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Ngày tải lên: 13/09/2012, 10:21

... Every Manager Needs To Know Philip Kotler John Wiley & Sons, Inc Copyright © 2003 by Philip Kotler All rights reserved Published by John Wiley & Sons, Inc. , Hoboken, New Jersey Published simultaneously ... visit out web site at www .Wiley. com Designations used by companies to distinguish their products are often claimed as trademarks In all instances where John Wiley & Sons, Inc is aware of a claim, ... addressed to the Permissions Department, John Wiley & Sons, Inc. , 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, e-mail: permcoordinator @wiley. com Limit of Liability/Disclaimer...

Ngày tải lên: 21/09/2012, 17:33

... Anu Garg John Wiley & Sons, Inc Copyright © 2005 by Anu Garg All rights reserved Published by John Wiley & Sons, Inc. , Hoboken, New Jersey Published simultaneously in Canada Composition by Navta ... addressed to the Permissions Department, John Wiley & Sons, Inc. , 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www .wiley. com/go/permissions Limit of Liability/Disclaimer ... (1676–1731), who was given one of those models by John Rowley, a London instrument maker They were invented by George Graham around 1700 ● “The lamp at the center of the orrery demonstrates the...

Ngày tải lên: 05/10/2012, 09:47

... Book Fourth Edition Jeffrey G Allen John Wiley & Sons, Inc Copyright © 2000, 2004 by Jeffrey G Allen All rights reserved Published by John Wiley & Sons, Inc. , Hoboken, New Jersey Published simultaneously ... Q&A Job Interview Book Fourth Edition Jeffrey G Allen John Wiley & Sons, Inc The Complete Q&A Job Interview Book Fourth Edition Other books by Jeffrey G Allen, J.D., C.P.C HOW TO TURN AN INTERVIEW ... addressed to the Permissions Department, John Wiley & Sons, Inc. , 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, e-mail: permcoordinator @wiley. com Limit of Liability/Disclaimer...

Ngày tải lên: 05/10/2012, 09:47

... ESSENTIAL VOCABULARY ® ESSENTIAL VOCABULARY by David A Herzog Webster’s New World® Essential Vocabulary Copyright © 2005 by Wiley, Hoboken, NJ Published by Wiley, Hoboken, NJ Published simultaneously ... landed on water [amphibious adj.] amplify* (AMP li fy) vt to make bigger and stronger; increase or extend (power, authority, etc.); to strengthen by adding details, examples, etc.; (electronics) to ... singer’s voice is almost inaudible, but the sound engineer will amplify it to make it stand out [amplified, amplifying, amplification, amplifier n.] amusement (uh MYOOZ mnt) n the condition of being...

Ngày tải lên: 05/10/2012, 09:47

... EDITED BY ERIC VERZUH John Wiley & Sons, Inc ➇ This book is printed on acid-free paper Copyright © 2003 by John Wiley & Sons, Inc All rights reserved Published by John Wiley & Sons, Inc. , Hoboken, ... material is used by permission of John Wiley & Sons, Inc Chapter is from The Pfeiffer Book of Successful Team-Building Tools, edited by Elaine Beich Copyright © 2001 by John Wiley & Sons, Inc This material ... used by permission of Pfeiffer/JosseyBass, Inc. , a subsidiary of John Wiley & Sons, Inc Chapter is from Managing Sof tware Development Projects, 2nd edition, by Neal Whitten Copyright © 1995 by John...

Ngày tải lên: 07/02/2013, 09:32

... Book Fourth Edition Jeffrey G Allen John Wiley & Sons, Inc Copyright © 2000, 2004 by Jeffrey G Allen All rights reserved Published by John Wiley & Sons, Inc. , Hoboken, New Jersey Published simultaneously ... Q&A Job Interview Book Fourth Edition Jeffrey G Allen John Wiley & Sons, Inc The Complete Q&A Job Interview Book Fourth Edition Other books by Jeffrey G Allen, J.D., C.P.C HOW TO TURN AN INTERVIEW ... addressed to the Permissions Department, John Wiley & Sons, Inc. , 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, e-mail: permcoordinator @wiley. com Limit of Liability/Disclaimer...

Ngày tải lên: 07/02/2013, 09:37

... large time window to their deployment, both the telecommunications scene and the services offered by 4G systems and beyond are not yet known and as a result aims for these systems may be changing ... students for some feedback that we received while trying the manuscript in class Many thanks to Wiley s editors and editorial assistants for their outstanding work ...

Ngày tải lên: 29/09/2013, 21:20

... and the collective knowledge in the company.” And a booklet by Johnson & Johnson reaffirms this: “Our company’s name and trademark are by far our most valuable assets.” Companies must work hard ... because the agencies claim that their creative ad campaigns will increase the companies’ sales So pay the agency an 18 percent commission if sales increase, a normal 15 percent commission if sales ... measure their brand-building effectiveness not by the old measures of awareness, recognition, and recall, but by a more comprehensive set of measures including customer perceived value, customer...

Ngày tải lên: 24/10/2013, 08:20

... Brand Soul: How Cause-Related Marketing Builds Brands (New York: John Wiley & Sons, 1999); Richard Earle, The Art of Cause Marketing (Lincolnwood, Ill.: NTC, 2000) 56 See the discussion of sponsorship ... 83–91 29 Jack Trout with Steve Rivkin, Differentiate or Die: Survival in Our Era (New York: John Wiley & Sons, 2000) 30 Gregory S Carpenter, Rashi Glazer, and Kent Nakamoto, “Meaningful Brands from ... (New York: McGraw-Hill, 1994) Sergio Zyman, The End of Advertising As We Know It (New York: John Wiley & Sons, forthcoming—2003) Regis McKenna, Total Access: Giving Customers What They Want in an...

