Changing Marketing Strategies In A New Economy
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Changing Marketing Strategies In A New Economy
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Author : New York University. College of Business and Public Administration
language : en
Publisher: Indianapolis : Bobbs-Merrill
Release Date : 1977
Changing Marketing Strategies In A New Economy written by New York University. College of Business and Public Administration and has been published by Indianapolis : Bobbs-Merrill this book supported file pdf, txt, epub, kindle and other format this book has been release on 1977 with Marketing categories.
Marketing Strategies For The New Economy
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Author : Lars Tvede
language : en
Publisher: John Wiley & Sons
Release Date : 2001-03-05
Marketing Strategies For The New Economy written by Lars Tvede and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001-03-05 with Business & Economics categories.
Two men meet a big bear in the forest. One of them sits down to put on his running shoes. The other looks at him and says: "It's no use. You cannot outrun a bear anyway". The first one answers: "I don't have to outrun the bear. I just have to outrun you." Speed against competitors is just one of the key lessons outlined in this book from Lars Tvede and Peter Ohnemus. E-business is here for good and people are waking up to the fact that traditional marketing techniques may not stand up to new requirements set out by the "new economy". The question is, "which of the traditional techniques still work, and which techniques need to be revamped?" The authors outline marketing strategies that use traditional methods where appropriate but, where required, introduce new techniques. These techniques are part of a new, distinctive school of thought in marketing - the 'Digital School of Marketing'. Traditional marketing schools, for example, have observed the importance of moving fast - in the Digital School fast is not just important, it is crucial: it took Microsoft ten years to reach 100 million dollars in revenue, AOL spent nine years, Yahoo! spent five years, Onsale four, Amazon three, and Priceline spent just one and a half years reaching 100 million dollars in revenue. Speed is just one of the key lessons to learn from this book. Whether you are an entrepreneur out there on your own or a marketer in a large company, read on to discover how you can temper your marketing strategies to bring them in line with what is required today. Synopsis The high tech industry is expanding and will continue to expand rapidly. Every year it attracts new professionals, some of whom come from other industries that are very different in nature, especially where marketing is concerned. Also, these individuals, whilst technically very able, have limited understanding of marketing. This book will be the definitive guide to anyone involved in the marketing of high tech products and, as such will fill a gap for a book that describes all aspects of marketing management as practised by the most successful executives in the high tech industry. Although there is a plethora of books on the subject of the digital economy, e-commerce and high tech marketing this is the first book to actually provide a comprehensive understanding of the dynamics of the high tech markets. It also contains information on how companies in this sector need to position themselves correctly so that they can capture value; and to provide the information for the creation of a strategy to leverage their resources through co-operation with other companies. While some aspects of marketing strategy apply across many sectors, there are a number of factors that are distinctive to high-tech businesses. It is therefore of value to any manager in the high-tech industry to understand the specific challenges and opportunities that a marketing strategist will confront when operating within the high-tech industry. Marketing Strategies for the New Economy provides clear explanations of how and where value and profits typically are generated in the high-tech business and how management can develop and execute strategies to position their high-tech companies for lasting success. To give the book a practical edge beyond these concepts, the authors present a "critical path" which is a coherent framework that pulls together these concepts, enabling the reader to implement a winning strategy in this highly competitive field. This work is designed to provide a comprehensive understanding of the dynamics of the high tech markets. It presents examples of marketing plan structures, a high-tech marketing audit, and a chronology of major marketing breakthroughs.
Marketing On The Internet And The Implications Of New Technologies
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Author : Bernd Anderer
language : en
Publisher: diplom.de
Release Date : 1999-01-25
Marketing On The Internet And The Implications Of New Technologies written by Bernd Anderer and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999-01-25 with Business & Economics categories.
Inhaltsangabe:Abstract: Electronic Commerce, once thought of as futuristic buzzwords, is becoming a commonly used term. International newspapers, magazines, and the electronic media mention at least some forecast or news related to this subject on a daily basis. Nevertheless, a look at the growing numbers of consulting companies, that offer a variety of services relating to Electronic Commerce reveals the immense uncertainty companies are experiencing about what exactly Electronic Commerce is, and how they can implement it. While it seems that the importance of this issue in the business environment is widely accepted in the US, a recent study from Andersen Consulting (Andersen, 1998) shows that among European senior executives only 19% regard Electronic Commerce as a serious competitive threat to their business. Furthermore, only 39% are taking steps today to incorporate Electronic Commerce into their current operational strategies. There is a number of factors contributing to the "wait-and-see" attitude taken by executives and consumers as well. Executives tend to view the rise of Electronic Commerce as an external business environment issue, while consumers are concerned about security issues. These are still common views in the US. In European countries, a cultural problem stemming from a slowly changing and stable business environment adds to that problem. Fear of failing by trying a new approach, in most cases, overshadows the willingness to take new risks. Nevertheless, the uncertainty about the changes implied by Electronic Commerce are far-reaching and can be found in any country. With the increasing importance of the Internet, the business environment, as well as other areas in society, is about to fundamentally change. Old paradigms are no longer working in the evolving new business world, sometimes called digital economy. Electronic Commerce is the keyword that tries to capture the new paradigms which are not even clear yet. The only thing that is reliable and predictable about Electronic Commerce and the new economy, is change. Never before was it more important to be flexible and willing to take risks by trying new approaches. As businesses like to operate in a predictable environment where planning the future is easy, it becomes very difficult to adapt to the pace of change. Not only do businesses need new strategies, they also need to constantly reinvent themselves. Businesses need to realize, that it becomes necessary to accept [...]
