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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB.pdf
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 1
... 2 Marketing Insights from A to Z “R-O-L-A-I-D-S spells RELIEF.” Leo Burnett preferred to create a character that expressed the product’s ... advocacy usiness-to-Business Marketing Most marketing is business-to-business (B2B) marketing even though textbooks and business magazines devote most of their attention to business-to-consumer (B2C) ... also are driven to replace high-cost sales calls with less expensive contact channels such as tele- and videoconferencing and Web-based communications, where possible 15 ...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 10
... Burger King, 10 Burnett, Leo, 2, 28 Business cards, 125 Business-to-business (B2B) marketing, 15–16, 65 Business-to-consumer (B2C) marketing, 15 Butler, Nicholas Murray, 168 Cadillac, 10 Cafferky, ... 64–66 Forbes 100 , 20 Forced relationships, 28 Ford, 20, 37, 106 Ford, Henry, 175 Forecasting, 66–68 4Cs, 109 4Ps, 108 109 Free cash flow, 62 Frequency, in advertising campaign, Frequent-flier programs, ... Market-driven companies, 21, 31 Market-driving companies, 31 Marketers, roles of, 119–121 Marketing, generally: ability, 121 assets and resources, 101 102 budget, 149 department interfaces, 102 106 ...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 2
... causes of failure: organizational change (29 percent), company politics/inertia (22 percent), lack of CRM understanding (20 percent), poor planning ( 12 percent), lack of CRM skills (6 percent), ... Recognize that competitive advantages are relative, not absolute 22 Competitors 23 If the competition is improving by 30 percent and you by 20 percent, you are losing competitive advantage Singapore ... Motors, Kellogg, Eastman Kodak, J P Morgan, and Sears are giant companies But in early 20 Companies 21 20 00 Microsoft Corporation achieved a market value that exceeded that of all eight companies...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 3
... partners Master or local distributors Integrators Value-added resellers Intranet Extranet Web sites E-mail Business-to-business exchanges Auctions 53 54 Marketing Insights from A to Z Manufacturers’ ... figure out a go-to-market strategy In simpler times, the company would hire salespeople to sell to distributors, wholesalers, retailers, or directly to final users Today the number of go-to-market alternatives ... have mountains of scanner data on individual customer purchases but fail to use these data for one-to-one marketing Banks collect rich transaction information that mostly goes unanalyzed At the very...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 4
... unproven promotional programs and tactics, and putting advertising agencies on a pay-for-performance basis 64 Marketing Insights from A to Z • Increase your marketing effectiveness Marketing ... leader in hundreds of specialized business-to-business markets Nichers are not necessarily small companies Professor Hermann Simon, in his Hidden Champions, 34 lists scores of midsize German companies ... sales but your long-term profits While salespeople focus on sales, marketers must focus on profits Show me a top marketer, and you will be showing me a person who is financially well-versed ocusing...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 5
... want yes-men Be ready to fire those who agree with you Good leaders want the honest views of their colleagues They encourage constructive debates and out-of-the-box thinking They invite big-picture ... production planning but also allows real-time tactical responses • Some people define Wal-Mart as an information system company more than a retailer Wal-Mart knows the sales of each product in ... demand It has synchronized its ordering with the demand flow • 7-Eleven in Japan is another retailer making data-driven decisions 7-Eleven replenishes its stock three times a day in response to...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 6
... company may offer brand-new handsets and a reduced-price call plan to attract new customers while old customers are stuck with outdated handsets and pay more Why not offer a trade-in plan for old equipment ... people think mainly of current-period performance and fail to understand that a large part of marketing expenditures are investments, not expenses, that build long-term brand strength When the ... 107 Should he conduct selling in ways that intrude on the privacy of people, for example, by door-to-door selling ? Should he use methods involving ballyhoo, chances, prizes, hawking, and other...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 7
... cross-disciplinary teams to manage key processes (See Marketing Department Interfaces.) Multidivisional companies tend to be product-oriented rather 130 Outsourcing 131 than industry- or customer-oriented ... than hierarchies is thought by many to be the best way to build a sustainable self-regulating economy Command-and-control economies have not worked Marketing is a democratizing force There are ... “industry” and the buyers as the “market.” Thus marketers will talk about markets of “35 to 50-year-old low-income homemakers” or “auto company purchasing agents who buy paint for their companies.”...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 8
... In deciding on how much to pay salespeople, remember that low-paid salespeople are expensive, and high-paid salespeople are 157 1 58 Marketing Insights from A to Z cheap Top salespeople in a company ... work on the positive-sum theory of marketing They contract with excellent suppliers, employees, distributors, and dealers They operate together as a team seeking a winwin-win outcome And the ... profits The CEO was intent on improving the company’s profits and share price So he ordered across-the-board cost cuts Profits rose, and he waited for the stock price to rise as well When it didn’t,...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 9
... of a company’s acquisitions will become tomorrow’s spin-offs • Middle-of-the-road strategy What happens to those who have a middle-of-the-road strategy? They get run over • Believing if it isn’t ... differently than other airlines in dozens of ways: It targets pricesensitive, short-trip passengers; it flies point-to-point rather than through hubs; it uses only 737s, thus reducing spare parts inventory ... public For example, Coca-Cola has been a long-term participating sponsor of Olympic Games, World Cups, Super Bowls, and Academy Awards By shelling out large sums of money, Coca-Cola hopes to gain...
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Mcgraw hill team bush leadership lessons from the bush white house ebook
... Index_U Index_V-W Index_Y Team Bush: Leadership Lessons from the Bush White House by Donald F ISBN:0071416331 Kettl McGraw- Hill © 2003 (220 pages) This text is a portrait of the successes and occasional ... from the Bush White House Donald F Kettl McGraw- Hill Copyright © 2003 by The McGraw- Hill Companies, Inc All rights reserved Printed in the United States of America Except as permitted under the ... with the best and to bring out the best in them Part I: Building the Bush Team Chapter List Chapter 1: The Making of an MBA President Chapter 2: The Bush Leadership Style Chapter 3: The Team...
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