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Author: Geoffrey Lancaster Publisher: Routledge ISBN: 1351709089 Category : Business & Economics Languages : en Pages : 464
Book Description
The overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on market needs. With an array of examples and case studies from around the world, Lancaster and Massingham's vital study offers an alternative to the traditional American focused teaching materials currently available. This second edition has been fully revised and updated, including a new chapter on digital marketing written by Dr Wilson Ouzem. Topics covered include: consumer and organizational buyer behaviour product and innovation strategies direct marketing Social media marketing Designed and written for undergraduate, MBA and masters students in marketing management classes, Essentials of Marketing Management builds on the successful earlier edition to provide a solid foundation to understanding this core topic.
Author: Geoffrey Lancaster Publisher: Routledge ISBN: 1351709089 Category : Business & Economics Languages : en Pages : 464
Book Description
The overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on market needs. With an array of examples and case studies from around the world, Lancaster and Massingham's vital study offers an alternative to the traditional American focused teaching materials currently available. This second edition has been fully revised and updated, including a new chapter on digital marketing written by Dr Wilson Ouzem. Topics covered include: consumer and organizational buyer behaviour product and innovation strategies direct marketing Social media marketing Designed and written for undergraduate, MBA and masters students in marketing management classes, Essentials of Marketing Management builds on the successful earlier edition to provide a solid foundation to understanding this core topic.
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: Marc Miller Publisher: John Wiley & Sons ISBN: 1118429273 Category : Business & Economics Languages : en Pages : 215
Book Description
A manifesto for reinventing the sales function Selling Is Dead argues that selling teams and growth-motivated organizations must change to remain competitive. It presents a new selling framework based on research that indicates that buyer behavior can be modeled and that large sales and small sales are fundamentally different. This new framework provides salespeople with a practical structure for giving buyers significantly more value for their dollar-value well beyond the products and services being sold. Rather than focusing on one selling model, regardless of the type of sale, this book offers four different types of large sales and presents specific strategies for succeeding at each. Many sales organizations are systematically mismanaging their selling opportunities and failing to optimize their markets. Through effective selling models, illustrative case studies and examples, and real-world anecdotes, Selling Is Dead brings strategy and efficiency to sales-and shows every sales-based business how to reap the rewards.
Author: Rajagopal Publisher: New Age International ISBN: 9788122411546 Category : Advertising Languages : en Pages : 204
Book Description
In The Present Environment Of Increasing Global Competition, Marketing Has Emerged As The Key Factor In Any Commercial Enterprise. This Book Explains The Basic Principles, Strategies And Activities Involved In Marketing Management.Starting With The Fundamental Marketing Concepts, The Book Explains The Various Dimensions Of The Entire Marketing Management Process. It Then Discusses The Important Element Of Advertising With Reference To The Relevant Legal Provisions. Marketing Research Is Explained In Detail Along With Research Design And Mis. Analysis And Forecasting Of Consumer Behaviour Is Discussed Next, Followed By An Analysis Of Sales Management.Relevant Case Studies Drawn From The Indian Context Have Been Presented Throughout The Book To Illustrate The Basic Concepts And Strategies. Flow Charts And Diagrams Have Also Been Included For An Easier Grasp Of The Discussion.All These Features Make This Book An Excellent Text For Marketing Management Students. Professionals And Consultants Would Also Find It Very Useful.
Author: Lawrence Friedman Publisher: Routledge ISBN: 113640046X Category : Business & Economics Languages : en Pages : 294
Book Description
In this path-breaking new book, best-selling author and leading go-to-market strategist Larry Friedman provides a practical and battle-tested approach for taking products, services, divisions, or even an entire company to market! Drawing on dozens of examples and best-practices across a variety of industries, 'Go To Market Strategy' lays out a clear and actionable blueprint for building a winning go-to-market plan - one that will enable you to do more business, with more customers, more often, and more profitably. In this book you'll find all of the techniques and tools you need to answer today's crucial go-to-market questions: · Which markets offer the best opportunities for profitable growth? · What do my target customers need? How can I do a lot more business with them? · What mix of channels and partners will help me reach and sell to the most customers at the lowest possible cost? · Do I have the right product or solution? How can I create broader customer interest in my offerings? · Do I have a winning value proposition? What would make the 'message' more compelling - and drive more purchasing activity? 'Go To Market Strategy' is not about incremental change. As Friedman points out, it is for executives seeking nothing less than double-digit revenue growth and the slashing of at least 10-15 percent of selling costs - absolutely realistic results that go-to-market innovators have consistently achieved. This book lays out all of the techniques used by the world's top go-to-market leaders, so you too can achieve those kinds of results, and gain a real go-to-market competitive advantage in your markets.
