Download or read book Gaining and Defending Market Position written by Alexander Chernev and published by Cerebellum Press. This book was released on with total page 60 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today’s competitive business environment, the pressure to grow is unrelenting. To stay relevant, a company must constantly seek new avenues for growth. If a company is not growing, it is inevitably declining by relinquishing its market position to the competition. The key aspects of managing growth—managing a company’s market position, managing sales growth, and managing product lines—are the focus of this note. The discussion of gaining and defending market position is complemented by an in-depth overview of three additional topics: managing disruptive innovation, identifying product–market growth strategies, and assessing the break-even rate of cannibalization. This note is an excerpt (Chapter 18) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).

Download or read book Customer Relationship Management written by Alexander Chernev and published by Cerebellum Press. This book was released on with total page 48 pages. Available in PDF, EPUB and Kindle. Book excerpt: Customer relationship management comprises a set of activities for managing a company’s interactions with its current and potential customers in a way that creates value for both the company and these customers. The key aspects of customer relationship management—managing customer loyalty, building customer equity, and designing a customer-centric organization—are the focus of this note. The discussion of customer relationship management is complemented by an overview of the key customer management metrics and a discussion of models for calculating lifetime customer value. This note is an excerpt (Chapter 20) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).

Download or read book Personal Selling written by Alexander Chernev and published by Cerebellum Press. This book was released on with total page 70 pages. Available in PDF, EPUB and Kindle. Book excerpt: Personal selling is a form of marketing communication that involves direct contact between the salesperson and the buyer. Personal selling uses this direct contact to inform customers about the company’s offering, persuade them of the offering’s benefits and, ultimately, generate sales. The role of personal selling in creating market value; the key considerations involved in designing, compensating, and managing a salesforce; and the process of managing the sale are the focus of this note. The discussion of sales management and personal selling is complemented by an in-depth overview of two additional topics: the psychology of persuasion and the SPIN model of personal selling. This note is an excerpt (Chapter 15) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).

Download or read book Strategic Marketing Management Theory and Practice written by Alexander Chernev and published by Cerebellum Press. This book was released on 2019-01-01 with total page 954 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Marketing Management: Theory and Practice offers a systematic overview of the fundamentals of marketing theory, defines the key principles of marketing management, and presents a value-based framework for developing viable market offerings. The theory presented stems from the view of marketing as a value-creation process that is central to any business enterprise. The discussion of marketing theory is complemented by a set of practical tools that enable managers to apply the knowledge contained in the generalized frameworks to specific business problems and market opportunities. The information on marketing theory and practice contained in this book is organized into eight major parts. The first part defines the essence of marketing as a business discipline and outlines an overarching framework for marketing management that serves as the organizing principle for the information presented in the rest of the book. Specifically, we discuss the role of marketing management as a value-creation process, the essentials of marketing strategy and tactics as the key components of a company’s business model, and the process of developing an actionable marketing plan. Part Two focuses on understanding the market in which a company operates. Specifically, we examine how consumers make choices and outline the main steps in the customer decision journey that lead to the purchase of a company’s offerings. We further discuss the ways in which companies conduct market research to gather market insights in order to make informed decisions and develop viable courses of action. Part Three covers issues pertaining to the development of a marketing strategy that will guide the company’s tactical activities. Here we focus on three fundamental aspects of a company’s marketing strategy: the identification of target customers, the development of a customer value proposition, and the development of a value proposition for the company and its collaborators. The discussion of the strategic aspects of marketing management includes an in-depth analysis of the key principles of creating market value in a competitive context. The next three parts of the book focus on the marketing tactics, viewed as a process of designing, communicating, and delivering value. Part Four describes how companies design their offerings and, specifically, how they develop key aspects of their products, services, brands, prices, and incentives. In Part Five, we address the ways in which companies manage their marketing communication and the role of personal selling as a means of persuading customers to choose, purchase, and use a company’s offerings. Part Six explores the role of distribution channels in delivering the company’s offerings to target customers by examining the value-delivery process both from a manufacturer’s and a retailer’s point of view. The seventh part of the book focuses on the ways in which companies manage growth. Specifically, we discuss strategies used by companies to gain and defend market position and, in this context, address the issues of pioneering advantage, managing sales growth, and managing product lines. We further address the process of developing new market offerings and the ways in which companies manage the relationship with their customers. The final part of this book presents a set of tools that illustrate the practical application of marketing theory. Specifically, Part Eight delineates two workbooks: a workbook for segmenting the market and identifying target customers and a workbook for developing the strategic and tactical components of a company’s business model. This part also contains examples of two marketing plans—one dealing with the launch of a new offering and the other focused on managing an existing offering.

