John Wiley And Sons Marketing Insights From A To Z eBook-LiB - phần 10

... need to know about where marketingstands today and where it’s going tomorrow. You can plunge into this tour deforce at any point from A to Z and always come up with remarkable insightsand guidance. ... ServicePraise for Marketing Insights from A to Z Marketing Insightsfrom A to Z Marketing InsightsfromAtoZ80 Concepts Every Manager Needs To KnowPhilip Kotl...

Ngày tải lên: 21/09/2012, 17:33

... 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 magazines ... States, Madonna, and you—yes, you! A brand is any label that carries meaning and associations. A great brand does more: It lends coloration and resonance...

Ngày tải lên: 24/10/2013, 08:20

... it stands with respect to each marketing trend. 182 Marketing Insights from A to Z alue 183 The marketing job is to create, deliver, and capture customer value. What is value? Value primarily ... them than by only sending out one- way messages. • From mass marketing to customized marketing. The mass market is splintering into mini-markets and your company now ha...

Ngày tải lên: 24/10/2013, 08:20

... rather than a single silver 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 ... fundamentals are about to change.” Banks had to make changes with the advent of automated teller machines (ATMs), and major airlines have to make changes with the new com- petiti...

Ngày tải lên: 24/10/2013, 08:20

... customer as a financial asset that needs to be managed and maximized like any other asset. Tom Peters sees customers as an “appreciating asset.” They are the company’s most important asset, and yet ... this year but in your share of the customer’s mind and heart. Companies that make steady gains in mind share and heart share will inevitably make gains in market share and profitabi...

Ngày tải lên: 24/10/2013, 08:20

... economic value added 62 Marketing Insights from A to Z (EVA), market capitalization, and cost of capital must be as familiar to them as sales, market share, and gross margins. Companies today are ... is to add drama and entertainment to what otherwise might pass as stale fare. Thus we enter Niketown to buy basketball shoes and confront a 15-foot photo of Michael...

Ngày tải lên: 24/10/2013, 08:20

... Annual-plan Top To examine • Sales analysis control management; whether the • Market-share middle planned results analysis management are being • Sales -to- expense achieved ratios • Financial analysis ... assets? Own- ing physical property 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 a...

Ngày tải lên: 24/10/2013, 08:20

... however, companies give a better deal to new customers than to their old customers. Thus a telecom company may offer brand-new hand- sets and a reduced-price call plan to attract new customers while ... Insights from A to Z anagement 99 Management is the task of making trade-offs and juggling contra- dictions. Harvard’s Rosabeth Moss Kanter observed: “The ulti- mate...

Ngày tải lên: 24/10/2013, 08:20

... maga- zines, catalogs, direct mail, telephone, and online. Each medium has its advantages and disadvantages in terms of cost, reach, frequency, and impact. An advertising agency devotes a major ... founded IKEA, added another consid- eration: A new idea without an affordable price tag is never ac- ceptable.” Space Adventures offers to send you into space as an astronaut. Great! Wha...

Ngày tải lên: 24/10/2013, 08:20

... And hearing from others about a product carries much more weight than reading about the product in an ad. A company planning to build a new brand needs to create a buzz, and the buzz is created ... need to operate with a mixture of the transactional and 152 Marketing Insights from A to Z Relationship Marketing 153 Relationship Marketing and the 4Ps Pr...

Ngày tải lên: 24/10/2013, 08:20