John Wiley And Sons Marketing Insights From A To Z eBook-LiB - phần 3

... 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. ... for Marketing Insights from A to Z Marketing Insightsfrom A to Z Marketing InsightsfromAtoZ80 Concepts Every Manager Needs To KnowPhilip KotlerJohn Wiley...

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 1 83 The marketing job is to create, deliver, and capture customer value. What is value? Value primarily ... companies, 33 34 Customer-centric marketing, 182 Customer-driven companies, 21 Customer management of relationships (CMR), 36 Customer managers, 33 Customer-oriented compa...

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

... equipment and even offering services such as managing athletes’ careers. • The late Roberto Goizueta told his company, Coca-Cola, that while Coca-Cola had a 35 percent share of the soft drink mar- ket, ... 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 have more advancement opportun...

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 ... 132 Marketing Insights from A to Z erformance Measurement 133 Marketers have traditionally focused on a company’s sales, market share, and margin to set its objectives an...

Ngày tải lên: 24/10/2013, 08:20

... need to operate with a mixture of the transactional and 152 Marketing Insights from A to Z Relationship Marketing 1 53 Relationship Marketing and the 4Ps Product • More products are customized to ... of any market that it wants to dominate. Marriott’s major role in the hotel marketplace is based on its use of different price brands from Fairmont to Courtyard...

Ngày tải lên: 24/10/2013, 08:20