Marketing Strategies

Author by : Ashok Ranchhod
Languange : en
Publisher by : Pearson Education
Format Available : PDF, ePub, Mobi
Total Read : 99
Total Download : 143
File Size : 48,8 Mb
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Description : Challenging traditional marketing concepts like the 4 Ps, Marketing Strategies examines the key factors affecting marketing in today's competitive business environment: sustainability, ethics, market orientation, the impact of technology and globalisation.


Content Marketing Strategies For Dummies

Author by : Stephanie Diamond
Languange : en
Publisher by : John Wiley & Sons
Format Available : PDF, ePub, Mobi
Total Read : 22
Total Download : 622
File Size : 41,5 Mb
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Description : Drive your content marketing campaign toward success Blogs and social platforms are all the rage right now—especially for strategists looking to cultivate influence among target audience members through content marketing. Content Marketing Strategies For Dummies explains how you can use content marketing to gain an edge over your competition, even in the most crowded of marketplaces. This timely text introduces you to the Five C Cycle: Company Focus, Customer Experience, Content Creation, Channel Promotion, and Closed-Loop Analysis. The Five C Cycle drives the creation and documentation of a targeted content marketing strategy, and allows you to approach your content marketing campaign with confidence. By helping you determine your company's focus, uncover your customers' experience with data, develop channel promotions across social platforms, create actionable online content, and use closed-loop analysis to build on previous success, this will become your go-to content marketing guide. Content marketing entails creating and curating content online via blog posts, social media platforms, and more. The goal is to acquire and retain customers by creating content that brings value to their lives, and that encourages them to engage with your brand. This easy-to-understand guide will help you do just that. Analyze customer data to better understand your target audience's journey Leverage social platforms, such as Facebook and Twitter, to develop channel promotions Create and curate intelligent, engaging content that leads to action Build upon your previous success with closed-loop analysis Whether you work for a large corporation, are part of a small business, are a solo thought leader, or are an educator, Content Marketing Strategies For Dummies tells you how to gain a critical, competitive advantage through targeted content marketing strategies.


Digital Marketing Strategies For Fashion And Luxury Brands

Author by : Ozuem, Wilson
Languange : en
Publisher by : IGI Global
Format Available : PDF, ePub, Mobi
Total Read : 87
Total Download : 728
File Size : 42,8 Mb
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Description : Online shopping has become increasingly popular due to its availability and ease. As a result, it is important for companies that sell high-end products to maintain the same marketing success as companies selling more affordable brands in order keep up with the market. Digital Marketing Strategies for Fashion and Luxury Brands is an essential reference source for the latest scholarly research on the need for a variety of technologies and new techniques in which companies and brand managers can promote higher-end products. Featuring coverage on a broad range of topics and perspectives such as brand communication, mobile commerce, and multichannel retailing, this publication is ideally designed for managers, academicians, and researchers seeking current material on effectively promoting more expensive merchandise using technology.


Small Business Marketing Strategies All In One For Dummies

Author by : Consumer Dummies
Languange : en
Publisher by : John Wiley & Sons
Format Available : PDF, ePub, Mobi
Total Read : 60
Total Download : 873
File Size : 46,8 Mb
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Description : 6 Books in 1 Generate high-impact marketing campaigns There's more to a successful campaign than spinning the marketing wheel of fortune and hoping for the best. This all-encompassing guide shows you how to develop and execute winning plans that result in growth and revenue every time. Get ready to incorporate tried-and-true marketing methods that will put your small business on top. 6 Books Inside... Setting Up Your Marketing Foundation Getting Started with Your Campaign Content Is King: Content Marketing Using Social Media Incorporating Traditional Marketing Measuring Results


Optimal Investment And Marketing Strategies

Author by : Ilona Murynets
Languange : en
Publisher by : World Scientific
Format Available : PDF, ePub, Mobi
Total Read : 53
Total Download : 296
File Size : 40,9 Mb
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Description : "Over the past decade, innovative technologies have resulted in an extensive growth of new services. Each new service requires a number of management and marketing decisions to be made well in advance of its launch and throughout its entire life cycle. This book develops mathematical models to facilitate decision-making dealing with technologically innovative services. Specifically, it develops (i) models for optimal pricing strategies of subscription services on monopolistic and duopolistic markets; (ii) an analytical model for optimal investment and optimal pricing strategies for innovative maintenance service contracts; and (iii) a model for targeting customers in marketing campaigns. In addition, the models (i)-(iii) can also be used to forecast an aggregate demand for a new service as well as the service demand for each individual customer."--Publisher's website.


