Download or read book Global Brand Power written by Barbara E. Kahn and published by University of Pennsylvania Press. This book was released on 2013-03-05 with total page 133 pages. Available in PDF, EPUB and Kindle. Book excerpt: The branding bible for today's globalized world Today, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for reasonable category and product-line extensions, flexible enough to change with dynamic market conditions, consistent enough so that consumers who travel physically or virtually won't be confused, and focused enough to provide clear differentiation from the competition. Strong brands are more than globally recognizable; they are critical assets that can make a significant contribution to your company's bottom line. In Global Brand Power, Kahn brings brand management into the 21st century, addressing how branding contributes to the purchase process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage, and targeting the right strategic segment. This essential guide also covers how customer ownership of your brand affects marketing strategy, methods for assessing brand value, how to manage a brand for long-term profitability, effective brand communications and repositioning strategies, and how to manage a brand in a world of total transparency—where one slip-up can go around the world via social media instantaneously. Filled with stories about how Coca-Cola, The Estée Lauder Companies Inc., Marriott, Apple, Starbucks, Campbell Soup Company, Southwest Airlines, and celebrities like Lady Gaga are leveraging their brands, Global Brand Power is the only book you will need to implement an effective brand strategy for your firm.
Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Download or read book Handbook of Research on New Product Development written by Peter N. Golder and published by Edward Elgar Publishing. This book was released on 2018 with total page 469 pages. Available in PDF, EPUB and Kindle. Book excerpt: New products are the major driver of revenue growth in today's dynamic business environment. In this Handbook, the world's foremost experts on new product development bring together the latest thinking on this vitally important topic. These thought-leading authors organize knowledge into useful and insightful frameworks covering all aspects of new product development: companies, collaborators, customers, context, markets, and performance. Managers will benefit from the handbook by expanding their knowledge of new product development and researchers will learn about opportunities to continue expanding on this body of knowledge.
Download or read book Handbook of Marketing written by Barton A Weitz and published by SAGE. This book was released on 2006-08-11 with total page 618 pages. Available in PDF, EPUB and Kindle. Book excerpt: The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.
Download or read book Proceedings of the 1989 Academy of Marketing Science AMS Annual Conference written by Jon M. Hawes and published by Springer. This book was released on 2015-05-12 with total page 714 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes the full proceedings from the 1989 Academy of Marketing Science (AMS) Annual Conference held in Orlando, Florida. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing management, marketing education, and international marketing, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Download or read book Business Management and Leadership Book written by Abdi Abdillahi Hassan (Matan) and published by AuthorHouse. This book was released on 2023-06-08 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt: Working on business management can be exciting, but it can also create new challenges. In this guide, the author draws on his experiences working in various countries to provide tips for managing a business or organization. He answers questions such as: • What are the main components of business management? • How do you develop a successful business model? • What are the differences between leaders and managers? • How do you connect with business prospects? • What steps can you take to optimize financial management? Other topics include business policy and strategy, business communication, sizing up competitors, analyzing consumer behavior, and the five key product levels. The guide is divided into nine units, with each chapter consisting of several articles on a particular topic, so you can hone your leadership and management skills. Filled with definitions, theories, and real-life examples, this guide will serve as a treasured resource for leaders and managers who want to optimize business operations.
Download or read book The Marketing Evolution written by Eon Ranger and published by First Class Consulting Corporation . This book was released on 2022-06-21 with total page 159 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Marketing Evolution: Mastering Strategies for Consumer Synergy by Eon B. Ranger is a groundbreaking manual that redefines the realm of effective marketing. Ranger's comprehensive exploration of evolving marketing strategies is punctuated with real-world case studies and insightful FAQs, offering readers invaluable insights into the fusion of marketing practices with various facets of organizational operations. Each chapter intricately dissects the integration of marketing within a corporate framework, spotlighting crucial elements such as financial synchronization, operational streamlining, collaborative human resources, and the seamless implementation of marketing strategies aligned with overarching corporate objectives. The book underscores the critical significance of comprehending the interconnected nature of these functions and their collective influence on shaping impactful marketing initiatives and overall business expansion. From dispelling prevalent marketing misconceptions to unveiling the transformative potential of data-driven insights and cohesive communication, "The Marketing Evolution: Mastering Strategies for Consumer Synergy" is a game-changing playbook for marketers navigating the intricate modern business landscape. With an emphasis on fostering cross-functional collaboration and adopting a holistic approach to marketing, this book arms businesses with the necessary tools to cultivate enduring customer relationships, propel brand growth, and foster sustainable brand communities.
