Marketing insights from a to z

... 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 Lee Corporation, ... E.piphany, Unica, and several other marketing automation firms. In all battles—military, business, and marital—victory goes to the party that has the better information. Arie De Ge...

Ngày tải lên: 21/09/2012, 17:33

... 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 ... pro- jectability to the larger population and should be treated cautiously. 116 Marketing Insights from A to Z arketing Research 115 Marketing research in the early days was...

Ngày tải lên: 15/08/2013, 14:09

... telemarketers, digital magazines, in-store ad- 4 Marketing Insights from A to Z vertising, and advertising now popping up in skyscraper elevators and bathrooms. Media selection is becoming a major ... brands are well man- aged. Here is his plaint: “Brands do not have to die. They can be murdered. And the marketing Draculas are draining the very lifeblood away from brands....

Ngày tải lên: 24/10/2013, 08:20

... a value-adding cost. 184 Marketing Insights from A to Z ord of Mouth 185 No ad or salesperson can convince you about the virtues of a product as persuasively as can a friend, acquaintance, past ... 181 myopia, 140 plans, see Marketing plans research, see Market research roles and skills, 119–121 shootouts, 174 strategy simulators, 114 Marketing auditor, marketing contr...

Ngày tải lên: 24/10/2013, 08:20

... 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 South- west Airlines have unique ... a competitive advantage is like having a gun in a knife fight. This is true, but today most advantages don’t stay relevant and few are sustainable. Advantages are temporary. Increa...

Ngày tải lên: 24/10/2013, 08:20

... dependability, 46 Marketing Insights from A to Z since most Jaguars had to be repaired frequently. An acquaintance of mine always owned two Jaguars, because one was usually in the repair shop. Style, or appearance, ... inevitably make gains in market share and profitability. Marketing thinking is shifting from trying to maximize the company’s profit from each transaction...

Ngày tải lên: 24/10/2013, 08:20

... on assets (ROA), free cash flow, 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 ... (Sara Lawrence-Lightfoot, Harvard Graduate School of Education) 58 Marketing Insights from A to Z mage and Emotional Marketing 76 Companies are increasingly turning to...

Ngày tải lên: 24/10/2013, 08:20

... 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 activities and shrinking working capital. ... management; whether the • Market-share middle planned results analysis management are being • Sales -to- expense achieved ratios • Financial analysis • Market-based scorecard a...

Ngày tải lên: 24/10/2013, 08:20

... trig- 110 Marketing Insights from A to Z The marketing vice president of a major European airline wanted to increase the airline’s traffic share. His strategy was to build up customer satisfaction ... to evaluate a company or competitor’s marketing effectiveness rather than to under- stand customers’ needs or wants. • Data mining. Companies with large customer datab...

Ngày tải lên: 24/10/2013, 08:20