Research Frontiers On The International Marketing Strategies Of Chinese Brands

Author by : Zuohao Hu
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 68
Total Download : 242
File Size : 51,9 Mb
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Description : This book proposes a theoretical framework identifying external and internal factors that influence internationalization strategy of Chinese brands and brand performance. It explores several key strategies e.g. standardization versus adaptation, price leadership versus branding, OBM export versus OEM export, and incremental versus leap-forward internationalization model. The relationships are examined between various international marketing mix e.g. distribution channel and pricing strategies, and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.


Marketing Strategies For The Home Based Business

Author by : Shirley Frazier
Languange : en
Publisher by : Rowman & Littlefield
Format Available : PDF, ePub, Mobi
Total Read : 39
Total Download : 800
File Size : 55,9 Mb
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Description : Marketing Solutions for the Home-Based Business is prime for a revision with the explosion of social media marketing. Business News Daily notes that two of the top 50 home-based jobs to watch are for Social Media Consultants and Internet Marketing Consultant. With more than a half million copies sold, Globe Pequot Press continues to grow its ever popular How To Start a Home-based Business series. Each volume includes worksheets, business and marketing forms, and everything you need to know about business start-up costs and strategies. This title will make the perfect companion to any book in the series offering up-to-date marketing stratregies to help better position your home-based business.


Cult Of Analytics Driving Online Marketing Strategies Using Web Analytics

Author by : Steve Jackson
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 37
Total Download : 981
File Size : 55,6 Mb
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Description : If you want to understand and get true value from your online content you need to understand how it is used by your customers. If you work with web analytics and online search optimization, this book will provide you with the tools and insight you need to do just that. Even more, it will give you an actionable plan to transform the culture of your organization into one that uses web analytics on a daily basis, focusing on real changes you can make to your department and processes to transform the way your business works. With examples from dozens of companies ranging from small businesses, to consumer sites like Amazon, to some of the largest companies in the world including Tesco and Google, Cult of Analytics demonstrates just how to apply web analytics to your business.


Policy And Marketing Strategies For Digital Media

Author by : Yu-li Liu
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 38
Total Download : 522
File Size : 48,9 Mb
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Description : With digital media becoming ever more prevalent, it is essential to study policy and marketing strategies tailored to this new development. In this volume, contributors examine government policy for a range of media, including digital television, IPTV, mobile TV, and OTT TV. They also address marketing strategies that can harness the unique nature of digital media’s innovation, production design, and accessibility. They draw on case studies in Asia, North America, and Europe to offer best practices for both policy and marketing strategies.


Marketing Strategies For Engineers

Author by : J. G. Snyder
Languange : en
Publisher by : Amer Society of Civil Engineers
Format Available : PDF, ePub, Mobi
Total Read : 76
Total Download : 878
File Size : 53,7 Mb
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Description : Engineers face the constant challenge of informing the public and their potential users of their capabilities and the benefits that may be achieved from their services. Marketing Strategies for Engineers, another volume in the ASCE Engineering Management series, presents the process of affirmative marketing that will enable them to do this. It offers guidelines and methods for developing effective marketing strategies specifically for consulting engineers. The book also explains that the development of a successful marketing strategy takes a great deal of planning, while stressing the importance of dedicated client service and ethical conduct. Using examples, Marketing Strategies for Engineers explains that when a well designed marketing plan is executed properly, the results will be beneficial to the engineering firm, as well as the general public. Topics covered also include: marketing objectives, strategic planning and implementation of a plan, direct and indirect strategies, management and quality control, and engineering fees. References are also included.


Winning Marketing Strategies

Author by : Barry Feig
Languange : en
Publisher by : Addison Wesley
Format Available : PDF, ePub, Mobi
Total Read : 23
Total Download : 134
File Size : 54,6 Mb
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Description : This comprehensive guide helps you avoid wasteful trial-and-error decision-making and eliminate mistakes by giving you fast access to proven-successful marketing techniques that cover every aspect of the marketing cycle-from market research to product development to pricing to advertising to analyzing sales results and jump-starting fading product lines.