Download or read book Global Marketing written by Kate Gillespie and published by Routledge. This book was released on 2015-07-03 with total page 825 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook introduces students to the important concepts of global marketing today, and their managerial implications. Designed to be shorter than many other textbooks, Global Marketing focuses on getting to the point faster. Increasingly, marketing activities must be integrated at a global level. Yet, the enduring influence of culture requires marketers to adapt local strategies in light of cultural differences. Global Marketing takes a similar strategic approach, recognizing the need to address both the forces of globalization and those of localization. Other key features include: Coverage of often overlooked topics, such as the competitive rise of China’s state-owned enterprises; the importance of diasporas as target markets; and the emerging threat to legitimate marketers from transnational criminal organizations A chapter dedicated to understanding global and local competitors, setting the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global marketplace Extensive real-life examples and cases from developed and emerging markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East Written in a student-friendly style, previous editions have received praise from both students and instructors. This edition continues to build on this strong foundation, making this the book of choice for students of global marketing classes.

Download or read book Defending Your Brand written by T. Calkins and published by Springer. This book was released on 2017-06-30 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: Here Calkins shows business how to create and maintain a defensive strategy including: how to understand and get competitive intelligence; how to determine if your brand or company is at risk; how to create a defensive strategy; limiting risk and preventing a trial; understanding your own IP as a weapon - and much more.

Download or read book Managing Incentives written by Alexander Chernev and published by Cerebellum Press. This book was released on with total page 41 pages. Available in PDF, EPUB and Kindle. Book excerpt: Incentives are inducements that aim to enhance the value of an offering by increasing its benefits or, more frequently, by reducing its costs. The ultimate goal of incentives is to incite action on the part of the company’s target customers, collaborators, and employees. Because they typically are used to increase sales volume, incentives are often referred to as sales promotions. The key aspects of designing and managing incentives are the focus of this note. The discussion of managing incentives is complemented by an in-depth overview of sampling as a promotional tool and an outline of the game-theory view of sales promotions. This note is an excerpt (Chapter 13) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).

Download or read book Marketing Warfare written by Al Ries and published by McGraw Hill Professional. This book was released on 1997-11-22 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: "A business book with a difference: clear-cut advice, sharp writing and a minimum of jargon."Newsweek "Revolutionary! Surprising!"Business Week "Chock-a-block with examples of successful and failed marketing campaigns, makes for a very interesting and relevant read."USA Today

Download or read book MANAGEMENT INFORMATION SYSTEMS BEST PRACTICES AND APPLICATIONS IN BUSINESS written by T. ADIKESAVAN and published by PHI Learning Pvt. Ltd.. This book was released on 2014-08-21 with total page 425 pages. Available in PDF, EPUB and Kindle. Book excerpt: This substantially enriched second edition of the book includes evolution of IT applications in business over last five decades, to enable readers in understanding how IT offers newer solutions to modern business. It also discusses the knowledge management systems, various e-business models including e-marketing, Internet architecture and business technology management (BTM), where the focus is on strategic exploitation of IT. The unique arrangement of the contents in the book exposes the readers from the basics of IT (hardware, software and data) to all potential IT applications viz., data and transaction processing, MIS and EIS, business integration, CRM, business intelligence, decisions support systems, data warehouse and data mining, which bring tactical and strategic benefits to business. How technology benefits business, is the core of this book. The book also explains generic contributions of IT to business, enormity of business processes and management functions, what the business expects from the technology, systems audit and controls and software engineering and various techniques which lead to reliable, accurate, and secured deployment of IT applications in business. The text is highly practice oriented and is illustrated with a number of real-life examples and case studies. How IT resources are to be acquired and managed, are also discussed, in great detail. The book is designed for the postgraduate students pursuing business management and computer applications. Besides, the managers in all business verticals and functions will also find this book of immense use to them.

