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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB.pdf
Ngày tải lên :
21/09/2012, 17:33
... Caterpillar’s brand personality
triggers such associations as hardworking, resilient, tough, bold,
and determined. So Caterpillar has been able to launch Cat jeans,
sandals, sunglasses, watches, and toys, ... Business
“Here is anything and everything you need to know about where marketing
stands today and where it’s going tomorrow. You can plunge into this tour de
force at any point from A to Z and always come ... wanted to present fresh and stimulating
ideas and perspectives in a format that could be picked up, sampled,
digested, and put down anytime. This short book is the result, and it
was written with...
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501-grammar-and-writing-questions-learning-express
Ngày tải lên :
18/03/2013, 01:44
... correct as it is
61. a. malfunctioned, and my
b. malfunctioned: and my
c. malfunctioned? And my
d. malfunctioned and, my
e. correct as it is
For more material and information, please visit Tai Lieu ... frighteningly and unhappy ending.
a. a frighteningly and unhappy ending.
b. a frighteningly and unhappily ending.
c. an ending that was frightening and unhappily.
d. a frightening and unhappy ending.
e. ... are said to be calm and that they possess
b. are said to be calm and to possess
c. said to be calm and possessing
d. have said to be calm and to possess
e. are said to be calm and possessive of
203....
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 1
Ngày tải lên :
24/10/2013, 08:20
... large.
How are brands built? It’s a mistake to think that advertising
builds the brand. Advertising only calls attention to the brand; it
might even create brand interest and brand talk. Brands are built
holistically, ... can be
murdered. And the marketing Draculas are draining the very
lifeblood away from brands. Brands are being bargained, belit-
tled, bartered and battered. Instead of being brand-asset man-
agers, ... better brand.
Now all brands are pretty good. Even the store’s brand is good. In fact,
it probably is made by the national brand to the same standards. So why
pay more (except for show-off brands...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 10
Ngày tải lên :
24/10/2013, 08:20
... 138–139
value and, 138
wars, 174
Price, Kevin, 154
Pricing strategies:
brand development and, 13
corporate growth and, 71
in global expansion, 88–89
influential factors, 139
markup and, 139
recession ... 24
customer needs and, 31
customer service and, 24
effective, 24
positioning and, 136
sales promotions, 111
shift to, 150
successful companies and, 23
types of, 23
Complaint handling strategies, ... programs
Index
199
rends in Marketing
Thinking and Practice
181
Here are the main marketing trends that I see:
• From make -and- sell marketing to sense -and- respond marketing.
Your company will perform...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 2
Ngày tải lên :
24/10/2013, 08:20
... group managers), not brand managers.
They will find out the set of company products and services that their
customers would care about and then work with the product and
brand managers to deliver ... Caterpillar’s brand personality
triggers such associations as hardworking, resilient, tough, bold,
and determined. So Caterpillar has been able to launch Cat jeans,
sandals, sunglasses, watches, and toys, ... Porras in Built to Last (1994),
13
Michael Treacy and Fred Wiersema in The Discipline of Market Lead-
ers (1995),
14
Arie De Geus in The Living Company (1997),
15
and
most recently from Jim Collins...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 3
Ngày tải lên :
24/10/2013, 08:20
... technology and the associated implementation and
process changes. Throw in a few hundred thousand for strate-
gic consulting, a little more for various data integration and
change management issues, and ... colors, and tastes, and
with different prices. We can call this physical differentiation.
• Second, the products may bear different brand names. We call
this brand differentiation. Oranges carry brand ... customer’s mind and heart. Companies that make steady gains in
mind share and heart share will inevitably make gains in market share
and profitability.
Marketing thinking is shifting from trying to...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 4
Ngày tải lên :
24/10/2013, 08:20
... should go further and
honor outstanding employee performance through recognition pro-
grams, newletters, CEO awards, and the like. John Kotter and Jim
Heskett, in Corporate Culture and Performance,
32
empirically ... oversized umbrellas. These and other compa-
nies pursue well-defined niches in the global marketplace, and al-
though they are less visible to the public, they are highly profitable.
orecasting and
the ... high-jumping player, and so on.
