Über uns

À propos de nous

Open Access

Karriere

Carrière

Aboverträge Kündigen

Résiliation d’abonnement

Vertrag widerrufen

Résiliation de contrat 

Datenschutz

Protection des données

Impressum

Mentions légales

Barrierefreiheit

Accessibilité

Zahlung und Lieferung

Paiement et livraison

Libra

Was ist Libra?

C'est quoi Libra ?

Kostenlos testen

Tester gratuitement

LEXIA

LEXIA Arbeitsrecht

Was ist LEXIA?

C'est quoi LEXIA ?

LEXIA Familienrecht

Zeitschriften

Revues

recht

Pflegerecht

ZBJV

forumpoenale

ZStrR

Anwaltsrevue

Revue de l'avocat

RSAS

FamPra.ch

ASYL

Life Science Recht

BlAR

Sachbuch

Livres spécialisés

LOKI

Semaphor

Fokusthemen

Focus

Thema

Recht studieren

Arbeitsrecht

Droit du travail

Studium

Études

Familienrecht

Droit de la famille

Sozialversicherungsrecht

Droit des assurances sociales

Strafrecht

Droit pénal

Aktienrecht

Droit des sociétés anonymes

Persönlichkeitsrecht

Droit de la personnalité

Publikationen

Publications

Literatur

Digitales Angebot

Bücher

Livres

Buchreihen

Collections

Onlinemodule LEXIA

Modules en ligne LEXIA

recht.ch

Studienliteratur

Littérature pour les études

Swisslex

Dienstleistungen

Services

Dienstleistungen für

Corporate Books

Publishing Lösungen

Aktuelles

Geschäftskunden

Professionnels

Corporate Publishing

Content solutions

Buchhandlungen

Librairies

Veranstaltungen

Événements

Presse

Dozierende

Enseignants

Studierende

Étudiants

Inserierende

Annonceurs

Newsletter

Blog

Autorinnen/Autoren

Auteurs

Unsere Schreibenden

Hilfe

Unsere Autorinnen und Autoren

Liste

Autorenlounge

Espace des auteurs

Bei uns publizieren

Publier chez nous

Open Access Policy

Verlag

Éditions

Themen

Mehr wissen

Mitarbeitende

Collaborateurs

Geschichte

Histoire

Unser Magazin

Notre magazine

Vision und Mission

Vision et mission

Partner

Partenaires

Unternehmenskultur

Culture d'entreprise

Kontakt

Contact

Shop

Schweizer Recht

Ausländisches Recht

Über unseren Shop

Neuerscheinungen

Nouveautés

Sortiment & Suche

Catalogue & Recherche

Vorankündigungen

À paraître

Nach Rechtsgebiet

Par domaine juridique

Kommentare

Commentaires

Gesamtkatalog

Catalogue complet

Fachkatalog Recht

Catalogue de droit

Kimbell J: Kellogg's Pringles. A
Strategic Approach to Global Marketing

Kellogg's Pringles. A Strategic Approach to Global Marketing Success

Learn to identify, select, implement, and adapt market-driven business strategies for profitable growth in competitive markets In Strategic Market Management, David Aaker and Christine Moorman deliver an incisive, practical, and up-to-date guide for identifying, selecting, implementing, and adapting market-driven business strategies in increasingly complex, dynamic, and crowded markets. The authors provide the concepts, frameworks, tools, and best practice case studies required to develop capabilities in key strategic marketing tasks, achieve high-quality decision making, and drive long-term profitable growth. Extensively revised and updated, the twelfth edition of Strategic Market Management offers newly written chapters focused on growth and branding that reflect cutting-edge frameworks based on the most recent research and the authors' experiences with leading companies. New real-world examples and stronger frameworks, including cutting-edge approaches for environmental analysis, offering market selection, and target market selection. New "digital marketing strategy" topics-including the metaverse, algorithmic bias, augmented reality, influencers, and gamification-are integrated throughout the book. Strategic Market Management, Twelfth Edition, is an excellent textbook for courses at all levels that seek a strategic view of marketing, such as Strategic Market Management, Strategic Market Planning, Strategic Marketing, Marketing Strategy, Strategic Planning, Business Policy, and Entrepreneurship. It is also a valuable reference and guide for MBA and EMBA students, managers, planning specialists, and executives wanting to improve their marketing strategy development and planning processes or looking for a timely overview of recent issues, frameworks, and tools.

