Marketing insights from a-z

... 94 Loyalty 97 Management 99 Marketing Assets and Resources 101 Marketing Department Interfaces 102 Marketing Ethics 106 Marketing Mix 108 Marketing Plans 112 Marketing Research 115 Marketing Roles and ... customer marketplace. Marketing is too often confused with selling. Marketing and sell- ing are almost opposites. “Hard-sell marketing is a contradiction. Long ago I said:...

Ngày tải lên: 21/09/2012, 17:33

... 86 International Marketing 87 Internet and E-Business 91 Leadership 94 Loyalty 97 Management 99 Marketing Assets and Resources 101 Marketing Department Interfaces 102 Marketing Ethics 106 Marketing Mix 108 Marketing ... customer marketplace. Marketing is too often confused with selling. Marketing and sell- ing are almost opposites. “Hard-sell marketing is a contradiction. Lon...

Ngày tải lên: 15/08/2013, 14:09

... customer 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 ... Burger King mean, Cadillac 10 Marketing Insights from A to Z Richard Branson’s Virgin brand is about fun and creativity. These attributes are projected in all of Virgin’s m...

Ngày tải lên: 24/10/2013, 08:20

... rends in Marketing Thinking and Practice 181 Here are the main marketing trends that I see: • From make-and-sell marketing to sense-and-respond marketing. Your company will ... venture in an endless race to find new customers. Companies must move from transaction marketing to relationship marketing. • From pursuing market share to pursuing customer share. The best way ... sof...

Ngày tải lên: 24/10/2013, 08:20

... make changes with the new com- petition coming from low-fare airlines. Jack Welch at GE admonished his people: “DYB: Destroy your 16 Marketing Insights from A to Z onsultants 25 Consultants can play ... quality, innovation, friendliness, or something else. Take Caterpillar, the heavy con- 26 Marketing Insights from A to Z struction equipment manufacturer. Caterpillar’s brand per...

Ngày tải lên: 24/10/2013, 08:20

... share and profitability. Marketing thinking is shifting from trying to maximize the company’s profit from each transaction to maximizing the profit from each relationship. Marketing s future lies ... delights can a company create? Interesting question! 42 Marketing Insights from A to Z atabase Marketing 43 At the heart of CRM is database marketing. Your company needs to develop...

Ngày tải lên: 24/10/2013, 08:20

... Taco Bell went from an in-store fast-food restaurant to “feed- ing people everywhere,” including kiosks, convenience stores, airports, and high schools. 72 Marketing Insights from A to Z Management ... it.” (Sara Lawrence-Lightfoot, Harvard Graduate School of Education) 58 Marketing Insights from A to Z mage and Emotional Marketing 76 Companies are increasingly turning to ima...

Ngày tải lên: 24/10/2013, 08:20

... understand marketing and those who don’t know that they don’t understand marketing. 96 Marketing Insights from A to Z Prime Purpose of Type of Control Responsibility Control Approach II. Profitability Marketing ... Financial analysis • Market-based scorecard analysis 78 Marketing Insights from A to Z CEO, and the head of marketing should be better at marketing than the...

Ngày tải lên: 24/10/2013, 08:20

... the offering is worthwhile. Sales promotions are most effective for trig- 110 Marketing Insights from A to Z The marketing vice president of a major European airline wanted to increase the airline’s ... the right things (effectiveness) and do them better (efficiency). 114 Marketing Insights from A to Z arketing Research 115 Marketing research in the early days was aimed more at...

Ngày tải lên: 24/10/2013, 08:20