Download or read book Research Frontiers on the International Marketing Strategies of Chinese Brands written by Zuohao Hu and published by Routledge. This book was released on 2016-08-05 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book proposes a theoretical framework identifying external and internal factors that influence internationalization strategy of Chinese brands and brand performance. It explores several key strategies e.g. standardization versus adaptation, price leadership versus branding, OBM export versus OEM export, and incremental versus leap-forward internationalization model. The relationships are examined between various international marketing mix e.g. distribution channel and pricing strategies, and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.
Download or read book Wiley CMA Exam Review 2023 Study Guide Part 1 written by Wiley and published by John Wiley & Sons. This book was released on 2022-11-08 with total page 547 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Wiley CMA Exam Review 2022 Study Guide Part 1 written by Wiley and published by John Wiley & Sons. This book was released on 2021-11-16 with total page 546 pages. Available in PDF, EPUB and Kindle. Book excerpt: Prepare for success on the first part of the 2022 CMA exam with this essential study aid The Wiley CMA Exam Review 2022 Part 1 Study Guide: Financial Planning, Performance, and Analytics is a comprehensive and accurate handbook designed to help you identify and master each of the competencies covered by the first part of the 2022 Certified Management Accountant exam. It includes material on: External Financial Reporting Decisions Planning, Budgeting, and Forecasting Performance Management Cost Management Internal Controls Technology and Analytics Ideal for anyone preparing for the challenging CMA series of exams, the Wiley CMA Exam Review 2022 Part 1 Study Guide: Financial Planning, Performance, and Analytics is also a perfect companion resource for early-career management accountants seeking a refresher on foundational topics they’re likely to encounter regularly at work.
Download or read book Handbook of Research on Future Policies and Strategies for Nation Branding written by Pistikou, Victoria and published by IGI Global. This book was released on 2021-06-18 with total page 383 pages. Available in PDF, EPUB and Kindle. Book excerpt: By taking corporate marketing concepts and applying it to countries, “nation branding” is a way for these regions to enhance their reputations and project a desired image for international recognition. New modes of publicity and marketing geared towards geographic location fall into this category, leading nation branding to have vast benefits for the economics and societies of countries. New marketing strategies have emerged and are being adopted to consequently brand countries with this purpose of economic growth. By studying these emerging strategies and methods, nations can best develop a desired brand and reputation to foster growth and prosperity. The Handbook of Research on Future Policies and Strategies for Nation Branding discusses how exactly nation branding works to benefit the function and mission of these nations along with showing how nation branding can be used as a strategic asset for the redesign of economic, political, and social characteristics of a country. The chapters outline the given situation of nations and the nature and implications of the brand that is required, measure branding inference, and propose future steps for nation branding. This book is a critical reference source for brand managers, tourism professionals, marketers, advertisers, government officials, travel agencies, academicians, researchers, and students working in the fields of international relations, economics, social sciences, business studies, marketing, and entrepreneurship.
Download or read book Localizing Global Marketing Strategies Emerging Research and Opportunities written by Harvey, Janell NaKia and published by IGI Global. This book was released on 2019-10-25 with total page 152 pages. Available in PDF, EPUB and Kindle. Book excerpt: Years of technological advancements have made it possible for the smallest of trades to develop their companies to sell their products all over the world. Global marketing initiatives allow a business to adapt its services and products to nations outside of its origin, increasing its annual earnings and success. However, companies must first implement worldwide marketing programs that consider cultural dimensions and customs. Localizing Global Marketing Strategies: Emerging Research and Opportunities is a collection of innovative research on trends and strategies that are necessary to ensure the success of global marketing and identify the means of global market entry. While highlighting topics including branding, consumer management, and joint ventures, this book is ideally designed for administrators, marketers, managers, executives, entrepreneurs, industry professionals, researchers, academicians, and students seeking current research on establishing long-lasting global marketing plans for a variety of industries.