Emerging Issues In Global Marketing
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Author : James Agarwal
language : en
Publisher: Springer
Release Date : 2018-03-28
Emerging Issues In Global Marketing written by James Agarwal and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-03-28 with Business & Economics categories.
This book examines emerging theories, frameworks, and applications of global marketing for the 21st century. It highlights how global marketing is changing in a globalized and digital economy that is fast increasing in complexity and uncertainty. The traditional approach to global marketing is no longer sufficient to address the emerging issues in global markets. Global companies need to challenge traditional assumptions in global marketing in an era of shifting political, cultural, economic, and technological changes. They need to take a fresh look at the contemporary threats and opportunities in markets, institutions, and technology and how they affect entry and expansion strategies through careful re-calibration of the marketing-mix. This book offers new insights for global marketing that addresses these issues. This book should be an ideal resource to both academic scholars and reflective practitioners globally such as CEOs and chief marketing officers as well as government officials and policy makers interested in formulating strategies/policies for global marketing activities in the face of a globalized and digitized economy. This well-crafted research volume is an excellent addition to the growing literature on new trends in international marketing. The authors present the latest insight on the impact of phenomena such as cross-border e-commerce and digital markets, and they discuss new tools for political risk assessment, international branding and more broadly the reconfiguring of marketing-mix strategies – A powerful reminder that the new global market remains a rugged landscape. - Alain Verbeke, McCaig Research Chair in Management and Editor-in-Chief Journal of International Business Studies, University of Calgary, Canada. Emerging trends in institutions, markets, and societies, along with new technological advances, are redefining the scope and strategy in global marketing. Professors Agarwal and Wu have assembled a remarkable collection of cutting-edge topics and issues that capture the shifting paradigm and contemporary developments in the global marketing field. This is an informative and timely resource that makes a valuable contribution, useful for both scholars and business practitioners of global marketing. - Constantine S. Katsikeas, Arnold Ziff Endowed Research Chair in Marketing & International Management, Editor-in-Chief Journal of International Marketing, University of Leeds, UK. This book presents new and cutting-edge thinking at a time when the traditional views of international marketing need to be scrapped. Convergence forces are creating new opportunities as well as threats on a daily basis, and marketing practitioners as well as scholars must be forewarned as well as forearmed on how to deal with these changes. The real growth is coming from the emerging nations, and the theories that provided sufficient insights ten years ago have been completely outmoded by the ever-accelerating rate of innovation and technological change as well as the pressures to address the needs of all of the firm’s relevant stakeholders. The strategic insights provided here are absolutely invaluable. Don’t miss an opportunity to read this book!! - John B. Ford, Professor of Marketing & International Business, Eminent Scholar & Haislip-Rohrer Fellow, Editor-in-Chief, Journal of Advertising Research, Old Dominion University, USA.
Marketing Communications And Brand Development In Emerging Economies Volume I
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Author : Ogechi Adeola
language : en
Publisher: Springer Nature
Release Date : 2022-05-04
Marketing Communications And Brand Development In Emerging Economies Volume I written by Ogechi Adeola and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-05-04 with Business & Economics categories.
Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boost business performance for competitive advantage. Interest in marketing communication and brand development has increased in recent years due to the proliferation of productions, changing consumer behaviour, increased competition, and technological advancement. Recognising the complexity of these challenges, it has become imperative for firms in emerging economies to understand contemporary issues in marketing to compete effectively and create value for consumers and stakeholders. The first of this two volume work provides insights into this critical issue in a changing world, including destination brand management, brand avoidance, sponsorship, health and personal branding, and offers a futuristic perspective on marketing communications, including the influence of neuromarketing, artificial intelligence, and virtual reality. Meanwhile, Volume II focuses specifically on the effects of the Covid-19 pandemic, social responsibilities, and emerging technologies. Taken together, this two-volume work is a definitive resource for scholars and students of marketing, branding and international business.
Consumer Evolution
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Author : Charles Grantham
language : en
Publisher: John Wiley & Sons
Release Date : 2002-10-15
Consumer Evolution written by Charles Grantham and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-10-15 with Business & Economics categories.
Consumer Evolution explores the effects of the Internet on the minds of customers and of employees and how it effectively changed the rules of business. It provides business executives with an understanding of the changing social psychology of customers, prospects, employees and markets brought about by the pervasiveness of the Internet. Consumer Evolution examines the new psychology that must be factored into the development of successful business strategies. Using specific examples and case studies, Consumer Evolution offers nine effective business strategies that take these psychological changes into account. It presents vital insight into the constantly changing buying patterns of consumers and lays the foundation for a competitive strategy in an environment in which customer relationship management has become a driving business force. Managers will find expert advice for developing branding and advertising programs that connect them more closely to their customers while also discovering fresh business strategies for maintaining market position, exploiting the business cycle, competing globally, and defining customer need.
