krainaksiazek value based marketing strategy 20051626

- znaleziono 29 produktów w 4 sklepach

Value-Based Marketing Strategy - 2843294078

215,45 zł

Value-Based Marketing Strategy Vernon Press

Książki / Literatura obcojęzyczna

This book offers novel methods for developing Value-based marketing strategies aimed at increasing revenue and profits. The Value concept relates all the benefits offered by a product with its price and the effort required to obtain it. Global competition requires managing Value rather than individual products or brands. This fosters customer loyalty, and provides a solid basis for relationship marketing. The book takes a practical, step-by-step approach to explain: . How the forces of supply and demand interact with customer Value; . The relationships between benefits, quantities, prices and costs; . How to develop effective competitive strategies; . How to manage inventory and product mix efficiently; . How to apply the Value model to increase profitability, and solve major marketing problems. The book sets forth several new approaches for marketing and pricing decision-making: . The concept of Value integrates marketing, finance, economics and accounting, in order to link Value-based pricing with relationship marketing. . The law of supply and demand is restated with quantity as a function of Value instead of price; this makes it a more realistic and practical tool for understanding todayżs highly todayżs highly competitive business environment. . The confrontation and complementation concepts provide useful tools for guiding marketers into new segments, and pricing products accordingly. They play a key role for devising win-win strategies, not only with customers, but also with competitors. . The Value Matrix is a practical tool for understanding the productżs positioning, analyzing its competition, setting prices and developing strategy. It aims at achieving an optimal balance between customer loyalty and product mix profitability. . The Value Life Cycle illustrates how Value acts as a force that constantly changes revenue, providing insight for developing strategies in each phase of the productżs life cycle. . Analogies with physics illustrate how policy constraints create resistance to sales velocity, thereby determining the rate at which a firm advances towards its financial and marketing goals. . The strategy for pricing business services applies Value to balance supply with demand; this leads to increased revenue. . The marketing approach set forth unifies product portfolio and inventory management with Value-based pricing for maximizing income. Clear explanations and accessible language make this book ideal for marketing professionals and non-specialists. Advanced readers may refer to the appendices, where the subjects are analyzed further and the mathematical foundations are laid out; numerous solved problems of pricing and costs are included.

Sklep: Libristo.pl

Marketing strategy Report - Bionade GmbH - 2826892174

171,82 zł

Marketing strategy Report - Bionade GmbH GRIN Verlag

Książki / Literatura obcojęzyczna

Studienarbeit aus dem Jahr 2006 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: -, Edinburgh Napier University, Sprache: Deutsch, Abstract: This report shows the marketing strategy plan for the next 5 years for the beverage company Bionade GmbH. It is based on an external and internal marketing audit of this organisation (appendix). The product performed well. Sales rates increased about 350% over the last years. They did not do any big marketing campaigns. To achieve the planned sales forecast over the next year and to protect the current market leader ship in the segment of healthy functional drinks, a marketing mix will be established. The current external environmental forces are mainly support the organisation s business. Changed consumer patterns regarding a higher consumption of healthy food, as well as the faster lifestyle and the bad image of global companies in the group of younger adults are the main reasons for the increased sales of Bionade. The brand is characterised as unique, innovative, healthy, value added, credible, social and green . The marketing strategy is based on a mass market penetration strategy in the domestic market and a new market entry strategy in the international markets. The main objective is to keep the current competitor advantages of the unique product in hole. The main task for future is to increase brand awareness and sales by marketing communication and the development of the product line. Additionally in future the current distribution strategy in cooperation with the distribution company of Coca Cola Company will be used to get into all traditional retail channels in the domestic and the international markets. In a long time view own sales offices should be open in the main markets to organise distribution, marketing and communication in these countries. The price in the domestic market will increase up to a compared price level of classical soft drinks. Bioande has the chance to be a mass product by a high level of quality. But the differentiation is not done by the price. The transfer in the international markets will be follow a clear and credibility branding strategy.

Sklep: Libristo.pl

International Marketing Strategy - 2836099050

360,30 zł

International Marketing Strategy PEARSON

Książki / Literatura obcojęzyczna

International Marketing Strategy, 5th Edition illustrates the full range of tasks facing the firm in today's competitive business environment. The book explains how to integrate the various market entry and development strategies into a series of decisions that reflect an interplay of the international marketing environment, technological forces and strengths and weaknesses of the firm. The book is truly international and has been written from the point of view of the firm competing in international markets irrespective of country of origin and is strongly research based. The fifth edition is relevant for final year undergraduates or postgraduates who already have a marketing management background. This book will also appeal to the manager who thinks strategically about the development and growth of the firm in international markets and to managers who wish to keep abreast of the most recent thinking in their specialized field.

