Gaining And Defending Market Position
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Gaining And Defending Market Position
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Author : Alexander Chernev
language : en
Publisher: Cerebellum Press
Release Date :
Gaining And Defending Market Position 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.
In today’s competitive business environment, the pressure to grow is unrelenting. To stay relevant, a company must constantly seek new avenues for growth. If a company is not growing, it is inevitably declining by relinquishing its market position to the competition. The key aspects of managing growth—managing a company’s market position, managing sales growth, and managing product lines—are the focus of this note. The discussion of gaining and defending market position is complemented by an in-depth overview of three additional topics: managing disruptive innovation, identifying product–market growth strategies, and assessing the break-even rate of cannibalization. This note is an excerpt (Chapter 18) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).
Defending Your Brand
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Author : T. Calkins
language : en
Publisher: Springer
Release Date : 2017-06-30
Defending Your Brand written by T. Calkins and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-06-30 with Business & Economics categories.
Here Calkins shows business how to create and maintain a defensive strategy including: how to understand and get competitive intelligence; how to determine if your brand or company is at risk; how to create a defensive strategy; limiting risk and preventing a trial; understanding your own IP as a weapon - and much more.
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.
Sun Tzu S The Art Of War Plus Warrior Marketing
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Author : Gary Gagliardi
language : en
Publisher: Science of Strategy
Release Date : 2006-02
Sun Tzu S The Art Of War Plus Warrior Marketing written by Gary Gagliardi and has been published by Science of Strategy this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-02 with Business & Economics categories.
Let the war begin! The battle ground of the twenty-first century is the global marketplace. This book adapts Sun Tzu's Art of War to market positioning and promotion.
Acca P3 Business Analysis Study Text 2013
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Author : BPP Learning Media
language : en
Publisher: BPP Learning Media
Release Date : 2011-12-15
Acca P3 Business Analysis Study Text 2013 written by BPP Learning Media and has been published by BPP Learning Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-12-15 with Business & Economics categories.
The P3 Study Text covers the official syllabus thoroughly and comprehensively, and perhaps most importantly in a way that that has been approved by the Examiner. Material is presented in a user-friendly format. The syllabus emphasises the integrated nature of the subject and the Study Text highlights links between the various topics - essential for the exam.
Acca Essentials P3 Business Analysis Study Text 2014
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Author : BPP Learning Media
language : en
Publisher: BPP Learning Media
Release Date : 2014-06-01
Acca Essentials P3 Business Analysis Study Text 2014 written by BPP Learning Media and has been published by BPP Learning Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-06-01 with Business & Economics categories.
The examining team reviewed P3 Study Text covers all the relevant ACCA P3 syllabus topics. It explores the theories behind the key areas of Business Analysis and demonstrates how these theories are put in to practice. Detailed examples throughout the text will help build your understanding and reinforce learning.
Marketing Strategy
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Author : Steven P. Schnaars
language : en
Publisher: Simon and Schuster
Release Date : 1998
Marketing Strategy written by Steven P. Schnaars and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 1998 with Business & Economics categories.
The essential marketing text for business students and professionals--updated and revised to accommodate rapid changes in the business world. First issued in 1991, Steven Schnaars's text combines a centrist approach to basic theory with real-world business examples. In clear and focused language, Schnaar focuses on the three Cs--customers, competition, and changing market trends.
The Report Egypt 2012
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Author : Oxford Business Group
language : en
Publisher: Oxford Business Group
Release Date : 2012
The Report Egypt 2012 written by Oxford Business Group and has been published by Oxford Business Group this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Economic indicators categories.
Product And Services Management
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Author : George Avlonitis
language : en
Publisher: Pine Forge Press
Release Date : 2006-04-11
Product And Services Management written by George Avlonitis and has been published by Pine Forge Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-04-11 with Business & Economics categories.
`A text that successfully bridges the gap between academic theorizing and practitioner applicability because it uses multiple real-world examples/mini-cases of management techniques to illustrate the well-researched academic theoretical foundations of the book′ - Creativity and Innovation Management `A complete and useful treatment of the domain of product and service decisions. This book is unique in its treatment, dealing with product and service portfolio evaluation, new product/service development and product/service elimination in an integrated manner. Enlivened by many mini-cases, the book provides a soup-to-nuts approach that will prove very attractive for students and be a valuable reference for managers as well. Highly recommended′ - Gary L Lilien, Distinguished Research Professor of Management Science, Penn State University `Product and Services Management (PSM) is a welcome, up to date summary of the key issues facing firms in developing and refreshing their portfolios. The examples and cases bring the academic arguments clearly into focus and demonstrate the crucial role of PSM in leading the overall strategy of the firm′ - Professor Graham Hooley, Senior Pro-Vice-Chancellor, Aston University, Birmingham `Managers responsible for and students interested in product portfolio decisions previously had to consult several sources for obtaining up-to-date information; books on new product development, articles on service development, readers on product management, and frameworks for product evaluation and termination. With the book Product and Services Management the reader obtains four-in-one. Avlonitis and Papastathopoulou reveal in a compelling and comprehensive manner why product decisions are the cornerstone of modern marketing and business, and illustrate the theory with numerous mini-cases from Europe and elsewhere. A must read for everyone with a passion for products′ - Dr Erik Jan Hultink, Professor of New Product Marketing, Delft University of Technology This book provides a holistic approach to the study of product and services management. It looks at the key milestones within a product′s or service life cycle and considers in detail three crucial areas within product management, namely product/service portfolio evaluation, new product/service development and product/service elimination. Based on research conducted in Europe and North America, this book includes revealing cases studies that will help students make important connections between theory and practice. The pedagogical features provided in each chapter include chapter introduction, summary, questions and a further reading section. Additional material for instructors include PowerPoint slides and indicative answers to each chapter′s questions. This book is written for undergraduate and postgraduate students of business administration who are pursuing courses in marketing, product portfolio management, new product development and product policy.
Strategic Marketing Management 9th Edition
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Author : Chernev, Alexander
language : en
Publisher: Cerebellum Press
Release Date : 2018-01-01
Strategic Marketing Management 9th Edition written by Chernev, Alexander and has been published by Cerebellum Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-01-01 with Business & Economics categories.