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Brand Clout
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Download or read book Brand Clout written by Dennis C. Flynn and published by Cameo Publications. This book was released on 2005 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt: A key question confronting marketers is: "What is the true value of my brand, and how can I manage my brand in order to get the greatest return on that value, to benefit my company and my stakeholders?" The fact is that in today's business environment, where confusion, chaos, and information-overload reign, and where complexity is the norm, your brand value may be your only lifeline to compete successfully. Now you can learn how to effectively manage your brand for long-term growth.
Book Synopsis Global Marketing Management by : Masaaki (Mike) Kotabe
Download or read book Global Marketing Management written by Masaaki (Mike) Kotabe and published by John Wiley & Sons. This book was released on 2022-10-04 with total page 802 pages. Available in PDF, EPUB and Kindle. Book excerpt: An indispensable resource for students of marketing, management, and international business In the newly revised ninth edition of Global Marketing Management, a decorated team of international marketing professionals delivers an authoritative discussion of the realities of global marketing in today’s economy and an insightful exploration of the future of marketing to an international audience. You’ll obtain an integrated understanding of marketing best practices on a global scale, complete with relevant historical background and descriptions of current marketing environments. The latest edition builds on four major structural changes to the global marketing environment: growing anti-globalization sentiment, the growth of information technology tools, the increasing demand for personalization, and the environmental impact of business activity. In-depth case studies offer lively discussions of real-world global marketing campaigns and are accessible online. Global Marketing Management also provides: Thoroughly updated examples and case studies with contemporary information An ongoing emphasis on the increased volatility and uncertainty of today’s global markets Updated discussions of the balance to be struck between pursuing economies of scale and respecting unique cultural sensitivities New explorations of major global environmental and ethical issues New chapters on emerging markets, internet marketing, and corporate social responsibility
Download or read book Brand Vision written by James Everhart and published by Business Expert Press. This book was released on 2022-01-19 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is based on a critical premise: that, rather than merely a series of aesthetic decisions on typography and graphics, marketing can be a powerful force that helps a company communicate its strategy. In a global survey of more than four thousand senior executives, consulting firm PwC found that 80 percent of the respondents admitted that few of their associates understood their company's corporate strategy. And even that figure is wildly optimistic. According to research reported in the Harvard Business Review, 95 percent of a company’s employees, on average, are unaware of or do not understand its strategy. Brand Vision: The Clear Line of Sight Aligning Marketing Tactics and Business Strategy hopes to change that by offering simple, easily implemented tools connecting a company’s marketing program to its business strategy. It’s based on a critical premise: that, rather than merely a series of aesthetic decisions on typography and graphics, marketing can be a powerful force that helps a company communicate its strategy. Not just externally, but internally as well. The author has covered this territory for more than four decades, working as a strategist, creative director, and writer for one of the country’s largest business-to-business advertising agencies. He has worked with large international companies to develop marketing campaigns and programs from social media, search, email, and websites to more traditional print advertising and direct marketing. He knows this territory well.
Download or read book Brand Breakout written by Nirmalya Kumar and published by Springer. This book was released on 2013-06-13 with total page 213 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by the world's leading thinkers on brand strategy, this book looks at what Asian and emerging market brands need to do to succeed in international markets and the challenges they face when competing with western brands.
