Download or read book Rethinking Marketing written by Douglas Brownlie and published by SAGE. This book was released on 1999-03-23 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: `This is an important text. It brings together critical reflections on the discipline's contribution in terms of theory, practice and pedagogy and as such is equally as insightful and challenging as some of its recent predecessors (eg Brown et al 1996; Brown and Turley 1997; Brown 1998). The book represents a useful point of departure for those setting off on their own critical journeys and, thus, it should be included on the reading lists of all those carrying out masters or doctoral research in marketing' - Journal of Marketing Management This book provides a challenging and stimulating coverage of a broad range of key issues in contemporary marketing - such as marketing philosophy, marketing ethics, the mar

Download or read book Rethinking Marketing written by Philip Kotler and published by FT Press. This book was released on 2012-12-11 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book offers a fresh perspective on understanding how successful business strategies are crafted. It provides insights into the challenges and opportunities present in changing Asian business environments. Concepts are presented through models and frameworks. These are illustrated through case studies showcasing a broad spectrum of Asian businesses, ranging from manufacturing to logistics planning to retailing and services. Readers will be able to understand the problems faced by Asian companies, and to apply useful conceptual tools to formulate effective strategies in solving them.

Download or read book Loved written by Martina Lauchengco and published by John Wiley & Sons. This book was released on 2022-04-12 with total page 295 pages. Available in PDF, EPUB and Kindle. Book excerpt: Most tech companies get marketing wrong because they don't know how to do product marketing right. The next in the bestselling SVPG series, LOVED shows what leaders like Apple, Netflix, Microsoft, and Salesforce do well and how to apply it to transform product marketing at your company. The best products can still lose in the marketplace. Why? They are beaten by products with stronger product marketing. Good product marketing is the difference between “also-ran” products versus products that lead. And yet, product marketing is widely misunderstood. Although it includes segmenting customers, positioning your product, creating product collateral, and supporting sales teams, great product marketing achieves much more. It directs the best way to bring your product to market. It shapes what the world thinks about your product and category. It inspires others to tell your product’s story. Part of the bestselling series including INSPIRED and EMPOWERED, LOVED explains the fundamentals of best-in-class product marketing for product teams, marketers, founders and any leader with a product and a vision. Sharing her personal stories as a former product and marketing leader at Microsoft and Netscape, and as an advisor to Silicon Valley startups, venture capitalist, and UC Berkeley engineering graduate school lecturer, Martina Lauchengco distills decades of lessons gleaned from working with hundreds of companies to make LOVED the definitive guide to modern product marketing. With dozens of stories from the trenches of market leaders as well as newer startups with products just beginning their journey, the book shows you: the centrality of product marketing to any product’s success the key skills and actions required to do it well the four fundamentals of product marketing and how to apply them how to hire, lead, and organize product marketing how product marketers optimize crucial collaboration with other functions one-sheet frameworks, tools and agile marketing practices that help simplify and elevate product marketing LOVED is an invitation to rethink tired notions of product marketing and practice a more dynamic, customer and market-centric version that creates raving fans and helps products achieve their full market potential.

Download or read book HBR s 10 Must Reads on Strategic Marketing with featured article Marketing Myopia by Theodore Levitt written by Harvard Business Review and published by Harvard Business Review Press. This book was released on 2013-04-02 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: NEW from the bestselling HBR’s 10 Must Reads series. Stop pushing products—and start cultivating relationships with the right customers. If you read nothing else on marketing that delivers competitive advantage, read these 10 articles. We’ve combed through hundreds of articles in the Harvard Business Review archive and selected the most important ones to help you reinvent your marketing by putting it—and your customers—at the center of your business. Leading experts such as Ted Levitt and Clayton Christensen provide the insights and advice you need to: • Figure out what business you’re really in • Create products that perform the jobs people need to get done • Get a bird’s-eye view of your brand’s strengths and weaknesses • Tap a market that’s larger than China and India combined • Deliver superior value to your B2B customers • End the war between sales and marketing Looking for more Must Read articles from Harvard Business Review? Check out these titles in the popular series: HBR’s 10 Must Reads: The Essentials HBR’s 10 Must Reads on Communication HBR’s 10 Must Reads on Collaboration HBR’s 10 Must Reads on Innovation HBR’s 10 Must Reads on Leadership HBR’s 10 Must Reads on Making Smart Decisions HBR’s 10 Must Reads on Managing Yourself HBR’s 10 Must Reads on Teams