Superior Customer Value
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Author : Art Weinstein
language : en
Publisher: Routledge
Release Date : 2018-12-07
Superior Customer Value written by Art Weinstein and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-12-07 with Business & Economics categories.
Superior Customer Value is a state-of-the-art guide to designing, implementing and evaluating a customer value strategy in service, technology and information-based organizations. A customer-centric culture provides focus and direction for an organization, driving and enhancing market performance. By benchmarking the best companies in the world, Weinstein shows students and marketers what it really means to create exceptional value for customers in the Now Economy. Learn how to transform companies by competing via the 5-S framework – speed, service, selection, solutions and sociability. Other valuable tools such as the Customer Value Funnel, Service-Quality-Image-Price (SQIP) framework, SERVQUAL, and the Customer Value/Retention Model frame the reader’s thinking on how to improve marketing operations to create customer-centered organizations. This edition features a stronger emphasis on marketing thinking, planning and strategy, as well as new material on the Now Economy, millennials, customer obsession, business models, segmentation and personalized marketing, customer experience management and customer journey mapping, value pricing, customer engagement, relationship marketing and technology, marketing metrics and customer loyalty and retention. Built on a solid research basis, this practical and action-oriented book will give students and managers an edge in improving their marketing operations to create superior customer experiences.
The Next Economy
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Author : Elliot Ettenberg
language : en
Publisher: McGraw Hill Professional
Release Date : 2001-12-22
The Next Economy written by Elliot Ettenberg and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001-12-22 with Business & Economics categories.
A powerful new approach to building customer commitment, loyalty, and market share Marketing guru Elliott Ettenberg has taken a close look inside scores of businesses, from traditional retail and manufacturing companies to sleek new dot-coms. What he has seen is an emerging trend that has many corporate strategists running scared. When baby boomers retire, the biggest spenders in history will dramatically cut back on spending, forcing retailers to duke it out that much harder for their shares of rapidly dwindling markets. To survive this dramatic power shift, businesses must adopt a new marketing paradigm based not on merely satisfying the customer, but delighting the customer. In The Next Economy, Ettenberg provides readers with just such a model and a set of powerful strategies that companies can use today to prepare themselves to thrive in the years ahead. With the help of many in-depth case studies, he schools readers in cutting-edge psychographic methods for identifying market segments in an economy driven by customer wants, rather than needs. He explains how to distinguish consumers from customers and describes proven techniques for forging long-term, highly profitable relationships with core customers. And he educates readers in the all-important "Four R's"Relationships, Retrenchment, Relevancy, and Rewardpowerful tools that can save any company.
Network Marketing In The New Economy
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Author : Paul Christophers
language : en
Publisher: Createspace Independent Publishing Platform
Release Date : 2017-11-22
Network Marketing In The New Economy written by Paul Christophers and has been published by Createspace Independent Publishing Platform this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-11-22 with categories.
For six decades, Network Marketing has been considered the ideal vehicle for helping entrepreneurs become financially independent without financial risk and regardless of their personal circumstances. But the new 'gig' economy is changing the rules of business forever. What does this mean for Network Marketing? Which Network Marketing companies will prosper and which will disappear? There are countless books on the advantages of Network Marketing and the techniques required to develop them successfully. But this is the first and only book to ever identify the principles the company itself must embrace if it is to ensure its distributors own a business that is viable over the long term and can even pass down through the generations. No companies are named or recommended here. There are many excellent companies to choose from but the unique and comprehensive NETWORK MARKETING CHECKLIST in Chapter 7 facilitates the process of identifying the Network Marketing company that is right for you. The analysis in this book shows that, in a world where we are bombarded with a bewildering array of new technologies and seductive opportunities, Network Marketing with the right company is an even more attractive business proposition than ever and will continue to be a beacon of stability and credibility in an increasingly disruptive and unpredictable economic environment.
Marketing Communications And Brand Development In Emerging Markets Volume Ii
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Author : Ogechi Adeola
language : en
Publisher: Springer Nature
Release Date : 2022-05-24
Marketing Communications And Brand Development In Emerging Markets Volume Ii written by Ogechi Adeola and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-05-24 with Business & Economics categories.
Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boot business performance for competitive advantage. The unplanned ravaging effects of the covid-19 pandemic, the vulnerability of our planet due to unsustainable living, and the changing digital landscape require that businesses are strategically aligned to these realities in order to adapt and effectively communicate their offerings. The second of this two-volume work examines marketing communications and brand development in an uncertain and changing world. With specific focus on the covid-19 pandemic, social responsibilities, and emerging technologies, this book examines how organisations in emerging economies can effectively engage in marketing communications and brand activity challenges posed by a changing world. Meanwhile, Volume I provides insight into contemporary issues in marketing such as brand avoidance, health and personal branding, and offers a futuristic perspective on marketing communications. Taken together, this two-volume works is a definitive resource for scholars and students or marketing, branding and international business.