Sklep: Libristo.pl

Account Based Marketing for Dummies - 2834692038

105,19 zł

Account Based Marketing for Dummies John Wiley & Sons Inc

Książki / Literatura obcojęzyczna

Grow your account list with an effective account-based marketing strategy§§Buyers have changed the B2B marketing game. Account-Based Marketing For Dummies is here to give you the tools to transform your current approach to find, reach, and engage with your potential customers on their terms to meet their ever-changing demands. Packed with expert tips and step-by-step instructions, this book shows you how to analyze current data to identify the accounts with the biggest ROI opportunities and execute effective, account-specific techniques that get results.§§This practical guide takes the intimidation out of account-based marketing in today's highly digitized world. You'll be armed with the knowledge you need to increase your reach in real time, giving you greater exposure to other decision-makers and influencers within an account. You'll discover how, through a combination of marketing technology and online advertising, your messages can be displayed where and when your customers already engage online.§Align your sales and marketing teams for greater success in your ABM efforts§Analyze data to identify key accounts§Target your messages for real-time interaction§Integrate your campaign with marketing automation software§§If you're a member of a sales or marketing team already using a CRM tool who's looking to increase your reach, Account-Based Marketing For Dummies has you covered!

Sklep: Libristo.pl

Global Sourcing Strategy - 2845100634

402,19 zł

Global Sourcing Strategy Greenwood Press

Książki / Literatura obcojęzyczna

This unique book explores the complex issue of how successful multinational firms manage interfaces of R&D, manufacturing, and marketing on a global basis, emphasizing the linkages among them in the value chain. The author calls this interface issue global sourcing. The major objective of the book is to investigate the market performance of various global sourcing strategies employed by multinational firms. In particular, successful Japanese cases are scrutinized to better understand the nature of global competition being shaped by Japanese firms. Based on his extensive theoretical and empirical research, the author provides practical and normative guidelines for managing new product design and development, manufacturing, and marketing around the world. These include proactive product standardization, emphasis on both product and manufacturing process innovations, integrated procurement of major components, and marketing on a global basis. The book is divided into two parts. Part I investigates European and Japanese multinational firms' sourcing strategies and related management issues that facilitate development of their sourcing strategies. Part II examines whether practical and normative implications gleaned from the experiences of European and Japanese firms equally apply to successful U.S. multinational firms. Although the European and Japanese data and the U.S. data are not directly comparable, similar findings warrant generalilzability of the performance implications of various sourcing strategies. Finally, based on research findings, the author offers long-term implications for emerging issues, including the role of product design as a competitive weapon and emerging strategic alliances for new product development on a global basis.

