Download or read book Marketing flops Typology and cases written by Sarah Hündgen and published by GRIN Verlag. This book was released on 2011-09-01 with total page 84 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, Otto Beisheim School of Management Vallendar, language: English, abstract: The aim of this thesis is to come up with a typology of marketing flop areas. Therefore I will present 90 marketing failures and analyze them in regard to the obvious and less obvious reasons for the failure.1 Furthermore, the case studies will be categorized according to the marketing function in which the mistake occurred. I will then present characteristics common to the cases in each category. To ease the accessibility of the text, references will only appear in the tables integrated into the section. In the second part of this thesis, three cases will be analyzed in-depth concerning how the decisions causing the marketing mistake were made. Therefore I will provide a summary of the decision in question as well as of its objectives and consequences, to then retrace the different steps that lead to the wrong decision. For each of these cases, I will also outline how the failure could have been prevented. Finally, I will shortly summarize the most important results of my research. I will also mention which limitations I encountered while preparing this thesis, and suggest further questions that, in my mind, are relevant to research in the field of marketing flops.

Download or read book Marketing Blunders Cases Lessons for Managers written by Zalfa Laili Hamzah and published by Partridge Publishing Singapore. This book was released on 2020-12-21 with total page 98 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Blunders: Lessons for Future Managers is all about marketing lessons from year 2009 to 2020. It starts off with a brief background of the business. Then, the authors reveal what went wrong in each case and how the company solved the issue or turned a bad situation into a positive one. All cases end with a list of lessons learnt and discussion questions. You will learn the potential marketing blunders and how to avoid them. This book will help you build and strengthen your brand.

Download or read book Classic Failures in Product Marketing written by Donald W. Hendon and published by Praeger. This book was released on 1989-08-22 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written especially for current and aspiring marketing managers and executives, this book discusses the avoidable marketing failure. Hendon argues that many so-called product failures could have been avoided and that certain error patterns continually recur in many marketing situations. He exposes these patterns through the use of numerous case study examples so that the reader can learn from the mistakes of others rather than from personal experience with an avoidable product failure. Hendon shares a wealth of information from his experiences as a teacher and consultant in this very interesting and useful work. Organizing his presentation around factors of the marketing setting and marketing-decision variables, he describes the potential problem areas and possible mistakes that can be made in product marketing. In essence, the book is about how to avoid marketing failures and how to minimize damage once a mistake is recognized. Reader interest level is kept high by the use of more than 500 examples of marketing failures from all over the world. The book is comprehensive in that virtually all areas of marketing decision making are covered. Highly recommended. Choice Written especially for current and aspiring marketing managers and executives, this book discusses the avoidable marketing failure. Hendon, a professional marketer, consultant, and teacher, argues that many so-called product failures could have been avoided and that certain error patterns continually recur in many marketing situations. His aim is to expose these patterns through the use of numerous case study examples so that readers will learn from the mistakes of others rather than from personal experience with an avoidable product failure. Hendon covers more than 60 categories of marketing mistakes and includes numerous examples, making this a comprehensive, practical, and eminently useful handbook for both students and practicing marketers. In addition to documenting examples of marketing failures from around the world, Hendon discusses preventive measures that could have been taken to rectify the various situations under study. He also addresses planning procedures that should be used in both domestic and foreign marketing--such as fully researching alternative meanings for product names in foreign languages--to avoid the disastrous results amply illustrated throughout the volume. Among the specific types of marketing mistakes examined in-depth are those involving the marketing setting--customers, competitors, the marketing environment, disasters and safety, and those involving marketing tools. Here, common mistakes made in product launches, pricing, the choice of distribution channels, advertising, and personal sales are each treated in turn.