Marketing Strategies For Nurse Managers

Author by : Kunkle, Vi
Languange : en
Publisher by : Aspen Pub
Format Available : PDF, ePub, Mobi
Total Read : 84
Total Download : 311
File Size : 52,6 Mb
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Description : This book provides nursing administrators and managers with a complete guide to developing and implementing a nursing marketing plan. it includes a marketing model, guidelines for practical application, and numerous examples, forms, and other handy tools, and it describes how the nursing marketing plan relates to, or is integrated with, strategic plans, business plans, product lines, And The hospitals or institutions marketing efforts.


Understanding Digital Marketing

Author by : Damian Ryan
Languange : en
Publisher by : Kogan Page Publishers
Format Available : PDF, ePub, Mobi
Total Read : 37
Total Download : 187
File Size : 43,8 Mb
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Description : Digital marketing now represents 25% of the marketing spend in the UK and this is predicted to move to 50% or higher within the next three years. Understanding Digital Marketing looks at the world of digital marketing: how it got started, how it got to where it is today, and where the thought leaders in the industry believe it is headed in the future. This authoritative title demonstrates how to harness the power of digital media and use it to achieve the utmost success in business, now and in the future.Understanding Digital Marketing deals with every key topic in detail, including:search marketing,social media, Google, mobile marketing, affiliate marketing, e-mail marketing, customer engagement and digital marketing strategies. Essential reading for both practitioners and students alike, and including real-world examples of digital marketing successes and expert opinions, Understanding Digital Marketing provides you with tools to utilize the power of the internet to take your company wherever you want it to go.


Market Strategies And German Literature In The Long Nineteenth Century

Author by : Vance Byrd
Languange : en
Publisher by : Walter de Gruyter GmbH & Co KG
Format Available : PDF, ePub, Mobi
Total Read : 9
Total Download : 295
File Size : 54,9 Mb
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Description : Building upon recent German Studies research addressing the industrialization of printing, the expansion of publication venues, new publication formats, and readership, Market Strategies maps a networked literary field in which the production, promotion, and reception of literature from the Enlightenment to World War II emerges as a collaborative enterprise driven by the interests of actors and institutions. These essays demonstrate how a network of authors, editors, and publishers devised mutually beneficial and, at times, conflicting strategies for achieving success on the rapidly evolving nineteenth-century German literary market. In particular, the contributors consider how these actors shaped a nineteenth-century literary market, which included the Jewish press, highbrow and lowbrow genres, and modernist publications. They explore the tensions felt as markets expanded and restrictions were imposed, which yielded resilient new publication strategies, fostered criticism, and led to formal innovations. The volume thus serves as major contribution to interdisciplinary research in nineteenth-century German literary, media, and cultural studies.


Managing Global Business Strategies

Author by : John T McManus
Languange : en
Publisher by : Elsevier
Format Available : PDF, ePub, Mobi
Total Read : 80
Total Download : 547
File Size : 48,5 Mb
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Description : Aimed at key decision makers and those responsible for global strategy, this book is about changing markets and the complexity of undertaking business in a fast paced technological and knowledge based age in a dynamic and strategic context. Trends show a renaissance in entrepreneurial activity that is fuelling innovation particularly in the so called BRIC nations of Brazil, Russia, China and India. For example, both China and India have benefited immensely from Foreign Direct Investment (FDI) and as a direct consequence both nation states are reshaping the way global business is conducted and the way investment decisions are made. Evidence would suggest that Europe and the United States are more dependent on the BRIC trading nations for earnings and profits. Geographical distance is no longer a barrier between nations; however, the challenges of ethnic diversity in domestic markets are multiplied by the difficulties of delivering goods and services into global markets with different cultures and languages. This book examines the issues associated with undertaking global business in complex and knowledge related markets. Written by highly knowledgeable and well-respected practitioners and academics in their field Provides practical insight and realistic answers to global and strategic problems Progressive constructs of trends and thoughts to take the reader from the current paradigm to the broader yet application-specific view of global business


