Developing New Market Offerings
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Developing New Market Offerings
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Author : Alexander Chernev
language : en
Publisher: Cerebellum Press
Release Date :
Developing New Market Offerings written by Alexander Chernev and has been published by Cerebellum Press this book supported file pdf, txt, epub, kindle and other format this book has been release on with Business & Economics categories.
The development of new offerings is the engine that fuels the growth of a business enterprise. New product success is often attributed to intuition. Indeed, some offerings that stem from intuition do make it big. Yet many others crash and burn. These failures occur because intuition is only one aspect of new product development. The other key ingredient of success is having a systematic approach to developing new market offerings. Such a systematic approach for developing new offerings that create market value is outlined in this note. The discussion of the development of new offerings is complemented by an in-depth overview of two additional topics: the minimum viable offering and the key principles of prototype development. This note is an excerpt (Chapter 19) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).
The Business Model How To Develop New Products Create Market Value And Make The Competition Irrelevant
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Author : Alexander Chernev
language : en
Publisher: Cerebellum Press
Release Date : 2017-03-19
The Business Model How To Develop New Products Create Market Value And Make The Competition Irrelevant written by Alexander Chernev and has been published by Cerebellum Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-03-19 with Business & Economics categories.
New product success is often attributed to intuition. Yet, while some products born from intuition do make it big, many others crash and burn. The reason is that intuition is only one aspect of new product development. The other key ingredient of success is having a business model that outlines the ways in which new products will create market value. This book offers a systematic approach to identifying market opportunities and developing breakthrough business models. It outlines the key principles of business model generation, presents a value-based framework for developing viable new offerings, and provides a set of practical tools for creating a meaningful value proposition that drives market success. The business model framework outlined in this book applies to a wide range of companies—startups and established enterprises, consumer-packaged-goods companies and business-to-business enterprises, high-tech and low-tech ventures, online and brick-and-mortar entities, product manufacturers and value-added service providers, nonprofit organizations and profit-driven companies. Practical, actionable, and succinct, The Business Model is the essential reference and how-to guide for everyone seeking to achieve market success: from entrepreneurs to experienced managers, from senior executives to product designers, from those creating new market offerings to those improving on existing ones. This book is for those passionate about building great products that create market value and disrupt industries.
Marketing Moves
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Author : Philip Kotler
language : en
Publisher: Harvard Business Press
Release Date : 2002
Marketing Moves written by Philip Kotler and has been published by Harvard Business Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Business & Economics categories.
The Internet, globalization, and hypercompetition are dramatically reshaping markets and changing the way business is done. The problem, says internationally renowned marketer Philip Kotler and his coauthors Dipak C. Jain and Suvit Maesincee, is that marketing has not kept pace with the markets. In today's world, customers are scarce-not products-and classic marketing needs to be deconstructed, redefined, and broadened to reflect this new reality. Marketing Moves describes the next transformational imperative for marketing-and for any organization competing in our customer-ruled, technology-driven marketplace. It calls for a fundamental rethinking of corporate strategy to enable the ongoing creation and delivery of superior value for customers in both the marketplace and the marketspace. And it appoints marketing as the lead driver in shaping and implementing this new strategy. The means for accomplishing this lies in a radically new marketing paradigm the authors call holistic marketing -a dynamic concept derived from the electronic connectivity and interactivity among companies, customers, and collaborators. This new paradigm combines the best of traditional marketing with new digital capabilities to build long-term, mutually satisfying relationships and co-prosperity among all key stakeholders. Outlining a framework for implementing holistic marketing that calls for integrating customer demand management, internal and external resource allocation, and network collaboration-the authors show how holistic marketing can enable companies to: - Identify new value opportunities for renewing their markets - Efficiently create the most promising new value offerings - Deliver products, services, and experiences that more precisely match individual customer requirements - Consistently operate at the highest level of product quality, service, and speed Thought-provoking and practical, Marketing Moves shows how to build a complete marketing platform primed for the challenges and opportunities of a customer-centric world. AUTHORBIO: Philip Kotler is the S.C. Johnson Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management at Northwestern University in Chicago. Dipak C. Jain is Dean of the Kellogg Graduate School of Management. Suvit Maesincee is a Professor of Marketing at the Sasin Graduate Institute of Business Administration at Chulalongkorn University in Bangkok, Thailand.
Strategic Marketing Management Theory And Practice
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Author : Alexander Chernev
language : en
Publisher: Cerebellum Press
Release Date : 2019-01-01
Strategic Marketing Management Theory And Practice written by Alexander Chernev and has been published by Cerebellum Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-01-01 with Business & Economics categories.