Download or read book Understanding and Regulating the Market at a Time of Globalization written by H. Dumez and published by Springer. This book was released on 1999-12-08 with total page 239 pages. Available in PDF, EPUB and Kindle. Book excerpt: How does a market globalize? How do antitrust and trade policies speed up or slow down the process? How do firms take part in it? The book offers a comprehensive appraisal of the phenomenon from a thorough study of the cement industry. Considered as a model of spatial competition in economic textbooks and inherently local, the industry globalized in the 1980s. Hence, the originality of the book to deal with an extreme case that highlights the fundamental characteristics of globalization.

Download or read book Playing to Win written by Alan G. Lafley and published by Harvard Business Press. This book was released on 2013 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: Explains how companies must pinpoint business strategies to a few critically important choices, identifying common blunders while outlining simple exercises and questions that can guide day-to-day and long-term decisions.

Download or read book Gower Handbook of Marketing written by Michael J. Thomas and published by Gower Publishing, Ltd.. This book was released on 1995 with total page 688 pages. Available in PDF, EPUB and Kindle. Book excerpt: This edition has been revised to include new chapters on subjects as diverse as relationship marketing and international marketing research. The 36 contributors are all acknowledged leaders in their chosen field, with practical experience of marketing.

Download or read book Strategic Marketing Management The Framework 10th Edition written by Alexander Chernev and published by Cerebellum Press. This book was released on 2019-01-01 with total page 639 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Marketing Management: The Framework outlines the essentials of marketing theory and offers a structured approach to identifying and solving marketing problems. This book presents a strategic framework to guide business decisions involving the development of new offerings and the management of existing products, services, and brands.

Download or read book Wiley International Encyclopedia of Marketing 6 Volume Set written by and published by John Wiley & Sons. This book was released on 2011-02-07 with total page 1775 pages. Available in PDF, EPUB and Kindle. Book excerpt: With over 300 entries from hundreds of global experts, this is one of the premier marketing reference resources available worldwide. The 6-volume WIEM provides scholars and professionals with an international guide to marketing concepts and applications The far-reaching new developments, challenges and opportunities that have arisen in recent years are fully reflected in the entries Scholars and professionals will enjoy the flexible, multi-level structure, with entries ranging from topics summaries to short essays reviewing areas of development and debate Entries are further extended by sophisticated cross-referencing both among volumes and between encyclopedia entries and external sources The encyclopedia is also available online For ease of reference, the entries are arranged alphabetically within each of the subject volumes. Designed to encompass the scope of modern marketing, the volumes cover: Volume 1: Marketing Strategy Volume 2: Marketing Research Volume 3: Consumer Behavior Volume 4: Advertising and Integrated Communication Volume 5: Product Innovation and Management Volume 6: International Marketing

