Innovation In Marketing New Perspectives For Profit And Growth
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Innovation In Marketing
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Author : Theodore Levitt
language : en
Publisher: Pan
Release Date : 1968
Innovation In Marketing written by Theodore Levitt and has been published by Pan this book supported file pdf, txt, epub, kindle and other format this book has been release on 1968 with Marketing categories.
Innovation In Marketing In Marketing New Perspectives For Profit And Growth
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Author : Theodore Levitt
language : en
Publisher:
Release Date : 1962
Innovation In Marketing In Marketing New Perspectives For Profit And Growth written by Theodore Levitt and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1962 with categories.
Improve Your Marketing To Grow Your Business
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Author : Hunter Hastings
language : en
Publisher: FT Press
Release Date : 2010-06-28
Improve Your Marketing To Grow Your Business written by Hunter Hastings and has been published by FT Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-06-28 with Business & Economics categories.
Improve Your Marketing to Grow Your Business provides the tools and techniques to harness the power of the Internet and innovative technologies to succeed in doing the most important job to increase top-line growth--building brand equity. This book will explain how achieving top-line revenue growth and sustaining profits will depend upon the corporate embrace of the re-engineering of marketing through new processes to unleash the power technology affords. The book begins by presenting the shift in thinking that must take place to tap into this new marketing capability, including focusing on becoming customer-centric, re-engineering the marketing function, re-thinking the marketing organization, and re-designing the technology systems. In addition, it provides a new way to think about building a customer-centric process and the metrics to measure effectiveness. The book then goes on to provide intimate insider interviews with leading marketers of major brands in major industries and companies to illustrate application and practice. The interviews and perspectives of leading executives will provide real world examples and stories of what went right and wrong in the transition to a new way to put marketing to work. In the final section, the book presents the secrets for how to get it done: Managing information, creating a culture of accountability, creating communities of practice, and empowering change agents at every level of the organization. This is the future--and it works!
Innovation In Marketing
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Author : Peter Doyle
language : en
Publisher: Routledge
Release Date : 2012-10-02
Innovation In Marketing written by Peter Doyle and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-10-02 with Business & Economics categories.
Innovation in Marketing is a unique collection of empirical material describing both systems innovation and the launch of new products. This ranges from the development of new high tech items such as the Organiser from Psion, to the transfer of a major brand such as Virgin Direct to a new market. Based on this the authors have developed a clear analytical model for managing innovation with a marketing perspective. Doyle and Bridgewater illustrate the key themes using case materials and the entirely new new work it contains on the linkage between innovation and shareholder value. This gives the student and professional a new decision making perspective. The key themes that structure the book are: Marketing and innovation - the model, innovation and strategy, marketing strategies and shareholder value, best practice in innovation management, effectiveness in innovation.
Design And Marketing Of New Products
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Author : Glen L. Urban
language : en
Publisher: Pearson
Release Date : 1993
Design And Marketing Of New Products written by Glen L. Urban and has been published by Pearson this book supported file pdf, txt, epub, kindle and other format this book has been release on 1993 with Business & Economics categories.
A complete and practical, how-to exploration of each step in the strategy, opportunity identification, design, testing, launch, and profit-management stages of new-product development. Revision of over 75% of the book ... offers a managerial focus - with an emphasis on understanding the issues and solving the problems by implementing a variety if state-of-the-art methods and perspectives ... integrates marketing, R&D, production engineering, and financial aspects of new product design and marketing ... uses real-world examples to illustrate issues and solutions.
The Power Of Co Creation
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Author : Venkat Ramaswamy
language : en
Publisher: Simon and Schuster
Release Date : 2010-10-05
The Power Of Co Creation written by Venkat Ramaswamy 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 2010-10-05 with Business & Economics categories.
Apple embraced co-creation to enhance the speed and scope of its innovation, generating over $1 billion for its App-Store partner-developers in two years, even as it overtook Microsoft in market value. Starbucks launched its online platform MyStarbucksIdea.com to tap into ideas from customers and turbocharged a turnaround. Unilever turned to co-creation for redesigning product lines such as Sunsilk shampoo and revitalized growth. Nike achieved remarkable success with its Nike+ co-creation initiative, which enables a community of over a million runners to interact with one another and the company, increasing its market share by 10 percent in the first year. Co-creation involves redefining the way organizations engage individuals—customers, employees, suppliers, partners, and other stakeholders—bringing them into the process of value creation and engaging them in enriched experiences, in order to —formulate new breakthrough strategies —design compelling new products and services —transform management processes —lower risks and costs —increase market share, loyalty, and returns In this pathbreaking book, Venkat Ramaswamy (who coined the term co-creation with C. K. Prahalad) and Francis Gouillart, pioneers in working with companies to develop co-creation practices, show how every organization—from large corporation to small firm, and government agency to not-for-profit—can achieve “win more–win more” results with these methods. Based on extraordinary research and the authors’ hands-on experiences with successful projects in co-creation at dozens of the world’s most exciting organizations, The Power of Co-Creation illustrates with detailed examples from leading firms such as those above, as well as from Cisco, GlaxoSmithKline, Amazon, Jabil, Predica, Wacoal, Caja Navarra, and many others, how enterprises have used a wide range of “engagement platforms”—and how they have even restructured internal management processes—in order to harness the power of co-creation. As the authors’ wealth of examples make vividly clear, enterprises can no longer afford to view customers and other stakeholders as passive recipients of their products and services but must learn to engage them in defining and delivering enhanced value. Co-creation goes beyond the conventional “process view” of quality, re-engineering, and lean thinking, and is the essential new mind-set and practice for boosting sustainable growth, productivity, and profits in the future.
