Gaining And Defending Market Position

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Gaining and Defending Market Position

Author : Alexander Chernev
Publisher : Cerebellum Press
ISBN 13 :
Total Pages : 60 pages
Book Rating : 4./5 ( download)

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Book Synopsis Gaining and Defending Market Position by : Alexander Chernev

Download or read book Gaining and Defending Market Position written by Alexander Chernev and published by Cerebellum Press. This book was released on with total page 60 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today’s competitive business environment, the pressure to grow is unrelenting. To stay relevant, a company must constantly seek new avenues for growth. If a company is not growing, it is inevitably declining by relinquishing its market position to the competition. The key aspects of managing growth—managing a company’s market position, managing sales growth, and managing product lines—are the focus of this note. The discussion of gaining and defending market position is complemented by an in-depth overview of three additional topics: managing disruptive innovation, identifying product–market growth strategies, and assessing the break-even rate of cannibalization. This note is an excerpt (Chapter 18) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).

Defending Your Brand

Author : T. Calkins
Publisher : Springer
ISBN 13 : 1137511869
Total Pages : 294 pages
Book Rating : 4.1/5 (375 download)

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Book Synopsis Defending Your Brand by : T. Calkins

Download or read book Defending Your Brand written by T. Calkins and published by Springer. This book was released on 2017-06-30 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: Here Calkins shows business how to create and maintain a defensive strategy including: how to understand and get competitive intelligence; how to determine if your brand or company is at risk; how to create a defensive strategy; limiting risk and preventing a trial; understanding your own IP as a weapon - and much more.

Grow

Author : Jim Stengel
Publisher : Crown Currency
ISBN 13 : 0307720373
Total Pages : 338 pages
Book Rating : 4.3/5 (77 download)

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Book Synopsis Grow by : Jim Stengel

Download or read book Grow written by Jim Stengel and published by Crown Currency. This book was released on 2011-12-27 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ten years of research uncover the secret source of growth and profit … Those who center their business on improving people’s lives have a growth rate triple that of competitors and outperform the market by a huge margin. They dominate their categories, create new categories and maximize profit in the long term. Pulling from a unique ten year growth study involving 50,000 brands, Jim Stengel shows how the world's 50 best businesses—as diverse as Method, Red Bull, Lindt, Petrobras, Samsung, Discovery Communications, Visa, Zappos, and Innocent—have a cause and effect relationship between financial performance and their ability to connect with fundamental human emotions, hopes, values and greater purposes. In fact, over the 2000s an investment in these companies—“The Stengel 50”—would have been 400 percent more profitable than an investment in the S&P 500. Grow is based on unprecedented empirical research, inspired (when Stengel was Global Marketing Officer of Procter & Gamble) by a study of companies growing faster than P&G. After leaving P&G in 2008, Stengel designed a new study, in collaboration with global research firm Millward Brown Optimor. This study tracked the connection over a ten year period between financial performance and customer engagement, loyalty and advocacy. Then, in a further investigation of what goes on in the “black box” of the consumer’s mind, Stengel and his team tapped into neuroscience research to look at customer engagement and measure subconscious attitudes to determine whether the top businesses in the Stengel Study were more associated with higher ideals than were others. Grow thus deftly blends timeless truths about human behavior and values into an action framework – how you discover, build, communicate, deliver and evaluate your ideal. Through colorful stories drawn from his fascinating personal experiences and “deep dives” that bring out the true reasons for such successes as the Pampers, HP, Discovery Channel, Jack Daniels and Zappos, Grow unlocks the code for twenty-first century business success.