Book Synopsis Worldwide Casebook in Marketing Management by : Luiz Moutinho
Download or read book Worldwide Casebook in Marketing Management written by Luiz Moutinho and published by World Scientific. This book was released on 2016-02-29 with total page 924 pages. Available in PDF, EPUB and Kindle. Book excerpt: ' Worldwide Casebook in Marketing Management comprises a large collection of case studies in marketing and business management. It covers a huge array of decision-making areas and many different industries ranging from computers, petrol retailing and electronic gaming to drinks, fashion, airlines and mobile communication. The worldwide cases are all related to many well-known brands and corporations like British Airways, Red Bull, Nintendo, Google, Microsoft, Cacharel, etc. Contents:Introduction to Case AnalysisConsumer Behaviour:San Pellegrino (Italy)Nintendo Wii (Japan)Zara (Spain)Branding:Lenovo (China)Red Bull (Austria)SingTel (Singapore)Marketing Communication:Foster''s (Australia)Google (The US)Walkers (The UK)TAG Heuer (Switzerland)Cirque du Soleil (Canada)Retailing:Currys (The UK)Cold Storage (Singapore)Marketing Programming:Microsoft (The US)National Australia Bank (Australia)Acer (Taiwan)Kerry (Ireland)Siemens (Germany)ING (Holland)Electrolux (Sweden)Strategic and Global Marketing:British Airways (The UK)Grundfos (Denmark)Petrobras (Brazil)Accor (France) Readership: Graduate students and researchers who are interested in marketing management. Key Features:Comprises of a large collection of case studies in marketing and managementCovers many different industries, well-known brands and companiesOffers studies on new trends and innovative marketing conceptsKeywords:Marketing Management;Innovation;British Airways;Red Bull;Nintendo;Google;Microsoft;Cacharel'
Book Synopsis Handbook of Niche Marketing by : Art Weinstein
Download or read book Handbook of Niche Marketing written by Art Weinstein and published by Routledge. This book was released on 2013-04-03 with total page 279 pages. Available in PDF, EPUB and Kindle. Book excerpt: Get closer to tailor made marketing! Ever-changing customer needs and intense competition make it crucial for companies to find new, creative ways to attract and retain customers. The Handbook of Niche Marketing: Principles and Practice fills the information gap long seen in niche marketing research by presenting the essential and influential articles from recent years in one book. This unique educational resource reveals the theories, the strategies, and real-life case studies of niche marketing success and why it is on its way to becoming the next global marketing wave. The Handbook of Niche Marketing features respected authorities’ insightful research and valuable discussions on a variety of marketing issues, such as niche marketing theory, niche vs. mass marketing, choosing niche strategy, brand loyalty, overlap, and product line cannibalizationwith practical guidelines for using niche marketing strategy in various markets. This well-referenced guide includes extensive tables, graphs, illustrations, and real-life case studies to clearly illustrate ideas and concepts. The Handbook of Niche Marketing explores niche marketing’s: concepts and theories principles empirical research customer satisfaction issues strategies applications different types of niche markets The Handbook of Niche Marketing is a comprehensive text invaluable for marketing students, instructors, and anyone wanting to maximize their marketing abilities in niche markets.
Book Synopsis Innovative Computing and Information by : Minli Dai
Download or read book Innovative Computing and Information written by Minli Dai and published by Springer. This book was released on 2011-08-30 with total page 580 pages. Available in PDF, EPUB and Kindle. Book excerpt: This six-volume-set (CCIS 231, 232, 233, 234, 235, 236) constitutes the refereed proceedings of the International Conference on Computing, Information and Control, ICCIC 2011, held in Wuhan, China, in September 2011. The papers are organized in two volumes on Innovative Computing and Information (CCIS 231 and 232), two volumes on Computing and Intelligent Systems (CCIS 233 and 234), and in two volumes on Information and Management Engineering (CCIS 235 and 236).
Download or read book Brand Authority written by David Brock and published by Scribl. This book was released on 2019-02-21 with total page 56 pages. Available in PDF, EPUB and Kindle. Book excerpt: To succeed online or in business generally for that matter, you need a brand. It's not enough to simply start spamming the web with content; you need to ensure that you have thought about who you want to be, how you are going to gradually raise awareness of your company, how you are going to introduce a gradually increasing number of potential customers to your products and services and how you...
