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John Wiley And Sons Marketing Insights From A To Z eBook-LiB - phần 9

John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB.pdf

John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB.pdf

... 76Implementation and Control 77Information and Analytics 80Innovation 83Intangible Assets 86International Marketing 87Internet and E-Business 91 Leadership 94 Loyalty 97 Management 9 9Marketing Assets and Resources ... need to know about where marketingstands today and where it’s going tomorrow. You can plunge into this tour deforce at any point from A to Z and a...
Ngày tải lên : 21/09/2012, 17:33
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 1

John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 1

... retention, and customer advocacy. 14 Marketing Insights from A to Z usiness -to- Business Marketing 15 Most marketing is business -to- business (B2B) marketing even though textbooks and business magazines ... States, Madonna, and you—yes, you! A brand is any label that carries meaning and associations. A great brand does more: It lends coloration and resonance...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 10

John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 10

... it stands with respect to each marketing trend. 182 Marketing Insights from A to Z alue 183 The marketing job is to create, deliver, and capture customer value. What is value? Value primarily ... them than by only sending out one- way messages. • From mass marketing to customized marketing. The mass market is splintering into mini-markets and your company now ha...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 2

John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 2

... rather than a single silver bullet, that delivers the advantage. A great company will have incorporated a set of advantages that all reinforce each other around a basic idea. Wal-Mart, IKEA, and ... fundamentals are about to change.” Banks had to make changes with the advent of automated teller machines (ATMs), and major airlines have to make changes with the new com- petiti...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 3

John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 3

... customer as a financial asset that needs to be managed and maximized like any other asset. Tom Peters sees customers as an “appreciating asset.” They are the company’s most important asset, and yet ... this year but in your share of the customer’s mind and heart. Companies that make steady gains in mind share and heart share will inevitably make gains in market share and profitabi...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 4

John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 4

... and markets is a recipe for disaster. Investors want to see a growing top line; employees want to 70 Marketing Insights from A to Z have more advancement opportunities; and distributors want to ... equipment and even offering services such as managing athletes’ careers. • The late Roberto Goizueta told his company, Coca-Cola, that while Coca-Cola had a 35 percent...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 5

John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 5

... Annual-plan Top To examine • Sales analysis control management; whether the • Market-share middle planned results analysis management are being • Sales -to- expense achieved ratios • Financial analysis ... assets? Own- ing physical property can be a liability. All a company needs is access to physical assets. To operate as a lean company may call for decapitaliz- ing—outsourcing a...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 6

John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 6

... Insights from A to Z anagement 99 Management is the task of making trade-offs and juggling contra- dictions. Harvard’s Rosabeth Moss Kanter observed: “The ulti- mate corporate balancing act: Cut back ... however, companies give a better deal to new customers than to their old customers. Thus a telecom company may offer brand-new hand- sets and a reduced-price call pla...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 7

John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 7

... maga- zines, catalogs, direct mail, telephone, and online. Each medium has its advantages and disadvantages in terms of cost, reach, frequency, and impact. An advertising agency devotes a major ... founded IKEA, added another consid- eration: A new idea without an affordable price tag is never ac- ceptable.” Space Adventures offers to send you into space as an astronaut. Great! Wha...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 8

John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 8

... need to operate with a mixture of the transactional and 152 Marketing Insights from A to Z Relationship Marketing 153 Relationship Marketing and the 4Ps Product • More products are customized to ... of any market that it wants to dominate. Marriott’s major role in the hotel marketplace is based on its use of different price brands from Fairmont to Courtyard to...
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