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Marketing For The Nonmarketing Executive
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Book Synopsis Marketing for the Nonmarketing Executive by : Norton Paley
Download or read book Marketing for the Nonmarketing Executive written by Norton Paley and published by CRC Press. This book was released on 2016-04-19 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: What does a marketing-driven company stand for in the Internet age? As a nonmarketing executive, why should you give any attention to the subject? How would internalizing the fine points of the subject contribute to your effectiveness on the job? In the era of flat or e-business organizational structures, many executives and entrepreneurs suddenly discover they need to know more about marketing than they ever expected. If this sounds like you, Marketing for the Nonmarketing Executive: An Integrated Resource Management Guide for the 21st Century is the ideal resource. This reference gives you comprehensive yet hands-on information about marketing management and competitive strategy in the Internet age. You will understand the various components of marketing, how they affect the entire organization, how to communicate and develop a better rapport with marketing professionals, and, more importantly, how to actively and effectively participate in marketing decisions. Marketing for the Nonmarketing Executive: An Integrated Resource Management Guide for the 21st Century teaches you how to think like a marketing strategist.
Book Synopsis Marketing for the Non-Marketing Executive by : Houston G. Elam
Download or read book Marketing for the Non-Marketing Executive written by Houston G. Elam and published by Amacom Books. This book was released on 1981-01-01 with total page 261 pages. Available in PDF, EPUB and Kindle. Book excerpt: A comprehensive introduction to marketing includes discussions of collecting and analyzing data, planning strategy, and launching a new product.
Book Synopsis Marketing for the Non-marketing Manager by : Colin V. Sowter
Download or read book Marketing for the Non-marketing Manager written by Colin V. Sowter and published by McGraw-Hill Companies. This book was released on 1995 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Marketing Management For Non-Marketing Managers by : Heather Fitzpatrick
Download or read book Marketing Management For Non-Marketing Managers written by Heather Fitzpatrick and published by John Wiley & Sons. This book was released on 2017-05-15 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Although marketing-related expenses are a significant portion of most organizations’ budgets, it is often frustrating for those with budget oversight to get a clear picture of the returns on their marketing investment. This engaging book offers practical ways for non-marketing managers and executives to measure and improve marketing returns. It gives you the tools you need to be able to correctly assess the potential of your marketing and accurately evaluate the returns. You’ll learn: Why market leaders achieve significantly greater returns on their marketing than others within their market. The 3 main reasons most marketing plans fail to live up to their potential, and the steps you must take to avoid these pitfalls. How to evaluate your marketing investment’s likely ROI before you invest the money. When and how to assess the financial returns of your marketing efforts. How well your own organization is performing in the management of its marketing investments. The book includes: Case studies from companies of various sizes and in a cross-section of industries, including not-for-profits 4 tests to use prior to the approval of a marketing budget A marketing performance evaluation tool to assess and improve your organization’s marketing management
Book Synopsis Developing a Market Orientation by : Rohit Deshpande
Download or read book Developing a Market Orientation written by Rohit Deshpande and published by SAGE. This book was released on 1999-04-13 with total page 330 pages. Available in PDF, EPUB and Kindle. Book excerpt: Market orientation is best defined as an organization-level culture, a set of shared values and beliefs about putting the customer first in business planning. This book demonstrates the importance of market orientation on organizational culture (the shared set of values for putting customers first), on strategy (the creation of superior value for a firm's customers), and on tactics (the set of cross-functional activities directed at creating and satisfying customers).
