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Author: Jakki J. Mohr
Publisher: Pearson Prentice Hall
ISBN: 9780136049968
Category : Business & Economics
Languages : en
Pages : 584
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Book Description
This title provides a thorugh overview of the issues high-tech marketers must address, and provides a balance between conceptual discussions and examples; small and big business; products and services; and consumer and business-to-business marketing contexts.
Author: Jakki J. Mohr
Publisher: Pearson Prentice Hall
ISBN: 9780136049968
Category : Business & Economics
Languages : en
Pages : 584
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Book Description
This title provides a thorugh overview of the issues high-tech marketers must address, and provides a balance between conceptual discussions and examples; small and big business; products and services; and consumer and business-to-business marketing contexts.
Author: William H. Davidow
Publisher: Simon and Schuster
ISBN: 1439107556
Category : Business & Economics
Languages : en
Pages : 233
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Book Description
Marketing is civilized warfare. And as high-tech products become increasingly standardized—practically identical, from the customer's point of view—it is marketing that spells life or death for new devices or entire firms. In a book that is as fascinating as it is pragmatic, William H. Davidow, a legend in Silicon Valley, where he was described as "the driving force behind the micro processor explosion," tells how to fight the marketing battle in the intensely competitive world of high-tech companies—and win. Blunt, pithy, and knowledgeable, Davidow draws on his successful marketing experience at Intel Corporation to create a complete program for marketing victory. He drives home the basics, such as how to go head-on against the competition; how to "plan products, not devices"; how to give products a "soul"; and how to engineer promotions, market internationally, motivate salespeople, and rally distributors. Above all, he demonstrates the critical importance of servicing and supporting customers. Total customer satisfaction, Davidow makes clear, must be every high-tech marketer's ultimate goal. The only comprehensive marketing strategy book by an insider, Marketing High Technology looks behind the scenes at industry-shaking clashes involving Apple and IBM, Visicorp and Lotus, Texas Instruments and National Semiconductor. He recounts his own involvement in Crush, Intel's innovative marketing offensive against Motorola, to demonstrate, step-by-step, how it became an industry prototype for a winning high-tech campaign. Davidow clearly spells out sixteen principles which increase the effectiveness of marketing programs. From examples as diverse as a Rolling Stones concert and a microprocessor chip, he defines a true "product." He analyzes and explains in new ways the strategic importance of distribution as it relates to market sector, pricing, and the pitfalls it entails. He challenges some traditional marketing theory and provides unique and important insights developed from over twenty years in the high-tech field. From an all-encompassing philosophy that great marketing is a crusade requiring total commitment, to a careful study of the cost of attacking a competitor, this book is an essential tool for survival in today's high-risk, fast- changing, and very lucrative high-tech arena.
Author: National Research Council
Publisher:
ISBN: 9780309284486
Category : Science
Languages : en
Pages : 0
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Book Description
The electric vehicle offers many promises--increasing U.S. energy security by reducing petroleum dependence, contributing to climate-change initiatives by decreasing greenhouse gas (GHG) emissions, stimulating long-term economic growth through the development of new technologies and industries, and improving public health by improving local air quality. There are, however, substantial technical, social, and economic barriers to widespread adoption of electric vehicles, including vehicle cost, small driving range, long charging times, and the need for a charging infrastructure. In addition, people are unfamiliar with electric vehicles, are uncertain about their costs and benefits, and have diverse needs that current electric vehicles might not meet. Although a person might derive some personal benefits from ownership, the costs of achieving the social benefits, such as reduced GHG emissions, are borne largely by the people who purchase the vehicles. Given the recognized barriers to electric-vehicle adoption, Congress asked the Department of Energy (DOE) to commission a study by the National Academies to address market barriers that are slowing the purchase of electric vehicles and hindering the deployment of supporting infrastructure. As a result of the request, the National Research Council (NRC)--a part of the National Academies--appointed the Committee on Overcoming Barriers to Electric-Vehicle Deployment. This committee documented their findings in two reports--a short interim report focused on near-term options, and a final comprehensive report. Overcoming Barriers to Electric-Vehicle Deployment fulfills the request for the short interim report that addresses specifically the following issues: infrastructure needs for electric vehicles, barriers to deploying the infrastructure, and possible roles of the federal government in overcoming the barriers. This report also includes an initial discussion of the pros and cons of the possible roles. This interim report does not address the committee's full statement of task and does not offer any recommendations because the committee is still in its early stages of data-gathering. The committee will continue to gather and review information and conduct analyses through late spring 2014 and will issue its final report in late summer 2014. Overcoming Barriers to Electric-Vehicle Deployment focuses on the light-duty vehicle sector in the United States and restricts its discussion of electric vehicles to plug-in electric vehicles (PEVs), which include battery electric vehicles (BEVs) and plug-in hybrid electric vehicles (PHEVs). The common feature of these vehicles is that their batteries are charged by being plugged into the electric grid. BEVs differ from PHEVs because they operate solely on electricity stored in a battery (that is, there is no other power source); PHEVs have internal combustion engines that can supplement the electric power train. Although this report considers PEVs generally, the committee recognizes that there are fundamental differences between PHEVs and BEVs.
