Marketing Insights from A to Z 80 concepts every manager needs to know phần 1 doc
Marketing insights from a to z 80 concepts every manager needs to know
... 91 Leadership 94Loyalty 97Management 99 Marketing Assets and Resources 10 1 Marketing Department Interfaces 10 2 Marketing Ethics 10 6 Marketing Mix 10 8 Marketing Plans 11 2 Marketing Research 11 5 Marketing ... Cataloging-in-Publication Data:Kotler, Philip. Marketing insights from A to Z : 80 concepts every manager needs to know / Philip Kotler.p. cm.ISBN 0-4 71- 26867-4 1. Marketing. I. Title.HF5 415 .K6 312 7 2003658.8—dc 21 ... companies don’t want to be left behind, theymust anticipate change and lead change. The ability to change fasterthan your competitors amounts to a competitive advantage.Richard D’Aveni, the author...
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Philip kotler marketing insights from a to z 80 concepts every manager needs to know 2003
... such as B-47s or power plants or selling to largenational and global accounts. Today’s companies increasingly assign na-tional and global account managers to manage their largest customers.Account ... stay relevant andfew are sustainable. Advantages are temporary. Increasingly, a com-pany wins not with a single advantage but by layering one advantageon top of another over time. The Japanese ... by an authoritativevoice, in a convenient way.• Managers who may have taken a course on marketing someyears ago and have realized things have changed. You maywant to refresh your understanding...
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Tài liệu Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know ppt
... Insights from A to Z ompetitive Advantage22Michael Porter popularized the notion that a company wins by build-ing a relevant and sustainable competitive advantage. 17 Having a competitive advantage ... bullet, that delivers the advantage. A great company will have incorporated a set of advantages that allreinforce each other around a basic idea. Wal-Mart, IKEA, and South-west Airlines have unique ... example, your company also has to raisemoney from investors. As a result you need to know how to market to investors. You also want to attract talent to your company. So youneed to develop a...
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Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 2 ppsx
... today most advantages don’t stay relevant andfew are sustainable. Advantages are temporary. Increasingly, a com-pany wins not with a single advantage but by layering one advantageon top of another ... world. A company needs to think through what its brand is supposed to mean. What should Sony mean, Burger King mean, Cadillac 10 Marketing Insights from A to Z Richard Branson’s Virgin brand is about ... companies don’t want to be left behind, theymust anticipate change and lead change. The ability to change fasterthan your competitors amounts to a competitive advantage.Richard D’Aveni, the author...
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Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 3 ppt
... 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 the world’s military field glasses market; Tetra Food making 80 ... and a janitor was called in. Bill took the cleaningsolvent from the janitor and knelt down to clean the carpethimself to spare the janitor from having to do so in front of allthe board members. ... Carpenter, Rashi Glazer, and Kent Nakamoto, don’t evenhold that the differentiation needs to be meaningful.30For someproducts, such as detergents, all the valuable attributes may have al-50 Marketing...
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Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 4 docx
... to ceilings to total interior surface decoration.• Citicorp thought that it had a substantial share of the bankingmarket but realized that it had only a small share of the totalfinancial market, ... liability. All a company needs is access to physical assets. To operate as a lean company may call for decapitaliz-ing—outsourcing activities and shrinking working capital. The Sara LeeCorporation, ... that innovation can be a strategic capability,mage and Emotional Marketing 76Companies are increasingly turning to image and emotional market-ing to win customer mind share and heart share....
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Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 5 doc
... departmental walls andharmonize the efforts of different departments to work as a team.Here are two approaches: Marketing Department Interfaces 10 5anagement99Management is the task of making ... analysis fairly complete?• Are the goals reasonable and reachable in the light of the situ-ational analysis?• Does the strategy seem adequate to deliver the stated goals? Marketing Plans 11 3• Are ... new areas, withfewer resources.”Everyone in a company has a different agenda. The advertising manager sees the company’s salvation as being in more advertising;the sales manager wants more salespeople;...
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Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 6 docx
... population and should be treatedcautiously. 11 6 Marketing Insights from A to Z arketing Roles and Skills 11 9The marketing department’s role in too many companies has beenlimited to carrying out marketing ... marketing practices thathave lost their edge. The marketing practices of many companies to- day are obsolete. 12 2 Marketing Insights from A to Z members in your customer database, but you can ... to evaluate a company orcompetitor’s marketing effectiveness rather than to under-stand customers’ needs or wants.• Data mining. Companies with large customer databases canuse statisticians...
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