Sklep: Libristo.pl

New Language of Marketing 2.0 - 2846355980

146,60 zł

New Language of Marketing 2.0 IBM Press

Książki / Literatura obcojęzyczna

"Marketing has entered a new era of rapid advance. Those unwilling to experiment with new combinations of traditional and internet marketing will be left behind." -Chris Trimble, Adjunct Associate Professor of Business Administration, Tuck School of Business at Dartmouth and Coauthor, Ten Rules for Strategic Innovators: From Idea to Execution "It's no secret that business has been changing dramatically over the last decade. To succeed in this rapidly changing environment, businesses must adapt their marketing strategies accordingly-The New Language of Marketing 2.0 provides practical, proven, and prescient tools to do exactly that." -Dr. Steve Moxey, Research Fellow, High-Tech Marketing, Manchester Business School "Most U.S. marketers mistakenly think 'going global' is just a matter of translating your promotional materials into different languages and widening your media buys. Packed with real-life examples, this new book amply demonstrates that successful global marketing is actually all about local marketing. Learn how to give a local spin within each regional marketplace for global success." -Anne Holland, Founder, MarketingSherpa Inc Use ANGELS and Web 2.0 Marketing to Drive Powerful, Quantifiable Results For every marketer, strategist, executive, and entrepreneur Today, marketers have an array of radically new Web 2.0-based techniques at their disposal: viral marketing, social networking, virtual worlds, widgets, Web communities, blogs, podcasts, and next-generation search, to name just a few. Now, leading IBM marketing innovator Sandy Carter introduces ANGELS, a start-to-finish framework for choosing the right Web 2.0 marketing tools-and using them to maximize revenue and profitability. Carter demonstrates winning Web 2.0 marketing at work through 54 brand-new case studies: organizations ranging from Staples to Harley Davidson, Coca-Cola to Mentos, Nortel to IBM itself. You'll discover powerful new ways to market brands and products in both B2B and B2C markets...integrate Web 2.0, experiential, and conventional marketing...maximize synergies between global and local marketing...gain more value from influencers, and more. Includes information, case studies, and working examples for next generation marketing strategies such as: * Social networks with virtual environments, including Second Life * Online communities including Facebook * Viral Marketing and eNurturing * Serious Gaming * Widgets * Wikis * Blogging, including Twitter * RSS * Podcasting * Videocasting Whether you're a marketing professional, Web specialist, strategist, executive, or entrepreneur, this book will help you drive immense, quantifiable value from Web 2.0 technologies-now, and for years to come. Sandy Carter's breakthrough ANGELS approach, a step-by-step framework for success: Analyze and ensure strong market understanding Nail the relevant strategy and story Go to Market Plan Energize the channel and community Leads and revenue Scream!!! Don't forget the Technology! BONUS Content Available Online: Additional chapters, case studies, examples, and resources are available on the book companion site, ibmpressbooks.com/angels. ================================== Table of Contents Introduction A: Analyze Here, There, and Everywhere Chapter 1: Listening and Analyzing in the Global World Chapter 2: Segmentation in Action: The Nortel Case Chapter 3: Globalization: Lenovo, Google, Unilever, and IBM N: Nail the Strategy Chapter 4: Fish Where the Fish Are and Use the Right Bait Chapter 5: Relevance and Roles: Forrester Research Chapter 6: Lightly Branded: EepyBird, The Coca-Cola Company, and Mentos Chapter 7: Corporate Social Responsibility: IBM's Project Green and Marks & Spencer G: Go-to-Market Chapter 8: Break Through the Noise Chapter 9: Influencer Value: The IBM Case Study E: Energize the Ecosystem and Market Chapter 10: The New Vessels Chapter 11: Energize the Channel with Communities: OMG, Adobe and Rubicon Consulting, and Harley-Davidson Chapter 12: Virtual Environments: The Coca-Cola Company and IBM Chapter 13: Widgets: The Use of Widgets at IBM Chapter 14: Blogs: Midwest Airlines and IBM Chapter 15: Serious Gaming: IBM's Innov8 L: Leads and Revenue Chapter 16: Show Me the Money: A Discussion with Google, the Marketing Leadership Council, and MarketingNPV Chapter 17: Innovation, Engagement, and Business Results: adidas Group, ConAgra Foods, and Tellabs Chapter 18: Marketing Dashboards: IBM Cognos S: Scream Through Technology Chapter 19: Screaming World Changes Chapter 20: Technology Matters: IBM, Staples, Dell, and MyVirtualModel Putting It All Together Chapter 21: End-to-End Example: IBM WebSphere and the SOA Agenda, Prolifics, and Ascendant Technology Chapter 22: The Top 10 Don'ts and the Marketing Organization of the Future The following materials can be found on the companion Web site at ibmpressbooks com/angels: Online 1: Relationship and Word of Mouth: Rackspace Online 2: Personal Branding Online 3: National Environmental Policy Act

Sklep: Libristo.pl

Hispanic Marketing - 2212825950

147,60 zł

Hispanic Marketing Butterworth Heinemann

Biznes

This book is about strategic thinking in Hispanic marketing. The size and economic importance of the Hispanic market in the US are attracting enormous attention. The buying power of the US Hispanic market is now larger than the GDP of the entire country of Mexico, and it is the second largest Hispanic market in the world. Businesses and institutions have launched major initiatives to reach this important segment. Yet, the number of qualified individuals who understand the market is small; and many of those already catering to the market still struggle to learn about its intricacies. This book is a cultural approach to Hispanic marketing. Each of the chapters describes and explains the cultural principles of Latino marketing. Recent case studies help marketers relate to the material pragmatically. The book integrates concepts and practical examples and provides critical guidance to discern between alternative courses of action. This book is not about repeating well-known statistics, but about the Hispanic market as a cultural target. It takes a profound look at the values, beliefs, and emotions of US Hispanics, which impact consumer behaviour. Each of the chapters has been the subject of public presentations and lectures to marketing professionals. It is their positive reactions as well as the authors