Understanding Digital Marketing Strategies For Online Success

Author by : Dishek Mankad
Languange : en
Publisher by : BPB Publications
Format Available : PDF, ePub, Mobi
Total Read : 9
Total Download : 469
File Size : 50,8 Mb
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Description : DescriptionDigital Marketing is designed as a textbook for management students specialising in marketing. The book discusses various digital media and analyses how the field of marketing can benefit from them. This book is divided into 15 chapters. The Chapters includes, marketing in the Digital Era, starts with an overview of e-marketing followed by the online marketing mix in the digital framework. It then discusses the role of the online consumer followed by CRM strategies that organizations can use with the help of the digital medium to retain and grow customer relationship. Business Drivers in the Virtual World, deals with the realm of social media followed by online branding, building traffic, Web business models, and e-commerce.Online Tools for Marketing, deals with various Web tools for building consumer engagement, content management, campaign management, consumer segmentation, and building market influence. The Contemporary Digital Revolution deals with the world of online co-creation communities and offers in-depth discussion on Social Media marketing, Email Marketing, Online advertising. Apart from that it also includes how to generate the lead for you business, how to perform the mobile web marketing, how to affiliate marketing. What is Ad Sense and how it is worked how to get approved form ad sense. Introductory part of The Web Analytical Tools. As a Manager any one must aware with the creation of the strategy. So, for that I also add the how to create the digital marketing strategy. Finally, The Freelancer work, how to earn money with digital marketing by doing work as a freelancer. Numerous examples, exhibits, and illustrations have been included to help students assimilate the concepts better.Key Features1. Digital Marketing : An Overview2. Website Planning & Creation3. Search Engine Optimization(SEO)4. PPC Advertising With Google & Optimization5. Google Analytics6. Social Media Marketing7. E - Mail Marketing8. Online Advertising9. Lead Generation For Business10. Mobile Web Marketing11. Affiliate Marketing12. Google Adsense & Blogging13. Digital Marketing - The Web Analytics14. Creating Digital Marketing Strategy15. Marketing Money As Freelancer


Buyer Personas

Author by : Adele Revella
Languange : en
Publisher by : John Wiley & Sons
Format Available : PDF, ePub, Mobi
Total Read : 76
Total Download : 461
File Size : 41,6 Mb
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Description : See your offering through the buyer's eyes for more effective marketing Buyer Personas is the marketer's actionable guide to learning what your buyer wants and how they make decisions. Written by the world's leading authority on buyer personas, this book provides comprehensive coverage of a compelling new way to conduct buyer studies, plus practical advice on adopting the buyer persona approach to measurably improve marketing outcomes. Readers will learn how to segment their customer base, investigate each customer type, and apply a radically more relevant process of message selection, content creation, and distribution through the channels that earn the buyers' trust. Rather than relying on generic data or guesswork to determine what the buyer wants, the buyer persona approach allows companies to ask the buyer directly and obtain more precise and actionable guidance. Buyer personas are composite pictures of the people who buy solutions, services or products, crafted through a unique type of interview with the people the marketer wants to influence. This book provides step-by-step guidance toward implementing the buyer persona approach, with the advice of an internationally-respected expert. Learn who buys what, and why Understand your buyer's goals and how you can address them Tailor your marketing activities to your buyer's expectations See the purchase through the customer's eyes A recent services industry survey reports that 52 percent of their marketers have buyer personas, and another 28 percent expect to add them within the next two years – but only 14.6 percent know how to use them. To avoid letting such a valuable tool go to waste, access the expert perspective in Buyer Personas, and craft a more relevant marketing strategy.


