Marketing Insights from A to Z 80 concepts every manager needs to know phần 4 pdf

... 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 ... Cataloging-in-Publication Data: Kotler, Philip. Marketing insights from A to Z : 80 concepts every manager needs to know / Philip Kotler. p. cm. ISBN 0 -47 1-2...

Ngày tải lên: 15/08/2013, 14:09

... such as B -47 s or power plants or selling to large national and global accounts. Today’s companies increasingly assign na- tional and global account managers to manage their largest customers. Account ... 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 over time...

Ngày tải lên: 13/12/2013, 14:59

... Insights from A to Z ompetitive Advantage 22 Michael Porter popularized the notion that a company wins by build- ing a relevant and sustainable competitive advantage. 17 Having a competitive advantage ... 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 S...

Ngày tải lên: 25/12/2013, 05:18

... 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 ... and a janitor was called in. Bill took the cleaning solvent from the janitor and knelt down to clean the carpet himself to spare the janitor from having to do so...

Ngày tải lên: 14/08/2014, 05:20

... to ceilings to total interior surface decoration. • Citicorp thought that it had a substantial share of the banking market but realized that it had only a small share of the total financial market, ... 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. Th...

Ngày tải lên: 14/08/2014, 05:20

... be teachers and teach others to be leaders. Bad managers, in contrast, rely on command and control to get their ideas carried out. 94 Marketing Insights from A to Z CEO, and the head of marketing ... program may be a good feature as part of a customer relationship management program, but many loyalty schemes do not create loyalty. They appeal to the cus- tomer’s rati...

Ngày tải lên: 14/08/2014, 05:20

... 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 ... 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 custome...

Ngày tải lên: 14/08/2014, 05:20