Strategic Marketing Management, 9th Edition

Author : Chernev, Alexander
Publisher : Cerebellum Press
ISBN 13 : 1936572184
Total Pages : 548 pages
Book Rating : 4.9/5 (365 download)

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Book Synopsis Strategic Marketing Management, 9th Edition by : Chernev, Alexander

Download or read book Strategic Marketing Management, 9th Edition written by Chernev, Alexander and published by Cerebellum Press. This book was released on 2018-01-01 with total page 548 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Defending Your Brand

Author : Tim Calkins
Publisher : Macmillan
ISBN 13 : 1137082127
Total Pages : 452 pages
Book Rating : 4.1/5 (37 download)

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Book Synopsis Defending Your Brand by : Tim Calkins

Download or read book Defending Your Brand written by Tim Calkins and published by Macmillan. This book was released on 2012-10-16 with total page 452 pages. Available in PDF, EPUB and Kindle. Book excerpt: The EMM Marketing Book of the Year, 2013 Anyone with a successful business can be certain of one thing: competitors are looking for opportunities to attack. As a result, defending a business is a critical task for business leaders. Indeed, a good defense is far more important that a good offense. If you fail trying to grow, you will miss your objectives. If you fail defending your business, you can lose everything. Defensive strategy is a brutal business; the objective is to drive competitors into the ground and make off with their ideas. It isn't pretty, but a good defense can be very effective. Here, Calkins shows business leaders how to create and maintain a defensive strategy including: how to understand and get competitive intelligence; how to determine if your brand or company is at risk; how to create a defensive strategy; how to blunt your competitor's efforts - and much more. Every business leader needs to understand how to play defense and this book will teach them how to do it.

Marketing Warfare

Author : Al Ries
Publisher : McGraw Hill Professional
ISBN 13 : 9780071371124
Total Pages : 228 pages
Book Rating : 4.3/5 (711 download)

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Book Synopsis Marketing Warfare by : Al Ries

Download or read book Marketing Warfare written by Al Ries and published by McGraw Hill Professional. This book was released on 1997-11-22 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: "A business book with a difference: clear-cut advice, sharp writing and a minimum of jargon."Newsweek "Revolutionary! Surprising!"Business Week "Chock-a-block with examples of successful and failed marketing campaigns, makes for a very interesting and relevant read."USA Today

Marketing Strategy

Author : Steven P. Schnaars
Publisher : Simon and Schuster
ISBN 13 : 0684831910
Total Pages : 244 pages
Book Rating : 4.6/5 (848 download)

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Book Synopsis Marketing Strategy by : Steven P. Schnaars

Download or read book Marketing Strategy written by Steven P. Schnaars and published by Simon and Schuster. This book was released on 1998 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt: The essential marketing text for business students and professionals--updated and revised to accommodate rapid changes in the business world. First issued in 1991, Steven Schnaars's text combines a centrist approach to basic theory with real-world business examples. In clear and focused language, Schnaar focuses on the three Cs--customers, competition, and changing market trends.

Gathering Market Insights

Author : Alexander Chernev
Publisher : Cerebellum Press
ISBN 13 :
Total Pages : 66 pages
Book Rating : 4./5 ( download)

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Book Synopsis Gathering Market Insights by : Alexander Chernev

Download or read book Gathering Market Insights written by Alexander Chernev and published by Cerebellum Press. This book was released on with total page 66 pages. Available in PDF, EPUB and Kindle. Book excerpt: Market research provides managers with insights that help them create and capture value. It facilitates effective decision making by furnishing managers with the relevant information needed to assess tradeoffs inherent in solving business problems. Market research aims to replace gut-feel choices with evidence-based decisions in which managers supplement their own judgment with data to solve business problems. The essence of marketing research as a process of gathering insights about the market in which the company operates is the focus of this note. The discussion of gathering market insights is complemented by an in-depth overview of two additional topics: the key principles in establishing causality and popular research methods. This note is an excerpt (Chapter 5) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).

