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.pdf
... Resources 10 1Marketing Department Interfaces 10 2Marketing Ethics 10 6Marketing Mix 10 8Marketing Plans 11 2Marketing Research 11 5Marketing Roles and Skills 11 9xviContentsMarkets 12 1Media 12 3Mission 12 4New ... 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 always come up with remarkable insightsand guidance. ... 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 of marketing s essentialconcepts and...
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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 to a product or service. Russell Hanlin, ... brands are well man- aged. Here is his plaint: “Brands do not have to die. They can be murdered. And the marketing Draculas are draining the very lifeblood away from brands. Brands are being bargained,...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 10
... successful, 11 value, 86 Brand-customer relationship, 10 Branding, 7 Brand management myopia, 13 Brand manager, role of, 82, 16 1 Branson, Richard, 10 , 12 , 18 7 Braun, 83 Brighthouse, 28 British Airways, ... 4–5 pay-for-performance basis, 63 Alberto Culver, 51 Allied Van Lines, 75 Amazon.com, 12 , 84, 14 6, 15 5 American Airlines, 33 American Express, 14 , 71 America Online (AOL), 86 Analytics, 80–82 Anchoring, ... it stands with respect to each marketing trend. 18 2 Marketing Insights from A to Z alue 18 3 The marketing job is to create, deliver, and capture customer value. What is value? Value primarily...
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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 ... sustainable competitive advantage. 17 Having a competitive advantage is like having a gun in a knife fight. This is true, but today most advantages don’t stay relevant and few are sustainable. Advantages ... 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- petition coming from...
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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 ... Insights from A to Z ustomer Satisfaction 41 Most companies pay more attention to their market share than to their customers’ satisfaction. This is a mistake. Market share is a backward- looking ... 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 profitability. Marketing...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 4
... economic value added 62 Marketing Insights from A to Z (EVA), market capitalization, and cost of capital must be as familiar to them as sales, market share, and gross margins. Companies today are ... is to add drama and entertainment to what otherwise might pass as stale fare. Thus we enter Niketown to buy basketball shoes and confront a 15 -foot photo of Michael Jordan. We then proceed to ... cutting back on unproven promotional programs and tactics, and putting advertising agencies on a pay-for-performance basis. Financial Marketing 63 • Increase your marketing effectiveness. Marketing...
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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 activities and shrinking ... of death for stores? Smart store-based retailers such as Barnes & Noble, Wal- Mart, and Levi’s took no chances and set up separate online sales channels. Instead of staying only “brick and...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 6
... (effectiveness) and do them better (efficiency). 11 4 Marketing Insights from A to Z arketing Research 11 5 Marketing research in the early days was aimed more at finding techniques to increase sales than to ... 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 plan to attract new customers while...
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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 ... Companies often don’t notice these changes and maintain marketing practices that have lost their edge. The marketing practices of many companies to- day are obsolete. 12 2 Marketing Insights from ... 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! What’s the...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 8
... need to operate with a mixture of the transactional and 15 2 Marketing Insights from A to Z Relationship Marketing 15 3 Relationship Marketing and the 4Ps Product • More products are customized to ... And hearing from others about a product carries much more weight than reading about the product in an ad. A company planning to build a new brand needs to create a buzz, and the buzz is created ... smaller group of power brands that command a price premium, high loyalty, and a leading market share, and are stretchable into related categories. Unilever decided to prune its 1, 600 brands and...
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