Strategic Market Management

Sustainability Marketing: New directions and practices explores how a customer's desire for sustainable products can form a part of new marketing strategies. Sustainability Marketing provides solutions to scholars, marketers and decision makers aiming to gain an advantage in businesses where sustainability is increasingly prioritised.

Sustainability Marketing

Like a powerful magnet, the concepts outlined in Marketing Management: A Strategic Framework and Tools for Success can be used to attract new customers and bring existing customers closer to your brand. The authors balance academic insight with practical application to emphasize the strategic process and the fundamental tools required to deliver effective marketing management.


This book is divided into two distinct sections. The first section introduces core concepts and examines the three stages of the Strategic Marketing Framework: situation analysis, strategy formulation, and marketing execution. The second section of the book is comprised of Notes to highlight tools related to customer assessment, competitive practices, and marketing mix tactics that support the stages of strategic marketing.


Designed to give readers a proven framework and help them develop essential skillsets, Marketing Management is an indispensable guide for marketing students and professionals.
 
Dawn Edmiston is the clinical professor of marketing at William &amp; Mary's Raymond A. Mason School of Business. She holds doctorates in management and education from the University of Maryland and William &amp; Mary, respectively.
 
Todd Mooradian is the dean of the University of Louisville College of Business. He holds a doctorate in marketing from the University of Massachusetts.
 
Kurt Matzler is the professor of strategic management at the University of Innsbruck and academic director of the Executive MBA program at MCI in Innsbruck. He holds a doctorate from Leopold-Franzens Universität Innsbruck.
 
Lawrence Ring is the Executive MBA Alumni Professor of Executive Education Emeritus at William &amp; Mary's Raymond A. Mason School of Business. He holds a doctorate in industrial administration from Purdue University.

A Strategic Framework and Tools for Success

Marketing Management

Case Study from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 78, University of South Wales (Business School), course: Strategic Marketing, language: English, abstract: This work uses Amazon as a case study organisation to criticize the statement: "The best marketing strategies aren¿t top down, they¿re outside in, starting with the customers¿ needs and wants."

 It makes use of different academic literatures to evaluate how the customer voice drives strategic marketing decisions in this organisation. In its history, the company¿s success has been grounded on its effective strategic planning which is purely customer-oriented. The analysis of the company marketing strategy has shown that Amazon enjoys the advantages of the web technology, which the company is hyper dependent on. However, due to putting customer first, the company has also opened some physical outlets in different locations where Amazon applies a 4Ps Marketing strategy besides segmentation and positioning. Although the company has developed its strengths and positioned itself as a global giant, it was advised to focus on four core elements of marketing mix, since all other companies are striving to become customer-oriented and different offline companies are coming online, which gradually increases the competition.

Amazon Case Study. "The Best Marketing Strategies Aren't Top Down, They're Outside In"

THE ESSENTIAL WEB3 MARKETING BOOK For a limited time, claim an NFT with a copy of your book! Web3 Marketing: A Handbook for the Next Internet Revolution&nbsp;is the essential book for anyone looking to understand the next era of the internet and start building. Beyond the sensational hype and headlines around crypto and NFTs, a real revolution is taking place: new technologies for owning, moving, and organizing value spell the overdue end of an internet where a few huge companies hoard data and power, and open a new frontier for products, services, and applications in which ownership and control belongs to creators, builders, and users. As former CMO of ConsenSys then Founder and CEO of top web3 marketing firm Serotonin-Amanda Cassatt is in a unique position to tell this story, and delivers a remarkably clear, nontechnical guide to the history, key concepts, and still-evolving landscape of Web3. Cassatt explains how Web3 transforms time-tested approaches to marketing and brand-building, including how to build a Web3 community. This book is a must-read for professionals at any level in their Web3 careers-already working or investing in Web3, exploring what it means for their business, or considering a jump into something new-and for anyone who wants to understand the next internet revolution.

