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Author : Christian Homburg
Publisher :
ISBN 13 : 9783893331703
Total Pages : 43 pages
Book Rating : 4.3/5 (317 download)
Download or read book Marketing's Influence Within the Firm written by Christian Homburg and published by . This book was released on 1998 with total page 43 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Danny Brown
Publisher : Que Publishing
ISBN 13 : 0133391647
Total Pages : 403 pages
Book Rating : 4.1/5 (333 download)
Download or read book Influence Marketing written by Danny Brown and published by Que Publishing. This book was released on 2013-04-29 with total page 403 pages. Available in PDF, EPUB and Kindle. Book excerpt: Identify and Manage the Influence Paths That Convert Brand Awareness to Customer Acquisition! Today, you face a brutally tough, maddeningly elusive new competitor: the “wisdom of crowds.” Social media gives consumers 24x7 access to the attitudes and recommendations of their most engaged peers. These are the views that shape buying decisions. These are the views you must shape and use. Influence Marketing won’t just help you identify and enlist key influencers: it will help you manage the influence paths that lead consumers to buy. By sharing empirical evidence of hard-won lessons from pioneering influence marketers, Danny Brown and Sam Fiorella provide a blueprint that moves influence marketing beyond simple brand awareness and into sales acquisition and customer life time value measurement. They integrate new tools and techniques into a complete methodology for generating more and better leads—and converting them faster, at higher margins. • Put the customer—not the influencer—at the center, and plan influence marketing accordingly • Recognize where each prospect stands in the purchase life cycle right now • Clarify how your consumers move from brand preference to purchase • Identify key micro-influencers who impact decisions at every stage • Gain indispensable insights into the context of online relationships • Recognize situational factors that derail social media brand recommendations • Understand social influence scoring models and overcome their limitations • Re-engineer and predict influence paths to generate measurable action • Master the “4 Ms” of influence marketing: make, manage, monitor, measure • Transform influence marketing from a “nice-to-have” exercise into a powerful strategy Additional online resources can be found at www.influencemarketingbook.com
Author : Roy A. Young
Publisher : John Wiley & Sons
ISBN 13 : 0470054506
Total Pages : 290 pages
Book Rating : 4.4/5 (7 download)
Download or read book Marketing Champions written by Roy A. Young and published by John Wiley & Sons. This book was released on 2006-10-11 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: Praise for Marketing Champions "Much has been written about the importance of using marketing principles and tools effectively. But we've paid far less attention to how marketing works within an organization--and how marketers can better interact with other prime movers in their companies. This book really delivers on this much-neglected subject--sounding a wake-up call to marketers everywhere on how to exert their influence and improve their contribution to cash flow." --Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University "The authors understand that marketing is now the most important force within an organization--if you can figure out how to coordinate the rest of your colleagues. This book shows you how." --Seth Godin, author of Small Is the New Big "This leadership guide is a must-read for every executive who wants to understand the crucial connection between marketing and bottom-line results." --Warren Bennis, Distinguished Professor of Business Administration, University of Southern California, and author of On Becoming a Leader "The best marketing leaders are those who can harness the power of the enterprise--not just lead the marketing team. This book will give you the ability to align and inspire the entire company." --Jerry Noonan, Spencer Stuart
Author : Peter C. Verhoef
Publisher :
ISBN 13 :
Total Pages : 32 pages
Book Rating : 4.:/5 (697 download)
Download or read book Getting Marketing Back in the Boardroom written by Peter C. Verhoef and published by . This book was released on 2008 with total page 32 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Investigates marketing's influence in the firm, and assesses its determinants and consequences, based on interviews of 25 executives from Dutch firms and a large-scale Internet-based survey of several hundred managers."--
Author : Martin Schmidt
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (864 download)
Download or read book The Influence of the Marketing Department and the Dissemination of Market-Related Information Within the Firm written by Martin Schmidt and published by . This book was released on 2013 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: This research studies the relationship between the marketing department's influence and one of its main functions within the firm: disseminating market intelligence. Although prior research assumes that marketing is more likely to disseminate intelligence with increasing influence, the authors hypothesize that there might be limits to the benefits of high marketing influence. The results of two empirical studies with marketing professionals indicate that the relationship is not entirely positive, but rather takes the form of an inverted U. Moreover, our research finds a positive linear relationship between market intelligence dissemination and financial performance, pointing out the overall positive effect of intelligence dissemination. The authors therefore argue that both low and high levels of influence of the marketing department may lead to suboptimal performance and that marketing influence hence has to be managed attentively.
