Marketing Insights from A to Z 80 concepts every manager needs to know phần 7 doc

... Strategies 70 Guarantees 74 Image and Emotional Marketing 76 Implementation and Control 77 Information and Analytics 80 Innovation 83 Intangible Assets 86 International Marketing 87 Internet and ... 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...

Ngày tải lên: 15/08/2013, 14:09

... such as B-47s 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...

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

... 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 and heart share. ... 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...

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 ration...

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