New Perspectives On Economic Growth And Technological Innovation
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Author : F. M. Scherer
language : en
Publisher: Brookings Institution Press
Release Date : 2011-10-01
New Perspectives On Economic Growth And Technological Innovation written by F. M. Scherer and has been published by Brookings Institution Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-10-01 with Business & Economics categories.
A Brookings Institution Press and British-North American Committee publication Two hundred years ago, the first Industrial Revolution sparked a dramatic acceleration in the quantity of goods and services available to the average citizen--a trend of steadily increasing real income per capita that continues to this day. Since that time, economists have struggled to develop systematic explanations for what caused the sudden, rapid increase, why the economy keeps growing, and why the rate of growth varies in different time periods and nations. In this book, F. M. Scherer traces the evolution of economic growth theory from the Industrial Revolution to the present. Emphasizing technological change as the most crucial dynamic force for growth, Scherer analyzes early hypotheses that paid little attention to new technologies, follows the emergence of theories that increasingly emphasized technological change, and reviews the current state of economic growth theory. Pointing out a lack of solid microbehavioral foundations to support contemporary "new growth" ideas, Scherer then supplies some foundational "bricks" concerning financial investment and human capital, and concludes by exploring the prospects for sustaining rapid growth into the next century.
Fundamentals Of Marketing
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Author : Marilyn A Stone
language : en
Publisher: Routledge
Release Date : 2007-01-24
Fundamentals Of Marketing written by Marilyn A Stone and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-01-24 with Business & Economics categories.
Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors, in particular the banking, hospitality, retail and public service sectors this textbook critically evaluates the effectiveness of different marketing strategies and approaches. Exploring the principles of marketing this volume engages the reader, not only in theory but also in practice, using a broad range of real-life case studies such as Coca Cola, Apple, FCUK, Virgin, Amazon.com, Barnes and Noble, Dyno Rod and New Zealand wool. The text analyzes the marketing mix: product development, pricing, promotion (and communications marketing) and place (channels of distribution). It also emphasizes the role of Marketing Information Systems (MIS) using internal reporting, marketing intelligence and marketing research including the contribution from marketing research agencies and reviews the role of technology, e-commerce and the Internet in supporting successful marketing. Featuring a support website that provides student and lecturer resources, Fundamentals of Marketing conveys the main principles of marketing in a challenging yet accessible manner and provides the reader with insights into the workings of marketing today. Visit the Companion website at www.routledge.com/textbooks/9780415370974
From Imagination To Innovation
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Author : A. Coskun Samli
language : en
Publisher: Springer Science & Business Media
Release Date : 2011-08-23
From Imagination To Innovation written by A. Coskun Samli 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 2011-08-23 with Business & Economics categories.
It is impossible to measure the full economic and psychological benefits of the sewing machine, the polio vaccine, or the Internet. What we know is that these products have changed our lives for the better, generating net benefits well beyond the metric of corporate profits. As forces such as financial market volatility and fragmented markets demonstrate the fragility of the global economy, the imperative to develop products and services that contribute to the well-being of the many—rather than the few—is more pronounced than ever. In this book, A. Coskun Samli explores this imperative of an “innovation culture” and how it can be encouraged at all levels, from the individual to the nation or region. He argues that without a global innovation culture, committed to generating socially valuable products, we are likely to face a deteriorating quality of life, as wealth is concentrated at the top. Integrating insights from management, economics, policy, and psychology, Samli demonstrates how creativity can be channeled into innovation and innovation can be channeled, in turn, toward economic development. He discusses how national policies can be oriented toward encouraging such socially beneficial innovations as sustainable energy, communication technology, and medical discoveries. The aim is to promote the development of products and services that improve quality of life and generate profits for those who invest in them. He argues that all innovations, whether radical or incremental, must demonstrate social value in order to be truly profitable.
Fast Innovation Achieving Superior Differentiation Speed To Market And Increased Profitability
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Author : Michael L. George
language : en
Publisher: McGraw Hill Professional
Release Date : 2005-07-15
Fast Innovation Achieving Superior Differentiation Speed To Market And Increased Profitability written by Michael L. George 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 2005-07-15 with Business & Economics categories.
“How can I create an innovation engine that will consistently deliver substantial organic growth?” This question is the number-one issue for most CEOs and senior executives today. Innovation is a critical driver of organic growth, yet based on the authors' research, only a small percent of companies effectively use innovation to sustain long-term, profitable growth. And the stakes couldn't be higher-failure to create successful new products, services, and business models causes stagnating or declining profits. Now, for the first time, experts Michael George, James Works and Kimberly Watson-Hemphill explain the surprising and significant gap between the CEO's growth goals and actual performance. The authors, who are experts at connecting strategy to execution, give you a complete blueprint for exploiting the strategic and operational dimensions of innovation. Using fresh insights about the true drivers of fast time-to-market and the inadequate success rate of innovation, Fast Innovation reveals: Why current approaches to innovation fail A new strategic and tactical plan that will help your company dramatically reduce time-to-market by 50 to 80 percent The secret for finding out what your customers really want (not just what they say they want) Tools and methods for turning customer insights into ideas that will generate significant ROI The key levers that senior leadership must engage to create innovation capability across the business You'll receive specific actionable solutions for driving disruptive and sustaining innovation at the strategic, portfolio and project level. You'll also learn how to improve how much time your innovation teams actually spend innovating, and discover the changes that must be launched at the corporate level in order to enable the whole business to embrace and get results from this approach.