Author: David A. Aaker Publisher: John Wiley & Sons ISBN: 0470689757 Category : Business & Economics Languages : en Pages : 369
Book Description
Suitable for all business students studying strategy and marketing courses in the UK and in Europe, this text also looks at important issues such as the financial aspects of marketing.
Author: Bill Donaldson Publisher: John Wiley & Sons ISBN: 0470028807 Category : Business & Economics Languages : en Pages : 289
Book Description
Strategic Market Relationships, 2nd Edition develops the reader’s understanding of the nature, relevance and importance of creating and sustaining relationships as a strategic resource. It takes a managerial perspective to the study of relationships, from strategy to implementation. The first edition was the first text that comprehensively addressed relationships as a strategic issue, and considering relationships as strategic and as a basis for competition is central to this book. In a nutshell, strategic market relationships is the process of analyzing, formulating and implementing a relationship strategy for an organisation. The new edition is being totally restructured in the light of teaching experience with the book and new research since it was published. Most of the existing content will still be there but presented in a new logic. Continues to map relationships from strategy to implementation Text more clearly divided into strategy and implementation parts Continues to focus on close relationships and on the management of relationships Continues with introductory case illustration and end of chapter teaching cases with many new ones All chapter updated with new research since the last publication Revamped chapter on relationship planning including a stronger focus on strategic choice and relationship development New chapter on relationship types/archetypes to develop on the theme of classification and the management of specific relationships New chapter on organizing relationships New chapter on people and relationships E-relationship chapter integrated into chapter on communication and dialogue in a relationship New chapter on channel relationships Chapter on relationship performance restructured around costs and value. Ethics and researching relationships expanded in the conclusion chapter
Author: Ruth M. Crabtree Publisher: Routledge ISBN: 1000575519 Category : Sports & Recreation Languages : en Pages : 272
Book Description
This book examines contemporary sport marketing, with a particular focus on strategic marketing, the process of longer-term planning and development that involves identifying the needs and wants of potential customers and satisfying their needs through the exchange of products and services. It presents cutting-edge case studies from around the world, including from the United States, China, Europe, the Middle East, South America, and Africa. It considers some of the most interesting emerging themes and topics in contemporary sport business, including fitness marketing, the role of sustainability in sport marketing, social media and digital marketing, athlete-brand relationships, and the promotion and development of collegiate and scholastic sport. As a whole, this volume presents a snapshot of the opportunities and challenges facing sport marketers around the world. Sport Marketing in a Global Environment is fascinating reading for any advanced student, researcher, or professional working in sport business and management, sport development, marketing, strategic management, or global business.
Author: Mu Etescu Adina Publisher: ISBN: 9781468583458 Category : Business & Economics Languages : en Pages : 421
Book Description
This book attempts to be a guideline for business students in exploring the particular dimensions of a global approach in marketing. It could also be an occasion for marketing specialists or practitioners in debating the challenges of the new business environment. Marketing specialists wonder whether we still can have a purely national approach in marketing. And they also are not united in concluding whether traditional marketing tools could be applied in a new global business environment. The book is structured in three parts. The first part is dealing with "Modern globalization thoughts" and it explores the present phenomenon from a historical point of view as well as a contemporary vision of it. The second part approached the issue of "Managing the opportunities and challenges of the external environment". It presents the economic, legal and political environments. Meanwhile, it adds the study of the geographical, technological and cultural environments with all of their specific characteristics. The third part advances a contemporary strategic analysis, detailing the competition on a global market, the corporate social responsibility as a possible source of competitive advantage, the activities of the marketing mix, the process of business internalization, as well as the correspondent strategies, the characteristics of the enterprises risk management and the growth strategies in crises conditions. We live in a global world. Such a statement is not only modern but defining our entire human society during its history. Socrates said a long time ago: "I am not a citizen of Athens or Greece, but of the entire world".
Author: Vladimir Kvint Publisher: Routledge ISBN: 1317485572 Category : Business & Economics Languages : en Pages : 549
Book Description
In the twenty-first century, the global community constantly strives to bring structure and order to the world through strategic means. From the highest levels of governments and militaries to multilateral institutions, NGOs, and corporations, a strategy for the future of a company, region, country, or even the world is tantamount to success. Yet few understand what strategy actually is and how it can be developed, planned, and implemented. Strategy for the Global Market combines a fundamental study of the theory of strategy with its practical applications to provide a new approach to the global emerging market. Due to the technological transformations in communications and transportation, and the birth and development of both the global community and the global marketplace over the past twenty years, the world’s population and corporations are in much closer contact with their counterparts across the globe than ever before. This has led to increasing competition and even rivalries. Understanding the strategic environment, as well as solving problems either through amicable means or conflict, requires the powerful instrument of strategy to remain efficient and to triumph. Features of this book include: Methodology and practical recommendations for all stages of developing and implementing strategy. A comprehensive guide with explanations and descriptions, for the preparation and orderly compilation of all necessary strategy documents. Real-world examples taken from corporate, government, and military strategizing practices in emerging market countries and the global marketplace. This book should be on the desk of every national, regional, and military leader, corporate executive, manager, and student of strategy.
Author: Alan Zimmerman Publisher: Routledge ISBN: 1317190076 Category : Business & Economics Languages : en Pages : 697
Book Description
Business to business markets are considerably more challenging than consumer markets and as such demand a more specific skillset from marketers. Buyers, with a responsibility to their company and specialist product knowledge, are more demanding than the average consumer. Given that the products themselves may be highly complex, this often requires a sophisticated buyer to understand them. Increasingly, B2B relationships are conducted within a global context. However all textbooks are region-specific despite this growing move towards global business relationships – except this one. This textbook takes a global viewpoint, with the help of an international author team and cases from across the globe. Other unique features of this insightful study include: placement of B2B in a strategic marketing setting; full discussion of strategy in a global setting including hypercompetition; full chapter on ethics and CSR early in the text; and detailed review of global B2B services marketing, trade shows, and market research. This new edition has been fully revised and updated with a full set of brand new case studies and features expanded sections on digital issues, CRM, and social media as well as personal selling. More selective, shorter, and easier to read than other B2B textbooks, this is ideal for introduction to B2B and shorter courses. Yet, it is comprehensive enough to cover all the aspects of B2B marketing any marketer needs, be they students or practitioners looking to improve their knowledge.
Author: Donald A. DePalma Publisher: ISBN: 9780976516903 Category : Electronic commerce Languages : en Pages : 268
Book Description
Forget about dot-bombs and other excesses of the now lamented New Economy. Welcome instead the global Internet, the strategic vehicle that leading companies use to inform, market, sell, and support their worldwide business initiatives every minute of every day.In this succinct but informative guide to doing business in new markets, both international and domestical multicultural, globalization strategist Don DePalma characterizes the intersection of the Internet and global markets as the "Eighth Continent," a virtual landmass inhabited by almost a billion Web consumers and business users around the planet. DePalma combines his own experience as a strategist, consultant, and analyst with that of experts and practitioners at companies that have successfully globalized their operations.
Author: Frank Bradley Publisher: Pearson Education ISBN: 9780273686880 Category : Business & Economics Languages : en Pages : 452
Book Description
This book is structured around a comprehensive five stage managerial model of international marketing decision making at all stages of the enterprise life cycle. It is based on the most recent research.
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Author: David A. Aaker
Author: Bill Donaldson
Author: Ruth M. Crabtree
Author: Mu Etescu Adina
Author: Vladimir Kvint
Author: Brian Toyne
Author: Alan Zimmerman
Author: Alan S. Zimmerman
Author: Donald A. DePalma
Author: Frank Bradley