Praise for Marketing Insights from A to Z 80 concepts every manager needs to know phần 6 docx

... today most advantages don’t stay relevant and few are sustainable. Advantages are temporary. Increasingly, a com- pany wins not with a single advantage but by layering one advantage on top of another ... companies don’t want to be left behind, they must anticipate change and lead change. The ability to change faster than your competitors amounts to a competitive advantage. Richard...

Ngày tải lên: 14/08/2014, 05:20

... 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 ... Carpenter, Rashi Glazer, and Kent Nakamoto, don’t even hold that the differentiation needs to be meaningful. 30 For some products, such as detergents, all the valuabl...

Ngày tải lên: 14/08/2014, 05:20

... 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. The Sara ... that innovation can be a strategic capability, mage and Emotional Marketing 76 Companies are increasingly turning to image and emotional market- ing to win customer mind share...

Ngày tải lên: 14/08/2014, 05:20

... departmental walls and harmonize the efforts of different departments to work as a team. Here are two approaches: Marketing Department Interfaces 105 anagement 99 Management is the task of making ... with outdated handsets and pay more. Why not offer a trade-in plan for old equipment and a call plan that cost less each year that the customer stays with the company? State Farm Mu-...

Ngày tải lên: 14/08/2014, 05:20

... marketing practices that have lost their edge. The marketing practices of many companies to- day are obsolete. 122 Marketing Insights from A to Z members in your customer database, but you can ... service restaurant.’ This means opening and run- 124 Marketing Insights from A to Z Ingvard Kamprad, who founded IKEA, added another consid- eration: A new idea withou...

Ngày tải lên: 14/08/2014, 05:20

... in an ad. A company planning to build a new brand needs to create a buzz, and the buzz is created through PR tools. The PR campaign will cost much less and hopefully create a more lasting story. ... price brands from Fairmont to Courtyard to Marriott to Ritz-Carlton. And Kraft conquered the frozen pizza market by creating four brands: Jack’s aims at the low-price end; Or...

Ngày tải lên: 14/08/2014, 05:20

... 25 and 35.” Finally, some companies have moved 162 Marketing Insights from A to Z be set up as a separate business. In the latter case, Nirmalya Kumar calls it a strategic segment. For example, ... calls to efforts at rela- tionship building; and from knowing nothing about the prospect to making targeted, meaningful offers. 180 Marketing Insights from A to...

Ngày tải lên: 14/08/2014, 05:20

... Intel as a time in the life of a business when its fundamentals are about to change.” Banks had to make changes with the advent of automated teller machines (ATMs), and major airlines have to make ... Objectives 68 Growth Strategies 70 Guarantees 74 Image and Emotional Marketing 76 Implementation and Control 77 Information and Analytics 80 Innovation 83 Intangible Assets 86 I...

Ngày tải lên: 15/08/2013, 14:09