A Handbook for the Next Internet Revolution

Web3 Marketing

Find your customers and connect online Digital marketing was once just the sidekick to traditional marketing. Now marketing in the digital world can be the thing that helps the small businesses compete with the big ones. This book helps you drive your marketing efforts from the digital side, building a strategy that makes sense for your budget and your business. You'll get step-by-step instructions on how to run campaigns on Facebook®, Instagram®, TikTok®, and other socials. Reach out to influencers, get a handle on content marketing, learn how artificial intelligence affects marketing, and discover the essentials you need to know in this easy-to-digest guide. 9 books in 1... <ul><li>Creating Your Digital Marketing Strategy</li> <li>Understanding the Importance of the Customer Experience</li> <li>Marketing Using Artificial Intelligence</li> <li>Dipping Into Content Creation</li> <li>Implementing Channel Promotions</li> <li>Targeting Your Work With Influencers</li> <li>Facebook Marketing</li> <li>Deploying Other Social Media</li> <li>Analyzing Data For Success</li></ul>

Digital Marketing All-In-One For Dummies

The ultimate marketing resource from the world's leading scholars From the world's #1 MBA marketing program comes the latest edition of Kellogg on Marketing, presented by Philip Kotler and Alexander Chernev. With hundreds of pages of brand-new material on timely topics, like creating value to disrupt markets, defensive marketing strategies, strategic customer management, building strong brands, and marketing in the metaverse, the book explores foundational and advanced topics in marketing management. You'll discover a renewed focus on digital transformation and data analytics, as well as comprehensive explanations of the strategic and tactical aspects of effective marketing. From managing business growth to identifying target customers, developing a meaningful value proposition, and data-driven marketing, every area relevant to marketing professionals is covered by expert contributors possessing unique insights into their respective competencies. Readers will also find: <ul> <li>Discussions of the unique challenges facing brands in designing and managing their image and techniques for building resilient brands</li> <li>Strategies for creating loyal customers and developing personalization at scale </li> <li>Strategies for designing effective omni-channel marketing platforms</li> <li>Strategies for crafting a successful cross-platform communications campaigns</li> <li>Discussions on the application of data analytics and artificial intelligence to the creation of successful marketing programs</li></ul>An indispensable resource for any professional expected to contribute to their organization's marketing efforts or business growth, Kellogg on Marketing, Third Edition, also earn a place in curricula of the business school educating the next generation of business leaders.

The Marketing Faculty of the Kellogg School of Management

Kellogg on Marketing

PRAISE FOR TIME'S UP! "There are few thought leaders who have had more impact on professional firms than Dunn and Baker. They have a rare ability to 'see around corners' which is gifted to readers of this timely book that describes how a professional firm of the future will be able to successfully harness the full power of the subscription business model to create, and most importantly, deliver and capture customer value. This book is a must-read for anyone who has an interest in what the future holds for professional firms." -RIC PAYNE, Co-founder and CEO of Results Accountants' Systems and Principa "I first came across Dunn and Baker in 1999 when I was running my accounting firm. Their insights into pricing changed my life in extraordinary ways. They have always been at the leading edge and envisaging the future of the accounting profession, and this book is no different. This book reveals an exciting business model for any accounting firm that wants to put their customer at the heart of their firm." -MARK WICKERSHAM, FCA, Author, Public Speaker, and Founder of the Value Pricing Academy "In their first book, The Firm of the Future, Paul and Ron lead the revolution for professional firms against hourly billing and into a more effective way to serve your customers using the value-based business model. As an accountant running a firm, I look at Time's Up! as the roadmap to take my firm into the future. Tracking time and focusing on inputs is the traditional business model that our profession is mired in. Dunn and Baker lay out the case for the business model we should all be implementing now, which is the subscription or membership model; to allow our customers the most frictionless way to interact with our firm, the same way they are used to interacting with many of the products and services available to the market. I have been totally inspired to transform my practice into this model and put my customer's relationship front and center!" -HECTOR GARCIA, CPA @QBKaccounting "My top shelf in my library has a new member, Time's Up! by Dunn and Baker. Some books are merely informative and some are insightful. Dunn and Baker's latest is transformational. Just as the Joy of Cooking changed the relationship people have with food, Time's Up! has the same possibility for any and all professionals. The book is a journey from hourly billing through value pricing and now to subscriptions. Changing business models should be embraced by all leaders. Dunn and Baker have hit another home run with Time's Up! Leaders are readers they say. Change agents are also authors." -DANIEL D. MORRIS, CPA, Chief Dragon Slayer, Morris + D'Angelo CPAs

The Subscription Business Model for Professional Firms

Time's Up!

