Counterturbulence Marketing
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Counterturbulence Marketing
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Author : A. Coskun Samli
language : en
Publisher: Praeger
Release Date : 1993-09-30
Counterturbulence Marketing written by A. Coskun Samli and has been published by Praeger this book supported file pdf, txt, epub, kindle and other format this book has been release on 1993-09-30 with Business & Economics categories.
Since the U.S. economy has been plagued recently by a deep and long recession, this unique book has a particularly important message. It takes the position that a proactive marketing strategy can protect the firm from the adverse impact of market turbulence. The author makes the case that the firm must revise its orientation toward being more marketing oriented, and then must develop a counterturbulence marketing strategy that is coined in this book as value marketing. Since turbulence in the American market is expected to intensify, it is expected that this book's contribution will be specific and significant. In order to implement a successful value marketing plan, the firm must be extremely sensitive to market changes and must be able to counteract these within a very short period of time. If the firm can detect changes early and can swiftly counteract these changes with a value marketing plan, then its chances to survive and prosper are enhanced. After reviewing briefly the causes and nature of turbulence in U.S. markets, the author establishes the importance of marketing as a counterturbulence weapon. In fact, the book implies that success in the market place is dependent on the firm's ability to manage itself against turbulence. The author posits that unless the firm takes the position that the customer is not only king but is everything, it will be impossible to survive constantly occurring and strengthening market turbulence. This position revision provides the firm with the opportunity to establish a proactive marketing program that is the blueprint for revising its product, price, and promotion strategies quickly and effectively. Furthermore, the value marketing plan thrives on value-added distribution and logistics processes. Adopting a counterturbulence marketing strategy begins with an attitude change on the part of the firm's executives. These executives must run the firm not by a bottom line but for a bottom line. This orientation change is primarily facilitated by opportunity budgeting. Ideal as supplemental reading in advanced marketing classes, this book will make an important impact on the thinking and orientation of business decision makers.
Chaotics
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Author : Philip Kotler
language : en
Publisher: AMACOM
Release Date : 2009-06-11
Chaotics written by Philip Kotler and has been published by AMACOM this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-06-11 with Business & Economics categories.
We have entered into an entirely new era, an age of increasingly frequent and intense periods of turbulence in the global economy. Unlike past recessions, today’s crises have precipitated a need for businesses to develop a new mindset, one that takes into account intermittent periods of disturbance, allowing them to thrive while under the constant threat of chaos. Chaotics presents a revolutionary set of guidelines designed to help businesses: • detect sources of turbulence • prepare scenarios • predict resulting vulnerabilities and opportunities • develop responses to ensure long-term resilience and success • avoid risk while advancing the interests of the company • build flexibility into the balance sheet • price strategically • adjust products to meet new customer values • and more. Complete with metrics and measurements, Chaotics outlines a powerful new system for managing waves of uncertainty affecting customers, employees, and other stakeholders. In this climate of increased turbulence, no organization can survive with less.
Making Waves
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Author : Mark Davies
language : en
Publisher: Capstone
Release Date : 2011-06-20
Making Waves written by Mark Davies and has been published by Capstone this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-06-20 with Business & Economics categories.
"This book will Make Waves! Davies and Catling challenge you to change how you promote your company in new and exciting ways" --Sir Tom Farmer "Perceptive insights into the world of marketing, brought to life in a straightforward practical easy read" --Steve Barrass, Thomas Cook The world of marketing is a turbulent place, moving at an incredible pace as trends change, zeitgeists rise and fall and the next big thing becomes tomorrow's news. For most, marketing has become a game of catch-up and bandwagon jumping. Making Waves takes a different tact by instructing you on how to add to the turbulence, ride the chaos and set free the enormous power incumbent in the masses by creating and sustaining your own movement; by Making Waves in the public consciousness. To help you to achieve this, we have outlined how to take advantage of the best of both digital marketing and direct marketing media--two of the most responsive disciplines in marketing ever--to mold a multi-faceted campaign which will persuade and excite, and imbue brands with rich emotional experiences and loyal relationships which put the customer at the heart of the communications, creating outstanding returns on marketing investment. This book will: Open your eyes to the potential of Wave marketing Take you from creating an idea to seeing it fully realised Inform you on the right combination of media for any campaign
Marketing Challenges In A Turbulent Business Environment
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Author : Mark D. Groza
language : en
Publisher: Springer
Release Date : 2015-12-22
Marketing Challenges In A Turbulent Business Environment written by Mark D. Groza and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-12-22 with Business & Economics categories.