Book Synopsis Beloved Brands by : Graham Robertson
Download or read book Beloved Brands written by Graham Robertson and published by Createspace Independent Publishing Platform. This book was released on 2018-01-06 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Beloved Brands is a book every CMO or would-be CMO should read." Al Ries With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future marketers. It will challenge communications agency professionals, who are looking to get better at managing brands, including those who work in advertising, public relations, in-store marketing, digital advertising or event marketing. "Most books on branding are really for the MARCOM crowd. They sound good, but you find it's all fluff when you try to take it from words to actions. THIS BOOK IS DIFFERENT! Graham does a wonderful job laying out the steps in clear language and goes beyond advertising and social media to show how branding relates to all aspects of GENERAL as well as marketing management. Make no mistake: there is a strong theoretical foundation for all he says...but he spares you the buzzwords. Next year my students will all be using this book." Kenneth B. (Ken) Wong, Queen's University If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. These tips will help you take full advantage of branding and marketing, and make your brand more powerful and more profitable. You will learn how to think, define, plan, execute and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand. My promise to help make you smarter so you can realize your full potential.
Author :Houston G. Elam Publisher :AMACOM/American Management Association ISBN 13 :9780814459935 Total Pages :241 pages Book Rating :4.4/5 (599 download)
Book Synopsis Marketing for Nonmarketers by : Houston G. Elam
Download or read book Marketing for Nonmarketers written by Houston G. Elam and published by AMACOM/American Management Association. This book was released on 1992-01-01 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today's business environment is consumer-responsive, global, and more marketing-driven than ever. Savvy managers in all parts of the organization must be attuned to marketing and its impact on their job. For a short yet thorough course, there is no better guide than Marketing for Nonmarketers. "Our purpose is to explain and illustrate what marketing is all about, what marketing professionals do, what roles nonmarketers play, and how marketing functions within the corporate structure," say the authors. The result is a no-nonsense reference that makes it easy to find the information you seek (each chapter stands alone)--and thus helps you work more productively with your marketing colleagues. Marketing for Nonmarketers clarifies the marketing role by presenting it in familiar terms and concepts: data collection and analysis, policy setting, planning and implementation, and decision making. It takes you inside the marketing function to reveal how its practitioners assess opportunities, first by gathering and analyzing marketing intelligence, and then by interpreting consumer behavior to achieve a competitive edge; structure the strategic marketing plan by determining long-term policy and short-term tactics; and execute the marketing presentation by turning plans into operating strategy. In practical terms, Marketing for Nonmarketers takes the mystery out of marketing. It answers the questions that the rest of us may be afraid to ask aloud: Is marketing based on theory or luck? Are marketing budgets too high? Couldn't many marketing expenditures be eliminated? Why do marketers sometimes drop top products? How do selling prices relate to production prices? Why do marketing executives seem to operate under different rules than do others? Why does so much marketing activity seem to occur at the last minute? Do marketers really know what they're doing? This book is also packed with instructive true stories that illuminate maverick marketing tactics and common traps. You'll read about several companies' problems and solutions, and you'll understand why their marketing moves succeeded or failed. No other book "translates" the complicated subject of marketing in the new global economy as effectively as this one does. Dip into it at any point for a quick yet complete overview. And don't be surprised if you soon find yourself borrowing some profitable bottom-line marketing strategies from these pages.
Book Synopsis Timeless Leadership Truths by : Norton Paley
Download or read book Timeless Leadership Truths written by Norton Paley and published by CRC Press. This book was released on 2019-08-06 with total page 236 pages. Available in PDF, EPUB and Kindle. Book excerpt: The origins of business strategy are found in military applications. Generals throughout history faced formidable challenges as they crafted plans to outmaneuver competing forces, acquire territory, and gain power. Similarly, business leaders also look to outmaneuver their rivals as they enter new markets against entrenched competitors, secure a strong market position, and expand their companies’ influence. Although the destructive aspects of war are not present in business, there is a reasonable parallel, such as the bankruptcies of once-mighty companies, which resulted in layoffs of thousands of employees and the closings of numerous plants. Then there was the devastating economic impact and societal disruption that created demoralizing misery among large groups of individuals in once-flourishing areas worldwide. The intent of the book is to improve managers’ ability to think strategically. The further aim is to blend the timeless lessons of military strategy into business plans, with impact in grassroots engagement with customers, as well as the inevitable clashes with competitors. In addition, readers can access a body of knowledge that has endured in written form and practiced by successful leaders for centuries. As such, managers will hold a competitive edge in an evolving digital-age marketplace.