Sklep: Albertus.pl

New Rules of Green Marketing - 2826645848

94,88 zł

New Rules of Green Marketing Casemate

Książki / Literatura obcojęzyczna

For too long, marketers of sustainable goods and services have targeted "deep green" consumers to promote their products - and they have little to show for their efforts. In this innovative book, Jacquelyn Ottman shows how the green market has moved beyond such niche marketing, and how marketers will find greater success promoting the inherent superior value of their offerings. Greener products are now available within every industry and are a part of our everyday lives. But they didn't get to be so ubiquitous just because they are better for the planet. Whether they were promoted as such or not, sales of green products have grown so fast because of the added value they provide: health, superior performance, good taste, cost-effectiveness, or simply convenience. This central emphasis on primary benefits - the new rules - is critical to winning over the mainstream consumer and to driving overall organizational growth. The New Rules of Green Marketing helps readers understand why value-based sustainability marketing has become a critical organizational capacity, and how readers can adopt this approach in their own organizations. Illustrated by examples from both international mainstream and the more niche "deep green" leaders who are showing everyone else the way, the book provides practical strategies, tools and inspiration for building every aspect of a credible value-based green marketing strategy, including: * How to use a proactive approach to sustainability to spur innovation * How to frame environment-related benefits with relevance to mainstream brands * How to communicate with credibility and impact - and avoid "greenwashing" * How to team up with stakeholders to maximize outreach to consumers * How to use a life cycle orientation to ensure the integrity of one's offerings * How to best take advantage of recent technological advances in social media Drawing on the latest data from leading researchers and reflecting on learnings from Ottman's corporate clients and other pioneers including GE, Nike, HSBC, Method, Starbucks, Timberland, HP, NatureWorks, Philips, Procter & Gamble, Stonyfield Farm and Wal-Mart, this book shows how market leaders are edging out the competition using effective value-first marketing strategies. This book captures the best of the author's previous groundbreaking books on green marketing and takes the content into the 21st century. Whereas earlier works focused on readers who were less familiar with green initiatives, this work squarely focuses on a new generation of marketers who likely themselves grew up with an appreciation of sustainability and who want and need to know how to connect effectively with mainstream consumers.

Sklep: Libristo.pl

Mobile Marketing - 2826752615

148,18 zł

Mobile Marketing Wiley

Książki / Literatura obcojęzyczna

A step-by-step guide to successful mobile marketing strategies§Go from zero to sixty with this practical book that helps you craft and deploy mobile marketing strategies for everything from brand building to lead generation and sales. As part of the popular do-it-yourself, Hour A Day series, this new book is full of advice, practical tips, and step-by-step tactics you can put to use right away. Start leveraging location-based marketing via Foursquare and Yelp, see how to set up and manage mobile commerce, and try such technologies as QR codes, ambient communication (RFID and Bluetooth), mobile broadcasting, and more.§Take action now and mobile-loving customers will soon find you, thanks to these successful ideas and strategies from expert mobile marketers, Rachel Pasqua and Noah Elkin.§Shows you step by step how to develop, implement, and measure a successful mobile marketing strategy§Pares down a complex process into approachable, bite-sized tasks you can tackle in an hour a day§Covers vital mobile marketing weapons like messaging, mobile websites, apps, and mobile advertising to help you achieve your goals§Gets you up to speed on location-based marketing via Foursquare and Yelp, using mobile commerce, and leveraging technologies such as as QR codes, ambient communication (RFID and Bluetooth), and mobile broadcasting§Mobile Marketing: An Hour A Day is a must-have resource for marketers and advertisers who want a compelling mobile presence.

