FutureShop...Daniel Nissanoff
Tytuł: FutureShop: How the New Auction Culture Will Revolutionize the Way We Buy, Sell, and Get the Things We Really Want
Autor: Daniel Nissanoff
Wydawca: Penguin Group
Wydanie:
Rok wydania: 2006
ISBN-13: 9781594200779
Okładka: twarda
Liczba stron: 256
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Stan
Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.
O książce
Autor opisuje wpyw portali aukcyjnych, takich jak Ebay, na zachowania współczesnych konsumentów.
Spis treści
Introduction 1
1 Primitive Values: The Accumulation Nation 15
2 Secondhand Nation: Minding the Liquidity Gap 37
3 Auction Fever: Catalyst for a Cultural Revolution 57
4 True Liquidity: Creating a Perfect Market 77
5 Future Value: Embracing the Auction Culture 103
6 For the Good of All: The Net Effect 131
7 To Fight or not to Fight: Corporate Responses to Change 155
8 Setting a Course: Winning Business Strategies 181
9 The Evolution of a New Ecosystem: Tomorrow's Opportunities 209
A Note on the Data 229
Acknowledgments 231
Selected References 233
Index 235
Leveraging the Corporate Brand, Gregory, Wiechmann
Tytuł: Leveraging the Corporate Brand
Autor: James R. Gregory, Jack G. Wiechmann
Wydawca: McGraw-Hill
Wydanie:
Rok wydania: 1997
ISBN-13: 9780844234441
Okładka: twarda
Liczba stron: 233
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Stan
Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.
Spis treści
Foreword
Acknowledgments
Introduction 1
Sect. I Corporate Branding and Its Bottom-Line Impact 5
Ch. 1 What Is Corporate Branding? 7
Ch. 2 The Corporate Branding Index: Attaining the "Holy Grail" 19
Ch. 3 The Multiplier Effect on Financial Performance 29
Sect. II How Corporate Branding Is Achieved 49
Ch. 4 Crafting the Brand 51
Ch. 5nEstablishing the Key Message 61
Ch. 6 Integrating Communications to Reach Corporate Goals 79
Ch. 7 The Multiplier Effect on Key Audiences 95
Sect. III Implementing Corporate Branding 107
Ch. 8 Gaining Recognition for the Spin-Off 109
Ch. 9 Corporate Branding on a Global Scale 117
Ch. 10 How Corporate Branding Works for the Small Business 129
Ch. 11 Advocacy and Cause Marketing 139
Ch. 12 Interactive Media ... and Strong Brand Position 155
Sect. IV Corporate Branding and the CEO 167
Ch. 13 Corporate Growth versus Status Quo 169
Ch. 14 The Role of the CEO 177
Ch. 15 Two Sources of Aid for the CEO 189
App. A Levi Strauss and Co.: "One of the Great Global Brands" 199
App. B Hancor, Inc.: The Critical Path to Starting a Corporate Branding Program 209
App. C Other Ways to Reflect Corporate Brand 217
Index 225
Marketing Management 12e Kotler, Keller
Tytuł: Marketing Management
Autor: Philip Kotler, Kevin Lane Keller
Wydawca: Prentice Hall
Wydanie: 12
Rok wydania: 2005
ISBN-13: 9780131457577
Okładka: twarda
Liczba stron: 816
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Stan Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń. Spis treści Pt. 1 Understanding Marketing Management 1 Ch. 1 Defining Marketing for the Twenty-First Century 1 Ch. 2 Adapting Marketing to the New Economy 33 Ch. 3 Building Customer Satisfaction, Value, and Retention 59 Pt. 2 Analyzing Marketing Opportunities 89 Ch. 4 Winning Markets Through Market-Oriented Strategic Planning 89 Ch. 5 Gathering Information and Measuring Market Demand 122 Ch. 6 Scanning the Marketing Environment 158 Ch. 7 Analyzing Consumer Markets and Buyer Behavior 182 Ch. 8 Analyzing Business Markets and Business Buying Behavior 215 Ch. 9 Dealing with the Competition 241 Ch. 10 Identifying Market Segments and Selecting Target Markets 278 Pt. 3 Developing Market Strategies 307 Ch. 11 Positioning and Differentiating the Market