Download or read book Democratizing Innovation in Organizations written by Philippe Davidson and published by Walter de Gruyter GmbH & Co KG. This book was released on 2022-02-02 with total page 207 pages. Available in PDF, EPUB and Kindle. Book excerpt: Managers often isolate their innovation teams, but wouldn’t it be better to engage all the workers in innovation? This book describes a framework that makes innovation a daily consideration for all. It involves allowing a knowledge network to develop naturally which complements the existing organizational structure making it more organic. It fosters more extensive collaboration amongst workers to produce more imaginative solutions that maximize value. The workers are encouraged to consult one another spontaneously across their organization and beyond its traditional boundaries. Insightful and constructive exchanges stimulate their thinking making them creative partners. Unsuspected capabilities, ideas and value are revealed. Philippe Davidson describes creative deliberation techniques designed to maximize stakeholder value. The framework also makes organizations nimbler and more resilient to market changes. They become more sustainable in ever-changing conditions because learning and change become the norm. Innovation champions will find powerful arguments for introducing democratized innovation in their organizations. A wealth of practical techniques and handy tips for participative work-based training will help organizational trainers and facilitators to democratize innovation. Management consultants will find invaluable insights to advise their clients on innovation. Your workers are your organization’s best agents of change - unleash their natural creativity!

Download or read book Re engineering of Products and Processes written by Federico Rotini and published by Springer Science & Business Media. This book was released on 2012-04-23 with total page 166 pages. Available in PDF, EPUB and Kindle. Book excerpt: Whilst previous methods for business process reengineering have focused on time and cost reduction policies to preserve competitive services and products, Re-engineering of Products and Processes: How to Achieve Global Success in the Changing Marketplace presents a new approach which aims to include aspects that impact the customer perceived value. This method supports business reengineering initiatives by identifying process bottlenecks as well as new products and services viable to overcome market competition. This original approach is described step-by-step, explaining the theory through examples of performable tasks and the selection of relevant tools according to the nature of the problem. Supported by illustrations, tables and diagrams, Re-engineering of Products and Processes: How to Achieve Global Success in the Changing Marketplace clearly explains a method which is then applied to several case studies across different industrial sectors. Re-engineering of Products and Processes: How to Achieve Global Success in the Changing Marketplace provides a scientific reference for researchers and PhD students working in several fields of the Industrial Engineering: mechanical, electric, electronic sectors and, more in general, all the industrial areas where there are needs to design innovative products. The step-by-step description on how to employ the proposed method and its application to practical examples, make the book a key resource for industry consultants and managers who look to increase the value of their products and services for new and existing customers.

Download or read book Marketing Management written by C. Whan Park and published by . This book was released on 1987 with total page 686 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book The Antitrust Paradox written by Robert Bork and published by . This book was released on 2021-02-22 with total page 536 pages. Available in PDF, EPUB and Kindle. Book excerpt: The most important book on antitrust ever written. It shows how antitrust suits adversely affect the consumer by encouraging a costly form of protection for inefficient and uncompetitive small businesses.

Download or read book Advertising Culture and Translation written by Rosanna Masiola and published by Cambridge Scholars Publishing. This book was released on 2017-03-07 with total page 223 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is the first comprehensive study combining and integrating advertising, culture and translation within the framework of colonial, Commonwealth, and postcolonial studies, and globalization. It addresses a number of controversial issues evident in two relatively young disciplines, as a result of decades of research and teaching in university courses. A cross-cultural approach to translational issues and the translatability of advertising cohesively is adopted here, exploring the dynamics of the conflict between the ‘centre’ and the ‘periphery’. It introduces the concept of advertising English as lingua franca (AELF), marking new trends in the domain of varieties of English around the world (VEAW). The data examined here show the ambivalent polarity conditioning advertising and translation: both have been mutually exclusive, and both have been subject to bans, censorship and ideological control, racism, propaganda, and stereotyping. In their fundamental principles and concepts of theories and applications, however, neither discipline cannot exist outside a free market and total freedom of expression and trust.

Download or read book Marketing in Context written by Chris Hackley and published by Springer. This book was released on 2013-11-14 with total page 237 pages. Available in PDF, EPUB and Kindle. Book excerpt: The best marketing doesn't just focus on the individual psychology of the consumer, it operates at a cultural level. It frames choices so that the consumer isn't aware their buying decisions are being influenced. Hackley shows how marketing must set the scene and identify the broader cultural context to successfully influence consumers.