Sklep: Libristo.pl

Intercultural Competence - The Key to Successful International Marketing - 2826749885

241,31 zł

Intercultural Competence - The Key to Successful International Marketing GRIN Verlag

Książki / Literatura obcojęzyczna

Doctoral Thesis / Dissertation from the year 2015 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, Comenius University in Bratislava (Faculty of Management), language: English, comment: ITMC method may be implemented in intercultural development within the areas of international marketing, human resource management and organizational development. Enlarged ITMC method presents an innovation in the field of intercultural communication training. Additionally, many parts of the dissertation thesis based on synthesis are reflecting and reminding the monographies oriented on selected areas of international management, cross-cultural marketing and intercultural communication and can be used as a relevant source of knowledge in particular fields., abstract: In today's globalized world, international marketing becomes more and more important for businesses aiming to be successful on a global level. As Monika V. Kronbügel shows in her up-to-date dissertation, attaining cross-cultural competence has therefore become a key factor in ascertaining business's success. Cultural differences may lead to specific preferences and require an adaptation of the marketing strategy to secure a product's profitability. Accordingly, already during the phase of product development, it is helpful to analyze the cultural and social context of certain customer groups. Especially in supersaturated markets with comparable company goods and services, economic success can depend on such comparatively slight product differentiation.§However, the relevance of intercultural competence has often been overlooked. This dissertation introduces a 4-phase-model for intercultural training - the ITMC-Method. It is designed to support businesses in their intercultural development. The author investigates how far businesses already make use of their possibilities to meet the cross-cultural and developmental requirements.§§Monika V. Kronbügel is an expert on the subject of international marketing as well as on working with such a diversity approach. She has collected valuable experience in international business development for many years and is now managing her own internationally oriented company dealing with organizational & people development.§§Key words: marketing, culture, international marketing, intercultural marketing, cross-cultural, intercultural, management, global marketing, globalization, leadership, diversity, mentality, behavior, attitude, communication, training, learnings, ITMC

Sklep: Libristo.pl

Private label brands are a threat for high value manufacturer's brands such as Charmin ! - 2845289732

310,65 zł

Private label brands are a threat for high value manufacturer's brands such as Charmin ! GRIN Verlag

Książki / Literatura obcojęzyczna

Master's Thesis from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, grade: 1.0, University of Sunderland, language: English, abstract: This research project presents the outcomes of a case study analysis of Procter and Gamble s operations in the disposable paper industry, focussing on consumer buying behaviour, branding and pricing as strategic elements in marketing. The dynamics of the industry, as well as challenges faced by manufacturers towards the growing threat of private label brands will be outlined. Procter & Gamble, founded in 1837 is a global manufacturer of consumer goods operating in more than 80 countries with over 110,000 employees. It started its operation in Germany in1960 and is ranked third in the disposable paper industry regarding market share. After introducing the nature of consumer behaviour, and its linkage to Procter & Gamble s strategic marketing activities, an extensive literature review will be given. The research topic is put in a conceptual and theoretical context by examining literature about the strategic, the operational dimension relevant to this piece of work. The author defined the appropriate methodology and research design, necessary to achieve the research objectives of this study.Firstly, strategic marketing changes and the dynamics of the disposable paper industry were critically analysed based on secondary data. Secondly, the gathered primary data will be presented and discussed in order to identify consumer buying behaviour concerning a product s pricing and branding strategy.Thirdly, conclusions were drawn about P & G s success or failure in the industry, supported by Porter s five forces model. The development of the company s value pricing strategy will be outlined based on secondary data. Concluding, it can be said that an effective marketing strategy considering high value manufacturer s brands is crucial for achieving a sustainable competitive position in the marketplace.