Book Synopsis Leadership Strategies in the Age of Big Data, Algorithms, and Analytics by : Norton Paley
Download or read book Leadership Strategies in the Age of Big Data, Algorithms, and Analytics written by Norton Paley and published by CRC Press. This book was released on 2017-02-03 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt: Harnessing the power of technology is one of the key measures of effective leadership. Leadership Strategies in the Age of Big Data, Algorithms, and Analytics will help leaders think and act like strategists to maintain a leading-edge competitive advantage. Written by a leading expert in the field, this book provides new insights on how to successfully transition companies by aligning an organization’s culture to accept the benefits of digital technology. The author emphasizes the importance of creating a team spirit with employees to embrace the digital age and develop strategic business plans that pinpoint new markets for growth, strengthen customer relationships, and develop competitive strategies. Understanding how to deal with inconsistencies when facts generated by data analytics disagree with your own experience, intuition, and knowledge of the competitive situation is key to successful leadership.
Book Synopsis Marketing in a Nutshell by : Mike Meldrum
Download or read book Marketing in a Nutshell written by Mike Meldrum and published by Elsevier. This book was released on 2007-03-08 with total page 305 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing in a Nutshell is an easy-to-use quick reference source for non-marketing specialists. Designed as a dip-in guide, this accessible book will be invaluable to general managers, non-qualified marketers and students taking a module in marketing alongside their other studies. Marketing in a Nutshell makes the authors’ marketing know-how and expert insights accessible to all. Dip-in reference format makes a comprehensive powerhouse of marketing knowledge available to every non-marketing manager at a moment's notice Concise, easy-to-read standalone summaries of key marketing principles, concepts, tools and techniques Credible and expert marketing insights from leading marketing consultants especially for non-specialists
Book Synopsis Marketing Behavior and Executive Action by : Wroe Alderson
Download or read book Marketing Behavior and Executive Action written by Wroe Alderson and published by . This book was released on 1957 with total page 506 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Nonprofit Nonmarketing by : Mark Mathis
Download or read book Nonprofit Nonmarketing written by Mark Mathis and published by Xlibris Corporation. This book was released on 2007-10-12 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt: Just because you are a nonprofit does not mean that you can ignore marketing. Marketing impacts every aspect of your organization from your fundraising and friend-raising to your community credibility and relevancy. This book provides you with the fuel to quick-start your marketing effortspublic relations, golf outings, advertising, guerilla marketing techniques, Web sites and so much more. So before you hire another marketing director you need to read Nonprofit NonMarketing. In short order this book will have you creating a brand image that is sure to propel your organization for years to come.
Book Synopsis Marketing University Outreach Programs by : Ralph S Foster
Download or read book Marketing University Outreach Programs written by Ralph S Foster and published by Routledge. This book was released on 2014-01-14 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover the successful marketing strategies of programs which have extended the resources of a university to its community. Marketing University Outreach Programs covers all aspects of continuing education program construction and the marketing process for positioning the university into the public. This book begins to eradicate academicians’ fears of marketing by showing them a contemporary marketing plan using terminology and examples familiar to them. Seventeen contributors--professors, administrators, and outreach professionals--comprehensively describe the strategies being successfully used to extend the resources of a university to its community through programs of extension, public service, and continuing education. Although many existing models of the education process contain parallels to elements in a generic marketing process, education is not viewed as a consumer product. Even educators may not view themselves as marketers involved in a marketing process. This attitude can place barriers between understanding the marketing process and how it relates to education. Marketing University Outreach Programs helps educators overcome these potential barriers; it explains marketing as a comprehensive process using terminology and examples which university extension and education professionals will find familiar and understandable. Application-oriented, it cites numerous examples of how the marketing process can be put to use immediately. Each chapter explores in-depth a separate segment of the marketing process involved in public university outreach programs: issue-based versus discipline-based programs program delivery and delivery technology funding outreach programs comprehensive promotional strategy customer service long-range planning marketing research information resources future trends model programs This book is of value to the faculty of universities, specifically those in the disciplines with a mandate for professional renewal or recertification (engineering, medicine, education); faculty and professional staff in divisions of continuing education; program leadership in cooperative extension organizations (as well as those in other identifiable university extension units); and faculty affiliated with applied research centers. Members of professional associations focused on higher education outreach can also successfully apply these strategies.