Download or read book Rethink Your Marketing written by Tom Shapiro and published by . This book was released on 2017-07-20 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: If your business is stuck and you just cannot seem to grow beyond your current plateau, Rethink Your Marketing arms you with seven strategies for getting unstuck to fuel your revenue growth. Rethink Your Marketing helps you to identify the specific levers of your marketing that will lead to new growth, enabling you to cut through the noise to what truly moves the needle. Rethink Your Marketing includes marketing wisdom from more than 50 companies. Want to know how Russell Weiner, President at Domino's, created the fastest-growing restaurant in the U.S.? Want to know how Mark Organ took Eloqua from near bankruptcy to being acquired for $871 million? Want to know how Michelle Stern, SVP at Legendary Entertainment, is working with her applied analytics team to upend the way the entire movie industry markets films? Want to know how Jerome Hiquet, CMO at Tough Mudder, is plotting the brand's future growth? This book's got you covered! If your business has hit a plateau, rethink your brand's marketing to unleash growth. Merely tweaking what you are doing, though, will most likely lead to stagnation. Merely copying what the competition is doing will result in frustration. Merely following what the media is hyping will lead to failure. Instead, Rethink Your Marketing teaches you to avoid tinkering, and instead to go big, go bold, and go all out in highly strategic ways. From audience targeting and neuromarketing, to marketing mix and marketing metrics, after reading this book you'll learn a variety of paths for unleashing revenue growth. From basketball-playing sumo wrestlers to innovative revenue models, you'll uncover how dozens of highly successful brands are achieving marketing breakthroughs and accelerating their growth. Read Rethink Your Marketing, and learn to transform your business.

Download or read book Rethinking Reputation written by Fraser P. Seitel and published by Macmillan. This book was released on 2012-08-21 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: Good public relations is no longer just icing-it's a strategic imperative more important to your competitive success than even advertising or marketing. This is true whether you're a century-old multibillion-dollar corporation or a penniless startup. In Rethinking Reputation, public relations guru Fraser Seitel and John Doorley, founder of the Academy for Communication Excellence and Leadership at Johnson & Johnson, examine a fascinating new set of case studies-including the BP oil spill and the launch of CitySlips-to glean the PR dos and don'ts for the new media world, covering both standard reputation maintenance and crisis management. They also show start-up companies and entrenched organizations how to use the power of word-of-mouth to jump-start business like never before. This is a wake-up call from two industry legends-for public relations professionals as well as entrepreneurs, CEOs, and anyone else tasked with representing their organization to the world. These new media lessons include: * Remember that research is cheaper, and more critical, than ever. * Don't let the perfect be the enemy of the good-launch your idea before someone else does. * Don't get so excited about social media that you forget about traditional media. * In a crisis, you are never offstage. * Never lie, never whine, and never try to predict the future!

Download or read book RE Think Innovation written by Carla Johnson and published by Morgan James Publishing. This book was released on 2021-03-02 with total page 263 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover the five simple steps to corporate innovation in a practical guide that makes coming up with great ideas everybody’s business. Experts and executives often portray innovation as confusing and complicated. Some even suggest that you need a special degree to know how to do it right. But the truth is, consistently coming up with great ideas isn’t a unique talent or even a difficult skill. It’s actually a simple five-step framework that anyone can follow to look at the work that they do differently, and have a bigger impact on the people they serve. RE:Think Innovation shows readers how to tie individual competence with innovation techniques to direct corporate outcomes. In engaging and accessible language, Carla Johnson demonstrates how to create a unified, idea-driven employee base that delivers more ideas in a shorter amount of time. Ultimately, this is the path that makes organizations nimble, passionate, innovative powerhouses that deliver extraordinary outcomes for sustained periods of time.

Download or read book Think ASEAN written by Philip Kotler and published by . This book was released on 2007 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: New Page 1 Overview Think ASEAN! explores how companies should think of ASEAN as one borderless market that requires different marketing strategies to capture. It offers fresh perspectives to marketers all over the region on the upcoming trends of regionalization that can cause significant changes in future marketing activities. It argues that ASEAN marketers should not only be concerned about their local or global but also their regional marketing activities. The book contains three parts. Part I describes the landscape of ASEAN and explains clearly why ASEAN marketing is needed. Parts II and III discuss companies that have been very successful in implementing ASEAN Marketing. Part II looks at short cases of companies to explore their core marketing strategies; these companies include Bengawan Solo (Singapore), Dji Sam Soe (Indonesia), Goldilocks (the Philippines), Royal Selangor (Malaysia), Black Canyon (Thailand) and Number One Tonic Drink (Vietnam). Part III contains more comprehensive cases of selected companies including AirAsia and Yamaha. Features of This Book § Think ASEAN! is the first publication of the Philip Kotler Center for ASEAN Marketing. § Special foreword written by Ong Keng Yong, the Secretary-General of ASEAN § There are several marketing models developed by the authors e.g., the 4C Diamond sub-model and the Sustainable Model. § The 20 companies featured as case studies are excellent working models of companies that have used the positioning-differentiation-brand triangle successfully to market their brands.