Exploring Proactive Market Strategies

Author by : Harald Brege
Languange : en
Publisher by : Linköping University Electronic Press
Format Available : PDF, ePub, Mobi
Total Read : 58
Total Download : 890
File Size : 52,5 Mb
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Description : In discussions of firm strategy, proactivity is often mentioned as an enabler of effective goal accomplishment and high performance. However, it is rarely explained what, more precisely, being more proactive actually entails, or even indeed defined what is meant by the term ‘proactivity’ in this particular context. This dissertation seeks to investigate proactivity and its role in shaping firms’ market strategies. From prior research on proactivity in the strategic marketing domain, we know that proactive firms, on average, develop more radical innovation, are better at managing complex and highly competitive environments, and seem to achieve higher business performance. However, few, if any, of these prior studies properly define proactivity and take a more holistic perspective on its impact on firms’ market strategies. In this dissertation I propose a definition of proactivity through three main proactive characteristics: being future-oriented, taking the initiative, and driving change. Thus, a proactive firm does not wait for things to happen and then react to those events. Instead, it keeps a long-term horizon on its scanning for market intelligence and takes action before things happen, in order to create the change needed to improve its situation. While certainly not all proactive actions are successes, particularly not if the firm lacks proper awareness of the situation or exceeds its capabilities in its striving to shape events, proactive firms do have access to a broader set of opportunities than their less proactive competitors. To understand how proactivity influences market strategies, it is first necessary to understand market strategy itself a bit closer. I define market strategies as firms’ strategies for creating customer value. According to the market orientation literature, the basis of achieving long-term high firm performance is to consistently provide customers with superior value to that of the competition. Thus, firms’ market strategies are squarely at the center of their efforts to become more successful. To study these strategies and the effects they have, it is necessary to go beyond strategy documents and study the actual activities that firms perform to implement them. A market strategy, in my conceptualization, can thus be perceived as a coherent set of activities aimed at fulfilling certain goals, leading to the creation of customer value. These activities can then be further categorized according to the strategic orientations that drive the firm’s strategy-making, with customer orientation, competition orientation and innovation orientation being the orientations that have the most impact on market strategies. From this conceptual foundation, the dissertation takes four different approaches to investigating proactive market strategies, each presented in one of the four appended papers. In the first paper, a conceptual typology of different types of market strategies based on different value-creation logics – which are the combinations of responsiveness and proactivity that influence a firm’s value-creation efforts – is presented. In the second paper, the market strategies of five proactive firms are investigated to find three generic proactive market strategies, each representing a typical way for firms to employ proactivity in their market strategies. The third paper uses fuzzy-set qualitative comparative analysis to investigate the configurations of proactivity, market environment and different market strategies that consistently lead to high market-strategic effectiveness. Finally, the fourth paper goes more in-depth in exploring the activities that firms employ to create value for customers, with particular focus on the different activities that are performed during different stages of contact with a customer. Through this thorough investigation of proactive market strategies, this dissertation presents a holistic view of proactivity and its impact on firms’ market strategies and their associated activities. As this is the first proper holistic view of proactivity in market strategy and also the first attempt to properly define proactivity in the market-strategic context, the dissertation also provides directions for future research. ”Vi måste vara mer proaktiva” är en fras som säkerligen har dragits på många strategimöten. I såväl internationaliserade jättar som lokala småföretag, tjänsteföretag likväl som tillverkande industrier, har det i styrelserum, ledningsmöten, pratats om behovet att vara mer proaktiv. Det uppenbara är att proaktivitet ses som något positivt, något som kan hjälpa företaget bli bättre, mer konkurrenskraftigt, och så vidare. Men vad menar man egentligen med att vara proaktiv i det här sammanhanget? Och hur påverkar det egentligen företags prestationsförmåga? Harald Brege vid Linköpings Universitet har studerat proaktivitet och hur företag kan använda det för att öka effektiviteten på sina marknadsstrategier, d.v.s. deras strategier för att skapa kundvärde. Proaktivitet är en nyckel som kan låsa upp möjligheter för företag att bli bättre på att hantera en föränderlig och komplex omvärld och stärka sin konkurrenskraft. Slår man upp ordet ”proaktiv” i SAOL får man veta att det betyder förebyggande eller förutseende, men för att kunna användas som ett verktyg för strategiutveckling behövs en mer användbar definition än så. Ur ett strategiskt perspektiv så har proaktivitet tre huvudsakliga komponenter: att vara långsiktig, att ta initiativet och att driva förändring. Det viktigaste för ett proaktivt företag är att inte vara passiva och vänta på att något händer som tvingar dem till förändring eller att bara reaktivt agera på det som finns i omvärlden. Istället så blickar man framåt, identifierar de potentiella sätt som en situation kan utvecklas på och tar sedan initiativet och agerar för att förändra situationen så att den passar företaget bättre. Dock så räcker det inte bara att bli proaktiv och så får man stora vinster på direkten. För att proaktiviteten ska bli framgångsrik så måste ett företag dels arbeta för att skaffa en grundlig förståelse av sin omgivning, dels se till de olika delarna i deras marknadsstrategi hänger ihop och arbetar mot samma mål. Är strategin otydlig eller om företaget håller på med saker de inte har insikt i så är proaktivitet istället sannolikt att ge dåliga resultat. Genom att arbeta för att förstå sina kunder på djupet så kan proaktiva företag snabbt komma med lösningar till behov, inklusive behov som kanske inte ens kunderna själva hade identifierat. Genom att aktivt arbeta med att förändra kunders uppfattning av vad en leverantör ska göra för dem och att påverka politiker och andra intressenter så kan proaktiva företag forma sina marknader för att bättre passa dem. Genom att driva produktutveckling som fokuserar på morgondagens produkter och att testa nya möjligheter, inte bara småförbättringar av samma gamla produkter, så kan proaktiva företag skapa innovativa nya erbjudanden som vänder upp och ner på marknaden. Dessa tre exempel belyser de tre generiska proaktiva marknadsstrategier som har identifierats: kundengagemang, marknadsformande, och innovationsledarskap.