Developing New Market Offerings

Author : Alexander Chernev
Publisher : Cerebellum Press
ISBN 13 :
Total Pages : 47 pages
Book Rating : 4./5 ( download)

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Book Synopsis Developing New Market Offerings by : Alexander Chernev

Download or read book Developing New Market Offerings written by Alexander Chernev and published by Cerebellum Press. This book was released on with total page 47 pages. Available in PDF, EPUB and Kindle. Book excerpt: The development of new offerings is the engine that fuels the growth of a business enterprise. New product success is often attributed to intuition. Indeed, some offerings that stem from intuition do make it big. Yet many others crash and burn. These failures occur because intuition is only one aspect of new product development. The other key ingredient of success is having a systematic approach to developing new market offerings. Such a systematic approach for developing new offerings that create market value is outlined in this note. The discussion of the development of new offerings is complemented by an in-depth overview of two additional topics: the minimum viable offering and the key principles of prototype development. This note is an excerpt (Chapter 19) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).

Sample Marketing Plans

Author : Alexander Chernev
Publisher : Cerebellum Press
ISBN 13 :
Total Pages : 68 pages
Book Rating : 4./5 ( download)

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Book Synopsis Sample Marketing Plans by : Alexander Chernev

Download or read book Sample Marketing Plans written by Alexander Chernev and published by Cerebellum Press. This book was released on with total page 68 pages. Available in PDF, EPUB and Kindle. Book excerpt: This note presents two stylized examples to illustrate the process of writing a marketing plan. The marketing plans presented here follow a common structure: They begin with an executive summary, followed by a situation overview and an action plan, and conclude with a set of relevant exhibits. The crux of the marketing plan is the action plan, which follows the G-STIC framework. It includes an outline of the goal(s) that the company aims to achieve with its offering; an outline of the offering’s strategy, which involves identifying the target market(s)—customers, the company, collaborators, competitors, and the context in which they operate—as well as the offering’s value proposition for target customers, the company, and collaborators; a description of the marketing tactics (product, service, brand, price, incentives, communication, and distribution); an implementation plan that identifies the processes by which the company will develop the offering and deploy it in the market; and the control measures that provide the metrics for evaluating the company’s performance and monitoring the external environment. This note is an excerpt (Appendix C) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).

Marketing Planning and Management

Author : Alexander Chernev
Publisher : Cerebellum Press
ISBN 13 :
Total Pages : 51 pages
Book Rating : 4./5 ( download)

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Book Synopsis Marketing Planning and Management by : Alexander Chernev

Download or read book Marketing Planning and Management written by Alexander Chernev and published by Cerebellum Press. This book was released on with total page 51 pages. Available in PDF, EPUB and Kindle. Book excerpt: A company’s future hinges on its ability to develop successful market offerings that create superior value for target customers, the company, and its collaborators. Market success is rarely an accident; it is typically a result of diligent market analysis, planning, and management. To succeed in the market, a company must have a viable business model and an action plan to make this model a reality. The key aspects of the process of marketing planning and management and the G-STIC framework for developing an action plan are the focus of this note. The discussion of marketing planning and management is complemented by an in-depth overview of three additional topics: developing a marketing plan, conducting a marketing audit, and the key project-management frameworks. This note is an excerpt (Chapter 3) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).

The Business Model Workbook

Author : Alexander Chernev
Publisher : Cerebellum Press
ISBN 13 :
Total Pages : 31 pages
Book Rating : 4./5 ( download)

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Book Synopsis The Business Model Workbook by : Alexander Chernev

Download or read book The Business Model Workbook written by Alexander Chernev and published by Cerebellum Press. This book was released on with total page 31 pages. Available in PDF, EPUB and Kindle. Book excerpt: An offering’s business model delineates the ways in which a company creates value in a particular market. The ultimate goal of the business model is to design an offering that will create superior value for target customers in a way that benefits the company and its collaborators. This note illustrates the key aspects of the process of generating a business model. This note is an excerpt (Appendix B) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).

