Inside the Tornado

Marketing Strategies from Silicon Valley's Cutting Edge

Author: Geoffrey A. Moore

Publisher: HarperBusiness

ISBN: 9780887308246

Category: Business & Economics

Page: 244

View: 9369

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Emphasizing the importance of seizing and holding marketing leadership during the "tornado" phase of market development, a strategy guide for high-tech companies and entrepreneurs analyzes the Technology Adoption Life Cycle

Marketing 2.0

Absatzstrategien für turbulente Zeiten

Author: Dirk Schneider

Publisher: Springer-Verlag

ISBN: 3322869636

Category: Business & Economics

Page: 247

View: 9588

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Dirk Schneider zeigt in diesem Buch die neuen Disziplinen und Marketingkonzepte auf: Marketing in Echtzeit, Kundenbeziehungsmarketing, Multi-Kanal-Marketing, Solution-Marketing, Netzwerk-Marketing. Er weist aber zugleich auf die Gefahren hin, die entstehen, wenn in Unternehmen der Pfad eines strategischen Marketing verlassen wird. Damit verbunden ist auch ein neues Selbstverständnis des Marketing-Managers - seine zukünftige Rolle in der Unternehmensführung wird neu bestimmt.

Wissensmanagement in verteilten Organisationen

Infrastrukturen für flexible Arbeitsarrangements

Author: Werner Brettreich-Teichmann

Publisher: Springer-Verlag

ISBN: 332281534X

Category: Business & Economics

Page: 187

View: 7384

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Werner Brettreich-Teichmann untersucht mit Hilfe der Strukturierungstheorie und anhand praktischer Beispiele und dokumentierter Fallstudien, wie die Wechselbeziehungen zwischen Organisation und individuellem Verhalten sowie die dazugehörigen IT-Werkzeuge für Wissensmanagement sinnvoll und zweckdienlich gestaltet werden können. Ziel ist, eine dynamische Infrastruktur aufzubauen, um Wissen zur Wertschöpfung einzusetzen.

Marketing Performance Management

Empirisches Fundament und Konzeption für ein integriertes Marketingkennzahlensystem

Author: Sven Reinecke

Publisher: Springer-Verlag

ISBN: 3322891631

Category: Business & Economics

Page: 532

View: 1685

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Sven Reinecke überprüft zahlreiche betriebswirtschaftliche Kennzahlensysteme anhand klar definierter Gütekriterien hinsichtlich ihrer Eignung für Marketing und Verkauf. Er analysiert den Zusammenhang zwischen dem Einsatz von Marketingkennzahlen und betriebswirtschaftlichem Erfolg und präsentiert Handlungsanweisungen zur Entwicklung eines theoretisch fundierten, empirisch abgestützten Marketing Performance Management-Systems.


Einführung in die marktorientierte Unternehmens- und Geschäftsfeldplanung

Author: Alfred Kuß,Torsten Tomczak

Publisher: Springer-Verlag

ISBN: 3322921271

Category: Business & Economics

Page: 301

View: 1868

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Dieses Lehrbuch führt in verständlicher, systematischer und knapper Form in die Problemfelder der Marketingplanung ein. Es liefert dem Leser ein solides Gerüst, um das umfangreiche und komplexe Marketingwissen einzuordnen. Sowohl die Marketingplanung auf der Unternehmens- und Geschäftsfeldebene als auch die Planung des Marketing-Mix werden behandelt. Zahlreiche Praxisbeispiele veranschaulichen die theoretischen Ausführungen. In der 3. Auflage wurden insbesondere die Geschäftsfeldplanung und die Planung des Marketing-Mix enger verbunden, das Kapitel zum Internationalen Marketing neustrukturiert, Marketing Metrics einbezogen sowie zahlreiche Beispiele aktualisiert.