E Business Strategies For Virtual Organizations

Author by : Janice Burn
Languange : en
Publisher by : Routledge
Format Available : PDF, ePub, Mobi
Total Read : 21
Total Download : 165
File Size : 52,6 Mb
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Description : 'e-Business Strategies for Virtual Organizations' enables IT managers and directors to develop and implement IT strategies and infrastructures for new models of doing business based on the Internet. The authors provide a brief introduction to the concepts and strategic issues surrounding information warfare, managing organizational knowledge, and the information economy. The virtual organization is now an important business model for contemporary business organizations and the flexibility and adaptability of the virtual organization make it ideal for survival in today's highly competitive and dynamically changing markets. Modern corporations may utilize some of the features of the virtual organization to develop the ideal organization to a greater or lesser extent depending on individual business circumstances. This book covers the issues involved in planning, realizing and managing such a virtual organization, and the role of information and communication technologies in supporting virtual organizations and virtual organizing is addressed throughout.


Non Market Strategies In International Business

Author by : Vikrant Shirodkar
Languange : en
Publisher by : Springer Nature
Format Available : PDF, ePub, Mobi
Total Read : 79
Total Download : 877
File Size : 46,7 Mb
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Description : The Academy of International Business (UK and Ireland Chapter) Published in association with the UK and Ireland Chapter of the Academy of International Business. This book provides theoretical and empirical insights into non-market political and social strategies that firms use when conducting international business. Political strategies include activities such as lobbying, campaign contributions, and using political ties and connections as a means of influencing policy making. Likewise, firms also engage in various social responsibility activities to maintain a good image in society and to improve their legitimacy and reputation when operating globally. Multinational enterprises (MNEs) face various challenges in implementing non-market strategies due to institutional differences between their home and host contexts. Presenting fresh perspectives from a cast of international contributors, this book offers academics, students, and practitioners a greater understanding of how non-market strategies can be effective in international business.


Value Based Marketing

Author by : Peter Doyle
Languange : en
Publisher by : John Wiley & Sons
Format Available : PDF, ePub, Mobi
Total Read : 58
Total Download : 328
File Size : 49,9 Mb
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Description : This book provides a clear practical introduction to shareholder value analysis for the marketing professional. It gives them the tools to develop the marketing strategies that will create the most value for business. For top management and CFOs the book explains how marketing generates shareholder value. It shows how top management should evaluate strategies and stimulate more effective and relevant marketing in their companies. The original essence of the first edition has been maintained but obvious areas have been updated and revised, as well as, new areas such as technology have been addressed. The second edition of this book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee. The highly prestigious panels of contributors include: Jean-Claude Larréché – INSEAD Veronica Wong – Aston Business School John Quelch – Harvard Business School Susan Hart – Strathclyde Graduate Business School (SGBS) Michael Baker – Emeritus Professor SGBS Tim Ambler – London Business School Tony Cram – Ashridge Table of Contents: PART I Principles of Value Creation 1 Marketing and Shareholder Value 2 The Shareholder Value Approach 3 The Marketing Value Driver 4 The Growth Imperative PART II Developing High-Value Strategies 5 Strategic Position Assessment 6 Value-Based Marketing Strategy PART III Implementing High-Value Strategies 7 Building Brands 8 Pricing for Value 9 Value-Based Communications 10 Value-Based Marketing in the Digital Age


Go To Market Strategies For Women Entrepreneurs

Author by : Victoria L. Crittenden
Languange : en
Publisher by : Emerald Group Publishing
Format Available : PDF, ePub, Mobi
Total Read : 75
Total Download : 934
File Size : 44,5 Mb
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Description : This collection brings together leading scholars and practitioners with a variety of interests as related to women entrepreneurs. Taking a unique scholarly-practice approach, Crittenden builds an enticing story around several key variables that influence go-to-market strategies for women entrepreneurs.


