Marketing
Marketing
Managing Imitation Strategies expounds the different types of product imitations - their successes and failures. Although the evidence in favor of imitation is nearly endless, illustrating that...
In 1912, the Procter and Gamble Company introduced Crisco, a solid vegetable shortening that was created in the lab and advertised as a replacement for the usual animal fats. P&G then turned from product...
Revolution is spreading across the economy. In every industry, buyers have increasingly become more demanding and less loyal. They are refusing to pay prices inflated by layers of middlemen, whom they do not perceive...
From focus-group findings, common patterns offer valuable insights about how customers define and evaluate service quality. As perceived by customers, service quality can be defined as "the extent of discrepancy...
Drawing on almost two years of on-site observation, 40 in-depth interviews, and unprecedented access to confidential documents and project data, the authors focus specifically on Microsoft’s unique "synch-and-stabilize...
A new definition of value that explains how to create and add value within each of the key processes of marketing, engineering, acquisition, manufacturing, and customer service, while simultaneously integrating these...
As we accelerate into the next century, we will need to see clearly and react quickly to navigate the sharp turns ahead. Those who can discern the important trends, understand their implications, and predict their...
This is a story behind the small family business that created and marketed an obscure patent medicine-turned-soft drink-turned-national icon. In this microcosmic tour of recent American history, Pendergrast reveals...
Multicultural Marketing offers practical information and strategies for reaching America’s ''unknown'' consumers. Rossman targets the $500 billion market represented by America ’s so-called ''...