Download or read book Celebrity 2 0 written by Stacy Landreth Grau and published by Business Expert Press. This book was released on 2022-05-12 with total page 223 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media influencers rule the world! Gone are the days of worshipping movie stars and athletes only for their talent. Everyday people are fast becoming the new celebrities and thus influencers for Millennials and Generation Z. In the past few years, social media influencers dominate pop culture and brands are eager to work with them to build their brands. From music to gaming; from fashion to sports; from wellness to lifestyle branding there are more than 50 million people calling themselves “creators” and many are influencers amassing a highly engaged community. For brands, what are the most effective ways to identify and cultivate influencers and support content creation? This book is for anyone who wants to understand the landscape of influencer marketing with an eye for collaborations between influencers and companies. Perfect for brand managers and agency professionals, up and coming influencers, and students wanting to enter this exciting field of marketing, this book combines practical advice and examples with an overview of the academic insights to date. Topics include creators and the creator economy, typology of influencers, how to work with them, considerations for campaign design and implementation. Celebrity 2.0: The Role of Social Media Influencer Marketing to Build Brands is a great primer to the influencer marketing ecosystem and the influencer marketing relationship framework to learn how content marketing, native advertising and content marketing all come together.

Download or read book Social and Sustainability Marketing written by Jishnu Bhattacharyya and published by CRC Press. This book was released on 2021-09-26 with total page 945 pages. Available in PDF, EPUB and Kindle. Book excerpt: "... an important intervention in the conversation around social and ecological sustainability that draws on both micromarketing and macromarketing scholarship to help the reader understand the challenges with illustrations from insightful cases both from emerging and developed economies. This compilation should be essential reading for the discerning student of sustainable consumption and production." -- Professor Pierre McDonagh, Associate Editor, Journal of Macromarketing (USA); Professor of Critical Marketing & Society, University of Bath, UK Experts in the field of economics, management science, and particularly in the marketing domain have always been interested in and acknowledged the importance of sustaining profitable businesses while incorporating societal and environmental concerns; however, the level of existing literature and availability of teaching cases reflect a dearth of real case studies, especially those focused on marketing for social good. This book of actual case studies will address that need. In addition, this book is important and timely in providing a case book for instructors (those in both industry and academia) to help them in teaching and training the next generation of leaders through corporate training and universities. Currently, marketing for social good is increasingly becoming a part of most curriculums under the umbrella of different titles, such as social marketing, green marketing, and sustainability marketing. The relevance of these studies is increasing across the globe. This book is composed of long and short real cases with varying complexity in different sectors. This case book will also cover some review articles for an overview of the recent developments in the study area. With these case studies, collections of questions, teaching materials, and real-life marketing scenarios, this book offers a unique source of knowledge to marketing professionals, students, and educators across the world. The main objective of this case book is to understand the applicability of marketing science (marketing for social good context, such as social marketing and sustainability marketing) in internet marketing related to e-buying behavior and e-WOM. In addition, it illustrates the various types of existing marketing practices that are relevant from both theoretical and practical points of view in this electronic era, as well as discussing other non-electronic marketing practices and focusing on consumer buying behavior. As a result, marketing managers can treat their customers according to their desired value. This book particularly explores the possibilities and advantages created by social marketing and sustainability marketing through the presentation of thorough review articles and case studies. This case book helps corporate training centers and universities with compact teaching reference materials in their relevant courses.

Download or read book DESIGN DECODED 2021 written by Juaini Jamaludin and published by European Alliance for Innovation. This book was released on 2022-03-25 with total page 840 pages. Available in PDF, EPUB and Kindle. Book excerpt: It is a pleasure to welcome you to the proceedings of the 2nd International Conference on Design Industries and Creative Culture (Design Decoded 2021) which has been organised by the College of Creative Arts (previously renown as Faculty of Art & Design), Universiti Teknologi MARA, Kedah Branch. Design Decoded 2021 analysed and discussed how art, design and education may have an influence, create a societal difference, and contribute to the economy, as well as how we think, live, work and learn. The main topic of this proceeding was “Decrypt Your Visual Creativity” which consisted of 65 articles about design thinking, interior design, art and design management, industrial design, education in design creativity and innovation, sustainable art and design, visual communication, new media, graphic and digital media, visual culture, design practice, art history, art and creative community, and methodology in design creativity. We are truly thanking you to our four keynote speakers Emeritus Prof. Dr. T.W. Allan Whitfield, Prof. Dr. Khairul Aidil Azlin Abdul Rahman, Dr. Nurul ‘Ayn Ahmad Sayuti and Mr. Firdaus Khalid for their constant support and guidance. Finally, we would like to express our heartfelt gratitude to all colleagues in the steering and organising committee for their cooperation in administering and organising the conference, as well as reviewers for their intellectual effort and dedication to reviewing papers.