Book Synopsis Developing a Turnaround Business Plan by : Norton Paley
Download or read book Developing a Turnaround Business Plan written by Norton Paley and published by CRC Press. This book was released on 2015-06-22 with total page 262 pages. Available in PDF, EPUB and Kindle. Book excerpt: Developing a Turnaround Business Plan is an ideal resource for managers currently facing a competitive crisis as well as those who wish to avert one and must set a turnaround plan in motion before the situation results in irreversible losses. Whereas the book helps readers develop a sound turnaround plan, the focus of the book is on the actual process that contributes to the development and implementation of that plan. The book details how to identify the root causes that triggered the competitive crisis and how to initiate remedial actions before the turnaround plan begins. After reading this book, you will be able to: Develop a flexible and rapid response to competitive counter-moves Identify offensive and defensive strategies Use competitive intelligence to identify decisive points to concentrate resources Pinpoint the types of competitive campaigns that assure a successful turnaround Assess the required leadership traits for implementing competitive strategies Covering 13 different types of competitive campaigns, the book describes how to initiate effective offensive and defensive plans to neutralize your competitors’ advantages. It also details how to develop counter-measures for the numerous factors that can bring a turnaround campaign to a standstill. The book helps executives of small and mid-sized organizations, as well as managers of business units and product lines in larger firms, to activate change strategies and secure sustainable competitive advantages. Examples are provided about real company turnarounds, including Intel, Levi Strauss, Yahoo, J.C. Penney, Hewlett-Packard, Panasonic, Staples, Samsung, and Abercrombie & Fitch.
Book Synopsis Marketing Management by : John Mullins
Download or read book Marketing Management written by John Mullins and published by McGraw-Hill Higher Education. This book was released on 2012-01-31 with total page 570 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Handbook of Measures for International Entrepreneurship Research by : Nicole Coviello
Download or read book Handbook of Measures for International Entrepreneurship Research written by Nicole Coviello and published by Edward Elgar Publishing. This book was released on 2016-03-25 with total page 656 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of Measures for International Entrepreneurship Research is a user-friendly collection of multi-item measures developed and used in the research of international entrepreneurship and important areas related to it: international business, entrepreneurship, marketing, strategy, and innovation. Editors Nicole Coviello and Helena Yli-Renko carefully compiled 212 scales from over 820 possible measures using rigorous selection criteria. The scales fall into eight distinct categories: • Individual-level influences • Firm and team-level influences • External environmental influences • Relationships, networks, and social capital • Organizational learning • Capabilities • Orientation and strategy • Performance and innovation outcomes For each scale, the book includes the following information to enable ease of use: summary, construct definition, description, source, development or adaptation procedures, sample, validity, scores, references, and scale items. This standout Handbook not only builds a compelling case for a more rigorous approach to research methods in international entrepreneurship research, but also explores the best practices in development, adaptation, use, and reporting of multi-item measures. Academic researchers in international entrepreneurship, international business, entrepreneurship, marketing, strategy, and/or innovation will find this reference tool a welcome addition to their survey research practices. Policy-makers conducting research in these areas will also appreciate this book.
Book Synopsis The Manager's Guide to Competitive Marketing Strategies by : Norton Paley
Download or read book The Manager's Guide to Competitive Marketing Strategies written by Norton Paley and published by Thorogood Publishing. This book was released on 2006 with total page 426 pages. Available in PDF, EPUB and Kindle. Book excerpt: HOW TO MAKE YOUR BUSINESS MORE PROFITABLE AND SUCCESSFUL THROUGH MARKETING.
