Adaptive Marketing

Leveraging Real-Time Data to Become a More Competitive and Successful Company

Author: Norm Johnston

Publisher: Springer

ISBN: 1137462930

Category: Literary Criticism

Page: 225

View: 1760

Adapt or die is really the 21st century mantra for business. Authors Norm Johnston provides guidance on how to adopt an Adaptive Marketing model to ensure you are not only prepared for this new data world, but also winning against both traditional competitors and new disrupters.

Adaptive Action

Leveraging Uncertainty in Your Organization

Author: Glenda H. Eoyang,Royce J. Holladay

Publisher: Stanford University Press

ISBN: 0804785406

Category: Business & Economics

Page: 264

View: 9603

Rooted in the study of chaos and complexity, Adaptive Action introduces a simple, common sense process that will guide you and your organization into reflective action. This elegant method prompts readers to engage with three deceptively simple questions: What? So what? Now what? The first leads to careful observation. The second invites you to thoughtfully consider options and implications. The third ignites effective action. Together, these questions and the tools that support them produce a dynamic and creative dance with uncertainty. The road-tested steps of adaptive action can be used to devise solutions and improve performance across multiple challenges, and they have proven to be scalable from individuals to work groups, from organizations to communities. In addition to laying out the adaptive action framework and clear protocols to support it, Glenda H. Eoyang and Royce J. Holladay introduce best practices from exemplary professionals who have used adaptive action to meet personal, professional, and political challenges in leadership, consulting, Alzheimer's treatment, evaluation, education reform, political advocacy, and cultural engagement—readying readers to employ this new toolkit to meet their own goals with a sense of ingenuity and flexibility.

Organizing Marketing and Sales

Mastering Contemporary B2B Challenges

Author: Per Andersson,Björn Axelsson,Christopher Rosenqvist

Publisher: Emerald Group Publishing

ISBN: 1787549704

Category: Business & Economics

Page: 368

View: 828

Organizing Marketing and Sales offers case studies to demonstrate in detail the kinds of challenges faced by multinational, multiproduct firms. It also draws upon theoretical perspectives in order to examine contemporary challenges in marketing and sales organization.

Strukturveränderndes Marketing

Dargestellt am Beispiel der Vermarktung von Erdgasfahrzeugen durch Gasversorgungsunternehmen

Author: Henrik Menge

Publisher: diplom.de

ISBN: 3832483721

Category: Business & Economics

Page: 163

View: 9055

Inhaltsangabe:Einleitung: Strukturveränderndes Marketing, das bedeutet (pro)aktives, antizipatives und gestaltendes Handeln entsprechend den aktuellen Herausforderungen des jeweiligen Marktes. Insbesondere bei innovativen oder modifizierten Produkten ist eine zielorientierte Beeinflussung der Bedürfnisse, Erwartungen, Forderungen sowie der vorherrschenden Denk- und Verhaltensmuster der verschiedenen Austauschpartner ein „Muss“, um erfolgreich am Markt zu agieren. Die vorliegende Arbeit setzt sich mit dem Thema der Etablierung von Erdgasfahrzeugen im deutschen Automobilmarkt auseinander. Das Themenfeld wird aus der Perspektive von Gasversorgungsunternehmen (GVU) durchleuchtet, welche als treibende und integrierende Kraft im entstehenden Marktsegment verstanden werden. Das gesellschaftsorientierte Marketing-Management-Verständnis, welches die Relevanz gesellschaftlicher Anspruchsgruppen in Theorie und Praxis moderner Marketingkonzepte verdeutlicht, dient als Grundlage der Untersuchung. Die Aufgaben, vor denen das Marketing steht, liegen in der Entwicklung von Strategien für GVU, die Lösungswege für bestehende Probleme aufzeigen. Dabei ist die Leitidee einer erheblich erweiterten Umweltorientierung von zentraler Bedeutung. Nach dieser Leitidee müssen neben den üblichen techno-ökonomischen Gesichtspunkten immer auch politisch-rechtliche, sozio-kulturelle sowie ökologische Aspekte und speziell gesellschaftliche Änderungsprozesse sowie (langfristige) Konsumentenbedürfnisse explizit strategisches Denken und Handeln prägen. Deshalb sind die Einflüsse verschiedener Institutionen der weiteren Unternehmensumwelt und deren Integration in eine Marketingkonzeption zu untersuchen: Wie können neben Marktakteuren staatliche Institutionen, Massenmedien, Interessenverbände und der Kunde als Bürger in ein Marketingkonzept einbezogen werden, um Unternehmensziele zu verwirklichen? Diese Organisationen oder Personen sollten aktiv genutzt werden, um Marketingstrategien umzusetzen. Das Aufspüren von Einflussfaktoren, die die Markt- und Umweltbedingungen für den Absatz von Erdgasfahrzeugen beeinträchtigen, mit der Absicht, diese in günstigere umzuwandeln, kann somit als Herausforderung an das Marketing von GVU verstanden werden. Deshalb ist eine weite Markt- sowie Bedürfnisperspektive erforderlich, in der der Kunde im Mittelpunkt als „Brennglas“ verstanden wird, der die vielfältigen Einflussfaktoren durch sein von Bedürfnissen und Einstellungen geprägtes Verhalten [...]

