Keep your marketing moving as fast as your marketplace. Changing markets mean industry boundaries are blurring, new competitors offer new threats, and customers' demands differ widely. Is your marketing strategy keeping up with these changes? Mastering Marketing focuses on the many challenges for marketers in the 21st century. It shows you how to take advantage of new technology-driven marketing channels; how to predict and influence customer needs; and how to ensure the marketing message is understood and communicated throughout your company, and not just within advertizing and sales. Mastering Marketing features new ideas - based on cutting edge research material developed into accessible articles - as advocated by four of the worlds top business schools. Here is your single-source guide to becoming a master of marketing. Featuring the brightest business minds from leading international business schools, including: Philip Kotler on where do we go from here?; Sean Meehan on customer value; Jerry Wind on strategic thinking in the global era; Tim Ambler on measuring marketing; Leonard Lodish on advertizing and sales; Philip Parker on how to prioritize markets; Lakshman Krishnamurthi on pricing; David Soberman on information management; Scott Armstrong on forecasting; James Anderson on escaping the commodity trap; George S. Day on building relationships; Abba Krieger on market segmentation; Alice Tybout on connecting with consumers ...What's inside: "I continue to believe that marketing, correctly interpreted and practiced, is the key to company adaptability and profitability." Philip Kotler, p 5 "...according to research other departments regard marketing as only half as good as themselves in terms of strategic thinking, creative problem solving and doing things well." Tim Ambler, p 27 "Many researchers would be willing to improve forecasts in a company for no fixed fee - just a small percentage of the savings would provide an excellent living." J. Scott Armstrong, p 54 "Marketing has always been the art of magically combining knowledge about customers and competitors with corporate capabilities to generate profit."David Soberman, p 247 "In the end, our business model will no longer be based on transactions but on relationships." Jerry Wind, p 326
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Across-the-board marketing solutions drawn from the world's leading experts and newest research!
Markets are changing overnight, industry boundaries are blurring, new competitors present unprecedented threats, and customers expect more than ever before. Marketers face unprecedented challenges — and Financial Times Mastering Marketing brings together today's best insights and solutions for virtually all of them. Based on cutting edge research at the world's leading business schools, this book contains more than 50 articles, organized into ten modules, each packed with short, accessible coverage — and real answers.
Coverage includes: understanding consumers; competitive analysis; brand strategy; advertising and selling; market entry strategy and new technologies; retailing and direct selling; sector marketing; marketing in new media; global marketing; and more.
The book delivers practical solutions for familiar, thorny dilemmas of advertising, pricing, and brand extension — and for the extraordinary opportunities presented by the Internet, new media, and global markets.About the Author:
INSEAD, founded in 1959, provides management education for more than 600 MBA graduates and 5,000 executives annually, from all over the world, and has recently opened a second campus in Singapore.
The Kellogg Graduate School of Management at Northwestern University has risen to national prominence through a dedication to academic excellence, a lively spirit of innovation, a commitment to serving the marketplace, and above all, a profound sense of fellowship.
London Business School, founded in 1965, has firmly established itself as a leading international business school. It offers a 21-month MBA program, a one-year Masters in Finance course, and a broad range of general management and specialist courses for senior executives.
The Wharton School of the University of Pennsylvania, founded in 1881 as the United States' first collegiate school of management, is recognized worldwide for its innovative leadership and broad academic strengths across every major discipline and at every level of business education.
"About this title" may belong to another edition of this title.
Book Description Financial Times Prentice Hall, 1999. Paperback. Book Condition: New. Never used!. Bookseller Inventory # P110273642227
Book Description Financial Times Prentice Hall, 1999. Paperback. Book Condition: New. book. Bookseller Inventory # M0273642227