The Big Data-Driven Business

How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits

Author: Russell Glass,Sean Callahan

Publisher: John Wiley & Sons

ISBN: 1118889789

Category: Business & Economics

Page: 224

View: 2744

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Get the expert perspective and practical advice on big data The Big Data-Driven Business: How to Use Big Data to WinCustomers, Beat Competitors, and Boost Profits makes the casethat big data is for real, and more than just big hype. The bookuses real-life examples—from Nate Silver to Copernicus, andApple to Blackberry—to demonstrate how the winners of thefuture will use big data to seek the truth. Written by a marketingjournalist and the CEO of a multi-million-dollar B2B marketingplatform that reaches more than 90% of the U.S. businesspopulation, this book is a comprehensive and accessible guide onhow to win customers, beat competitors, and boost the bottom linewith big data. The marketplace has entered an era where the customer holds allthe cards. With unprecedented choice in both the consumer world andthe B2B world, it's imperative that businesses gain a greaterunderstanding of their customers and prospects. Big data is the keyto this insight, because it provides a comprehensive view of acompany's customers—who they are, and who they may betomorrow. The Big Data-Driven Business is a complete guideto the future of business as seen through the lens of big data,with expert advice on real-world applications. Learn what big data is, and how it will transform theenterprise Explore why major corporations are betting their companies onmarketing technology Read case studies of big data winners and losers Discover how to change privacy and security, and remodelmarketing Better information allows for better decisions, bettertargeting, and better reach. Big data has become an indispensabletool for the most effective marketers in the business, and it'sbecoming less of a competitive advantage and more like an industrystandard. Remaining relevant as the marketplace evolves requires afull understanding and application of big data, and The BigData-Driven Business provides the practical guidance businessesneed.

Business Marketing Management

A Strategic View of Industrial and Organizational Markets

Author: Michael D. Hutt,Thomas W. Speh

Publisher: South Western Educational Publishing

ISBN: 9780030206337

Category: Case studies

Page: 777

View: 496

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The Customer Learning Curve

Creating Profits from Marketing Chaos

Author: Karl Hellman,Ardis Burst

Publisher: South-Western Pub


Category: Business & Economics

Page: 210

View: 4047

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The Customer Learning Curve examines every aspect of selling a product or service from the customer’s point of view. It enables you to take an integrated, customer-centered approach and help move the customer through the learning curve more effectively. It helps you cope with too many choices, deal effectively with disruption, make midcourse corrections, assess the progress of a new product or service, and assist top management in making good choices. Companies need a strong model for understanding customers, but their approach is often piecemeal because each department focuses on a different component – technology, price, service, communications, and distribution. This book starts with the premise that a company’s most important marketing process is the one that goes on in the customer’s mind. From the customers’ perspective, the company’s division of labor is irrelevant: The mental process of learning about, deciding to buy, purchasing, and using a product or service is a single continuum. That continuum is the Customer Learning Curve (CLC), that ranges from customers having a need (but perhaps not even knowing it) to being loyal -- repeat users. The CLC is a proven model, grounded in years of research and consulting with business-to-business and consumer goods companies—companies that have consistently achieved breakthrough results from their CLC-guided marketing efforts. This book will give you the information you need to join these marketing success stories and make the CLC work for your business.

Marketing 05/06

Author: John E. Richardson

Publisher: McGraw-Hill/Dushkin

ISBN: 9780073102009

Category: Business & Economics

Page: 224

View: 5670

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This twenty-seventh edition of Annual Editions: Child Growth & Development is a compilation of articles selected from the best of the public press including magazines, newspapers, and journals. This title is supported by Dushkin Online (, a student website that provides study support tools and links to related websites.

Global Marketing Management

Author: Warren J. Keegan

Publisher: N.A

ISBN: 9780139030239

Category: Export marketing

Page: 639

View: 5512

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Global Marketing Management, Sixth Edition, continues to be one of the most widely used graduate-level case texts in international marketing and a popular reference for practitioners as well. This edition focuses on the opportunities and challenges of global markets and on the threat of global competition across a broad spectrum of industries.

Annual Editions

Marketing 03/04

Author: John E. Richardson

Publisher: McGraw-Hill/Dushkin

ISBN: 9780072838213

Category: Business & Economics

Page: 223

View: 4507

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The articles selected for this Annual Editions reader address marketing theory and application in a wide range of industries. In addition, they reveal how several firms interpret and utilize marketing principles in their daily operations and corporate planning.This title is supported by our student web site, Dushkin Online,