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Category : Delegated legislation
Languages : en
Pages : 564

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Author: Barbara E. Kahn
Publisher: University of Pennsylvania Press
ISBN: 1613630255
Category : Business & Economics
Languages : en
Pages : 133

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The branding bible for today's globalized world Today, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for reasonable category and product-line extensions, flexible enough to change with dynamic market conditions, consistent enough so that consumers who travel physically or virtually won't be confused, and focused enough to provide clear differentiation from the competition. Strong brands are more than globally recognizable; they are critical assets that can make a significant contribution to your company's bottom line. In Global Brand Power, Kahn brings brand management into the 21st century, addressing how branding contributes to the purchase process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage, and targeting the right strategic segment. This essential guide also covers how customer ownership of your brand affects marketing strategy, methods for assessing brand value, how to manage a brand for long-term profitability, effective brand communications and repositioning strategies, and how to manage a brand in a world of total transparency—where one slip-up can go around the world via social media instantaneously. Filled with stories about how Coca-Cola, The Estée Lauder Companies Inc., Marriott, Apple, Starbucks, Campbell Soup Company, Southwest Airlines, and celebrities like Lady Gaga are leveraging their brands, Global Brand Power is the only book you will need to implement an effective brand strategy for your firm.

Author: Ajay K. Sirsi
Publisher: Trafford Publishing
ISBN: 1412021782
Category : Business & Economics
Languages : en
Pages : 161

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Behind every successful business is the implementation of a superior strategy. Winning firms earn their success. To do this, business organizations have to first develop a superior marketing plan and implement this plan via effective sales and customer plans. Therefore, both marketing and sales have to work as one system. In this powerful and practical book you will learn the following: - How to understand customer needs and value drivers. - How to segment your markets and customers. - How to analyze customer, competitor and market data to develop superior marketing plans. - How to translate marketing plans into actionable sales and customer plans. - How to work with templates and actual plans to guide your own business. - How to get marketing, sales and other functions working together to focus on the customer to help you get a competitive advantage in the marketplace.

Author: Thomas Barta
Publisher: McGraw Hill Professional
ISBN: 1259834727
Category : Business & Economics
Languages : en
Pages : 241

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WHAT MAKES AN EFFECTIVE AND SUCCESSFUL MARKETING LEADER? The 12 Powers of a Marketing Leader, by former McKinsey Partner Thomas Barta and senior London Business School professor Patrick Barwise, is the first research-based leadership book for marketers in the 21st century. Based on the largest ever research study of its kind, with detailed data on over 8,600 leaders in more than 170 countries, this game-changing book identifies 12 specific behaviors--or Powers--that drive marketers' business impact and career success. Reading it, you’ll learn how to: • MOBILIZE YOUR BOSS: Make an impact at the highest level and align marketing with the company's priorities. • MOBILIZE YOUR COLLEAGUES: Inspire and motivate your non-marketing colleagues to deliver a great customer experience. • MOBILIZE YOUR TEAM: Build and align a winning marketing team. • MOBILIZE YOURSELF: Focus on goals that will benefit your customers, your company and yourself, by meeting your own needs and ambitions. By zeroing in on the value creation zone ("V-Zone")--the all-important overlap between your company's and customers' needs--you’ll be able to help the business win in the market--and achieve your career goals. Warning: This is not a marketing book. It’s a leadership book for marketers, using the latest research on what works--and what doesn’t--in marketing's digital age. BONUS: Receive full access to an online self-assessment tool and other marketing leadership resources.

Author: Jason Miles
Publisher: McGraw Hill Professional
ISBN: 0071805567
Category : Business & Economics
Languages : en
Pages : 258

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Start Marketing NOW on the World's Fastest-Growing Website! You thought Facebook, YouTube, and Twitter were big? Pinterest is outpacing them all. As a marketer, you can't afford to ignore this amazing new platform. Why should you start marketing right now on Pinterest? In a word: MORE. You'll drive more traffic, get more customers, and make more money than ever! Pinterest Power provides all the tools, tips, and strategies you need to get going--right now, the right way. "Pinterest has unimaginable potential as a marketing and customer relationship building tool. In this fantastic book Jason and Karen reveal their highly effective blueprint for using it the right way. This is the guide to Pinterest that I'm having my staff read." -- JIM COCKRUM, bestselling author of Free Marketing: 101 Low and No-Cost Ways to Grow Your Business "Pinterest is one of the hottest and fastest social tools on the Internet today. It's growing faster than Facebook did, and you don't want to be left behind. Jason Miles will show you step-by-step how he uses Pinterest to make money online." -- SKIP MCGRATH, author of Three Weeks to eBay Profits

Author:
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ISBN:
Category :
Languages : en
Pages : 538

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Author: Bijay Kumar Kandel
Publisher: Springer Nature
ISBN: 9464633263
Category : Business & Economics
Languages : en
Pages : 548

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This is an open access book. In the current situation of rapid economic development, the competition in the market is increasingly fierce. The drawbacks of traditional enterprise management and the backward management concept have seriously hindered the normal development of enterprises. In order to improve their competitive advantages and market share, enterprises must optimize their management methods and build a modern business administration system. In this situation, enterprises can only promote their development process by improving their business management mode and formulating scientific business management policies. Data science is one of the most important tools for optimizing business administration. Data science is an interdisciplinary field that uses scientific methods, processes, algorithms and systems to extract value from data. Data scientists use a combination of skills (including statistics, computer science and business knowledge) to analyze data collected from the Web, smartphones, customers, sensors and other sources. Data is the cornerstone of innovation, and data scientists gather information from data, discovering hidden trends from raw data and generating insights that companies can use to transform business problems into research projects that can then be translated back into practical solutions. Based on this, BADS 2023 discusses the state of modern business administration and the corresponding improvement measures in the context of the current reality, and It also provides a platform for scholars in related fields to exchange and share information, discuss how the two affect each other, and promote the modernization of business administration by studying certain business administration issues. To open new perspectives, broaden horizons, and examine the issues being discussed by the participants. Create an international-level forum for sharing, research and exchange that will expose participants to the latest research directions, results and content in different fields, thus inspiring them to come up with new research ideas.

Author:
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ISBN:
Category :
Languages : en
Pages : 1132

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Author: United States. Congress. House. Committee on Resources. Subcommittee on Water and Power Resources
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 376

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Author: Roy A. Young
Publisher: John Wiley & Sons
ISBN: 0470054506
Category : Business & Economics
Languages : en
Pages : 290

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Praise for Marketing Champions "Much has been written about the importance of using marketing principles and tools effectively. But we've paid far less attention to how marketing works within an organization--and how marketers can better interact with other prime movers in their companies. This book really delivers on this much-neglected subject--sounding a wake-up call to marketers everywhere on how to exert their influence and improve their contribution to cash flow." --Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University "The authors understand that marketing is now the most important force within an organization--if you can figure out how to coordinate the rest of your colleagues. This book shows you how." --Seth Godin, author of Small Is the New Big "This leadership guide is a must-read for every executive who wants to understand the crucial connection between marketing and bottom-line results." --Warren Bennis, Distinguished Professor of Business Administration, University of Southern California, and author of On Becoming a Leader "The best marketing leaders are those who can harness the power of the enterprise--not just lead the marketing team. This book will give you the ability to align and inspire the entire company." --Jerry Noonan, Spencer Stuart