Marketing Strategies Tactics And Techniques

Author by : Stuart Clark Rogers
Languange : en
Publisher by : Greenwood Publishing Group
Format Available : PDF, ePub, Mobi
Total Read : 60
Total Download : 410
File Size : 51,7 Mb
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Description : Presents essential information on marketing strategies, practical tactics, and career-enhancing techniques.


Marketing Strategies Of Chinese Companies

Author by : Fenghua Tang
Languange : en
Publisher by : Diplomica Verlag
Format Available : PDF, ePub, Mobi
Total Read : 83
Total Download : 460
File Size : 48,5 Mb
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Description : Ten or fifteen years ago global business was mainly in the hands of a select number of multinational giants. Small and medium-sized business concentrated on their home markets and perhaps one or two neighboring countries. Not so any longer. Even the smallest businesses have realized that they have something to market in distant countries. Under these circumstances, Chinese companies of all sizes in various industries have recently opened to foreign competition. According to the Chinese Commerce Ministry's new release on relevant report, the Chinese foreign investment reached a new record of 26,51 billion US-Dollars in 2007. This represented a growth of 25,3 percent compared to 2006. After the quantity expansion, the quality offensive comes silently. Today, Chinese companies throw not only millions of T-Shirts, toys or plastic bowls in the international market but also wireless LCD-televisions, telecom-equipment and precision tools as well. Chinese companies have realized that a competitive advantage based on low costs, low prices and large quantities in a global economy cannot defend itself long. Consequently, they focus consistently on innovation and brands. In addition, China's globalization also needs strong mental forces. China does not just want to be a world factory, but instead be an internationally competitive market place that Western competitors already are. In the involvement of Chinese companies abroad aimed at specific markets, several strategies are recognizable. German and European companies are facing new chances and challenges at the same time. People must correctly assess the situation and corporate strategies and business concepts, with which they respond effectively and sustainably. The following questions are the focus: In what areas and branches do Chinese companies concentrate in German market? Which Chinese companies go abroad? What are their market entry strategies? What are their competitive strategies? And what are the steps of Chinese investments? What problems in the Chinese M&A business in Germany? How to overcome or avoid them? What are other problems? What branches are suffering from Chinese competition in Germany and EU? Chances or threats? How can German companies face this shift in a global economy and respond appropriately?


Questioning Strategies In Marketing Research Questionnaires

Author by : Julia Glimmann
Languange : en
Publisher by : diplom.de
Format Available : PDF, ePub, Mobi
Total Read : 91
Total Download : 158
File Size : 46,9 Mb
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Description : Inhaltsangabe:Abstract: Questionnaires are one of the most frequently used means in marketing research. This thesis has the objective to analyze questionnaires with the main focus on the linguistic description of questions. Whereas a lot of research on questionnaires from a social science perspective and a marketing perspective can be found, linguistic research on questionnaires is rare. The research question of this thesis can be formulated as follows: What are the differences between questionnaires used in personal face-to-face interviews, telephone interviews and self-administered questionnaires and how are these differences reflected in language? Thus, several different questionnaires (cf. corpus) have been analyzed and compared. Following the introduction in chapter one, chapter two of the thesis is dedicated to marketing research. The purpose of surveys is explained as well as the sampling procedure and the pretest. This thesis focuses on primary research. Chapter three explains the symbolic interaction theory for social research. This question-answer model describes the interview situation. Chapter four is dedicated to the three different survey techniques (personal interviews, telephone interviews and self-administered questionnaires). Each of them will be discussed in detail. Chapter five deals with response effects in questionnaires and explains the influence of question words, question form, question structure and question topic on responses. Whereas chapter six focuses on the macrostructure (overall structure) of questionnaires, chapter seven focuses on the mircostructure. Question form (open-ended vs. closed questions), sentence types and sentence form will be discussed as well as wh-interrogatives and the you attitude . In chapter eight a summary of the language differences is provided for each type of questionnaire separately. Finally, in the conclusion in chapter nine, some final remarks on the topic will be made. Inhaltsverzeichnis:Table of Contents: 1.INTRODUCTION1 2.MARKETING RESEARCH5 2.1Primary Research: Surveys6 2.2Sampling7 2.3The Pretest8 3.THE SYMBOLIC INTERACTION THEORY FOR SOCIAL RESEARCH9 4.QUESTIONING MODES11 4.1Personal Interviews11 4.1.1Advantages of Personal Interviews12 4.1.2Disadvantages of Personal Interviews13 4.2Telephone Interviews14 4.2.1Advantages of Telephone Interviews14 4.2.2Disadvantages of Telephone Interviews15 4.3Self-administered Questionnaires16 4.3.1Advantages of [...]


