segmentation and generate fresh marketing ideas and opportunities. Philip Kotler (Chicago, IL) is the S. C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management. Fernando Trias de Bes (Barcelona, Spain) is the founder of Salvetti & Llombart whose clients include Pepsico, Sony, Hewlett-Packard, Nestlé, Credit Suisse, and other top corporations.
Author: Philip Kotler
Publisher: John Wiley & Sons
ISBN: 9780471455165
Category : Business & Economics
Languages : en
Pages : 232
Get Book Here
Book Description
A revolutionary new system for generating the next big marketing ideas and opportunities According to Philip Kotler, the widely acknowledged "father" of modern marketing, and Fernando Trias de Bes the marketing techniques pioneered in the 1960s and '70s have worked too well. Fierce competition among products with little or nothing to distinguish one from another, along with modern product positioning and targeted marketing techniques, have led to increasing market segmentation. If the trend continues, individual market segments soon will be too small to be profitable. In Lateral Marketing, Kotler and Trias de Bes unveil a revolutionary new model to help readers expand beyond vertical segmentation and generate fresh marketing ideas and opportunities. Philip Kotler (Chicago, IL) is the S. C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University's Kellogg School of Management. Fernando Trias de Bes (Barcelona, Spain) is the founder of Salvetti & Llombart whose clients include Pepsico, Sony, Hewlett-Packard, Nestlé, Credit Suisse, and other top corporations.
Author: Chris Murray
Publisher: Penguin
ISBN: 9781591841050
Category : Business & Economics
Languages : en
Pages : 308
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Book Description
"Soundview is bringing together summaries of seventeen essential marketing classics in a single volume that includes one all-new, previously unpublished summary." "The Marketing Gurus distills thousands of pages of powerful insights into less than three hundred, making it an ideal resource for busy professionals, business students, and anyone curious about how marketing has evolved."--BOOK JACKET.
Author: John L. Fortenberry
Publisher: Jones & Bartlett Publishers
ISBN: 0763782610
Category : Business & Economics
Languages : en
Pages : 316
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Book Description
Nonprofit Marketing: Tools and Techniques presents a series of 35 essential marketing tools and demonstrates their application in the nonprofit sector, referencing myriad diverse entities, including zoological parks, planetariums, theater companies, medical clinics, workforce development centers, food banks, and more. Ideal for undergraduate and graduate courses in nonprofit marketing, promotion, fundraising, and related courses, the text covers a broad spectrum of topics, including product development and portfolio analysis, branding and identity management, target marketing, consumer behavior and product promotions, environmental analysis and competitive assessment, and marketing management, strategy, and planning. Each chapter focuses on a specific marketing tool and can be read as a stand-alone presentation of the topic. Instructor Resources: Instructor's Manual, PowerPoints, TestBank
Author: Robert Kozielski
Publisher: Emerald Group Publishing
ISBN: 1787141209
Category : Business & Economics
Languages : en
Pages : 225
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Book Description
The aim of this publication is to present the universal model of building business success in our hectic times. Kozielski built the idea of “four-leaf clover” based on the experiences of companies competing on both the developed and emerging markets. It seems to be the first publication in which such comparison and confrontation were made.
Author: Robin Luke
Publisher: Balboa Press
ISBN: 145252646X
Category : Business & Economics
Languages : en
Pages : 157
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Book Description
Creative Marketing lifts marketing theory and practice to a higher order,-a third level above Operational and Strategic Marketing. It provides a new mapping structure, rationale, market research methodology and a new unifying philosophical basis. It involves a new and highly proactive approach to superior market value creation. A secondary objective of the text is to draw marketing back into the province of general management, acknowledging that it has for too long been divorced from its roots and thereby become dominated by an academic perspective. The author argues that the discipline is currently unable to provide any definitive set of strategies that offer some prospect of guaranteed success under all possible market conditions. This is because traditional marketing has been predicated on the basis that incremental improvements in a companys marketing mix is the only way to build and defend some sort of competitive market advantage. In practice, this advantage is often easily and quickly eroded by the actions of competitors. Contrary to this common (organizational development) wisdom, long-term empirical evidence clearly demonstrates that it is the companies that dominate their particular industry,-that in fact own the industry standard, that enjoy the highest profit margins and enjoy the longest periods of largely uncontested market supremacy. Creative Marketing as described in this book offers a means whereby any company can, given sufficient creative imagination, come to dominate its industry, irrespective of its present market status. This is because the processes involved are not contingent upon some sort of technological superiority or extensive financial or other resources. The text provides the methodology for realizing the long-sought envelope curve path of corporate growth and profitability, that means never having to complete an industry life cycle,-perhaps the Holy Grail of Marketing.
