Marketing

Marketing

 
The Shift Davis, Scott M. | Kotler, Philip Jossey-Bass , 2009 Business Strategy, Marketing

In the past, marketing was viewed as a function that simply provided sales support. However, marketing has now become a strategic growth driver and is essential in communicating customer insights throughout the company...

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World Famous Tyreman, David AMACOM , 2009 Business Strategy, Marketing

Understanding brand identity is crucial for every business; yet, few actually have a well-defined brand identity that inspires legions of loyal followers. Companies that are the most successful, that consistently...

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The Marketing Accountability Imperative Dunn, Michael E. | Halsall, Chris Jossey-Bass , 2009 Business Strategy, Marketing

Marketing opportunities have exploded in the last decade, increasing customer touch-points far beyond the traditional print, television, radio, and out-of-home categories. At the same time, audience groups have become...

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The Brand Bubble Gerzema, John | Lebar, Ed Jossey-Bass , 2008 Business Strategy, Customer Focus, Marketing

More than products or human capital, supply chains or customer service, a strong brand is the single most valuable asset a company can own. But upon close examination, many of the world’s biggest brands are squandering...

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Six Rules for Brand Revitalization Light, Larry | Kiddon, Joan earson Education, Inc. , 2009 Customer Focus, Marketing

After years of success, McDonald’s suffered a slow decline, falling out of favor with consumers. This can largely be attributed to the fact the brand did not focus on enduring profitable growth. McDonald’s created a...

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Retail Selling Ain't Brain Surgery Dion, James Dionco , 2006 Customer Focus, Marketing

Too few professional retail sales associates receive formal training. Most acquire their skills on the job and through occasional company training courses. Yet, there is an art and science to successfully selling in...

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The Age Curve Gronbach, Kenneth W. AMACOM , 2008 Business Strategy, Customer Focus, Marketing

Thoroughly understanding the customer is essential to every successful business. This requires knowing the age, characteristics, wants, and needs of those who buy a particular good or service. But, as Kenneth Gronbach...

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Coming to Concurrence Smith, J. Walker | Clurman, Ann | Wood, Craig Racom Communications , 2005 Customer Focus, Marketing, Productivity

Marketing is in crisis mode, for the model for marketing, as it stands today, is obsolete. Customers have developed a resistance to marketing that is only going to grow. The crisis spawned by consumer resistance...

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