krainaksiazek value based marketing strategy 20051626

- znaleziono 25 produktów w 4 sklepach

International Marketing Strategy - 2836099050

340,37 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

98,61 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

Mobile Strategy - 2854291122

124,67 zł

Mobile Strategy PEARSON

Książki / Literatura obcojęzyczna

Navigate the Mobile Landscape with Confidence and Create a Mobile Strategy That Wins in the Market Place Mobile Strategy gives IT leaders the ability to transform their business by offering all the guidance they need to navigate this complex landscape, leverage its opportunities, and protect their investments along the way. IBM's Dirk Nicol clearly explains key trends and issues across the entire mobile project lifecycle. He offers insights critical to evaluating mobile technologies, supporting BYOD, and integrating mobile, cloud, social, and big data. Throughout, you'll find proven best practices based on real-world case studies from his extensive experience with IBM's enterprise customers. Coverage includes * Understanding the profound implications and challenges of consumerized IT in the mobile space * Uncovering powerful new opportunities to drive value from mobile technology * Transforming "systems of record" to "systems of engagement" that fully reflect context and intelligence * Identifying proven patterns for delivering common mobile capabilities in operations, commerce, collaboration, and marketing * Managing security threats related to lost/stolen devices, insecure Wi-Fi, and built-in cameras * Choosing mobile data protection, security, and management options: wrappers, containers, virtualization, mobile Software Development Kits (SDKs), virtual private networks (VPNs), Mobile Device Management (MDM), Mobile Application Management (MAM), and anti-malware * Handling the "app store" distribution model and managing updates * Using mobile middleware to support multiple platforms and back-end connectivity with less complexity * Building and integrating high-quality mobile apps-and getting useful customer feedback to improve them * Addressing international considerations and emerging markets * Mastering methodologies for successfully and rapidly executing mobile projects * Converging mobile, cloud, social, and big data into a single high-value IT delivery platform

Sklep: Libristo.pl

Using Trends and Scenarios as Tools for Strategy Development - 2854334706

194,76 zł

Using Trends and Scenarios as Tools for Strategy Development Publicis MCD Verlag,Germany

Książki / Literatura obcojęzyczna

Is my enterprise really prepared for future business? What can I do to become more competitive? Ulf Pillkahn's book is directed at all of those seeking answers to these questions: executives in strategic positions, business analysts, consultants, trend scouts, marketing and product managers and research engineers. The book presents the two most powerful tools for future planning: environmental analysis, based on the use of trends, as well as the development of visions of the future through the use of scenarios. While scenarios are generally regarded as a classical management tool, it is expected that the importance of trends will gain tremendously in the coming years. Pillkahn demonstrates how to build robust strategies by aligning the results of environmental and enterprise scenarios, thereby offering entirely new insights. "Using Trends and Scenarios as Tools for Strategy Development" convincingly illustrates why efficient observation of the environment of an enterprise is an absolutely essential factor for strategy development, and why strategy development only works if it is institutionalized as a permanent enterprise process. It also addresses the issue of what information is needed to keep both processes running. The book further describes how trends can be categorized, and offers advice on how to glean the essential information from the vast variety of trends. Information is provided on how scenarios are used as a holistic instrument for creating visions and pictures of the future, and how the results of trend research and scenario techniques find their way into entrepreneurial strategy development. An optimized strategy development process is also outlined. Practical examples and real-life pictures of the future round off Pillkahn's insightful discussion of future business planning.