Sklep: Libristo.pl

Strategic management - 2843906192

180,87 zł

Strategic management Books on Demand

Książki / Literatura obcojęzyczna

Source: Wikipedia. Pages: 195. Chapters: Keiretsu, Business model, Business plan, Leadership, Cross ownership, Vendor lock-in, Perceptual mapping, Scenario planning, Resource-based view, First-mover advantage, Benchmarking e-learning, Balanced scorecard, Marketing mix modeling, Competitive intelligence, Organizational learning, Management consulting, Context analysis, Strategy dynamics, Loyalty marketing, Marketing management, Digital strategy, Marketing performance measurement and management, Experience curve effects, Competence-based management, Business System Planning, Influencer marketing, Capability Management in Business, Porter five forces analysis, Zaibatsu, Vertical integration, SWOT analysis, Demand chain, Vitality curve, Enterprise portal, Marketing warfare strategies, Alliance Data, Competitor analysis, Business cluster, Enterprise planning systems, Crisis, Value chain, Narcissistic leadership, Fuld-Gilad-Herring Academy of Competitive Intelligence, Push pull strategy, Switching barriers, Strategic Technology Plan, National Diamond, Profit impact of marketing strategy, Virtual Value Chain, Marketing effectiveness, Business Network Transformation, Indovation, Strategic thinking, Porter's Four Corners Model, Technology strategy, Association of Management Consulting Firms, Toxic leader, The Experience Economy, Guerrilla marketing, PEST analysis, Competitive heterogeneity, Bad apples excuse, Segmenting and positioning, Mass customization, Management by objectives, Reverse innovation, Hoshin Kanri, Complexity management, Competitive advantage, Institute of Consulting, Process scorecard, Aggressiveness strategy, Core competency, National Business Research Institute, The New Age of Innovation, G. E. multi factoral analysis, Corporate foresight, Training Package, Operational responsiveness, Third Frontier, How Strategy Shapes Structure, Integrated business planning, Return on marketing investment, Offensive marketing warfare strategies, Chaotics, Cluster development, Workplace strategy, BSC SWOT, Location intelligence, Value proposition, Proximity mapping, Corporate group, Marketing myopia, Exit strategy, Strategic early warning system, Dominant Design, Horizontal integration, Strategic group, Blindspots analysis, Strategic fit, Defensive marketing warfare strategies, Strategic business unit, Critical success factor, Organizational diagnostics, Marlin & Associates, Market Segmentation Index, Flanking marketing warfare strategies, Resource allocation, JAPS, Toolkits for User Innovation, Technology Scouting, E-learning Maturity Model, Employee experience management, Tipping point, Cash cow, Delta Model, Demand Signal Repository, Financial plan, Institute for Competitive Intelligence, International strategic management, Performance transformation, Four phase model, Vertical disintegration, Value migration, Talent portfolio management, Business Strategy Game, Six Forces Model, Rule of three, Value shop, Market share, Glo-bus, Ecological model of competition, Leverage, Cost leadership, Functional Strategy, Certified Management Consultant, Outsights, Customer advocacy, Lead scoring, Patronage concentration, The Cellar, Structure follows strategy, Predictable surprise, Telescopic Observations Strategic Framework, Industry or market research, Business transformation, Journal of Contingencies and Crisis Management, VRIO, Core product, Transition companies, Youth leadership, Go to market, Segment architecture, Business model design, IFE matr...

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An Approach to Enhancing the Success of Material Innovation through Value Chain Partner Integration - 2841439995

217,99 zł

An Approach to Enhancing the Success of Material Innovation through Value Chain Partner Integration Fraunhofer Verlag

Książki / Literatura obcojęzyczna

One of the most innovative branches is material engineering or material science. So it is astounding that constantly over time studies show that the majority of product innovations in material engineering are an economic failure in the market place, even if they have been technically advanced according to function and featured characteristics. Against it is shown that the success of material innovations can be increased through a collaboration between material producer and downstream player in the value chain. In order to do so, a framework to conceptualize technology- pull effect is developed based on insights from various disciplines like innovation management, marketing and consumer behaviour studies. The outcome shows that a joint innovation strategy can be the key to reducing the failure rate of material innovations. Therewith this study contributes to innovation management research, as well as to practical management.

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Managing the New Customer Relationship - 2826837956