Author: François Habryn
Publisher: KIT Scientific Publishing
ISBN: 3866448481
Category : Business & Economics
Languages : en
Pages : 388
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Book Description
The ability to capture customer needs and to tailor the provided solutions accordingly, also defined as customer intimacy, has become a significant success factor in the B2B space - in particular for increasingly "servitizing" businesses. This book elaborates on the solution CI Analytics to assess and monitor the impact of customer intimacy strategies by leveraging business analytics and social network analysis technology. This solution thereby effectively complements existing CRM solutions.
Author: Russell W. Belk
Publisher: Edward Elgar Publishing
ISBN: 1847204120
Category : Business & Economics
Languages : en
Pages : 609
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Book Description
A rare and much needed compilation of some thought-provoking papers in the area of qualitative research in marketing, this book is a must have for anyone pursuing the discipline of marketing research, scholars intent on the pursuit of qualitative inquiry as well as practising professionals looking for innovative approaches to research. Global Business Review Belk has compiled an exhaustive collection of contributions from scholars and practitioners throughout North America and Europe. . . . This extremely informative volume spans the full array of qualitative research areas. . . . Highly recommended. S.D. Clark, Choice The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed discussions of current thought and practice in: research paradigms such as grounded theory and semiotics research contexts such as advertising and brands data collection methods such as projectives and netnography data analysis methods such as metaphoric and visual analyses presentation topics such as videography and reflexivity applications such as ZMET applied to Broadway plays and depth interviews with executives special issues such as multi-sited ethnography and research on sensitive topics. Authors include leading scholars and practitioners from North America and Europe. They draw on a wealth of experience using well-established as well as emerging qualitative research methods. The result is a thorough, timely, and useful Handbook that will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.
Author: Colin L. Campbell
Publisher: Springer
ISBN: 3319186876
Category : Business & Economics
Languages : en
Pages : 506
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Book Description
This volume includes the full proceedings from the 2009 World Marketing Congress held in Oslo, Norway with the theme Marketing in Transition: Scarcity, Globalism, & Sustainability. The focus of the conference and the enclosed papers is on marketing thought and practices throughout the world. This volume resents papers on various topics including marketing management, marketing strategy and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Author: Robert W. Palmatier
Publisher: Routledge
ISBN: 1000649997
Category : Business & Economics
Languages : en
Pages : 374
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Book Description
Marketing Channel Strategy: An Omni-Channel Approach is the first book on the market to offer a completely unique, updated approach to channel marketing. Palmatier and Sivadas have adapted this classic text for the modern marketing reality by building a model that shows students how to engage customers across multiple marketing channels simultaneously and seamlessly. The omni-channel is different from the multi-channel. It recognizes not only that customers access goods and services in multiple ways, but also that they are likely doing this at the same time; comparing prices on multiple websites, and seamlessly switching between mobile and desktop devices. With the strong theoretical foundation that users have come to expect, the book also offers lots of practical exercises and applications to help students understand how to design and implement omni-channel strategies in reality. Advanced undergraduate and graduate students in marketing channels, distribution channels, B2B marketing, and retailing classes will enjoy acquiring the most cutting-edge marketing skills from this book. A full set of PowerPoint slides accompany this new edition, to support instructors.
Author: Cengiz Haksever
Publisher: World Scientific Publishing Company
ISBN: 9813209461
Category : Business & Economics
Languages : en
Pages : 691
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Book Description
The purpose of this book is to provide cutting-edge information on service management such as the role services play in an economy, service strategy, ethical issues in services and service supply chains. It also covers basic topics of operations management including linear and goal programming, project management, inventory management and forecasting.This book takes a multidisciplinary approach to services and operational management challenges; it draws upon the theory and practice in many fields of study such as economics, management science, statistics, psychology, sociology, ethics and technology, to name a few. It contains chapters most textbooks do not include, such as ethics, management of public and non-profit service organizations, productivity and measurement of performance, routing and scheduling of service vehicles.An Instructor's Solutions Manual is available upon request for all instructors who adopt this book as a course text. Please send your request to
[email protected].
Author: Steven W. Hartley
Publisher: McGraw-Hill Education
ISBN: 9781260088861
Category : Business & Economics
Languages : en
Pages : 624
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Book Description
Marketing: The Core is a more brief, 18-chapter version of the Kerin/Hartley Marketing 14e product, the most rigorous and robust program on the market. The Core 8e also continues to demonstrate the authors’ commitment to engagement, leadership, and innovation: Engagement in class-tested, active learning activities to help instructors illustrate textbook concepts as well as examples throughout featuring real people, cases and companies throughout. Media-enhanced PPT slides, alternate cases, and a 5,000+ item test bank are included in the comprehensive instructor resource suite. Leadership in leading, current content and conversational writing style, with new emphasis on marketing metrics and data-driven decision-making, with hyperlinked assignments throughout to easily correlate activities. Innovation in outcomes-oriented Connect®, a highly reliable, easy-to-use homework and learning management solution that embeds learning science and award-winning adaptive tools to improve student results.
Author: Robert W. Palmatier
Publisher:
ISBN: 9780965711494
Category : Customer relations
Languages : en
Pages : 142
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Book Description
Offers useful perspectives to academic researchers interested in better understanding the conceptual underpinnings of relationships and to managers seeking to build effective relationships with customers.