Strategien der internationalen Produktstandardisierung und -differenzierung

Author: Thomas Kotulla

Publisher: Springer-Verlag

ISBN: 3834944386

Category: Business & Economics

Page: 300

View: 3871

​In Zeiten einer zunehmenden Globalisierung bzw. Regionalisierung sehen sich Unternehmen mehr denn je mit der Fragestellung konfrontiert, inwieweit sie ihre Produkte länderübergreifend vereinheitlichen können oder länderspezifisch anpassen müssen, um im Ausland erfolgreich zu sein. Zur Beantwortung dieser Frage wird im vorliegenden Buch ein theoretisches Modell entwickelt und empirisch getestet, das situationsspezifische Gestaltungsempfehlungen hinsichtlich gewinnmaximierender internationaler Produktstrategien ermöglicht.

Marketing the Public Sector

Promoting the Causes of Public and Nonprofit Agencies

Author: Finer

Publisher: Transaction Publishers

ISBN: 9781412828116

Category: Advertising

Page: 360

View: 5003

Summary: P&G 99

Review and Analysis of Decker's Book

Author: BusinessNews Publishing

Publisher: Primento

ISBN: 2511021242

Category: Business & Economics

Page: 15

View: 6553

The must-read summary of Charles Decker's book: "P&G 99: 99 Principles and Practices of Procter & Gamble's Success". This complete summary of the ideas from Charles Decker's book "P&G 99" shows that P&G's success doesn't happen by accident. Every year, the company spends more than $3 billion advertising and promoting its brands – more than any other company on earth. In his book, the author reveals the fundamental beliefs that lie at the heart of P&G's impressive success, including customer service, strategic thinking and brand building. This summary will provide you with an insight into one of the world's most successful companies and how you can adapt their processes to achieve success in your own company. Added-value of this summary: • Save time • Understand key concepts • Expand your business skills To learn more, read "P&G 99" and learn from the successes of one of the greatest companies.

Customer-Centric Marketing

A Pragmatic Framework

Author: R. Ravi,Baohong Sun

Publisher: MIT Press

ISBN: 026252905X

Category: Business & Economics

Page: 152

View: 2478

State-of-the-art analytic and quantitative methods for using big data to craft effective real-time, dynamic customer-centric marketing plans.

Proceedings

Author: N.A

Publisher: N.A

ISBN: N.A

Category: Marketing

Page: N.A

View: 4031

The Marketing Book

Author: Michael Baker,Susan Hart

Publisher: Routledge

ISBN: 1136356851

Category: Business & Economics

Page: 688

View: 6484

The 6th edition of the best-selling Marketing Book has been extensively updated to reflect changes and trends in current marketing thinking and practice. Taking into account the emergence of new subjects and new authorities, Michael Baker and the new co-editor Susan Hart have overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer. In particular, the 'Marketing Book' now looks at broader range of international issues with a broader group of international contributors. Based, as in previous editions, on seminal articles form thought leaders in each subject the 'Marketing Book 6th edition' is bursting with salient articles. It amounts to an all-embracing one-volume companion to modern marketing thought, ideal for all students of marketing.

Corridor of Hope

A Visual View of Informal Economy

Author: Abol Hassan Danesh

Publisher: University Press of America

ISBN: 9780761814047

Category: Business & Economics

Page: 164

View: 5156

Corridor of Hope describes and analyzes diverse forms of informal economic activities in the Western and Eastern Hemisphere with an emphasis on grassroots initiatives, governmental control, and regulation. Abol Hassan Danesh unearths the intricacies of many of the activities loosely defined as informal economy. He transcends the spatial and temporal aspects of informal economic enterprise to universalize the application of theory and methodological pedagogy of informal economy. His thirty-one sections on the informal economy create a viable alternative to formal economic institution, while emphasizing the spontaneity and formlessness of the informal economy. An understanding of informal economy as presented by the author will lead to a reevaluation of the unquestioned acceptance of the formal economy.

Handbook of Marketing Scales

Multi-Item Measures for Marketing and Consumer Behavior Research

Author: William O. Bearden,Richard G. Netemeyer

Publisher: SAGE Publications

ISBN: 145226211X

Category: Business & Economics

Page: 552

View: 9503

`Marketing scholars and marketing research practitioners will find this book useful. It offers an excellent sourcebook for a variety of scales, and the reviews of the scales are thoughtful and well crafted. The book includes many of the most widely used scales in the field. Its relatively modest price will also make it particularly attractive' - Journal of Marketing Research This Second Edition of the highly successful Handbook of Marketing Scales is an essential, time-saving resource for all marketing professionals, researchers, and graduate students. After an exhaustive search of the field's major publications, they have included only those measures of most use to researchers.

Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference

Author: Dawn R. Deeter-Schmelz

Publisher: Springer

ISBN: 3319117971

Category: Business & Economics

Page: 343

View: 2632

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. This volume includes the full proceedings from the 2010 Academy of Marketing Science (AMS) Annual Conference held in Portland, Oregon.

Marketing

Author: Stanley C. Hollander,Kathleen M. Rassuli

Publisher: Edward Elgar Publishing

ISBN: N.A

Category: Business & Economics

Page: 669

View: 8690

Journal of Marketing

Author: N.A

Publisher: N.A

ISBN: N.A

Category: Electronic journals

Page: N.A

View: 3761

Apr. issues for 1940-42 include Papers and proceedings of the semi-annual [Dec.] meeting of the American Marketing Association, 1939-41.

Historical perspectives in marketing

essays in honor of Stanley C. Hollander

Author: Terence R. Nevett

Publisher: Free Press

ISBN: N.A

Category: Business & Economics

Page: 243

View: 3249

Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference

Author: Leroy Robinson, Jr.

Publisher: Springer

ISBN: 3319108646

Category: Business & Economics

Page: 241

View: 7141

​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. This volume includes the full proceedings from the 2009 Academy of Marketing Science (AMS) Annual Conference held in Baltimore, Maryland.​