Wiley Marketing Concepts Every Manager Needs to Know 4 docx

... Philip. Marketing insights from A to Z : 80 concepts every manager needs to know / Philip Kotler. p. cm. ISBN 0 -47 1-26867 -4 1. Marketing. I. Title. HF 541 5 .K63127 2003 658.8—dc21 20020 149 03 Printed ... a great brand is how much loyalty or preference it Marketing Insights from A to Z 80 Concepts Every Manager Needs To Know Philip Kotler John Wiley &am...

Ngày tải lên: 15/08/2013, 14:09

... Philip. Marketing insights from A to Z : 80 concepts every manager needs to know / Philip Kotler. p. cm. ISBN 0 -47 1-26867 -4 1. Marketing. I. Title. HF 541 5 .K63127 2003 658.8—dc21 20020 149 03 Printed ... played out in customer markets. For example, your company also has to raise money from investors. As a result you need to know how to market to investors. You...

Ngày tải lên: 13/12/2013, 14:59

... Philip. Marketing insights from A to Z : 80 concepts every manager needs to know / Philip Kotler. p. cm. ISBN 0 -47 1-26867 -4 1. Marketing. I. Title. HF 541 5 .K63127 2003 658.8—dc21 20020 149 03 Printed ... Professor of Marketing, Wharton School of Business “Here is anything and everything you need to know about where marketing stands today and where it’s going tom...

Ngày tải lên: 25/12/2013, 05:18

... behaviors 4 Principle 2: Determine project objectives  At least 1 for each team member  Frequent reminders of what trying to accomplish 1 10 PRINCIPLES EVERY MANAGER NEEDS TO KNOW ABOUT ... really know where the dips, twists, and turns will come. You have to enjoy the challenge and feel confident I your ability to stay the ride through to the end. Like the turtle...

Ngày tải lên: 25/02/2014, 01:20

... Philip. Marketing insights from A to Z : 80 concepts every manager needs to know / Philip Kotler. p. cm. ISBN 0 -47 1-26867 -4 1. Marketing. I. Title. HF 541 5 .K63127 2003 658.8—dc21 20020 149 03 Printed ... 189 Index 195 xviii Contents Marketing Insights from A to Z 80 Concepts Every Manager Needs To Know Philip Kotler John Wiley & Sons, Inc. create i...

Ngày tải lên: 21/06/2014, 10:20

... measures including cus- tomer perceived value, customer satisfaction, customer share of wallet, customer retention, and customer advocacy. 14 Marketing Insights from A to Z vertising, and advertising ... David- son motorcycle owners rarely switch to another brand. Nor do Apple Macintosh users want to switch to Microsoft. A well-known brand fetches extra pennies. The aim of brandin...

Ngày tải lên: 21/06/2014, 10:20

... Walk into a Ritz-Carlton hotel and appreciate the lobby’s regal quality. 48 Marketing Insights from A to Z atabase Marketing 43 At the heart of CRM is database marketing. Your company needs to develop ... technology to learning more about each customer and being able to respond to them one -to- one. Others don’t see it as a technology issue but rather a humane issue: 34...

Ngày tải lên: 21/06/2014, 10:20

... stock three times a day in re- sponse to orders from individual store managers of what they expect to sell in the next few hours. 7-Eleven not only trains its store operators to capture customer ... for known fu- ture dates. Still another form is marketing process automation, where a company has codified its marketing processes that its product, brand, and segment managers need to...

Ngày tải lên: 21/06/2014, 10:20

... housewife, intending to buy Heinz tomato ketchup in a store, finding it to be out of stock, will walk out of the store to buy it elsewhere.” That some people will be exceptionally loyal to some brands ... must move from tactical to holis- tic marketing. • The company needs to enlarge its view of its customers’ needs and lifestyles. The company should stop seeing the customer...

Ngày tải lên: 21/06/2014, 10:20

... Percentage of new customers to average number of cus- tomers. • Percentage of lost customers to average number of cus- tomers. • Percentage of win-back customers to average number of customers. • Percentage ... competitors. Johnson & Johnson prefers to prioritize its goals: Its first re- sponsibility is to its customers, its second to its employees, its third to its community...

Ngày tải lên: 21/06/2014, 10:20