Book Synopsis Improving Marketing Effectiveness by : Robert Shaw
Download or read book Improving Marketing Effectiveness written by Robert Shaw and published by Robert Shaw. This book was released on 1998 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Wiley International Encyclopedia of Marketing, 6 Volume Set by :
Download or read book Wiley International Encyclopedia of Marketing, 6 Volume Set written by and published by John Wiley & Sons. This book was released on 2011-02-07 with total page 1775 pages. Available in PDF, EPUB and Kindle. Book excerpt: With over 300 entries from hundreds of global experts, this is one of the premier marketing reference resources available worldwide. The 6-volume WIEM provides scholars and professionals with an international guide to marketing concepts and applications The far-reaching new developments, challenges and opportunities that have arisen in recent years are fully reflected in the entries Scholars and professionals will enjoy the flexible, multi-level structure, with entries ranging from topics summaries to short essays reviewing areas of development and debate Entries are further extended by sophisticated cross-referencing both among volumes and between encyclopedia entries and external sources The encyclopedia is also available online For ease of reference, the entries are arranged alphabetically within each of the subject volumes. Designed to encompass the scope of modern marketing, the volumes cover: Volume 1: Marketing Strategy Volume 2: Marketing Research Volume 3: Consumer Behavior Volume 4: Advertising and Integrated Communication Volume 5: Product Innovation and Management Volume 6: International Marketing
Book Synopsis Déjà New Marketing by : John Bradley Jackson
Download or read book Déjà New Marketing written by John Bradley Jackson and published by Dog Ear Publishing. This book was released on 2010-06 with total page 410 pages. Available in PDF, EPUB and Kindle. Book excerpt: Deja Vu. Have you ever had the feeling that you have experienced a sales and marketing challenge before, but were uncertain about what to do next? Have the conventional tools become less effective for you? You tried direct mail, networking, print advertising, and cold calling. Nothing seems to work anymore. Welcome to the "new normal." New and different marketing techniques are needed for you to remain competitive and to stay in business. This new landscape is very complex: - Facebook, LinkedIn, and Twitter have replaced the water cooler as the customer hangout. - E-mail marketing letters are often considered SPAM and don't even get opened. - Bricks and mortar stores are now being trumped by websites that offer e-commerce, online chat, blogs, and deep discounts. - Personal selling has never been harder since customers seem to hide behind voice mail and e-mail. - Getting your website found in a Google search is increasingly difficult as the battle for keywords rages. You need to do something better and different --- you need "Deja NEW Marketing." John Bradley Jackson is Director of the Center for Entrepreneurship at California State University, Fullerton and is an expert in marketing, sales, and new venture creation. Known affectionately as "Professor JJ," Jackson brings street-savvy marketing and sales experience from both Silicon Valley and Wall Street. He is the author of "First, Best, or Different: What Every Entrepreneur Needs to Know About Niche Marketing." His resume includes public speaker, blogger, philanthropist, and horseman. He lives in Yorba Linda, California with his wife and three children.
Book Synopsis Research Perspectives on Social Media Influencers and Brand Communication by : Brandi Watkins
Download or read book Research Perspectives on Social Media Influencers and Brand Communication written by Brandi Watkins and published by Rowman & Littlefield. This book was released on 2020-11-12 with total page 209 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Perspectives on Social Media Influencers and Brand Communication examines the myriad ways in which social media and the unique characteristics of the internet have changed brand communication for both brands and consumers, focusing on the social media influencer as a brand communicator. As brands have noticed the rise of social media influencers as tastemakers and leaders in public opinion, they have increasingly begun to incorporate social media influencers into their brand communication strategies. Each chapter of this book represents a unique theoretical and methodological approach to examining the emergence and growing legitimacy of the social media influencer as a brand communicator from a variety of perspectives and contexts, discussing challenges and opportunities afforded to brands by social media influencers and providing an overview of the current research on the use of these branding approaches. Scholars of media studies, communication, and marketing will find this book particularly useful.
Download or read book Clout written by Colleen Jones and published by Pearson Education. This book was released on 2010-12-03 with total page 380 pages. Available in PDF, EPUB and Kindle. Book excerpt: Results. Everyone wants them, whether to sell more products, spread good ideas, or win more funding. In our busy digital world, the way to results is influencing people on the web. But how? An ad campaign won't cut it. A Twitter account doesn't guarantee it. Manipulative tricks will backfire. Instead, you need quality, compelling web content that attracts people and engages them for the long haul. Clout explains the key principles of influence and how to apply them to web content. Along the way, those principles come to life with lots of practical examples. With this book, you'll: Discover why a technology feature, marketing campaign, SEO effort, or redesign aren't enough to influence online. Understand the business value of compelling web content. Learn 8 principles for influence from the art of rhetoric and the science of psychology. Find out what context is and why it's so important to influence. Jump start your planning for content over time with patterns and diagrams. Learn the basics of evaluation to determine whether your web content is making a difference.
