Tài liệu Praise for Marketing Insights from A to Z pdf

... 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 working capital. ... of- fering a loyalty award program. A loyalty program may be a good feature as part of a customer relationship management program, but many loyalty schemes do not create...

Ngày tải lên : 20/01/2014, 01:20

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Tài liệu Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know ppt

... physical 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 ... probably incremental rather than breakthrough ideas. Consumers would not have answered that they wanted a PC, Palm, Walkman, wireless phone, or camcorder. Akio 84 Marketing I...

Ngày tải lên : 25/12/2013, 05:18

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

... 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 Lee Corporation, for ... E.piphany, Unica, and several other marketing automation ﬁrms. In all battles—military, business, and marital—victory goes to the party that has the better information. Ar...

Ngày tải lên : 21/09/2012, 17:33

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Marketing insights from a to z 80 concepts every manager needs to know

... to evaluate a company or competitor’s marketing effectiveness rather than to under- stand customers’ needs or wants. • Data mining. Companies with large customer databases can use statisticians ... E.piphany, Unica, and several other marketing automation ﬁrms. In all battles—military, business, and marital—victory goes to the party that has the better information. Arie De Geus, fo...

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

... telemarketers, digital magazines, in-store ad- 4 Marketing Insights from A to Z vertising, and advertising now popping up in skyscraper elevators and bathrooms. Media selection is becoming a major ... that advertisers pay advertising agencies on a pay -for- performance basis. This would be reasonable because the agencies claim that their creative ad campaigns will in- crease t...

Ngày tải lên : 24/10/2013, 08:20

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

... mass marketing to customized marketing. The mass market is splintering into mini-markets and your company now has the capability of marketing to one customer at a time. • From owning assets to ... product as persuasively as can a friend, acquaintance, past customer, or inde- pendent expert. Suppose you are planning to buy a PDA (personal digital assistant) and you have se...

Ngày tải lên : 24/10/2013, 08:20

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

... 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 South- west Airlines have unique ... 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 are temporary. Increa...

Ngày tải lên : 24/10/2013, 08:20

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

... dependability, 46 Marketing Insights from A to Z since most Jaguars had to be repaired frequently. An acquaintance of mine always owned two Jaguars, because one was usually in the repair shop. Style, or appearance, ... customers an incentive to migrate upward. Customers 39 A German bank operated many branches throughout Ger- many. Each branch was deliberately kept small. Eac...

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