Author: Philip Kotler
Publisher: John Wiley & Sons
ISBN: 0471662062
Category : Business & Economics
Languages : en
Pages : 162
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Book Description
Marketing's undisputed doyen offers an unbeatable guide on what not to do As the cost of marketing rises, its effectiveness is in decline. CEOs want a return on their marketing investment, but can't be sure their marketing efforts are even working. Truly, marketers have to shape up or watch their business go south. In this clear and comprehensive guide, renowned marketing expert Philip Kotler identifies the ten most common-and most damaging-mistakes marketers make, and how to avoid them. But these ten mistakes are much more than simple mess-ups; they're glaring deficiencies that prevent companies from succeeding in the marketplace. In Ten Deadly Marketing Sins, Kotler covers each sin in-depth in its own chapter and offers practical, proven guidance for reversing them. Marketers will learn how to stay market-focused and customer-driven, fully understand their customers, keep track of the competition, manage relationships with stakeholders, find new opportunities, develop effective marketing plans, strengthen product and service policies, build brands, get organized, and use technology to the fullest. Covering crucial topics every marketer must understand, Ten Deadly Marketing Sins is a must-have for anyone who want to remain competitive in an increasingly challenging marketplace. Packed with the kind of marketing wisdom only Kotler can provide, this is an indispensable resource for every company-and every marketer-who wants to develop better products, better marketing plans, and better customer relationships. Ten Deadly Marketing Sins is an unbeatable resource from the most respected thinker in modern marketing. Philip Kotler (Chicago, IL) is the S. C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management and the author of 15 books, including Marketing Insights from A to Z (0-471-26867-4) and Lateral Marketing (0-471-45516-4), both published by Wiley.
Author: Arvind Kumar Upadhyay
Publisher: CRC Press
ISBN: 1040003478
Category : Technology & Engineering
Languages : en
Pages : 665
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Book Description
This book covers the core principles of managing textiles, covering everything from sourcing and production to distribution and sustainability. The objective of this book is to provide relevant information about critical business aspects of the textile industry and its ancillary tools. It covers important concepts of business in a brief and simplified, yet practical way through examples in the form of reports, formats, figures related to respective subjects. Print edition not for sale in South Asia (Bangladesh, Bhutan, India, Nepal, Pakistan and Sri Lanka)
Author: Elena G. Popkova
Publisher: Springer Nature
ISBN: 9819921988
Category : Business & Economics
Languages : en
Pages : 379
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Book Description
This book focuses on the notion of the environmental sustainability of the economy. The Sustainable Development Goals, formulated by the UN, led to the formation of a concept of the environmental sustainability of the economy. This concept implies the harmony of economy and environment, achieved due to the support for the SDGs in the economy. This book is original due to its reconsidering the environmental sustainability of the economy from the position of crises. The theoretical significance of the book consists in the development of an anti-crisis approach to the provision of the environmental sustainability of the economy: responsible nature use based on digital markets and smart governance. The proprietary approach allows for the comprehensive description of the potential of the leading technologies—artificial intelligence (AI), robots, the Internet of Things (IoT), and blockchain—to support—during their use in smart governance—crisis management of the environmental sustainability of economy. The book’s practical significance is due to the description and detailed discussion of the modern international experience of responsible nature use given the specifics of developed and developing countries. The anti-crisis approach to the provision of the environmental sustainability of the economy is based on digital markets: FinTech, EdTech, GovTech, AgroTech, and EnergyTech, the practice of which is described in the book with the help of multiple examples from the international experience and case studies. The book is aimed at scholars who study environmental economics. In this book, they find an innovative view of the environmental sustainability of the economy in its close connection with economic crises.
Author: Lohosha R., Mazur K., Alieksieieva O., Babyna O., Babyn I., Belkin I., Germaniuk N., Gontaruk Y., Harbar Z., Kubai O., Koval O., Pidlubnyi V., Trapaidze S.
Publisher: International Science Group
ISBN:
Category : History
Languages : en
Pages : 258
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Book Description
Monograph
Author: Robert J. Howlett
Publisher: Springer Science & Business Media
ISBN: 3540288945
Category : Business & Economics
Languages : en
Pages : 1396
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Book Description
Annotation The four volume set LNAI 3681, LNAI 3682, LNAI 3683, and LNAI 3684 constitute the refereed proceedings of the 9th International Conference on Knowledge-Based Intelligent Information and Engineering Systems, KES 2005, held in Melbourne, Australia in September 2005. The 716 revised papers presented were carefully reviewed and selected from nearly 1400 submissions. The papers present a wealth of original research results from the field of intelligent information processing in the broadest sense; topics covered in the first volume are intelligent design support systems, data engineering, knowledge engineering and ontologies, knowledge discovery and data mining, advanced network application, approaches and methods of security engineering, chance discovery, information hiding and multimedia signal processing, soft computing techniques and their applications, intelligent agent technology and applications, smart systems, knowledge - based interface systems, intelligent information processing for remote sensing, intelligent human computer€ interaction systems, experience management and knowledge management, network (security) real-time and fault tolerant systems, advanced network application and real-time systems, and intelligent watermarking algorithms.