Digital Transformation The Realignment Of Information Technology And Business Strategies For Retailers In South Africa

Author by : Albert Mubako
Languange : en
Publisher by : diplom.de
Format Available : PDF, ePub, Mobi
Total Read : 51
Total Download : 168
File Size : 48,7 Mb
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Description : Remaining competitive in the retail industry of South Africa in the digital age is a major business concern. In the age of „digital natives”, people are well-connected on various digital technology platforms and are digital consumers. Digital technologies offer retail organizations new innovative ways to create value by utilizing digital business strategies, processes, and products. This qualitative research study explores the perception of retail strategy experts and decision-makers toward realignment of IT and business strategies considering digital transformation in South Africa. Based on interviews with seven managers and decision-makers in the retail industry, the study reveals that digital technologies have disrupted traditional ways of doing business. The study proposes eight major recommendations, in which retail traders could innovate their business strategy to enhance value creation beyond traditional approaches to retailing. It provides a good starting point for academic research in a domain that is deficient in theoretical and empirical research on the South Africa retail sector, and offers retailing managers a conceptual model to guide them toward a digital business strategy for transient competitive advantages.


Marketing Strategies

Author by : Ashok Ranchhod
Languange : en
Publisher by : Pearson Education
Format Available : PDF, ePub, Mobi
Total Read : 61
Total Download : 291
File Size : 43,7 Mb
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Description : "This is an innovative textbook that adds an exciting dimension to the teaching of marketing strategy by highlighting the effects of technology and globalisation on marketing practices." Len Tiu Wright, Department of Marketing, De Montford University Finally! A book that takes a European perspective. "Marketing Strategies: A Twenty-first Century Approach "examines marketing from different angles in order to create a broader understanding of the discipline. Blending theory and practice, Ashok Ranchhod takes a radical approach. There is little discussion of the 4 PAs because strategies are often company specific. Rather, the author brings together five of the main contemporary factors affecting marketing in the twenty-first century: sustainability, ethics, market orientation, the impact of technology and globalisation. "Marketing beyond the consumer! Recognition of stakeholders and the wider responsibilities of companies - an invaluable guide to marketing theory and techniques for the twenty-first century." Paul Reilly, Commercial Director, Philips, Central Europe Geared toward undergraduate and postgraduate students, as well as practitioners, "Marketing Strategies: A Twenty-first Century Approach" offers both a philosophical and a practical approach to marketing and includes the following key features: Discussion of the changing nature of marketing and the impact of technology Analysis of the fragmentation of markets and new strategies for working within this new marketplace Insights into the stakeholder perspective Comprehensive look at how analysis and segmentation is practiced and some of the associated pitfalls Thearguments for sustainability and ethics are developed and practical ways of implementing these types of marketing strategies are explained Numerous examples of different strategies A range of cases that illustrate the arguments posed Global examples Emphasis of the holistic nature of marketing Highlights the need to understand cultural dynamics when implementing marketing strategies Consideration of how branding relationships are changing "A refreshing and critical review of marketing that challenges existing orthodoxies. By addressing the critical themes of sustainability, ethics, technology and globalisation, new perspectives of marketing are developed. The use of international cases and blend of theory and practice makes this book timely and essential for academics and practitioners." Professor Margaret Bruce, Manchester Business School A comprehensive package of supplements is available to assist students and instructors in using this book. To access Teaching Tips, Cases, PowerPoint Presentations and Links to Other Sites visit www.booksites.net/ranchhod Ashok Ranchhod is Faculty Professor in Marketing at Southampton Business School. "Ashok Ranchhod addresses the ever increasing complexity of marketing and delivers a superb text that considers the key factors which should be considered when developing a marketing strategy and provides a wealth of practical as well as theoretical advice." Peter Woolston, Head of Group Marketing, Centrica PLC


Business Strategies And Value Chain Management

Author by : Lucas Wiedemann
Languange : en
Publisher by : Author House
Format Available : PDF, ePub, Mobi
Total Read : 9
Total Download : 588
File Size : 41,8 Mb
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Description : This book is an introduction to the complexity of business strategies and value chain management. It shows the variety of the different strategies and their importance in a company’s failure or success..