An Investor’s Perspective on Marketing Excellence PDF Download

Author: Dominik Kemsa
Publisher: Springer
ISBN: 3658247045
Category : Business & Economics
Languages : en
Pages : 137

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Book Description
Dominik Kemsa develops a comprehensive framework to objectively assess a firm’s position with respect to Marketing Excellence (MEXC). Drawing on resource-based theory MEXC is conceptualized as a holistic framework of capabilities, which can be the source of sustained competitive advantage and concomitant superior firm performance. Conducting a large-scale literature review and synthesizing the findings from different research areas, this book finds that MEXC can be measured with the help of a set of 25 secondary data indicants, which are aggregated to a MEXC dashboard.

Author: Hugh Burkitt
Publisher: John Wiley & Sons
ISBN: 047006093X
Category : Business & Economics
Languages : en
Pages : 388

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Book Description
Marketing is all about ideas. And Marketing Excellence is about good ideas made great. The companies it features have been selected because they are winners – both literally and commercially. Literally in that they have received Marketing Society Awards for their work in Britain; commercially in that these efforts have resulted in measurable market success. They come from a diverse range of markets; it’s likely that some operate in yours. Written by two marketing thought leaders and featuring insights from a host of industry experts who have judged the Awards in recent years, here is a collection of brands and companies that are doing things right. From ketchup to cosmetics, it offers today’s most revealing, readable and above all relevant lessons in Marketing Excellence.

Author: Peter Mahoney
Publisher: Archway Publishing
ISBN: 166571137X
Category : Business & Economics
Languages : en
Pages : 141

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Book Description
The world is changing and so is the marketing profession. CMOs and the next generation of marketing leaders need to read this book to develop a strategy for ensuring operational excellence to achieve their goals. This book will provide a best practices approach for forming your marketing goals, creating a strategy, building a plan, crafting impactful campaigns, optimizing budgetary spending, and measuring true ROI. This book provides models, practical approaches, and templates to help the reader structure their own marketing strategy.

Author: Dave Chaffey
Publisher: Taylor & Francis
ISBN: 1000610918
Category : Business & Economics
Languages : en
Pages : 677

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Book Description
Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline integrated digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing as part of digital transformation Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms. This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation. Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises.

Author: Chris Burggraeve
Publisher: Gatekeeper Press
ISBN: 1642376825
Category : Business & Economics
Languages : en
Pages : 340

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Book Description
Are (global) brands dead? Does marketing still matter? Is there still a "secret sauce” companies can apply to build winning brands in the future? Chris will show why great marketing is so much more than pretty pictures and Silicon snake oil. In his first book: ”MARKETING is FINANCE is BUSINESS” (published Dec 18), you will discover the rocket science behind the creation of marketing miracle$ in the galactic age upon us, in 4 stages 1) Look up: how to change our mindset from Thinking and Accting "Local/Global" to "Galactic" 2) Get your basic wings to fly: Understand the key historical models used in marketing and finance - the ones BOTH the CMO and CFO should know 3) (Re)Discover Burggraeve's 8 Marketing Fundamentals 4) Speak Better Wall Street - discover Alpha M - the world's first ever marketing model

Author: Karlo Oehring
Publisher: Logos Verlag Berlin GmbH
ISBN: 3832554335
Category : Law
Languages : en
Pages : 278

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Book Description
Market-based assets, such as brands or customer relationships, can be thought of as intangibles that arise through the commingling of the firm with its environment. As such, they are constructs that bridge the conceptual gap between managerial actions and firms’ financial performance. This dissertation conducts three studies that advance the understanding of investments in market-based assets conceptually, empirically, and methodologically: First, it rigorously examines prior research in the marketing-finance interface and synthesizes the findings in a conceptual overview of the field. Second, it examines investments into different drivers of customer-based firm value and relates them to different aspects of firm performance. Third, it develops a novel method to estimate investments in market-based assets for firms with undisclosed accounting information through textual analysis of legal statements.

