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Author: Jesko-Philipp Neuenburg
Publisher: Springer Science & Business Media
ISBN: 3834984922
Category : Business & Economics
Languages : en
Pages : 264
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Book Description
Jesko-Philipp Neuenburg researches the market-driving behavior – i.e. the behavior of a company that is directed to fundamentally change the structure of the market and/or behavior of market stakeholders – in emerging firms.
Author: Jesko-Philipp Neuenburg
Publisher: Springer Science & Business Media
ISBN: 3834984922
Category : Business & Economics
Languages : en
Pages : 264
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Book Description
Jesko-Philipp Neuenburg researches the market-driving behavior – i.e. the behavior of a company that is directed to fundamentally change the structure of the market and/or behavior of market stakeholders – in emerging firms.
Author: James M. Hulbert
Publisher: Kogan Page Publishers
ISBN: 9780749444556
Category : Marketing
Languages : en
Pages : 372
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Book Description
Based on their combined experience of over half a century of advising companies, the authors argue that marketing has lost its way. Companies cannot win in today's highly competitive markets by leaving marketing up to the marketing department. Success in the new marketplace demands integration of the firm's entire set of capabilities into a seamless system that delivers exemplary customer satisfaction, if not delight. Integrating marketing is imperative, from the top down, and with every major function: finance, operations, sales, R&D, customer service and HR. Only by creating Total Integrated Marketing, ensuring that everyone in the organization has one paramount goal to get and keep customers can success be achieved. The authors provide a wealth of marketing tips and innovations that readers can easily adapt to their own businesses and revealing cases that lift the lid on good and bad practice around the world.
Author: Erik Roscam Abbing
Publisher: Bloomsbury Publishing
ISBN: 2940439761
Category : Business & Economics
Languages : en
Pages : 210
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Book Description
Branding can inspire innovation in products and services, creating value for organizations and consumers alike. This in turn can lead to a durable relationship between brands and customers. Brand-driven Innovation explores branding theory and its relation to innovation, in order to provide readers with a solid foundation of knowledge. The book employs a practical, four-step method that will help readers apply brand-driven innovation in their own academic or business context.
Author: Torsten Tomczak
Publisher: Springer
ISBN: 3658184175
Category : Business & Economics
Languages : en
Pages : 261
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Book Description
Dieses Lehrbuch führt in verständlicher, systematischer und knapper Form in die Problemfelder der Marketingplanung ein. Sowohl die Marketingplanung auf der Unternehmens- und Geschäftsfeldebene als auch die Planung des Marketing-Mix werden behandelt. Mit Hilfe von zahlreichen kurzen Fallbeispielen werden wesentliche Aspekte des Inhaltes veranschaulicht. Die Autoren haben in der 7. Auflage alle Kapitel überarbeitet und diverse neue Praxisbeispiele aufgenommen. Bei der Markenführung wurden einige Grundlagen ergänzt.
Author: Richard Rumelt
Publisher: Currency
ISBN: 0307886239
Category : Business & Economics
Languages : en
Pages : 338
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Book Description
Good Strategy/Bad Strategy clarifies the muddled thinking underlying too many strategies and provides a clear way to create and implement a powerful action-oriented strategy for the real world. Developing and implementing a strategy is the central task of a leader. A good strategy is a specific and coherent response to—and approach for—overcoming the obstacles to progress. A good strategy works by harnessing and applying power where it will have the greatest effect. Yet, Rumelt shows that there has been a growing and unfortunate tendency to equate Mom-and-apple-pie values, fluffy packages of buzzwords, motivational slogans, and financial goals with “strategy.” In Good Strategy/Bad Strategy, he debunks these elements of “bad strategy” and awakens an understanding of the power of a “good strategy.” He introduces nine sources of power—ranging from using leverage to effectively focusing on growth—that are eye-opening yet pragmatic tools that can easily be put to work on Monday morning, and uses fascinating examples from business, nonprofit, and military affairs to bring its original and pragmatic ideas to life. The detailed examples range from Apple to General Motors, from the two Iraq wars to Afghanistan, from a small local market to Wal-Mart, from Nvidia to Silicon Graphics, from the Getty Trust to the Los Angeles Unified School District, from Cisco Systems to Paccar, and from Global Crossing to the 2007–08 financial crisis. Reflecting an astonishing grasp and integration of economics, finance, technology, history, and the brilliance and foibles of the human character, Good Strategy/Bad Strategy stems from Rumelt’s decades of digging beyond the superficial to address hard questions with honesty and integrity.