Download or read book Rethinking Marketing written by Håkan Håkansson and published by John Wiley & Sons. This book was released on 2004 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is the result of a seminar in Spring 2003 that brought together senior marketing Professors from both Europe and the US. The seminar is part of project funded for 4 - 5 years to discuss the future of marketing. Three basic issues are addressed: How should we look at the market and its different forms, given the existence of dynamics? How should we look upon the exchange between market players given the existence of relationships and other close cooperative efforts? What kind of scientific approaches can we use when studying markets and market players? Following a comprehensive discussion of these issues the book concludes by reexamining existing theories in light of these new ideas, challenging existing ways of thinking and looking towards a new future for marketing.

Download or read book Hacking Marketing written by Scott Brinker and published by John Wiley & Sons. This book was released on 2016-03-02 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnout Design "continuous" marketing programs and campaigns that constantly evolve Drive growth with more marketing experiments while actually reducing risk Architect marketing capabilities in layers to better scale and adapt to change Balance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.

Download or read book Rethinking Business Anthropology written by Alf H. Walle and published by Routledge. This book was released on 2017-09-08 with total page 235 pages. Available in PDF, EPUB and Kindle. Book excerpt: Qualitative methods of business research are emerging as vital tools. Business anthropology is at the heart of this movement. Although many recent books provide nuts-and-bolts advice regarding the field, Rethinking Business Anthropology: Cultural Strategies in Marketing and Management discusses the intellectual traditions from which the discipline has emerged and how this heritage opens up new vistas for business research. Gaining these broader perspectives is essential as business anthropologists transcend being mere research technicians and seek to influence organizational policies and strategies. Opening chapters deal with the current status of the field and its relationship to ecological and cultural sustainability. This is followed by discussions of the intellectual foundations of anthropology and their continued importance to business anthropology. An array of chapters provides illustrative applications of business anthropology in order to demonstrate the field's unique and powerful potentials within both scholarly and practitioner research. The book concludes with a discussion of the role of business anthropologists in dealing with indigenous people, rural populations, and cultural enclaves. Increasingly, businesses seek to connect with such communities even though mainstream leaders and negotiators often lack the skills necessary to effectively do so. Business anthropologists, with their dual background in business and cultural diversity are poised to excel in this capacity. An appendix by Robert Tian, editor of the International Journal of Business Anthropology, provides a useful overview of the field as it now exists. As business anthropology comes of age, this timely monograph provides the perspectives needed for the growth and further development of the field and those who work within it. Excellent for the professional bookshelf and as a textbook.

Download or read book Rethinking Market Regulation written by John N. Drobak and published by Oxford University Press. This book was released on 2021-05-25 with total page 183 pages. Available in PDF, EPUB and Kindle. Book excerpt: A subversive approach to economic theory, Rethinking Market Regulation explores the devastating impact of globalisation and a lack of governmental regulation on the US workforce. It challenges two key economic principles: that markets are competitive, making government intervention unnecessary, and the claim that corporations exist for the benefit of their shareholders, but not for other stakeholders. Arguing that both principles are based in myth, this book offers an insightful perspective into the plight of workers faced with widespread job losses through the merging and outsourcing of resources. Rethinking Market Regulation ties together the problems that come with using economic principles as a justification for a lack of government intervention with the harm and widespread social repercussions faced by workers. With a close focus on the personal and financial consequences of losing employment, this book offers a compelling comparison of the legal and social treatment of labor in the US and the EU, closing with the recommendation for a new regulatory regime as a prescription for the current system of mass inequality and widespread job losses. Rethinking Market Regulation is ideal for scholars, professionals and anyone else interested in gaining an alternative perspective to modern US economic theory and market regulation.