Download or read book Global Tourism written by William F. Theobald and published by Routledge. This book was released on 2012-06-14 with total page 592 pages. Available in PDF, EPUB and Kindle. Book excerpt: Pressure on national and local governments to rapidly develop their tourism potential to meet demand and produce benefits, makes it more essential than ever to plan carefully and consider the human and environmental impacts of tourism development. That is why, as Secretary-General of the World Tourism Organization, I am pleased to see the serious analysis of the problems and prospects of the tourism sector as presented in this third edition. -- Francesco Frangialli, Secretary-General, World Tourism Organization Now in its third edition, Global Tourism draws on the insight of thirty-nine contributors to chronicle and foresee the effects of tourism on contemporary society. Contributors provide interdisciplinary, international perspectives on the critical questions, problems, and opportunities facing the tourism industry. Invaluable to academics and professionals alike, Global Tourism offers a comprehensive exploration of the key issues in tourism. Authors draw on their individual insights to assess and critique contemporary tourism and take a view of the future. Fully revised and re-developed, new chapters examine: * The future of tourism * Difference in travel characteristics of significant travel segments * Sustainability standards in the global economy * Crisis management in tourist destinations * Tourism and social identities * Tourism, mobility, and global communities CONTRIBUTORS INCLUDE: Brian Archer (University of Surrey), Gurhan Aktas (T.C. Dokuz Eylul University), Bill Bramwell (Sheffield Hallam University), Peter M Burns (University of Brighton), Nancy E. Chesworth (Mount St. Vincent University), Tim Coles (University of Exeter), Chris Cooper (The University of Queensland), Graham M.S. Dann (University of Luton), Thomas Lea Davidson (Davidson-Peterson Associates, Inc.), Sara Dolnicar (University of Wollongong), David Timothy Duval (University of Otago), Larry Dwyer (University of New South Wales), Xavier Font (Leeds Metropolitan University), Alan Fyall (Bournemouth University), Brian Garrod (University of Wales, Aberystwyth), Donald Getz (University of Calgary), Alison Gill (Simon Fraser University), Frank Go (Erasmus University), Ebru Gunlu (T.C. Dokuz Eylul University), Michael Hall (University of Otago), Simon Hudson (University of Calgary), Donald Macleod (University of Glasgow), David Mercer (RMIT University), Graham Miller (University of Surrey), Michael Morgan (Bournemouth University), Peter Murphy (La Trobe University), Philip Pearce (James Cook University), Stanley C. Plog (Plog Research and SPC Group), Garry Price (La Trobe University), Linda K. Richter (Kansas State University), Lisa Ruhanen (University of Queensland), Chris Ryan (University of Waikato), Gordon D. Taylor (Tourism Canada, retired)), William F. Theobald (Purdue University), Seldjan Timur (University of Calgary), Birgit Trauer (University of Queensland), Stephen Wanhill (Bournemouth University), Peter W. Williams (Simon Fraser University)

Download or read book Key Success Factors for Foreign Direct Investment FDI written by Dusko Lukac and published by Diplomica Verlag. This book was released on 2008-05 with total page 161 pages. Available in PDF, EPUB and Kindle. Book excerpt: To define key success factors means to understand the business. In every business, certain issues or activities are key and critical to performance and to creation of competitive advantage. To develop corporate-level strategy an analysis of key success factors is not usually necessary because business-level plans define the success factors. But to summarize success factors is important in order to confirm their importance with the business-level mangers and to prove if circumstances in the business have changed. This book explains step by step which issues one non-for-profit organisation need to take into consideration in order to gain competitive advantage on foreign market. Specific focus will be given to determination of organizational structure. If there is a fit between parent and its business, the parent is likely to create the value. This book assess the fit between one non-for profit organisation (corporate parent) and its business (Western -Balkan). This can help to identify opportunities of parenting, particularly if e.g. business-unit mangers in subsidiary abroad lack the time and skills to become expert in engineering and technical issues, parent company (an expert) can create values by helping the business unit raise technical standards. Analysed is furthermore, all aspects they have impact on choice of business location, because determination of business location and choice of new location supports not only the company's survival, but also its ability to continue to grow.

Download or read book Strategic Marketing For Health Care Organizations written by Philip Kotler and published by John Wiley & Sons. This book was released on 2011-01-19 with total page 530 pages. Available in PDF, EPUB and Kindle. Book excerpt: This much-needed text offers an authoritative introduction to strategic marketing in health care and presents a wealth of ideas for gaining the competitive edge in the health care arena. Step by step the authors show how real companies build and implement effective strategies. It includes marketing approaches through a wide range of perspectives: hospitals, physician practices, social marketing, international health, managed care, pharmaceuticals, and biotechnology. With Strategic Marketing for Health Care Organizations, students and future administrators will have a guide to the most successful strategies and techniques, presented ready to apply by the most knowledgeable authors.