Author: Bodo B. Schlegelmilch
Publisher: Routledge
ISBN: 1351038656
Category : Business & Economics
Languages : en
Pages : 507
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Book Description
The Routledge Companion to Strategic Marketing offers the latest insights into marketing strategy. Bodo Schlegelmilch and Russ Winer present 29 specially commissioned chapters, which include up-to-date thinking on a diverse range of marketing strategy topics. Readers benefit from the latest strategic insights of leading experts from universities around the world. Contributing authors are from, among others, the U.S. (Berkeley, Cornell, MIT, New York University, Texas A&M), Europe (the Hanken School of Economics, INSEAD, the University of Oxford, the University of Groningen, WU Vienna) and Asia (the Indian School of Business, Tongji University). The topics addressed include economic foundations of marketing strategy, competition in digital marketing strategy (e.g. mobile payment systems and social media strategy), marketing strategy, and corporate social responsibility, as well as perspectives on capturing the impact of marketing strategy. Collectively, this authoritative guide is an accessible tool for researchers, students, and practitioners.
Author: Dawn Iacobucci
Publisher: John Wiley & Sons
ISBN: 0471054046
Category : Business & Economics
Languages : en
Pages : 448
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Book Description
Praise for Kellogg on Marketing "The Kellogg Graduate School of Management at Northwestern University has always been at the forefront of cutting-edge marketing. What a treasure to find such a complete anthology of today's best strategic marketers all in one place. Kellogg on Marketing provides a unique combination of new and proven marketing theories that the reader can translate into business success." —Betsy D. Holden, President and CEO, Kraft Foods "Kellogg on Marketing presents a comprehensive look at marketing today, combining well-founded theory with relevant, contemporary examples in the marketplace. This should be mandatory reading for all students of marketing." —Robert S. Morrison, Chairman, President and CEO, The Quaker Oats Company "The Who's Who write on the what's what of marketing. Now, these preeminent marketing doctors are making house calls. Enjoy." —Robert A. Eckert, Chairman and CEO, Mattel, Inc. "This volume is a fascinating collection of perspectives on what it takes to dominate a marketspace in the New Economy. . . . A clear demonstration of why Kellogg is Kellogg-one of the thought leaders in the discipline of marketing." —Mel Bergstein, Chairman and CEO, Diamond Technology Partners "New economy cases make this text appeal to old economy strategists. We shouldn't be suprised with the quality of this work, given its origin in the Kellogg School." —Ronald W. Dollens, President, Guidant Corporation
Author: Wiley
Publisher: John Wiley & Sons
ISBN: 1118389778
Category : Business & Economics
Languages : en
Pages : 167
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Book Description
John Wiley & Sons Ltd is a leading publisher in books, journals and electronic products covering all areas of marketing and sales. From social media to market research to branding, we cover it all. This Professional Marketing Reading Sampler includes book excerpts for a taste of our top marketing titles from the following expert authors: Andy Bird, Mhairi McEwan, Philip Sheldrake, Laurie Young, The CIM, Jeremy Kourdi, Christer Holloman, Patrick Barwise, Sean Meehan, Jesko Perrey and Dennis Spillecke”
Author: Paul Leinwand
Publisher: Harvard Business Press
ISBN: 1422136515
Category : Business & Economics
Languages : en
Pages : 241
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Book Description
Conventional wisdom on strategy is no longer a reliable guide. In Essential Advantage, Booz & Company's Cesare Mainardi and Paul Leinwand maintain that success in any market accrues to firms with coherence: a tight match between their strategic direction and the capabilities that make them unique. Achieving this clarity takes a sharpness of focus that only exceptional companies have mastered. This book helps you identify your firm's blend of strategic direction and distinctive capabilities that give it the "right to win" in its chosen markets. Based on extensive research and filled with company examples--including Amazon.com, Johnson & Johnson, Tata Sons, and Procter & Gamble--Essential Advantage helps you construct a coherent company in which the pieces reinforce each other instead of working at cross-purposes. The authors reveal: · Why you should focus on a system of a few aligned capabilities · How to identify the "way to play" in your market · How to design a strategy for well-modulated growth · How to align a portfolio of businesses behind your capability system · How your strategy clarifies growth, costs, and people decisions Few companies achieve a capability-driven "right to win" in their market. This book helps you position your firm to be among them.
Author: L. Araújo
Publisher: Springer
ISBN: 0230363016
Category : Business & Economics
Languages : en
Pages : 267
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Book Description
Why do some companies succeed better than others? It is well known that there are many variables such which may impact a company's performance. The authors present their new model for Market Proactiveness which shows organizations how to anticipate change and respond to it before they are forced to do so, and improve their overall performance.