Sklep: Libristo.pl

Mobile Marketing Channel - 2854443483

197,39 zł

Mobile Marketing Channel Springer, Berlin

Książki / Literatura obcojęzyczna

This book attempts to address, explore, and conceptualize the epistemological paradigms of SMS as an alternative marketing channel or in combination with other existing traditional channels. It promotes a multichannel strategy in the light of synthesized marketing distribution, consumer behavior, and information and communication technology (ICT)-related behavioral theory to develop, establish, and launch a guiding theory and practice for this emerging area. Usage of mobile phones and hand-held wireless devices is growing and diffusing so quickly that 21 st century marketing managers find a great potential for this wireless channel to be the most effective media for maintaining a consumer relationship that provides the highest quality service. The emergence of SMS-based direct marketing as a distinct channel or embedded with other channels is characterized by several issues, challenges, barriers, and limitations. This book examines and postulates the following interrelated issues related to wireless marketing (particularly the SMS-based marketing channel): (i) Consumer behavior for mobile phone SMS - perception, exposure, and attention; (ii) Consumer attitudes toward SMS-based marketing channels; (iii) The scope of SMS to meet consumer service output demands from an online channel; (iv) Consumer selection criteria for mobile phone SMS channel structure; (v) Mobile channel structure as an efficient and effective consumer interaction mode; and (vi) Consumer multichannel behavior. It is important to use the SMS-based mobile channel as a radical tool of interactive marketing and seamless service marketing, as there is the opportunity to maximize, u§ntil now, unutilized benefits of this efficient and popular direct marketing channel.§§

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

103,89 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

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

123,35 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

The Mintzberg Debate - 2854581916

84,10 zł

The Mintzberg Debate GRIN Verlag

Książki / Literatura obcojęzyczna

Seminar paper from the year 2008 in the subject Business economics - Business Management, Corporate Governance, printed single-sided, grade: 2,1, Griffith College Dublin (Griffith College Dublin), course: Marketing Strategy, 8 entries in the bibliography, language: English, abstract: This assignment is a critical review of the strategic management theory of nowadays business, based on the business article Musings on Management by Henry Mintzberg. He meets a hard criticism on today s management values and claims a huge lack of understanding of on-going processes within an organisation due to hierarchical structures, no transparency and a wrong application of strategic thinking. As a result of this error, he argues numbers and costs being put over core assets such as qualified employees and that strategic approaches are not being applied correctly. But what is strategic management? Businesses can not do business without the right strategy. It is an indispensable tool, which builds the foundation for every single operational activity of the company. Every step is based on decisions that have been evaluated and made in the past. Defining strategic management, it can be outlined as the process that focuses on achieving and maintaining a strong competitive advantage in the future and on meeting the customer s needs and demands. Furthermore, it implies the application of corporate strategy to all aspects of the organisation. With greater empowerment, strategy not only affects CEO s but also employees in any organisational department. In this context, the author believes that the mass firings Mintzberg is animadverting in his article are not the right strategy to generate long-term success for a company. Since today s customers have an almost unlimited assortment of products and services, one better and fancier than the other one, the perceived distinction towards a brand can guarantee a stable market position. In order to achieve this, the customer must be provided a superior service and, more importantly, a company must make a connection to the customer and develop long-term relationships. However, this will be difficult to achieve, if positions are being rationalised and employees lose motivation. (...)

Sklep: Libristo.pl

Business Valuation - 2843243867

89,90 zł

Business Valuation

Nauki społeczne, ekonomiczne, prawne >Ekonomia. Marketing. Biznes.

Business valuation is invariably linked with the focus on value maximisation. The goal of every company is to increase its equity, which requires the development and implementation of a long-term value creation strategy. The economic value of an enterprise is of primary importance here, such value being understood as the enterprise

Sklep: Prolibri.pl

Business Valuation. A basic approach - 2843252513

76,40 zł

Business Valuation. A basic approach Poltext

KsiążkiEkonomia / MarketingW języku angielskimPoradniki

Business valuation is invariably linked with the focus on value maximisation. The goal of every company is to increase its equity, which requires the development and implementation of a long-term value creation strategy. The economic value of an enterprise is of primary importance here, such value being understood as the enterprise