Edited in collaboration with the Academy of Marketing Science, this book contains the full proceedings of the 2014 Academy of Marketing Science World Marketing Congress held in Lima, Peru. The key challenge for marketers during the last two decades has been assuring high satisfaction and strong customer loyalty. Today, consumers’ ever-changing desires, instantaneous communication through social media and mobile technology and an unstable global economic climate all come together to stir up market turbulence. This volume explores how traditional and modern marketing practices facilitate development of new and innovative products, help create increased product/service differentiation, ensure better service quality, and most of all, create value for stakeholders even in such a turbulent business environment. Showcasing cross-cultural research from academics, scholars and practitioners from around the world, this volume provides insight and strategies for various marketing issues in today’s emerging markets. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Marketing Through Turbulent Times
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Author : Jenny Darroch
language : en
Publisher: Springer
Release Date : 2009-10-23
Marketing Through Turbulent Times written by Jenny Darroch and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-10-23 with Business & Economics categories.
Marketing Through Turbulent Times offers a range of tools, principles and approaches for decision makers who want to lead their organization toward a robust future by ensuring that their marketing strategies are not only relevant for today's difficult environment but will also lay the foundation for innovative growth opportunities.
Key Account Management
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Author : Malcolm McDonald
language : en
Publisher: Financial Times/Prentice Hall
Release Date : 1999
Key Account Management written by Malcolm McDonald and has been published by Financial Times/Prentice Hall this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999 with Selling categories.
Key account management (KAM) has been developed in an attempt to counter increasing market turbulence. Suppliers and customers are seeking closer relationships to reduce their exposure to the risks posed by globalisation, economic instability and technological change. But whilst the importance of KAM is now widely recognised, there is still a great deal of confusion surrounding it. Key Account Management is the most comprehensive and in-depth study into this important marketing technique. Based on original research conducted by Cranfield School of Management, the report builds on their previous pioneering research in this field. The report focuses on the characteristics and manifestations of the relationship between selling and buying companies. It is an invaluable audit tool, enabling companies to evaluate the developmental stage of their key relationships. Contents include: Origins of KAM Benefits of KAM Key relationship development Key account manager Allocating costs and measuring performance Customer profitability Relationship diagnostic indicators Strategic planning
Best Practice
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Author : Mohamed Zairi
language : en
Publisher: Routledge
Release Date : 2010-02-17
Best Practice written by Mohamed Zairi and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-02-17 with Business & Economics categories.
Best Practice: Process Innovation Management highlights best practice in innovation by bringing together practitioners and researchers in this field. This book presents contributions from leading academics and practitioners involved with innovation. They bring together all the strands of research, best practice and advice establishing an essential source of information for all involved with process innovation management.
Market Driving Behavior In Emerging Firms
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Author : Jesko-Philipp Neuenburg
language : en
Publisher: Springer Science & Business Media
Release Date : 2010-03-17
Market Driving Behavior In Emerging Firms written by Jesko-Philipp Neuenburg and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-03-17 with Business & Economics categories.
Jesko-Philipp Neuenburg researches the market-driving behavior – i.e. the behavior of a company that is directed to fundamentally change the structure of the market and/or behavior of market stakeholders – in emerging firms.
New Meanings For Marketing In A New Millennium
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Author : Melissa Moore
language : en
Publisher: Springer
Release Date : 2014-11-10
New Meanings For Marketing In A New Millennium written by Melissa Moore and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-11-10 with Business & Economics categories.
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2001 Academy of Marketing Science (AMS) Annual Conference held in San Diego, California, entitled New Meaning for Marketing in a New Millennium.
Making Marketing Happen
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Author : Brian Smith
language : en
Publisher: Routledge
Release Date : 2006-08-11
Making Marketing Happen written by Brian Smith and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-08-11 with Business & Economics categories.
'Making Marketing Happen' is prompted by needs of practising managers who have found the traditional marketing planning texts to be "fine in theory, but hard to apply to my special market". In short, it holds that marketing planning fails for most companies because it either does not fit their organizational culture, their market conditions or both. Successful companies do not plan. They use a hybrid strategy making process including vision, incrementalism and planning. The ratio of these three things is critical and the right ratio is unique to every company. The author develops this argument and explains how companies can construct the right hybrid strategy making process for their situation. The book has been designed for those practising managers who need more than the planning text book. It will tell you: * Why attempts at planning are foiled by the market, the company culture or both. * How effective strategists don't plan, but use organizationally tailored strategy making processes * How to design the right process for your company and your market * How to know if the strategy you make is strong before you implement it.