Author : Nripendra P. Rana
Publisher : Springer Nature
ISBN 13 : 3030243745
Total Pages : 337 pages
Book Rating : 4.0/5 (32 download)
Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author : Stefan Michel
Publisher :
ISBN 13 : 9783907311004
Total Pages : 174 pages
Book Rating : 4.3/5 (11 download)
Download or read book Real Impact Marketing 2e written by Stefan Michel and published by . This book was released on 2021-08-30 with total page 174 pages. Available in PDF, EPUB and Kindle. Book excerpt: Improve your marketing function with Stefan Michel and Lisa Duke's business-focused and practical approach, value-based tools, and their unique one-page visual marketing plan that's proven to help leverage your strategies for success.
Author : Ric Willmot
Publisher : John Wiley & Sons
ISBN 13 : 0730310027
Total Pages : 278 pages
Book Rating : 4.7/5 (33 download)
Download or read book Professional Services Marketing Wisdom written by Ric Willmot and published by John Wiley & Sons. This book was released on 2014-03-17 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: Effective marketing tactics and strategies for professional service providers If you own and operate your own professional services firm—in accounting, finance, law, or another field—you know just how important marketing is to the success of your business. If you can't get your name out there, you won't have any customers to call your own. This handy guide offers a comprehensive plan for attracting and acquiring clients for small and even one-person firms—no marketing degree required. The strategies and tactics here are fun, easy-to-understand, and doable right now. All you need to bring is enthusiasm and commitment. You'll learn how to identify potential clients, explain why you're their best choice, grow your market share, get great referrals, designate which clients are long-term, profitable keepers, and much more. Features easy-to-implement marketing tactics and strategies for small professional services firms in any industry Ideal for anyone who runs a small firm, as well as professionals in larger firms who want to climb the ladder Shows readers with no marketing background how to boost their businesses Negates the need for expensive and often ineffective external marketing or sales consultants or branding and public relations firms For anyone who runs their own firm, Professional Services Marketing Wisdom offers unbeatable guidance on attracting and keeping the clients that small firms need to survive and thrive.
Author : Heikki Juslin
Publisher :
ISBN 13 :
Total Pages : 616 pages
Book Rating : 4.:/5 (319 download)
Download or read book Strategic Marketing in the Global Forest Industries written by Heikki Juslin and published by . This book was released on 2002 with total page 616 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Lawrence J. Gitman
Publisher :
ISBN 13 : 9781947172555
Total Pages : 732 pages
Book Rating : 4.1/5 (725 download)
Download or read book Introduction to Business written by Lawrence J. Gitman and published by . This book was released on 2018 with total page 732 pages. Available in PDF, EPUB and Kindle. Book excerpt: Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core themes such as customer satisfaction, ethics, entrepreneurship, global business, and managing change. Introduction to Business includes hundreds of current business examples from a range of industries and geographic locations, which feature a variety of individuals. The outcome is a balanced approach to the theory and application of business concepts, with attention to the knowledge and skills necessary for student success in this course and beyond.
Author : Christian Homburg
Publisher :
ISBN 13 : 9783893331703
Total Pages : 0 pages
Book Rating : 4.3/5 (317 download)
Download or read book Marketing's Influence Within the Firm written by Christian Homburg and published by . This book was released on 1997 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author :
Publisher :
ISBN 13 :
Total Pages : 25 pages
Book Rating : 4.:/5 (663 download)
Download or read book A Cross-national Investigation Into the Marketing Department's Influence Within the Firm written by and published by . This book was released on 2009 with total page 25 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Uses data from the Netherlands, Germany, Sweden, United Kingdom, United States, Australia, and Israel to investigate how the marketing department's capabilities relate to business performance across countries."--
Author : G. Bertoli
Publisher : Edward Elgar Publishing
ISBN 13 : 1781955611
Total Pages : 225 pages
Book Rating : 4.7/5 (819 download)
Download or read book International Marketing and the Country of Origin Effect written by G. Bertoli and published by Edward Elgar Publishing. This book was released on 2013-01-01 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'The approach of the chapters that comprise this volume is academically rigorous and at the same time managerially relevant, which is why I believe the book helps to push the made-in research agenda forward at the same time as it provides practitioners with new ideas they can apply to their brands.' – Nicolas Papadopoulos, Carleton University, Canada The country of origin of goods and services can have positive or negative effect on customers' intentions to purchase. This book analyzes the impact of this effect on the international development of Italian companies in emerging markets. The chapters refer to a wide range of issues, including made-in effects in relation to ethnocentrism and to corporate social responsibility in small and medium-sized enterprises; the interactions and synergistic effects between product-related made-in images and the images of places as tourism destinations; distribution channel issues; 'made-in topics' in relation to emerging markets; and a review of the relevant literature on country of origin effects. The contributors propose strategies and tools that companies might leverage to develop their international marketing and suggest policies that might strengthen these efforts. This original work will prove to be a valuable resource for students and researchers of international marketing and strategy as well as policy makers.
