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Author: Antigoni Papadimitriou Publisher: Springer ISBN: 3319585274 Category : Education Languages : en Pages : 261
Book Description
This volume provides a critical examination of branding and marketing in higher education from national, regional, and global perspectives. Contributors with expertise in higher education, sociology, comparative and international education, marketing, rankings, and educational philanthropy use novel theoretical frameworks and cases from Africa, Asia, Europe, Latin America, and the US to map the brandscape of higher education. Empirical cases and literature analysis show that brand building is becoming a deliberate goal for higher education. This book illustrates student-institution dynamics, as well as the critical role of policy and professionalization to support branding and marketing strategies in higher education in relation to equity.
Author: Antigoni Papadimitriou Publisher: Springer ISBN: 3319585274 Category : Education Languages : en Pages : 261
Book Description
This volume provides a critical examination of branding and marketing in higher education from national, regional, and global perspectives. Contributors with expertise in higher education, sociology, comparative and international education, marketing, rankings, and educational philanthropy use novel theoretical frameworks and cases from Africa, Asia, Europe, Latin America, and the US to map the brandscape of higher education. Empirical cases and literature analysis show that brand building is becoming a deliberate goal for higher education. This book illustrates student-institution dynamics, as well as the critical role of policy and professionalization to support branding and marketing strategies in higher education in relation to equity.
Author: Lawrence J. Gitman Publisher: ISBN: Category : Business & Economics Languages : en Pages : 1455
Book Description
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. This is an adaptation of Introduction to Business by OpenStax. You can access the textbook as pdf for free at openstax.org. Minor editorial changes were made to ensure a better ebook reading experience. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution 4.0 International License.
Author: David A. Aaker Publisher: John Wiley & Sons ISBN: 0470613580 Category : Business & Economics Languages : en Pages : 400
Book Description
Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.
Author: Al Ries Publisher: McGraw Hill Professional ISBN: 9780071371124 Category : Business & Economics Languages : en Pages : 228
Book Description
"A business book with a difference: clear-cut advice, sharp writing and a minimum of jargon."Newsweek "Revolutionary! Surprising!"Business Week "Chock-a-block with examples of successful and failed marketing campaigns, makes for a very interesting and relevant read."USA Today
Author: Gary Erickson Publisher: Springer Science & Business Media ISBN: 9781402072673 Category : Business & Economics Languages : en Pages : 164
Book Description
I am gratified that there is sufficient interest in the subject matter so as to support the offering of a second edition of this monograph. The of differential games dynamic interpretation and game theoretic foundation form a powerful and vital methodology for helping us study and understand marketing competition. This second edition offers a blend of what proved to be successful with the first edition and new material. The first two chapters, reviewing empirical and modeling research, have been updated to include contributions in the last decade that have advanced the area. I have not changed the essential content in the duopoly analyses in chapters 3, 4, and 5. A notable addition to the present edition are the new chapters, 6, 7, and 8, which offer analysis of three triopoly models. In the final chapter, I offer my summary view of the area and hope for continued contributions. I want to express my appreciation for the support of Josh Eliashberg, editor of the International Series in Quantitative Marketing, as well as Zachary Rolnik, Director, and David Cella, Publishing Editor, of Kluwer. Their encouragement has provided crucial motivation in this endeavor.
Author: Michael A. Stelzner Publisher: John Wiley & Sons ISBN: 1118102789 Category : Business & Economics Languages : en Pages : 272
Book Description
If you've been let down by the undelivered promises of marketing, this book is for you. Launch reveals a new way to grow your business that involves focusing on the needs of others, giving gifts, working with outsiders, and restraining your marketing messages. These principles are precisely the opposite of traditional marketing. Yet they work. And they are the future. If you follow the formula outlined in this book, you can attract countless customers and prospects, resulting in amazing business growth. This book will show you how to: Create highly sharable content that meets people's needs Identify and work with outside experts, many of whom will gladly promote your content Attract and retain raving fans that will help your business grow Creatively market and sell to people who will gladly purchase your products and services Launch isn't like other marketing books. Rather than making keen observations about others who’ve achieved success, the ideas and principles in this book were developed, refined, and practiced by the author to great success. Pick up a copy for yourself and one for a friend.
Author: National Learning Corporation Publisher: Passbooks ISBN: 9781731866806 Category : Study Aids Languages : en Pages : 112
Book Description
The DSST Business Ethics & Society Passbook(R) prepares candidates for the DSST exam, which enables schools to award credit for knowledge acquired outside the normal classroom environment. It provides hundreds of questions and answers in the areas that will likely be covered on your upcoming exam, including but not limited to: moral philosophies; social responsibilities of a business; regulation; international business; corporations and stakeholders; and more.