Download or read book Strategic Market Management written by David A. Aaker and published by . This book was released on 1988-04-19 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: Thoroughly revised and updated from the acclaimed 1984 edition, this textbook offers a market-responsive approach to strategic planning designed to generate a wide range of effective, profitable strategic options in today's changing marketplace. Ideal for undergraduate courses in marketing strategy or management policy, and for corporate seminars or training, the text focuses on concepts and practices for anticipating market trends, threats, and opportunities, and developing strategies to meet them. Shows how to establish Sustainable Competitive Advantages (SCAs) based on an organization's unique assets and skills. Develops specific strategies in brand management, advertising, distribution, finance, and manufacturing based on SCAs. Also covers strategic investment alternatives, market penetration, product expansion, market expansion, diversification, and vertical integration.

Download or read book Handbook of Marketing and Society written by Paul N. Bloom and published by SAGE. This book was released on 2001 with total page 570 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing scholars have a long history of conducting research on how marketing affects the welfare of society. A significant body of knowledge has developed to look beyond marketing's impact on the corporate bottom line towards the affects of marketing on consumer sovereignty, public health, economic growth, and other aspect of societal welfare. The large and growing amount of research has become fragmented and diverse. There is a need for a volume to pull all of this research together to facilitate the assessment of what we have learned and what we need to study further. This volume fills that need! Handbook of Marketing and Society presents the first comprehensive, in-depth examination of scholarly research on how marketing affects societal welfare. Drawing on the talents of a distinguished group of contributors, the editors have assembled key reviews, analyses, and perspectives on a broad range of research topics including deceptive advertising, warning labels, trademark infringement, antitrust enforcement, environmental labels, privacy protection, social marketing, and corporate societal marketing. An unifying model is presented in the introduction that illustrates the linkage of marketing knowledge, marketing decisions, and societal welfare. Each chapter covers, in a purposeful way, a different link or path through which marketing can affect societal welfare. Future research needs are identified in each chapter in order to help focus marketing thinking and marketing practice serve society more effectively. Academics, graduate students, and others interested in marketing's role in society will find this a valuable resource and an excellent guidebook for future research.

Download or read book Product Planning Essentials written by Kenneth B. Kahn and published by Routledge. This book was released on 2014-12-18 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: Concise yet comprehensive, Product Planning Essentials, Second Edition, addresses the complex, interdisciplinary nature of product development and product management. It covers strategic issues that emerge during the product life cycle, including identifying opportunities, idea generation and evaluation, technical development, commercialization, and eventual product dismissal. Instructors, students, and practitioners will appreciate the balanced managerial and how-to orientation. Changes to the Second Edition • Addition of two chapters on design and legal considerations. • Expanded discussion of global considerations to introduce sustainable product development and Base of the Pyramid (BoP) product development. • Simplified technical discussions of planning techniques for improved comprehension. • Inclusion of product planning best practices from recent noteworthy cases and studies in the final chapter.

Download or read book Brand Admiration written by C. Whan Park and published by John Wiley & Sons. This book was released on 2016-09-16 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.

Download or read book Livestock farming systems written by R. Rubino and published by BRILL. This book was released on 2023-08-28 with total page 410 pages. Available in PDF, EPUB and Kindle. Book excerpt: Livestock farming increasingly means much more than just food production and product quality is no longer simply synonymous with food safety and the provision of energy and protein nutrients. This book examines the variety of reasons for this shift in thinking and provides a basis for a new approach to livestock farming systems. The topical issues for product quality based on local resources are addressed from a variety of angles, including genomics, land use, the consumer preference and human nutrition. The book focuses on the following topics, using examples from all over the world: the current change in views and values on quality of animal products; the specificity of traditional dairy and meat products and the technology of processing; the role of local breeds and traditional livestock farming systems in today’s society; the search for local avenues for sustainable development of livestock farming systems. The book serves as a reference point for scientists, practitioners in the livestock industry, teachers and students in animal sciences, national and international institutions and policy-makers. It is of interest to all those who wish to gain an overview of the current challenges in the establishment of priorities and the search for operational solutions for animal production development, while at the same time considering the benefit to consumers, the environment and local economies.