Download or read book Rethinking Markets in Modern India written by Ajay Gandhi and published by Cambridge University Press. This book was released on 2020-10 with total page 385 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using historical and ethnographic analyses, this book shows how Indian markets are embedded in society and politically contested.

Download or read book Rethinking Europe s Future written by David P. Calleo and published by Princeton University Press. This book was released on 2003-03-02 with total page 411 pages. Available in PDF, EPUB and Kindle. Book excerpt: Rethinking Europe's Future is a major reevaluation of Europe's prospects as it enters the twenty-first century. David Calleo has written a book worthy of the complexity and grandeur of the challenges Europe now faces. Summoning the insights of history, political economy, and philosophy, he explains why Europe was for a long time the world's greatest problem and how the Cold War's bipolar partition brought stability of a sort. Without the Cold War, Europe risks revisiting its more traditional history. With so many contingent factors--in particular Russia and Europe's Muslim neighbors--no one, Calleo believes, can pretend to predict the future with assurance. Calleo's book ponders how to think about this future. The book begins by considering the rival ''lessons'' and trends that emerge from Europe's deeper past. It goes on to discuss the theories for managing the traditional state system, the transition from autocratic states to communitarian nation states, the enduring strength of nation states, and their uneasy relationship with capitalism. Calleo next focuses on the Cold War's dynamic legacies for Europe--an Atlantic Alliance, a European Union, and a global economy. These three systems now compete to define the future. The book's third and major section examines how Europe has tried to meet the present challenges of Russian weakness and German reunification. Succeeding chapters focus on Maastricht and the Euro, on the impact of globalization on Europeanization, and on the EU's unfinished business--expanding into ''Pan Europe,'' adapting a hybrid constitution, and creating a new security system. Calleo presents three models of a new Europe--each proposing a different relationship with the U.S. and Russia. A final chapter probes how a strong European Union might affect the world and the prospects for American hegemony. This is a beautifully written book that offers rich insight into a critical moment in our history, whose outcome will shape the world long after our time.

Download or read book Rethinking Macroeconomics with Endogenous Market Structure written by Marco Mazzoli and published by Cambridge University Press. This book was released on 2019-12-19 with total page 251 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The last decade has seen a lively debate in macroeconomics, with an increasing criticism on the model that seemed to be dominant in literature since the end of the 1990's, the Dynamic Stochastic General Equilibrium (DSGE, hereafter) and, consequently, the birth of some new theoretical approaches and methodologies"--

Download or read book Rethinking Competitive Advantage written by Ram Charan and published by Random House. This book was released on 2021-04-08 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: From the million-copy-bestselling author of Execution 'Ingenious . . . An insightful and practical guide for leaders and practitioners at every level.' Forbes Welcome to the age of big tech. The old rules no longer apply. How do companies build a competitive advantage in the digital age? In this lively, accessible guide, Ram Charan - million-copy-bestselling author and advisor to some of the world's top CEOs - reveals that the tech giants have radically rewritten the rules of business. If you want to win, you need to learn to play a new game. Delving into the inner workings of the likes of Netflix, Amazon and Alibaba, Charan uncovers the six rules that the digital giants use to stay ahead: from their emphasis on creating corporate 'ecosystems', to the way they approach team organisation and moneymaking. And he outlines how to use these rules to transform your business, starting today. 'One of the world's preeminent counselors to CEOs.' Harvard Business Review 'The most influential consultant alive.' Fortune

Download or read book Rethinking Corporate Sustainability in the Era of Climate Crisis written by Raz Godelnik and published by Springer Nature. This book was released on 2021-06-26 with total page 163 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a clear, critical, and timely analysis of the state of corporate sustainability within the context of the climate crisis. It offers not only a substantive critique of the current efforts but also clarity about the changes needed and how to implement them. The book goes beyond the more common debate on shareholder capitalism vs. stakeholder capitalism to explain the shortcomings of the current approach to sustainability in business, which the author describes as sustainability-as-usual. Using strategic design lenses, the author proposes a new model of awakened sustainability, which offers a transformational shift in corporate sustainability to ensure companies fairly and effectively address the climate crisis. The book presents the numerous changes needed in the environment in which companies operate to enable awakened sustainability and how these changes can be realized. Grounded in the scientific community’s calls for urgent action on climate change, this groundbreaking text provides scholars with an evaluation of current and future trends in corporate sustainability. It connects the dots between the progress made in the last five decades and the opportunities entailed in the work on a regenerative and just vision for companies in this decade and beyond.