Ngày tải lên: 24/10/2013, 08:20

... improving by 30 percent and you by 20 percent, you are losing competitive advantage Singapore Airlines kept improving its quality, but Cathay Pacific was improving its quality faster, thereby gradually ... don’t stay relevant and few are sustainable Advantages are temporary Increasingly, a company wins not with a single advantage but by layering one advantage on top of another over time The Japanese ... as your close ones My guess is that your company is more likely to be buried by a new disruptive technology than by nasty look-alike competitors Most fatal competition will come from a small...

Ngày tải lên: 24/10/2013, 08:20

... percent reduction in the customer defection rate can increase profits by 25 to 85 percent, depending on the industry The customer profit rate tends to increase over the life of the retained customer.25 ... could easily be pushed by the average man but was too heavy to be pushed by most women It turned out that many of the users would be women, and this had been overlooked by the designers Toyota ... to say, the offensive failed Tom Peters broadcasts the mantra: “Be distinct or extinct.” But not every difference is distinctive Establish “meaningful differences, not better sameness.” Differentiation...

Ngày tải lên: 24/10/2013, 08:20

... customer.” Companies need to inculcate their brand values into their employees Intel wants to inculcate “risk-taking,” Disney “creativity,” 3M “innovativeness.” Some companies include in the employee’s ... Z • Increase your marketing effectiveness Marketing effectiveness represents the company’s search for a more productive marketing mix A company might increase its marketing effectiveness by replacing ... the niche, but it also enjoys high volume through owning a portfolio of niches A good example is Johnson & Johnson, which aside from being a strong force in a few mass consumer markets, is the...

Ngày tải lên: 24/10/2013, 08:20

... given adequate incentives to grow the market as fast as possible Companies succeed best when they recognize a large target market whose needs are not being met by the current sellers By inventing ... prospects, and competitors by tapping into the wealth of information on the Internet and by carrying out focus groups and surveys on the Internet • You can send ads, coupons, samples, and information ... • John Chambers, CEO of Cisco, aims to Web-ify Cisco’s entire business: “Every customer interaction provided by a Cisco employee that does not add value to the business ought to be replaced by...

Ngày tải lên: 24/10/2013, 08:20

... representative information by interviewing a larger sample of the target population The sample is drawn using statistical techniques, and the persons are reached either in person or by phone, fax, mail, ... a committee: Never arrive on time; this [punctuality] stamps you as a beginner Don’t say anything until the meeting is half over; this stamps you as being wise Marketing Assets and Resources ... Marketing Ethics 107 Should he conduct selling in ways that intrude on the privacy of people, for example, by door-to-door selling ? Should he use methods involving ballyhoo, chances, prizes, hawking,...

Ngày tải lên: 24/10/2013, 08:20

... its passengers avoid a boring flight by supplying personal videos, massages, ice cream, and other treats only later imitated by its major competitors Johnson & Johnson prefers to prioritize its ... You can test a sample of names from a promising list If the response rate is high, buy more names on the list; if low, don’t use that list You can reach the chosen prospects by phone, mail, fax, ... be made by a follow-on product Earl Wilson, the columnist, observed: “Benjamin Franklin may have discovered electricity, but it was the man who invented the meter who made the money.” By analogy,...

Ngày tải lên: 24/10/2013, 08:20

... counts for much more than brand image By designing a distinctive brand experience, store owners encourage people to come back more often, as has been demonstrated by Barnes & Noble, Stew Leonard’s ... he has considered its possible effects on seven generations hence Some companies hope to increase profits by cutting costs But as Gary Hamel observed: “Excessive downsizing and cost cutting is a ... CEO decided to cut product prices to increase top line growth He succeeded, but the bottom line now slipped The moral: Investors favor companies that can increase both their growth (top line)...

Ngày tải lên: 24/10/2013, 08:20

... is more likely to be buried by a new technology than by its current competitors Horse-drawn carriage makers were not defeated by a better horse-drawn carriage but by the horseless carriage Transistors ... marketing.” By partnering with a cause that many people believe in, the company can enhance its corporate reputation, raise brand awareness, increase customer loyalty, build sales, and increase ... a higher income The third approach is to segment the market by behavior groups, such as “women who order their food from Peapod and other home delivery groups.” This group is defined by their...

Ngày tải lên: 24/10/2013, 08:20

... runny and gross [-d, coddling] [Syn pamper] coerce (koh ERS) vt to persuade by use of force; to persuade by use of threats, legal or otherwise; to constrain by use or threat of force • The U.S ... around; to get the better of by cleverness or craftiness • Very frequently, people try to circumvent the need to pay sales tax by buying online • Some landlords incorrectly think that if they ... element cognitive h bypass cognizance i valid 10 complement j pamper 11 component k force 12 conceivable l clotter concentrate (KAHN sin TRAYT) vt to collect and focus; to increase in strength...

Ngày tải lên: 01/11/2013, 14:20

... landed on water [amphibious adj.] amplify* (AMP li fy) vt to make bigger and stronger; increase or extend (power, authority, etc.); to strengthen by adding details, examples, etc.; (electronics) to ... singer’s voice is almost inaudible, but the sound engineer will amplify it to make it stand out [amplified, amplifying, amplification, amplifier n.] amusement (uh MYOOZ mnt) n the condition of being ... of; surrounded by; included in a group of; from place to place in; in the number or group of; by or with a lot of • • • • You are among friends He passed among the crowd Ralph is included among...

Ngày tải lên: 01/11/2013, 14:20