Download or read book STRATEGIES BUILD ORGANIZATIONS written by Rahul.D.Giri and published by Dinesh.R.Giri. This book was released on with total page 180 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategies build organizations is the book which is give you understanding about how run the business organizations in a market and gain profit from compititve world.Today business world are very competitive if not understanding about the market environment you can't survival in the market.Your business strategies always clear with the roadmap then you gain higher productivity compared to the other firms.
Download or read book Borrowed from Your Grandchildren written by Dennis T. Jaffe and published by John Wiley & Sons. This book was released on 2020-02-26 with total page 437 pages. Available in PDF, EPUB and Kindle. Book excerpt: Families share how they have maintained and grown their wealth from generation to generation. While creating wealth is a wonderful achievement, business families are also concerned with how their wealth is used to support their values, the lives of their children and the well-being of the community. Over several generations, families who are successful in growing their wealth have been able to reinvent themselves and their business in the face of significant environmental transformations and internal differences cause by family dynamics. Borrowed from my Grandchildren is a fascinating look at how large, long-lasting business families succeed across generations. Author Dennis T. Jaffe, one of the leading architects of the field of family enterprise consulting, has interviewed members of successful, well known, 100-year family enterprises from 20 countries, who serve as role models for those wishing to see their wealth positively impact their children, employees, and communities. Half continue to own their legacy business and others have gone on to become family offices with a portfolio of shared assets, but all these families have sustained their values and identity as a family over more than three generations. Offering the collected wisdom of nearly 100 global business families, this insightful book shares the real-life stories of partners in business and wealth management over three of more generations. Families that generate rather than reduce their wealth across generations, known as Generative Families, focus on engaging across generations and develop collaborative governance for both family and business to ensure responsible stewardship from one generation to the next. This unique resource: Presents real-life stories of families sustaining wealth over generations Explores both the successes and failures of retaining family wealth Includes rare private insights from members of prominent wealthy families Examines the nature of global family enterprises and their evolution over generations Discusses the financial, human, and social dimensions of wealth Borrowed from my Grandchildren: The Evolution of Stewardship in 100-Year Families is an essential read for family members, non-family executives, family offices, estate planning lawyers, family business consultants, trust officers, philanthropic and foundation advisors, financial advisors, financial planners, CPAs, and other finance professionals.
Download or read book Optimal Knowledge Management Wisdom Management Systems Concepts and Applications written by Thierauf, Robert and published by IGI Global. This book was released on 2006-05-31 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book outlines a new way of approaching the development and implementation of information systems. Not only does the book explore a different approach to determining an organization's opportunities and solving its problems, but it also highlights methods for optimal decision making"--Provided by publisher.
Download or read book Strategic Market Management written by David A. Aaker and published by John Wiley & Sons. This book was released on 2023-11-14 with total page 482 pages. Available in PDF, EPUB and Kindle. Book excerpt: Learn to identify, select, implement, and adapt market-driven business strategies for profitable growth in competitive markets In Strategic Market Management, David Aaker and Christine Moorman deliver an incisive, practical, and up-to-date guide for identifying, selecting, implementing, and adapting market-driven business strategies in increasingly complex, dynamic, and crowded markets. The authors provide the concepts, frameworks, tools, and best practice case studies required to develop capabilities in key strategic marketing tasks, achieve high-quality decision making, and drive long-term profitable growth. Extensively revised and updated, the twelfth edition of Strategic Market Management offers newly written chapters focused on growth and branding that reflect cutting-edge frameworks based on the most recent research and the authors' experiences with leading companies. New real-world examples and stronger frameworks, including cutting-edge approaches for environmental analysis, offering market selection, and target market selection. New “digital marketing strategy” topics—including the metaverse, algorithmic bias, augmented reality, influencers, and gamification—are integrated throughout the book. Strategic Market Management, Twelfth Edition, is an excellent textbook for courses at all levels that seek a strategic view of marketing, such as Strategic Market Management, Strategic Market Planning, Strategic Marketing, Marketing Strategy, Strategic Planning, Business Policy, and Entrepreneurship. It is also a valuable reference and guide for MBA and EMBA students, managers, planning specialists, and executives wanting to improve their marketing strategy development and planning processes or looking for a timely overview of recent issues, frameworks, and tools.
Download or read book Handbook of Marketing Strategy written by Venkatesh Shankar and published by Edward Elgar Publishing. This book was released on 2012 with total page 529 pages. Available in PDF, EPUB and Kindle. Book excerpt: This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy.