Book Synopsis Building Brands in the Indian Market by : Tapan Kumar Panda
Download or read book Building Brands in the Indian Market written by Tapan Kumar Panda and published by Excel Books India. This book was released on 2004 with total page 468 pages. Available in PDF, EPUB and Kindle. Book excerpt: How are brands built? Is an advertising campaign capable enough to build a brand? What are the criteria for making a brand successful? Is building and managing a brand in India different than elsewhere? How Customer Relationship Management shapes a branding paradigm? Do extensions dilute the master brand????Many more intriguing questions answered in this book by researchers, academicians, CEOs, brand gurus and consultants.
Book Synopsis Content Marketing Strategies For Dummies by : Stephanie Diamond
Download or read book Content Marketing Strategies For Dummies written by Stephanie Diamond and published by John Wiley & Sons. This book was released on 2016-01-26 with total page 429 pages. Available in PDF, EPUB and Kindle. Book excerpt: Drive your content marketing campaign toward success Blogs and social platforms are all the rage right now—especially for strategists looking to cultivate influence among target audience members through content marketing. Content Marketing Strategies For Dummies explains how you can use content marketing to gain an edge over your competition, even in the most crowded of marketplaces. This timely text introduces you to the Five C Cycle: Company Focus, Customer Experience, Content Creation, Channel Promotion, and Closed-Loop Analysis. The Five C Cycle drives the creation and documentation of a targeted content marketing strategy, and allows you to approach your content marketing campaign with confidence. By helping you determine your company's focus, uncover your customers' experience with data, develop channel promotions across social platforms, create actionable online content, and use closed-loop analysis to build on previous success, this will become your go-to content marketing guide. Content marketing entails creating and curating content online via blog posts, social media platforms, and more. The goal is to acquire and retain customers by creating content that brings value to their lives, and that encourages them to engage with your brand. This easy-to-understand guide will help you do just that. Analyze customer data to better understand your target audience's journey Leverage social platforms, such as Facebook and Twitter, to develop channel promotions Create and curate intelligent, engaging content that leads to action Build upon your previous success with closed-loop analysis Whether you work for a large corporation, are part of a small business, are a solo thought leader, or are an educator, Content Marketing Strategies For Dummies tells you how to gain a critical, competitive advantage through targeted content marketing strategies.
Book Synopsis JMR, Journal of Marketing Research by :
Download or read book JMR, Journal of Marketing Research written by and published by . This book was released on 2004 with total page 550 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Market Segmentation by : Michel Wedel
Download or read book Market Segmentation written by Michel Wedel and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 387 pages. Available in PDF, EPUB and Kindle. Book excerpt: Modern marketing techniques in industrialized countries cannot be implemented without segmentation of the potential market. Goods are no longer produced and sold without a significant consideration of customer needs combined with a recognition that these needs are heterogeneous. Since first emerging in the late 1950s, the concept of segmentation has been one of the most researched topics in the marketing literature. Segmentation has become a central topic to both the theory and practice of marketing, particularly in the recent development of finite mixture models to better identify market segments. This second edition of Market Segmentation updates and extends the integrated examination of segmentation theory and methodology begun in the first edition. A chapter on mixture model analysis of paired comparison data has been added, together with a new chapter on the pros and cons of the mixture model. The book starts with a framework for considering the various bases and methods available for conducting segmentation studies. The second section contains a more detailed discussion of the methodology for market segmentation, from traditional clustering algorithms to more recent developments in finite mixtures and latent class models. Three types of finite mixture models are discussed in this second section: simple mixtures, mixtures of regressions and mixtures of unfolding models. The third main section is devoted to special topics in market segmentation such as joint segmentation, segmentation using tailored interviewing and segmentation with structural equation models. The fourth part covers four major approaches to applied market segmentation: geo-demographic, lifestyle, response-based, and conjoint analysis. The final concluding section discusses directions for further research.