138,98 zł

Managing the New Customer Relationship Wiley

Książki / Literatura obcojęzyczna

Praise for MANAGING THE NEW CUSTOMER RELATIONSHIP "Gordon delivers an impressive synthesis of the newest methods for engaging customers in relationships that last. No organization today can succeed without the mastery of customer relationship management strategy fundamentals. But to win in the decades ahead, you must also understand and capitalize on the rapidly evolving social computing, mobility and customer analytics technologies described in this book. Checklists, self-assessments and graphical frameworks deliver pragmatic value for the practicing manager." -- William Band, Vice-President, Principal Analyst, Forrester Research Inc., Cambridge, MA "A very comprehensive and practical book on managing relationships with existing customers in the age of social media! I particularly enjoyed reading chapters on teaching customers new behaviors, which were illustrated by excellent case studies." -- Jagdish N. Sheth, Ph.D. , Charles H. Kellstadt Professor of Marketing, Emory University, Atlanta, GA "The strategic breadth and depth of this book is impressive as Gordon explores the new customer and how to plan and manage the new customer relationship. I found his review of strategies, techniques and technologies for social, mobile, mass customization and customer analytics to be particularly insightful. Gordon urges marketers to live and breathe one-through-one marketing and to master social engagement techniques. The checklists, cases and examples make the content grounded and actionable. This is an important, current and detailed book to which every organization should pay close attention to improve customer relationships and create shareholder value." -- Marcus Ruebsam, Vice-President, Line-of-Business Marketing Solutions, SAP AG, Walldorf, Germany "There are many books on CRM, but I recommend this one because Gordon's book does what others do not. He considers CRM strategy and evolves it to recognize a new customer, one who is always connected, socially available and influential. The book doesn't just discuss many point solutions for specific marketing challenges; it integrates technology with strategy, people, process and customer analytics to develop relationships continuously. This book is a broad and deep exploration of CRM, providing practical, fact-based perspectives that every company can use to validate and rethink their customer and stakeholder relationships." -- Helmuth Cepeda, Small, Medium and Distribution Director, Microsoft Mexico, Mexico City, Mexico Marketing has changed fundamentally in the last few years and has become an entirely new discipline, one that focuses on a new customer and a new relationship, framed by new principles, strategies, processes, roles and tactics. Individual customers are economically targeted and served, and treated as segments of one rather than members of a target market. Word of mouth and recommendations are vital as customers influence one another more than a company can do within its own advertising or customer dialogs. Today's customer is always online, accessible and connected. Now marketing is not only direct and customer-specific but a continuous process by which companies seek to engage customers and be progressively more relevant, attractive and valuable. This is the era of a new customer relationship--an individual relationship that is social, mobile and local, influenced by peers and shaped by cognitive, behavioural and social psychological principles. New techniques, processes and technologies transform what it means to implement marketing strategy and achieve improved business results. The new customer relationship requires that even those companies that have embraced customer relationship management ought to reassess their customer management. Now every marketing decision, whether online or in the physical world, whether of a technological nature, whether it affects customer experience, communications, dialogs, teaching or organizational memory, every decision should be seen through a single lens focused on the individual customers who matter most. Managing the New Customer Relationship provides a strategic and practical guide to help companies attract, develop, sustain and build more valuable relationships by: Expanding upon existing customer relationship management theories, concepts and methods to make these considerations more useful, strategic and contemporary Recognizing the profound importance of social media and how to plan customer engagement in the social context of each customer Exploring new technologies that offer new opportunities for engaging customers, including mobile, local, the cloud and customer analytics Demonstrating how to develop customer-specific understanding, predict what customers will want next, and how to manage each individual customer, and Offering perspectives to help the organization endure by focusing a chain of relationships on the end customer and creating meaning for stakeholders that can make relationships more intense and robust. Managing the New Customer Relationship is for organizations of all sizes in all industries, for private- and public-sector organizations and not-for-profits. In short, every organization can apply the new principles, strategies, techniques and technologies discussed here to recognize important marketplace changes, plan to improve relationship and financial results and capture new shareholder value from new customer relationships.

Sklep: Libristo.pl

Copy Copy Copy: The art of pattern booking and cha nging mas - 2834687577

131,37 zł

Copy Copy Copy: The art of pattern booking and cha nging mas Wiley

Książki / Literatura obcojęzyczna

100 pick-up-and-use marketing strategy templates-get copying! Copy, Copy, Copy is a big, bright volume of templates designed to help marketers and managers more efficiently change human behaviour through social influence. Based on the argument that copying is human nature and innovation isn't always the best goal, this book offers one hundred actual pick-up-and-use marketing plan templates specific to various scenarios. It's like a recipe book for human behaviour. Each strategy is illustrated by an example in marketing or contemporary pop culture from around the world and across different platforms, demonstrating the successful application of the techniques described. Copying helps humans navigate the world. From user reviews and bestseller lists to baby names and fashion trends, human beings are a social species that rely on one another to make sense of the bewildering array of choices that confront us every day. Copy, Copy, Copy describes how marketers can take advantage of this tendency to steer consumer behaviour and desires toward a strategic goal. Learn how much consumers copy each other and how you can utilize that for effective marketing campaigns Using case studies and examples of successful campaigns-each relating to a different behaviour Ready-made templates for more efficient strategy and planning More than just a book of behavioural theory, this guide invites you to do what the title says-copy, copy, copy. Expertly designed templates eliminate the need to build a brand new strategy from the ground up, allowing the efficient creation of a deployment-ready campaign. For marketers and managers looking to stay in front of the herd, Copy, Copy, Copy is the highly practical guide for changing mass behaviour.

Sklep: Libristo.pl

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