Every business on the planet is trying to maximize the value created by its customers

Learn how to do it, step by step, in this newly revised Fourth Edition of Managing Customer Experience and Relationships: A Strategic Framework. Written by Don Peppers and Martha Rogers, Ph.D., recognized for decades as two of the world's leading experts on customer experience issues, the book combines theory, case studies, and strategic analyses to guide a company on its own quest to position its customers at the very center of its business model, and to "treat different customers differently."

This latest edition adds new material including:
* How to manage the mass-customization principles that drive digital interactions
* How to understand and manage data-driven marketing analytics issues, without having to do the math
* How to implement and monitor customer success management, the new discipline that has arisen alongside software-as-a-service businesses
* How to deal with the increasing threat to privacy, autonomy, and competition posed by the big tech companies like Facebook, Amazon, and Google
* Teaching slide decks to accompany the book, author-written test banks for all chapters, a complete glossary for the field, and full indexing

Ideal not just for students, but for managers, executives, and other business leaders, Managing Customer Experience and Relationships should prove an indispensable resource for marketing, sales, or customer service professionals in both the B2C and B2B world.

A Strategic Framework

Managing Customer Experience and Relationships

Fifteen marketing principles that make your brand the one customers choose, not the one they compare Marketing has a strategy problem disguised as an output problem. Teams ship more work than ever and get remembered for less of it. In Outbrand: The 15 Essential Marketing Principles to Outthink, Outposition, and Outlast Your Competition, Chris Aarons gives you a decision system for the moments when the answer is not obvious and the safe choice makes your brand easier to ignore. Aarons is a Wall Street Journal bestselling co-author of The Digital Helix and an award-winning marketing professor at the University of Texas McCombs School of Business. The book works in three moves. Outthink is the strategic choice that sets direction. Outposition is the brand positioning and differentiation that earn relevance. Outlast is the trust and discipline that hold the advantage after competitors start copying you. The principles are not opinions. Aarons interviewed the people whose ideas keep working: Roger Martin on strategy, Rory Sutherland on behavioral science, Marcus Sheridan on trust, Neil Hoyne on customer value, Roger Dooley on friction, Jay Baer on usefulness, and Rob Malcolm, who took Diageo from one of eight global priority brands growing to seven of eight. Aarons pressure-tested all fifteen across three decades with teams at Microsoft, Amazon, Coca-Cola, and Cisco, then on six years of MBAs who demanded proof. Rooted in human psychology and behavioral research, Outbrand holds when platforms shift and tools change. Every principle gives you the contrarian call most teams miss, the research behind it, a brand that won by living it, a brand that paid for ignoring it, and a filter you can run on your own work. Cases include Liquid Death, Oatly, Nike, British Airways, Gong, and Wendy's. Readers will also find: <ul> <li>Brand positioning competitors cannot copy and will not choose, built on Roger Martin's Can't/Won't test</li> <li>A standard for content so useful that customers would pay for it, plus a ninety-day gate that kills what does not earn its place</li> <li>Never Rules that stop good strategy from drifting back toward average</li> <li>Real-world case studies of how Liquid Death, Gong, Oatly, and British Airways built competitive advantage rivals could not copy</li> <li>A quarterly review that keeps the system working after the launch push fades</li> </ul> Written for startup founders, corporate executives, and marketing professionals seeking more than marginal improvements, Outbrand replaces tactical churn with a marketing strategy your team can run the week it arrives. AI and automation made average easy to produce. Judgment is the part that stayed scarce.

The 15 Essential Marketing Principles to Outthink, Outposition, and Outlast Your Competition

Outbrand

This new book guides you concisely through the marketing planning process from start to finish, drawing on examples from large brands like Ikea and Krispy Kreme to digital start-ups like Starling Bank.

A Practical Introduction

Marketing Planning & Strategy

Marketing Strategy &amp; Management provides students with a thorough step-by-step exploration and grounding in marketing strategy concepts, processes and models.

Marketing Strategy & Management

Kellogg's Pringles. A Strategic Approach to Global Marketing Success

Autres titres sur ce thème