Author : Norton Paley
Publisher : CRC Press
Page : 250 pages
File Size : 23,28 MB
Release : 2000-11-29
Category : Business & Economics
ISBN : 1420025643
What does a marketing-driven company stand for in the Internet age? As a nonmarketing executive, why should you give any attention to the subject? How would internalizing the fine points of the subject contribute to your effectiveness on the job? In the era of flat or e-business organizational structures, many executives and entrepreneurs suddenly
Author : Mike Meldrum
Publisher : Elsevier
Page : 305 pages
File Size : 23,11 MB
Release : 2007-03-08
Category : Business & Economics
ISBN : 0080468551
Marketing in a Nutshell is an easy-to-use quick reference source for non-marketing specialists. Designed as a dip-in guide, this accessible book will be invaluable to general managers, non-qualified marketers and students taking a module in marketing alongside their other studies. Marketing in a Nutshell makes the authors' marketing know-how and expert insights accessible to all. - Dip-in reference format makes a comprehensive powerhouse of marketing knowledge available to every non-marketing manager at a moment's notice - Concise, easy-to-read standalone summaries of key marketing principles, concepts, tools and techniques - Credible and expert marketing insights from leading marketing consultants especially for non-specialists
Author : Heather Fitzpatrick
Publisher : John Wiley & Sons
Page : 352 pages
File Size : 31,62 MB
Release : 2017-05-15
Category : Business & Economics
ISBN : 1937352676
Although marketing-related expenses are a significant portion of most organizations’ budgets, it is often frustrating for those with budget oversight to get a clear picture of the returns on their marketing investment. This engaging book offers practical ways for non-marketing managers and executives to measure and improve marketing returns. It gives you the tools you need to be able to correctly assess the potential of your marketing and accurately evaluate the returns. You’ll learn: Why market leaders achieve significantly greater returns on their marketing than others within their market. The 3 main reasons most marketing plans fail to live up to their potential, and the steps you must take to avoid these pitfalls. How to evaluate your marketing investment’s likely ROI before you invest the money. When and how to assess the financial returns of your marketing efforts. How well your own organization is performing in the management of its marketing investments. The book includes: Case studies from companies of various sizes and in a cross-section of industries, including not-for-profits 4 tests to use prior to the approval of a marketing budget A marketing performance evaluation tool to assess and improve your organization’s marketing management
Author : Thomas Barta
Publisher : McGraw Hill Professional
Page : 241 pages
File Size : 39,66 MB
Release : 2016-09-22
Category : Business & Economics
ISBN : 1259834727
WHAT MAKES AN EFFECTIVE AND SUCCESSFUL MARKETING LEADER? The 12 Powers of a Marketing Leader, by former McKinsey Partner Thomas Barta and senior London Business School professor Patrick Barwise, is the first research-based leadership book for marketers in the 21st century. Based on the largest ever research study of its kind, with detailed data on over 8,600 leaders in more than 170 countries, this game-changing book identifies 12 specific behaviors--or Powers--that drive marketers' business impact and career success. Reading it, you’ll learn how to: • MOBILIZE YOUR BOSS: Make an impact at the highest level and align marketing with the company's priorities. • MOBILIZE YOUR COLLEAGUES: Inspire and motivate your non-marketing colleagues to deliver a great customer experience. • MOBILIZE YOUR TEAM: Build and align a winning marketing team. • MOBILIZE YOURSELF: Focus on goals that will benefit your customers, your company and yourself, by meeting your own needs and ambitions. By zeroing in on the value creation zone ("V-Zone")--the all-important overlap between your company's and customers' needs--you’ll be able to help the business win in the market--and achieve your career goals. Warning: This is not a marketing book. It’s a leadership book for marketers, using the latest research on what works--and what doesn’t--in marketing's digital age. BONUS: Receive full access to an online self-assessment tool and other marketing leadership resources.
Author : Norton Paley
Publisher : CRC Press
Page : 257 pages
File Size : 35,13 MB
Release : 2019-08-06
Category : Business & Economics
ISBN : 1000124444
The origins of business strategy are found in military applications. Generals throughout history faced formidable challenges as they crafted plans to outmaneuver competing forces, acquire territory, and gain power. Similarly, business leaders also look to outmaneuver their rivals as they enter new markets against entrenched competitors, secure a strong market position, and expand their companies’ influence. Although the destructive aspects of war are not present in business, there is a reasonable parallel, such as the bankruptcies of once-mighty companies, which resulted in layoffs of thousands of employees and the closings of numerous plants. Then there was the devastating economic impact and societal disruption that created demoralizing misery among large groups of individuals in once-flourishing areas worldwide. The intent of the book is to improve managers’ ability to think strategically. The further aim is to blend the timeless lessons of military strategy into business plans, with impact in grassroots engagement with customers, as well as the inevitable clashes with competitors. In addition, readers can access a body of knowledge that has endured in written form and practiced by successful leaders for centuries. As such, managers will hold a competitive edge in an evolving digital-age marketplace.