Growth Strategies
71
mage and
Emotional Marketing
76
Companies are increasingly turning to image and emotional market-
ing to win customer mind share and heart share....
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 5
Ngày tải lên :
24/10/2013, 08:20
... market exchanges, and hunt for bargains on online
auction markets and used goods markets.
• You can place orders, transact, and make payments to suppli-
ers and distributors faster and at a lower ... peers, and staff. Leaders need to be
teachers and teach others to be leaders.
Bad managers, in contrast, rely on command and control to get
their ideas carried out.
94
Marketing Insights from A ... Barnes & Noble, Wal-
Mart, and Levi’s took no chances and set up separate online sales
channels. Instead of staying only “brick and mortar,” they moved
to “brick and click.”
But many dot.coms...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 6
Ngày tải lên :
24/10/2013, 08:20
... staying indoors and not wandering out. In viewing the busi-
ness from inside out rather than from outside in, they miss changes in
customers, competitors, and channels. They miss threats and oppor-
tunities. ... brand-new hand-
sets and a reduced-price call plan to attract new customers while old
customers are stuck with outdated handsets and pay more. Why not
offer a trade-in plan for old equipment and ... their brands, employees, distribution partners,
suppliers, and intellectual knowledge including patents, trademarks,
and copyrights.
You need to go further and list your core competencies and core
processes...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 7
Ngày tải lên :
24/10/2013, 08:20
... furnishings, electronics, and
entertainment. Down-aging captures the fact that older people want
to feel young; hence the explosion of wrinkle creams, plastic surgery,
and Jaguar sales. And cashing out ... Center
(PARC) that invented Ethernet, the graphical user interface, and
the laser printer and yet it was Netscape, Apple, and Hewlett-
Packard that made the money.
If it takes more than three ... and the economy, companies
must reevaluate the positioning of their major brands. Some
brands that are losing share may need to be repositioned. This
must be done carefully. Remaking your brand...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 8
Ngày tải lên :
24/10/2013, 08:20
... group of
power brands that command a price premium, high loyalty, and a
leading market share, and are stretchable into related categories.
Unilever decided to prune its 1,600 brands and focus its ... Viagra, and Nokia not through ad-
vertising but through news stories in print and on the air. We started
to hear from friends about these products, and we told other friends.
And hearing from others ... planning to build a new brand needs to create a
buzz, and the buzz is created through PR tools. The PR campaign
will cost much less and hopefully create a more lasting story. Al and
Laura Ries, in their...
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John.Wiley.And.Sons.Marketing.Insights.From.A.To.Z.eBook-LiB - phần 9
Ngày tải lên :
24/10/2013, 08:20
... the
product and where they like the new product better than their previ-
ous brand. But many sales promotions only attract brand switchers
looking for a lower price, who naturally abandon the brand when ... they like your product and
its features better than their previous choice.
Sales promotions tend to be used more by weaker and smaller
brands than stronger brands. Smaller brands have fewer funds ... 24 hours a day, and Lands End
can answer 90 percent of the calls within 10 seconds. Overflow calls
are routed to stand-by operators working at home. And customers
Telemarketing and Call Centers
179
ingly...
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Learning from the project
Ngày tải lên :
24/10/2013, 08:20
... drawn,
and spent time in agreeing how to avoid these and similar pitfalls in
future project working.
One of the problems with identifying learning from a project is that learning
is often derived from ... guidelines and examples to help their staff to write project
Learning from the project
201
proposals and to prepare the documentation that is needed throughout
the project.
SHARING LEARNING FROM A ... in
several specialist areas and an annual conference to enable face-to-
face contact. It became a forum for development of national standards
and benchmarks.
Learning from the project
203
Example...
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