Author: Scott M. Davis
Publisher: John Wiley & Sons
ISBN: 0470388382
Category : Business & Economics
Languages : en
Pages : 272

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Book Description
Praise for The Shift "More than ever, the role of marketing has to be to drive profitable growth by unlocking customer insights. The Shift provides inspiring examples of how leading marketers are getting it done." –Cammie Dunaway, executive vice president of sales and marketing, Nintendo of America "At Zappos.com we've always approached business in our own unique way. The Shift outlines many principles we holistically embrace. Kudos to Scott Davis for putting together such a great resource!" –Tony Hsieh, CEO, Zappos.com "The Shift is a great 'how-to book' for Visionary Marketers who want to stand out, help their company succeed by moving toward true accountability, and drive a business strategy that keeps the customer in mind, while never losing sight of the P&L." –Fisk Johnson, chairman and CEO, SC Johnson "The Shift's articulation of how marketing can drive a company's bottom line and a marketer's career makes it a must-read for any CEO who wants marketing to truly impact their company's bottom line." –CJ Fraleigh, CEO, Sara Lee Retail and Foodservice "Marketer as a P&L–oriented businessperson! This important book for senior executives provides a road map on how marketers and their organizations can shift their profiles, while driving bottom-line results." –Mark L. Vachon, president and CEO, GE Healthcare, Americas "The Shift charts a dramatic new role for marketing. A challenge every firm should embrace." –David Aaker, vice chairman, Prophet; and, author, Brand Leadership "The Shift has to become a way of life from the classroom to the boardroom. Davis's book brings a practitioner's perspective to this critical topic of marketers shifting to becoming more accountable and more personally responsible for driving growth." –Dipak Jain, dean, Kellogg Graduate School of Management, Northwestern University "Forget the CMO. Long live the integrated agenda of the Chief Growth and Visionary Officer!" –Joseph V. Tripodi, chief marketing and commercial officer, The Coca Cola Company

Author: Azizul Hassan
Publisher: Springer Nature
ISBN: 9811618585
Category : Business & Economics
Languages : en
Pages : 438

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Book Description
This edited volume uniquely explores the extensive themes and frameworks of tourism development and investment in Bangladesh. The book focuses on outlining the present investment and development scenario of Bangladesh in order to suggest some solutions to current issues. Considering that Bangladesh has a population of over 170 million, the country possesses an abundance of possibilities for tourism. In recent years, Bangladesh has experienced steady growth in its economy and socio-cultural developments. Currently, there is very limited knowledge of or research into tourism in Bangladesh, even though it is a multifaceted and fast-growing industry. This book makes an important contribution to representing and exploring diverse aspects of tourism in Bangladesh for local and international benefit. This book provides insights into the stronghold of a social class having the ability to spend for tourism and leisure activities, which has prompted the country to pay further attention to the development of its tourism industry. This book emphasizes that the importance of tourism is undeniably on a continuous rise in Bangladesh, which in turn deserves the appropriate attention from academic research.

Author: SRUTHI. S, Dr Ravi Kumar Gupta
Publisher: Archers & Elevators Publishing House
ISBN: 9390996031
Category : Antiques & Collectibles
Languages : en
Pages :

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Book Description

Author: John O'Brien
Publisher: Kogan Page Publishers
ISBN: 1398600172
Category : Business & Economics
Languages : en
Pages : 265

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Book Description
Purpose as a business philosophy has resulted in organizations struggling to make sense of what they need to do and made 'purpose washing' commonplace. Identify the challenges and opportunities in the age of purpose and learn how to create authentic messaging, activate successful campaigns and asses the value that these have for key audiences. Purpose has become a leadership and managerial imperative for businesses large and small, non-profit organizations and charities. However, many businesses don't know how to clearly execute this, and the marketing and PR function of many companies struggle disproportionately as a result. This had led to an increase in cynicism and the growth of 'purpose washing'. However, when purpose is created with an authentic culture, the opportunity for building brand reputation and positive customer engagement is significant. Truth Be Told will help readers understand exactly how to achieve this and present the core truths of their company or organization, to drive clear, authentic purpose powered communication.