Author: Maurice E. Stucke Publisher: HarperCollins ISBN: 0062892851 Category : Business & Economics Languages : en Pages : 291
Book Description
Stucke and Ezrachi’s analysis of the nature of competition is refreshingly non-ideological and counterintuitive. Their idea that competition can be either toxic or noble—all depending on how governments structure markets—is something so clear that it’s remarkable it’s taken us decades to recognize the wisdom of it. This is a must-read for anyone interested in how to use public policy to harness the competitive drive for the public good. — Chris Hughes, cofounder of Facebook Stucke and Ezrachi show us the important differences between destructive and noble competition and what we can do to pursue a more just and prosperous world. This book changes how you will view the role of the market in our economy and society at large. — Spencer Weber Waller, director of the Institute for Consumer Antitrust Studies and law professor at Loyola University Chicago Entertaining and thought-provoking, Competition Overdose fiercely articulates the raw, hard truth behind the toxic aspects of competition. — Tommaso Valletti, professor of economics at Imperial College London and Chief Competition Economist (2016–2019), European Commission Competition Overdose is probably the most important book to be published on the subject since The Antitrust Paradox hit the bookshelves in 1978. It is destined to transform how governments across the world think about the role competition in domestic and international policy for decades to come. Stucke and Ezrachi are the new rock stars of competition policy. — Ali Nikpay, partner at Gibson Dunn & Crutcher Anything, in the wrong dosage, can be poisonous. Competition Overdose takes a sacred cow of contemporary western thought—that ‘more competition is always good’—and reveals that while competition can be noble, it can also be toxic. An engaging and compelling read that will make you think differently about situations we all deal with every day. — Tim Wu, professor at Columbia Law School, contributing opinion writer for the New York Times, and author of The Master Switch and The Attention Merchants A must-read for anyone concerned about the future of our economy and society, Competition Overdose provides a no-nonsense analysis of how toxic competition can be bad for competitors, consumers, workers, and society overall. The authors highlight the abuses of this ideology and remind us that we, as citizens and consumers, can exercise our power by choosing products, based on our values. — Monique Goyens, director general of BEUC, The European Consumer Organisation This beautifully written book helps us rethink economic principles from the ground up. As any good chemist knows, what can be helpful or harmless in small doses is deadly in excess. While technocrats push competition as a cure to all economic ailments, Stucke and Ezrachi deliver a dose of reality: cutthroat schemes to kneecap rivals, manipulate customers, and exploit workers harm far more than they help. Read this book for a brilliant account of the proper place of competition (and ethics) in society. — Frank Pasquale, law professor at University of Maryland and author of The Black Box Society Stucke and Ezrachi examine a multitude of perversities in today’s society—colleges striving to recruit applicants they likely will reject, supermarkets stocking hundreds of varieties of jam, travel deals stuffed with hidden fees—and provide a unifying explanation: a misalignment of competition. Their book illuminates how competition can go wrong, and how individuals, businesses, and the government can set it right. — Jonathan Levin, dean of Stanford Graduate School of Business Is more competition the solution to all our societal problems? Stucke and Ezrachi persuasively say: No, it depends; sometimes we need to rein in markets because they produce socially inferior outcomes. This book shows that the promotion of competition cannot be an end in of itself, but rather it should be used as a tool to improve overall welfare. Between too much and too little competition, the safest option is, as always, the ‘aurea mediocritas’” — Jorge Padilla, senior managing director and head of Compass Lexecon, Europe Stucke and Ezrachi ask critical questions about what types of rivalry are desirable and who benefits when all domains of society are governed by principles of unfettered competition. Countering simplistic prescriptions, Competition Overdose is a perceptive and timely read. — Lina Khan, author of Amazon’s Antitrust Paradox Competition Overdose is a courageous, timely attempt by two formidable legal scholars to unpack—and in some cases demolish—the dominant shibboleth of our age: the delusion that ‘more competition’ is the remedy for many social or economic ills. Should be required reading for every course in public policy. — John Naughton, professor at University of Cambridge and technology columnist for the London Observer The authors draw skillfully on a wide range of disciplines, from economics to psychology, to help us understand why more competition is not always all that it’s cracked up to be. They provide support for a more humane, nobler form of competition and wider corporate purpose, debunking the myths of shareholder value and blind faith in markets. This is a must-read. — Simon Holmes, UK Competition Appeal Tribunal Because competition has been sold for centuries as an unbridled positive, reading this book requires counterintuitive thinking and an open mind. Using a lucid, conversational style, the authors thoroughly explain each case study and anecdote. Does competition regularly result in a race to the bottom? Yes, the authors maintain, and they present ideas about how to achieve what they term ‘noble competition,’ in which sellers, buyers, and society at large all benefit. — Kirkus Reviews
Author: Bob Pritchard Publisher: John Wiley & Sons ISBN: 1118113454 Category : Business & Economics Languages : en Pages : 288
Book Description
A complete course on the rules of marketing for today’sclimate In this fast-paced, cluttered, and global marketplace, newinfluences are constantly affecting your business. Today'ssophisticated consumers are searching for products that meet anemotional need, have added value, and come with no purchase risk.They want environmentally friendly products, and it’simportant that they buy from businesses that share their corebeliefs. Despite these demands, effective marketing still comesdown to knowledge, empathy, and communication. Kick Ass Businessand Marketing Secrets offers a complete course on business andmarketing, with simple, easily implemented rules for marketingsuccess. The author, “Mr. Marketer” Bob Pritchard, offersexpert guidance to help you thoroughly research and understand yourproduct, market place, and competitors. Delivers step-by-step advice on how to add value to everypurchase Details various communication vehicles and advises on how tochoose the most appropriate vehicle for your campaign Develops critical thinking skills to push you beyond yourcomfort level With so many new sources of market pressure, there’s noroom for poor marketing strategies. Get the new rules formarketing, and stand out from the rest.
Author: Antigoni Papadimitriou
Author: Antigoni Papadimitriou
Author: Lawrence J. Gitman
Author: David A. Aaker
Author: Al Ries
Author: Gary Erickson
Author: Michael A. Stelzner
Author: National Learning Corporation
Author: Maurice E. Stucke
Author: Bob Pritchard
Author: John Stuart Mill