Strategic Marketing Management: Theory and Practice offers a systematic overview of the fundamentals of marketing theory, defines the key principles of marketing management, and presents a value-based framework for developing viable market offerings. The theory presented stems from the view of marketing as a value-creation process that is central to any business enterprise. The discussion of marketing theory is complemented by a set of practical tools that enable managers to apply the knowledge contained in the generalized frameworks to specific business problems and market opportunities. The information on marketing theory and practice contained in this book is organized into eight major parts. The first part defines the essence of marketing as a business discipline and outlines an overarching framework for marketing management that serves as the organizing principle for the information presented in the rest of the book. Specifically, we discuss the role of marketing management as a value-creation process, the essentials of marketing strategy and tactics as the key components of a company’s business model, and the process of developing an actionable marketing plan. Part Two focuses on understanding the market in which a company operates. Specifically, we examine how consumers make choices and outline the main steps in the customer decision journey that lead to the purchase of a company’s offerings. We further discuss the ways in which companies conduct market research to gather market insights in order to make informed decisions and develop viable courses of action. Part Three covers issues pertaining to the development of a marketing strategy that will guide the company’s tactical activities. Here we focus on three fundamental aspects of a company’s marketing strategy: the identification of target customers, the development of a customer value proposition, and the development of a value proposition for the company and its collaborators. The discussion of the strategic aspects of marketing management includes an in-depth analysis of the key principles of creating market value in a competitive context. The next three parts of the book focus on the marketing tactics, viewed as a process of designing, communicating, and delivering value. Part Four describes how companies design their offerings and, specifically, how they develop key aspects of their products, services, brands, prices, and incentives. In Part Five, we address the ways in which companies manage their marketing communication and the role of personal selling as a means of persuading customers to choose, purchase, and use a company’s offerings. Part Six explores the role of distribution channels in delivering the company’s offerings to target customers by examining the value-delivery process both from a manufacturer’s and a retailer’s point of view. The seventh part of the book focuses on the ways in which companies manage growth. Specifically, we discuss strategies used by companies to gain and defend market position and, in this context, address the issues of pioneering advantage, managing sales growth, and managing product lines. We further address the process of developing new market offerings and the ways in which companies manage the relationship with their customers. The final part of this book presents a set of tools that illustrate the practical application of marketing theory. Specifically, Part Eight delineates two workbooks: a workbook for segmenting the market and identifying target customers and a workbook for developing the strategic and tactical components of a company’s business model. This part also contains examples of two marketing plans—one dealing with the launch of a new offering and the other focused on managing an existing offering.
Strategic Marketing Management The Framework 10th Edition
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Author : Alexander Chernev
language : en
Publisher: Cerebellum Press
Release Date : 2019-01-01
Strategic Marketing Management The Framework 10th Edition written by Alexander Chernev and has been published by Cerebellum Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-01-01 with Business & Economics categories.
Strategic Marketing Management: The Framework outlines the essentials of marketing theory and offers a structured approach to identifying and solving marketing problems. This book presents a strategic framework to guide business decisions involving the development of new offerings and the management of existing products, services, and brands.
Marketing Management
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Author : Philip Kotler
language : en
Publisher: Pearson UK
Release Date : 2019-07-12
Marketing Management written by Philip Kotler and has been published by Pearson UK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-07-12 with Business & Economics categories.
The classic Marketing Management is an undisputed global best-seller – an encyclopedia of marketing considered by many as the authoritative book on the subject.
Selling In A New Market Space Getting Customers To Buy Your Innovative And Disruptive Products
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Author : Brian Burns
language : en
Publisher: McGraw Hill Professional
Release Date : 2009-12-18
Selling In A New Market Space Getting Customers To Buy Your Innovative And Disruptive Products written by Brian Burns 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 2009-12-18 with Business & Economics categories.
Your new product has changed the rules of the market. Now, you have to change the rules for selling it . . . Providing a truly innovative product or service is the difference between life and death for companies today. But once you’ve produced it, you have to answer the next big question: How do I sell this unique offering to customers who don’t even know they have a need for it? Brian C. Burns and Tom U. Snyder compared 27 highly successful emerging-growth and start-up corporations with 78 less successful companies in similar fields. The difference, they learned, lies neither with the product nor with marketing but with the sales strategy. In short, the losers relied on conventional sales methods; the winners deployed a unique sales strategy that focused on how organizations make decisions. Selling in a New Market Space helps you develop a sales strategy to approach potential buyers the right way—the first time around—using what the authors call the “Maverick Method.” This game-changing guide explains: What Maverick sellers do differently and why they hold the key to your success Where to find salespeople with the skills for selling to a new market How to create early market segments and marginalize competitors When to transition them away from Maverick selling Don’t be a victim of your own success. What good is the product you put all that money into if you can’t sell it? If you want to get the most out of your innovative offering, you need to create a new class of salesperson. With Selling in a New Market Space, you have the tool for driving your new product to the limits of its potential.
Making Marketing Happen
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Author : Brian D. Smith
language : en
Publisher: Routledge
Release Date : 2006-08-11
Making Marketing Happen written by Brian D. 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.
* Shows how to implement marketing plans rather than simply construct them * Addresses the real issues facing companies and demonstrates how to tailor plans to individual situations * Highlights why marketing plans fail and how these difficulties can be overcome
Entrepreneurship For Engineers
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Author : Helmut Kohlert
language : en
Publisher: Walter de Gruyter
Release Date : 2013-10-18
Entrepreneurship For Engineers written by Helmut Kohlert and has been published by Walter de Gruyter this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-10-18 with Technology & Engineering categories.
The objective of this book is to provide future entrepreneurs in start-up companies, medium-sized enterprises, and corporations with knowledge and a set of tools they can immediately use to develop their entrepreneurial mindset. The book has a clear focus on the needs of engineers; it covers business cases, experiences from entrepreneurs, and examples from industry to optimize the learning benefit.
Marketing Theory
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Author : Shelby D. Hunt
language : en
Publisher: Routledge
Release Date : 2014-12-18
Marketing Theory written by Shelby D. Hunt and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-12-18 with Business & Economics categories.
One of the true classics in Marketing is now thoroughly revised and updated. "Marketing Theory" is both evolutionary and revolutionary. As in earlier editions, Shelby Hunt focuses on the marketing discipline's multiple stakeholders. He articulates a philosophy of science-based 'tool kit' for developing and analyzing theories, law-like generalizations, and explanations in marketing science. Hunt adds a new dimension to the book, however, by developing arguments for the position that Resource-Advantage Theory provides the foundation for a general theory of marketing and a theoretical foundation for business and marketing strategy. Also new to this edition are four chapters adapted and updated from Hunt's "Controversy in Marketing Theory" that analyze the 'philosophy debates' within the field, including controversies with respect to scientific realism, qualitative methods, truth, and objectivity.