Philip kotler marketing insights from a to z 80 concepts

Philip kotler marketing insights from a to z 80 concepts every manager needs to know 2003

... of- fering a loyalty award program. A loyalty program may be a good feature as part of a customer relationship management program, but many loyalty schemes do not create loyalty. They appeal to the ... concepts and marketing principles presented by an authoritative voice, in a convenient way. • Managers who may have taken a course on marketing some years ago and have reali...

Ngày tải lên : 13/12/2013, 14:59

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Marketing insights from a to z 80 concepts every manager needs to know

... to evaluate a company or competitor’s marketing effectiveness rather than to under- stand customers’ needs or wants. • Data mining. Companies with large customer databases can use statisticians ... pro- jectability to the larger population and should be treated cautiously. 116 Marketing Insights from A to Z arketing Research 115 Marketing research in the early days w...

Ngày tải lên : 15/08/2013, 14:09

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Tài liệu Marketing Insights From A to Z: 80 Concepts Every Manager Needs to Know ppt

... physical assets? Own- ing physical property can be a liability. All a company needs is access to physical assets. To operate as a lean company may call for decapitaliz- ing—outsourcing activities and ... rather than breakthrough ideas. Consumers would not have answered that they wanted a PC, Palm, Walkman, wireless phone, or camcorder. Akio 84 Marketing Insights from A...

Ngày tải lên : 25/12/2013, 05:18

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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB.pdf

... liability. All a company needs is access to physical assets. To operate as a lean company may call for decapitaliz- ing—outsourcing activities and shrinking working capital. The Sara Lee Corporation, ... country managers. The regional headquarters location will in- ﬂuence its orientation. Although a company may grant high autonomy to its country managers, it can still achieve a...

Ngày tải lên : 21/09/2012, 17:33

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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 1

... telemarketers, digital magazines, in-store ad- 4 Marketing Insights from A to Z vertising, and advertising now popping up in skyscraper elevators and bathrooms. Media selection is becoming a major ... brands are well man- aged. Here is his plaint: “Brands do not have to die. They can be murdered. And the marketing Draculas are draining the very lifeblood away from brands....

Ngày tải lên : 24/10/2013, 08:20

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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 10

... a value-adding cost. 184 Marketing Insights from A to Z ord of Mouth 185 No ad or salesperson can convince you about the virtues of a product as persuasively as can a friend, acquaintance, past ... 181 myopia, 140 plans, see Marketing plans research, see Market research roles and skills, 119–121 shootouts, 174 strategy simulators, 114 Marketing auditor, marketing contr...

Ngày tải lên : 24/10/2013, 08:20

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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 2

... bullet, that delivers the advantage. A great company will have incorporated a set of advantages that all reinforce each other around a basic idea. Wal-Mart, IKEA, and South- west Airlines have unique ... a competitive advantage is like having a gun in a knife ﬁght. This is true, but today most advantages don’t stay relevant and few are sustainable. Advantages are temporary. Increa...

Ngày tải lên : 24/10/2013, 08:20

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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 3

... dependability, 46 Marketing Insights from A to Z since most Jaguars had to be repaired frequently. An acquaintance of mine always owned two Jaguars, because one was usually in the repair shop. Style, or appearance, ... question! 42 Marketing Insights from A to Z atabase Marketing 43 At the heart of CRM is database marketing. Your company needs to develop separ...

Ngày tải lên : 24/10/2013, 08:20

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