Author : Norton Paley
Publisher : CRC Press
Page : 308 pages
File Size : 30,99 MB
Release : 2017-02-03
Category : Business & Economics
ISBN : 1498764150
Harnessing the power of technology is one of the key measures of effective leadership. Leadership Strategies in the Age of Big Data, Algorithms, and Analytics will help leaders think and act like strategists to maintain a leading-edge competitive advantage. Written by a leading expert in the field, this book provides new insights on how to successfully transition companies by aligning an organization’s culture to accept the benefits of digital technology. The author emphasizes the importance of creating a team spirit with employees to embrace the digital age and develop strategic business plans that pinpoint new markets for growth, strengthen customer relationships, and develop competitive strategies. Understanding how to deal with inconsistencies when facts generated by data analytics disagree with your own experience, intuition, and knowledge of the competitive situation is key to successful leadership.
Author : Ralph S Foster
Publisher : Routledge
Page : 258 pages
File Size : 23,42 MB
Release : 2014-01-14
Category : Business & Economics
ISBN : 1317939743
Discover the successful marketing strategies of programs which have extended the resources of a university to its community. Marketing University Outreach Programs covers all aspects of continuing education program construction and the marketing process for positioning the university into the public. This book begins to eradicate academicians’ fears of marketing by showing them a contemporary marketing plan using terminology and examples familiar to them. Seventeen contributors--professors, administrators, and outreach professionals--comprehensively describe the strategies being successfully used to extend the resources of a university to its community through programs of extension, public service, and continuing education. Although many existing models of the education process contain parallels to elements in a generic marketing process, education is not viewed as a consumer product. Even educators may not view themselves as marketers involved in a marketing process. This attitude can place barriers between understanding the marketing process and how it relates to education. Marketing University Outreach Programs helps educators overcome these potential barriers; it explains marketing as a comprehensive process using terminology and examples which university extension and education professionals will find familiar and understandable. Application-oriented, it cites numerous examples of how the marketing process can be put to use immediately. Each chapter explores in-depth a separate segment of the marketing process involved in public university outreach programs: issue-based versus discipline-based programs program delivery and delivery technology funding outreach programs comprehensive promotional strategy customer service long-range planning marketing research information resources future trends model programs This book is of value to the faculty of universities, specifically those in the disciplines with a mandate for professional renewal or recertification (engineering, medicine, education); faculty and professional staff in divisions of continuing education; program leadership in cooperative extension organizations (as well as those in other identifiable university extension units); and faculty affiliated with applied research centers. Members of professional associations focused on higher education outreach can also successfully apply these strategies.
Author : Norton Paley
Publisher : CRC Press
Page : 250 pages
File Size : 36,42 MB
Release : 2015-06-22
Category : Business & Economics
ISBN : 149870591X
Developing a Turnaround Business Plan is an ideal resource for managers currently facing a competitive crisis as well as those who wish to avert one and must set a turnaround plan in motion before the situation results in irreversible losses.Whereas the book helps readers develop a sound turnaround plan, the focus of the book is on the actual proce
Author : Nicole Coviello
Publisher : Edward Elgar Publishing
Page : 651 pages
File Size : 45,74 MB
Release : 2016-03-25
Category : Business & Economics
ISBN : 1784711403
The Handbook of Measures for International Entrepreneurship Research is a user-friendly collection of multi-item measures developed and used in the research of international entrepreneurship and important areas related to it: international business, entrepreneurship, marketing, strategy, and innovation. Editors Nicole Coviello and Helena Yli-Renko carefully compiled 212 scales from over 820 possible measures using rigorous selection criteria. The scales fall into eight distinct categories: • Individual-level influences • Firm and team-level influences • External environmental influences • Relationships, networks, and social capital • Organizational learning • Capabilities • Orientation and strategy • Performance and innovation outcomes For each scale, the book includes the following information to enable ease of use: summary, construct definition, description, source, development or adaptation procedures, sample, validity, scores, references, and scale items. This standout Handbook not only builds a compelling case for a more rigorous approach to research methods in international entrepreneurship research, but also explores the best practices in development, adaptation, use, and reporting of multi-item measures. Academic researchers in international entrepreneurship, international business, entrepreneurship, marketing, strategy, and/or innovation will find this reference tool a welcome addition to their survey research practices. Policy-makers conducting research in these areas will also appreciate this book.
Author : V. Kumar
Publisher : Emerald Group Publishing
Page : 273 pages
File Size : 33,69 MB
Release : 2021-09-27
Category : Business & Economics
ISBN : 1838675655
Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place.