Offering Through the Product Life Cycle 307 Ch. 12 Developing New Market Offerings 348 Ch. 13 Designing Global Market Offerings 383 Pt. 4 Shaping the Market Offering 406 Ch. 14 Setting the Product and Branding Strategy 406 Ch. 15 Designing and Managing Services 443 Ch. 16 Developing Price Strategies and Programs 470 Pt. 5 Managing and Delivering Marketing Programs 503 Ch. 17 Designing and Managing Value Networks and Marketing Channels 503 Ch. 18 Managing Retailing, Wholesaling, and Market Logistics 534 Ch. 19 Managing Integrated Marketing Communications 563 Ch. 20 Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing 589 Ch. 21 Managing the Sales Force 637 Ch. 22 Managing the Total Marketing Effort 665
A Genie's Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius, J. Trout
Tytuł: A Genie’s Wisdom: A Fable of How a CEO Learned to Be a Marketing Genius
Autor: Jack Trout
Wydawca: Wiley, John & Sons
Wydanie: 1
Rok wydania: 2002
ISBN-13: 9780471236085
Okładka: twarda
Liczba stron: 132
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Stan
Książka wygląda jak nowa. Wewnątrz bez zaznaczeń.
O książce
O co właściwie chodzi w marketingu? Ta książka to próba odpowiedzi na to pytanie.
Spis treści
Introduction: The Story Behind the Fable
Chapter 1. The Arrival
Chapter 2. What Is the Essence of Marketing?
Chapter 3. What's Branding All About?
Chapter 4. What Should be my Product Strategy?
Chapter 5. How Do I Get my Pricing Right?
Chapter 6. Are There Limits to Growth?
Chapter 7. What is Good Research?
Chapter 8. How Do I Evaluate Advertising?
Chapter 9. How to Pick the right Medium?
Chapter 10. How Important are Logos?
Chapter 11. What Mistakes are Made Most Often?
Epilogue
Principles of Marketing 10e Kotler
Tytuł: Principles of Marketing
Autor: Philip Kotler, Gary Armstrong
Wydawca: Pearson
Wydanie: 10
Rok wydania: 2003
ISBN-13: 9780131018617
Okładka: twarda
Liczba stron: 661
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Stan
Niewielkie ślady używania na okładce. Wewnątrz bez zaznaczeń.
O książce
Książka to spojrzenie na marketing z praktycznej perspektywy managerskiej. Autor ilustruje setkami przykładów główne decyzje podejmowane przez osoby odpowiedzialne za marketing w swoich organizacjach. Wydanie dziesiąte zwraca szczególną uwagę na relacje marketera z otoczeniem: klientami, partnerami biznesowymi itp. Książka polecana dla wszystkich zajmujących się marketingiem.
Spis treści
I. UNDERSTANDING MARKETING AND THE MARKETING PROCESS.
1. Marketing: Managing Profitable Customer Relationships.
2. Company and Marketing Strategy: Partnering to Build Customer Relationships.
3. Marketing in the Digital Age: Making New Customer Connections.
II. DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES.
4. The Marketing Environment.
5. Managing Marketing Information.
6. Consumer Markets and Consumer Buyer Behavior.
7. Business Markets and Business Buyer Behavior.
8. Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers.
III. DEVELOPING THE MARKETING MIX.
9. Product, Services, and Branding Strategies.
10. New-Product Development and Product Life-Cycle Strategies.
11. Pricing Considerations and Approaches.
12. Pricing Strategies.
13. Marketing Channels and Supply Chain Management.
14. Retailing and Wholesaling.
15. Integrated Marketing Communication Strategy.
16. Advertising, Sales Promotion, and Public Relations.
17. Personal Selling and Direct Marketing.
IV. MANAGING MARKETING.
18. Creating Competitive Advantage.
19. The Global Marketplace.
20. Marketing and Society: Social Responsibility and Marketing Ethics.
APPENDIXES.
1. Measuring and Forecasting Demand.
2. Marketing Arithmetic.
References.
Credits.
Glossary.
Index.