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: 7854

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: 1457

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: 1954

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: 549

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: 1656

​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: 593

Customer-Centric Marketing

A Pragmatic Framework

Author: R. Ravi,Baohong Sun

Publisher: MIT Press

ISBN: 026252905X

Category: Business & Economics

Page: 152

View: 1008

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

Summary: P&G 99

Review and Analysis of Decker's Book

Author: BusinessNews Publishing

Publisher: Primento

ISBN: 2511021242

Category: Business & Economics

Page: 15

View: 1894

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.

Proceedings

Author: N.A

Publisher: N.A

ISBN: N.A

Category: Marketing

Page: N.A

View: 5287

The Marketing Book

Author: Michael Baker,Susan Hart

Publisher: Routledge

ISBN: 1136356851

Category: Business & Economics

Page: 688

View: 3054

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.

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: 3583

`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: 6855

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: 741

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: 6940

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: 5134

​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.​

Marketing

Einführung in die Absatzpolitik

Author: Heribert Meffert

Publisher: Springer-Verlag

ISBN: 332296177X

Category: Business & Economics

Page: 593

View: 8797

Marketing IT Products and Services

Author: Jessica Keyes

Publisher: CRC Press

ISBN: 9781439803202

Category: Business & Economics

Page: 336

View: 4567

Characterized by lightning quick innovation, abrupt shifts in technology, and shorter lifecycles, the marketing of IT products and services presents a unique set of challenges and often requires IT managers and developers to get involved in the marketing process. Marketing IT Products and Services is written to help busy IT managers and marketing managers get up to speed quickly and easily on what’s needed to develop effective marketing strategies and campaigns. Focusing on the unique issues involved, this one-stop resource provides everything needed to understand the roles, responsibilities, and management techniques essential for the development of successful strategies. It covers strategic market planning, targeting markets, researching markets, understanding the competition, integrating market and sales strategies, nuances of global markets, developing marketing budgets, pricing, and implementing marketing campaigns. A plethora of appendices included on the book’s CD allows you to get up and running right away. Aside from a complete marketing glossary, two complete marketing plans—one for a hardware product; the other for a software product—enable you to bypass the "scut" work of developing a marketing plan so you can focus on the creative aspects of marketing. Because a marketing plan is closely aligned with an organization’s business and strategic plans, this book provides you with templates for both of these, as well as a template for that all-important business plan executive summary. The CD also features loads of fill-in templates including customer and competitor analysis surveys, sample press releases, letters of agreement, demographic and target market worksheets, and cost benefit forms. If you have a marketing need, this book has an effective template to meet that need.

Marketing in a changing environment

Author: Robert J. Holloway,Robert Spencer Hancock

Publisher: John Wiley & Sons

ISBN: N.A

Category: Business & Economics

Page: 716

View: 2212