Sklep: NaszaSzkolna.pl

Refining Design for Business - 2854296844

187,01 zł

Refining Design for Business PEARSON

Książki / Literatura obcojęzyczna

This book features over 60 detailed examples of A/B tests run by 20 companies, including: Adobe, American Express, Comcast, Electronic Arts, Facebook, Foursquare, Google, IBM, LinkedIn, Marriott, Obama for America, Saks Fifth Avenue, T-Mobile, and The Washington Post. In this book, you will learn how to: * Change the standard design process most companies follow to enhance accountability for generating business and customer value, while creating new opportunities for collaboration and innovation.* Use qualitative and quantitative research to uncover customers' unmet needs, and A/B test new designs to help customers accomplish their goals.* Apply customer-centric design principles based on the advice of experts from Google, Facebook, The Washington Post, Saks Fifth Avenue, and others, who share how they help their customers with before-and-after examples of their designs. This book is divided into three parts: Part 1: Creating Engaging Customer Experiences. This part discusses the level of importance design now plays in the business world, challenges the standard design process implemented by most companies, and introduces the Iterative Optimization Methodology by showing how design testing can lead to more creative and impactful designs. Part 2: The Iterative Optimization Methodology. Using real-life examples, this part describes how to drive business and customer value in step-by-step detail. It shows how companies can integrate qualitative and quantitative customer research, prioritize website sections and design ideas for testing, experiment with new designs under real market conditions, and scale optimization techniques across their organization. Part 3: Visual Business Cases. In this part, business leaders from 20 companies share examples of their favorite design tests and discuss practical approaches for using data to inform customer-centric design: * Adobe: Mikel Chertudi, Senior Director, Media & Digital Marketing * Ally Bank: Andrew Switzer, Director of Online Sales and Marketing * American Express: Thomas Lau, Senior Manager, Online Prospect Acquisition * Caesars Entertainment: Chris Kahle, Web Analytics Manager * Comcast: John Williamson, Senior Vice President and General Manager of Comcast.com * Dell: Emily Campbell, Executive Director of Global E-Commerce * Dollar Thrifty Automotive Group: Sandy Martin, Director of eMarketing & Administration * Electronic Arts: Zimran Ahmed, Director of Product Management and Strategic Planning * Facebook: Nate Bolt, Design Research Manager * Foursquare: Simon Favreau-Lessard, Software Engineer * Google: Jon Wiley, Lead Designer, Google Search * Hightail: Linda Tai, Director of Analytics * IBM: Phil Corbett, Manager, Marketing Analytics * LinkedIn: Amy Parnell, Principal Designer * Marriott International: Kenyon Rogers, Director of Digital Experiments * Obama for America: Kyle Rush, Deputy Director of Front-end Web Development * PetCareRx: Blake Brossman, Founder and COO * Saks Fifth Avenue: Roger Scholl, Vice President of Operations for Saks Direct * T-Mobile: Ryan Pizzuto, Web Test & Optimization Strategy Manager | Onsite Search Product Manager * The Washington Post: Eileen Krill, Research Manager On the importance of design to online business: No matter how great a business idea is, or what technology it relies on behind the scenes, a company needs to express itself visually in a way customers will understand in order to be successful. The number of ways to translate an idea into a design is infinite, but which designs will drive customer value? Michael Krypel's Refining Design for Business answers this key question, showing you how to create engaging and measurable customer experiences.

Sklep: Libristo.pl

If You Build It Will They Come? - 2854243844

98,61 zł

If You Build It Will They Come? Wiley

Książki / Literatura obcojęzyczna

Know if you'll hit your targets before pulling the trigger on any marketing plan More than sixty five percent of new products are commercial failures, and if you compound this with a recession, now more than ever you can't afford to be wrong. In If You Build It Will They Come, business professor and strategy consultant Rob Adams shows you how to make sure you hit your target market before you spend a lot of money. He shows you the fast, systematic and proven approach of performing Market Validation in advance of making a large product investment. Adams outlines a simple and effective market validation and testing strategy that is proven, giving entrepreneurs and managers the ability to dramatically improve the prospect of product success. He explains how to quickly gather information on competitors, directly interview members of your target market, and figure out what the market really wants to buy, versus what customers say they want. The steps to quickly understanding the viability of your market Where to go to gather the information needed to hit the market requirements How to follow through with the right product launched in the right way Adams cuts through the fancy terms and expensive market research that gives lots of data but no real product oriented information about usage, pricing, features and competitive forces. In the end you'll produce results on your first release of a far more mature product, shipped in a faster timeframe with features customers will actually use. This book is for anyone involved with designing, developing and launching new products. Its examples and advice cover everything from the fledgling start-up that needs their first product to work just to survive to the successful Fortune Class company establishing new worldwide markets. Examples cut across all major industrial sectors including consumer, retail, manufacturing, technology, life sciences and services. This book offers the step-based guidance you need to make sure failure is not an option.