Author : Paul W. Farris
Publisher : Cambridge University Press
ISBN 13 : 1139456407
Total Pages : 327 pages
Book Rating : 4.1/5 (394 download)
Download or read book The Profit Impact of Marketing Strategy Project written by Paul W. Farris and published by Cambridge University Press. This book was released on 2004-11-04 with total page 327 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book was first published in 2004. Developments in strategic thinking and econometric methods, alongside fundamental changes in technology and in the nature of competition, argue the need for an in-depth but accessible assessment of the Profit Impact of Marketing Strategy's project. Here, Paul Farris and Michael Moore gather together contributions from experts across the US and Europe to offer a retrospective analysis alongside innovative perspectives on future marketing strategy and performance assessment methods. Appealing to scholars and reflective practitioners interested in fostering practical knowledge about business innovation and changes, this book not only explores ways of thinking about and working with PIMS but also explores the unresolved issues arising from the original data. As the business community renews its attempts to recreate the kind of inter-firm cooperation that produced the PIMS project, sharing many of the ideals, this volume will broadly appeal.
Author : Jagdish N Sheth
Publisher : Routledge
ISBN 13 : 131747287X
Total Pages : 458 pages
Book Rating : 4.3/5 (174 download)
Download or read book Does Marketing Need Reform? written by Jagdish N Sheth and published by Routledge. This book was released on 2015-01-28 with total page 458 pages. Available in PDF, EPUB and Kindle. Book excerpt: Many marketers fear that the field's time-worn principles are losing touch with today's realities. "Does Marketing Need Reform?" collects the insights of a select group of leading marketing thinkers and practitioners who are committed to restoring marketing's timeless values. The book sets the agenda for a new generation of marketing principles. As the editors note in their introduction; "Marketing is a powerful force backed up by huge resources. It must be entrusted only to those with the wisdom to use it well." The contributors seek to understand and explain how and why marketing has veered significantly off course in order to steer it back in the right direction. The concepts and perspectives presented in this book will inspire a renewed commitment to the highest ideals of marketing - serving customers individually and society as a whole by synergistically aligning company, customer, and social interests.
Author : David L. Rogers
Publisher : FT Press
ISBN 13 : 0132704072
Total Pages : 370 pages
Book Rating : 4.1/5 (327 download)
Download or read book There's No Business That's Not Show Business written by David L. Rogers and published by FT Press. This book was released on 2003-06-24 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt: Say goodbye to "business as usual"--to succeed today you need show business! How do you market in today's "experience culture"--as conventional advertising grows increasingly ineffective, and customers grow increasingly independent? Companies and brands from Altoids to Volkswagen have discovered the answer: bring show business into your business! There's No Business That's Not Show Business demonstrates how to use "show biz" techniques to cut through the clutter, engage your customers personally, differentiate your product or brand--and create real, long--term value. These techniques can be adapted for any product, service, or market--consumer or B2B. You'll learn how to clearly identify strategic objectives and expected outcomes; target your high--value customers; ensure that "show biz" marketing promotes your core brand message; extend your impact via PR and CRM; and, above all, achieve quantifiable results.
Author : Christina Del Villar
Publisher : Greenleaf Book Group
ISBN 13 : 1736028332
Total Pages : 287 pages
Book Rating : 4.7/5 (36 download)
Download or read book Sway written by Christina Del Villar and published by Greenleaf Book Group. This book was released on 2021-08-03 with total page 287 pages. Available in PDF, EPUB and Kindle. Book excerpt: Gain Influence and Deliver Results Sway turns marketing professionals into powerhouses by showing them how to build a strategic framework that enables greater proficiency and leads to growing levels of influence. This framework is the G.R.I.T. Marketing Method created by Christina Del Villar. By looking at marketing from the go-to-market strategy perspective, G.R.I.T. goes beyond the basics to illustrate how marketing professionals can successfully influence this strategy based on overall corporate goals. Readers will learn how to align the go-to-market strategy, customer journey, and marketing strategy. From there, they will learn how to build a Map of Influence that identifies all the ways they can make an impact. These strategies and tactics help marketing professionals deploy more effective, impactful programs and develop smarter campaigns that significantly increase profitability for their company. With G.R.I.T. (and a dose of sparkle), Sway provides a platform to empower marketing professionals to have more influence, be more effective, add value, and show their impact. This platform helps them become indispensable, driving success at higher and higher levels. And who wouldn’t want that?