Managing Distribution Channels

Author : Alexander Chernev
Publisher : Cerebellum Press
ISBN 13 :
Total Pages : 55 pages
Book Rating : 4./5 ( download)

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Book Synopsis Managing Distribution Channels by : Alexander Chernev

Download or read book Managing Distribution Channels written by Alexander Chernev and published by Cerebellum Press. This book was released on with total page 55 pages. Available in PDF, EPUB and Kindle. Book excerpt: Distribution channels deliver the company’s offerings to its target customers. Managing distribution channels involves designing and streamlining the process of delivering a company’s offering in a way that creates value for target customers, the company, and its collaborators. The key aspects of managing distribution channels are the focus of this note. The discussion of distribution management is complemented by an overview of the relevant distribution concepts and just-in-time distribution. This note is an excerpt (Chapter 16) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).

Managing Products

Author : Alexander Chernev
Publisher : Cerebellum Press
ISBN 13 :
Total Pages : 56 pages
Book Rating : 4./5 ( download)

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Book Synopsis Managing Products by : Alexander Chernev

Download or read book Managing Products written by Alexander Chernev and published by Cerebellum Press. This book was released on with total page 56 pages. Available in PDF, EPUB and Kindle. Book excerpt: A company’s products—along with its services and brands—are a key source of customer value and one of the primary reasons why customers buy and use a company’s offering. In this context, product management aims to optimize the value that a company’s products deliver to target customers and do so in a way that benefits the company and its collaborators. The key product-management decisions are the focus of this note. The discussion of product management is complemented by an in-depth overview of three additional topics: design thinking, benefit visibility in product design, and product patents. This note is an excerpt (Chapter 9) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).

Retail Management

Author : Alexander Chernev
Publisher : Cerebellum Press
ISBN 13 :
Total Pages : 81 pages
Book Rating : 4./5 ( download)

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Book Synopsis Retail Management by : Alexander Chernev

Download or read book Retail Management written by Alexander Chernev and published by Cerebellum Press. This book was released on with total page 81 pages. Available in PDF, EPUB and Kindle. Book excerpt: A retailer is a business enterprise engaged in the selling of products and services to consumers. This note takes the perspective of a retailer and examines the key decisions a retailer must make in order to successfully serve its target market. The discussion of retail management is complemented by an in-depth overview of two additional topics: the popular retail formats and managing the price image of a retailer. This note is an excerpt (Chapter 17) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).

Managing Brands

Author : Alexander Chernev
Publisher : Cerebellum Press
ISBN 13 :
Total Pages : 66 pages
Book Rating : 4./5 ( download)

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Book Synopsis Managing Brands by : Alexander Chernev

Download or read book Managing Brands written by Alexander Chernev and published by Cerebellum Press. This book was released on with total page 66 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brands are one of the company’s most valuable assets. Brands benefit customers by creating value that goes beyond the product and service aspects of the offering. By bolstering customer demand, brands enable the company to capture greater value from its customers while at the same time strengthening the impact of the other marketing tactics, ensuring greater collaborator support, and facilitating the hiring and retaining of skilled employees. The key aspects of creating and managing brands are the focus of this note. The discussion of brand management is complemented by an in-depth overview of two additional topics: the role of brands as a means of self-expression and luxury branding. This note is an excerpt (Chapter 11) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).

Managing Services

Author : Alexander Chernev
Publisher : Cerebellum Press
ISBN 13 :
Total Pages : 69 pages
Book Rating : 4./5 ( download)

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Book Synopsis Managing Services by : Alexander Chernev

Download or read book Managing Services written by Alexander Chernev and published by Cerebellum Press. This book was released on with total page 69 pages. Available in PDF, EPUB and Kindle. Book excerpt: Service management aims to optimize the value that a company’s services deliver to target customers and do so in a way that enables the company and its collaborators to achieve their goals. Managing services—in concert with managing products and brands—aims to define the value the company’s offering will create for target customers. The key service decisions are the focus of this note. The discussion of service management is complemented by an in-depth overview of two additional topics: the gap model of service quality and a systematic approach to managing dissatisfied customers. This note is an excerpt (Chapter 10) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).