Sklep: Libristo.pl

Beyond Branding - 2853288876

180,24 zł

Beyond Branding KOGAN PAGE

Książki / Literatura obcojęzyczna

""Beyond Branding" widens the narrow worldview of brands: one which is short-termist, shareholder focused, narcissistic and communications led." ("Commerce & Industry"). ""Beyond Branding" is written by a network of contributors...who believe that brands must adapt to a wider social perspective to remain relevant. Each chapter is written by a different marketing expert and is weighted towards academic thought and research." ("Brand Strategy"). In response to the growing 'anti-globalisation' movement and the perception that brands are manipulative and demeaning, "Beyond Branding" argues that branding is neither inherently good nor evil. It shows that branding can benefit employees, customers and investors if managers rethink their fundamental assumptions about brands and marketing. True business value is created by open, transparent and honest relationships. "Beyond Branding" explores responsibility in the context of brands: why do some brands behave ethically and others not? And why do some brands engage their employees and others manipulate them? Based on the latest research and using international case studies, the contributors cover: new ways to measure value, the responsible use of power, leadership and how it can balance ethics, reality and vision, authenticity, the role of NGOs, engaging consumers in ethical issues, and the business benefits of 'open' branding.

Sklep: Libristo.pl

Data Mining for Managers - 2854325120

150,73 zł

Data Mining for Managers PALGRAVE MACMILLAN

Książki / Literatura obcojęzyczna

The purpose of the book is to provide insights and knowledge which can be actioned by both business people who are end users of data mining, as well as the hands-on data mining practitioner. The perspective here will focus on the actual business practice of data mining, as the author has over 30 years of experience in this area. Data Mining for Managers is organized along the four-step process which is the approach used in undertaking any data mining project. These four steps are: 1) Identification of the Business Problem/Challenge 2) Creation of the Analytical Environment 3) Application of Data Mining Tools 4) Implementation and Measurement/Tracking Not all business problems require solutions that can be built using data mining. Yet, the intention of the book is to help the reader develop a perspective that better enables him or her to identify issues that relate to data mining. Once data mining is identified as the key discipline to solve a given business problem, the book conveys how the data mining process should be undertaken to solve a given business problem. Within each step, the practitioner will be shown specific things they need to consider when building solutions. At the same time, the business users will be shown what things they need to look at in terms of results and output from data mining but more importantly how to interpret results into actionable learning. Although the overall flow of the book will stem from the above 4-step process, specific topics such as conducting business sensitivity analysis to determine the viability of certain initiatives as well as customer segmentation will be explored. Data Mining for Managers does not attempt to convert all readers into data mining specialists. Instead, it makes data mining accessible and comprehensible to a wide audience. The book provides a good starting point for those just beginning to explore data mining but is also complex enough to be extremely useful to a more seasoned miner. Brahm focuses on imparting insights and knowledge related to data mining strategy. He demonstrates, through case studies and casual anecdotal evidence, how his strategies that can shift the key levers of your business-and drive ROI. Although data mining technology is becoming more sophisticated and complex in terms of providing additional targeting capabilities, no one-Brahm asserts-should doubt that there will always be an element of artistry-of business and intellectual understanding-to building data mining solutions. Brahm demonstrates how a clear understanding of data without any deeper understanding of what could be driving the results will generate potentially misleading conclusions and recommendations. He engagingly outlines methods for combining technological expertise with a conceptual vision and understanding of the business in order to achieve optimal results. Data Mining for Managers advises managers about the investment in intellectual capital required for effective data mining. In fact, Brahm states, successful organizations will prioritize their investment on the intellectual side rather than on the technological front. The book uses various case studies to illustrate its message, including this one about American Express: AMEX built conceptualized and constructed models that would allow the company to predict net response as well as profitability. This allowed the Amex marketing team to select prospects not only on ROI but also on net response (as one of their key performance measures was cards in force). In effect the use of this decision tool allowed marketers to demonstrate the impact of optimizing ROI versus lost cards opportunity. This case study demonstrates how an organization evolved their overall acquisition strategy based on data mining.

Sklep: Libristo.pl

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