Author: Nripendra P. Rana Publisher: Springer Nature ISBN: 3030243745 Category : Business & Economics Languages : en Pages : 337
Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author: Iman Bayatra Publisher: Packt Publishing Ltd ISBN: 183763243X Category : Business & Economics Languages : en Pages : 294
Book Description
Harness expert insights from Google, Meta, and TikTok to ace product launch, delight your customers, and accelerate growth with inbound strategies and outbound tactics Key Features Sharpen your product marketing skills to make an impact within your organization Unlock deeper insights through real-world examples to shape product development and drive exponential growth Discover product marketing strategies, templates, and frameworks in this one-stop guide Purchase of the print or Kindle book includes a free PDF eBook Book DescriptionIn the ever-evolving product landscape, the significance of building the right product and bringing it effectively to the right market cannot be overstated. With this book, you’ll learn how to bridge the gap between your product and the market to meet customer needs effectively. Equipped with a comprehensive understanding of product marketing and its key functions—inbound and outbound strategies—you’ll discover how these strategies interweave throughout the product launch process and how to effectively leverage them to bring a product to market. This product marketing book will help you master the inbound strategies, influencing product development by conducting market and customer research, analyzing the competitive landscape, identifying customer segments, and building buyer personas to identify gaps and drive product innovation. Next, you’ll get to grips with outbound strategies, the driving force behind product adoption and sustained exponential growth. You’ll create and test messaging and positioning, build the go-to-market (GTM) plan, enable your sales team to maximize effectiveness, and ensure a product-market fit throughout the different stages of the buyer journey with impactful collaboration internally and externally for creating value. By the end of this book, you’ll have transformed into a product marketing expert enhancing product innovation, driving product adoption, and accelerating growth.What you will learn Understand the power of product marketing as you explore inbound and outbound strategies Leverage customer data to uncover insights and fuel innovation Develop impactful messaging to capture your audience’s attention Discover key strategies in customer segmentation and how to build buyer personas Examine each stage of the GTM plan and identify winning strategies Apply the right tactics at each stage of the customer journey to drive product adoption Ensure internal and external stakeholders buy-in to create value Who this book is forIf you’re a product marketer, product marketing leader, or marketing manager looking to get to grips with product marketing and identify blind spots in your product marketing strategies, primarily in B2B tech, this book is for you. Product managers seeking to develop their product marketing skillset will find this book especially useful. However, basic knowledge of product marketing is all you need to get the most out of this book.
Author: Navneet Singh Publisher: Navneet Singh ISBN: Category : Art Languages : en Pages : 107
Book Description
Marketing is a crucial function within businesses that involves activities aimed at promoting and selling products or services to customers. Here’s an overview of what marketing encompasses: Definition of Marketing: Marketing can be defined as the process of planning, executing, and managing activities that facilitate the exchange of goods or services between producers (companies) and consumers (customers). It involves understanding customer needs and preferences, developing products that meet those needs, determining pricing strategies, promoting products through various channels, and ensuring products are available to consumers at the right place and time. Key Elements of Marketing: Market Research: Gathering and analysing information about consumer needs, preferences, behaviours, and market trends to identify opportunities and make informed decisions. Product Development: Creating and designing products or services that satisfy customer needs and differentiate them from competitors’ offerings. Pricing Strategy: Determining the optimal pricing strategy based on market research, competitive analysis, cost considerations, and perceived value to customers. Promotion and Advertising: Developing promotional campaigns and advertising strategies to communicate product benefits, build brand awareness, and persuade customers to purchase. Distribution and Sales: Planning and managing the distribution channels (retailers, wholesalers, online platforms) to ensure products reach customers efficiently and are available where and when they are needed. Customer Relationship Management (CRM): Building and maintaining strong relationships with customers through personalized communication, customer service, and loyalty programs to enhance satisfaction and retention. Importance of Marketing: Business Growth: Effective marketing drives sales and revenue growth by attracting new customers, retaining existing ones, and expanding market reach. Competitive Advantage: Well-executed marketing strategies differentiate products or services from competitors and position the brand as a preferred choice in the market. Customer Insights: Market research and customer feedback obtained through marketing activities provide valuable insights for product improvement, innovation, and addressing changing market demands. Brand Building: Marketing builds brand equity by enhancing brand awareness, perception, and reputation among consumers, which influences purchasing decisions and supports long-term business success. Marketing Strategies: Digital Marketing: Utilizing online channels such as social media, search engine optimization (SEO), content marketing, and email campaigns to reach target audiences effectively. Segmentation and Targeting: Identifying specific customer segments with distinct needs and preferences, and tailoring marketing efforts to address those segments effectively. Integrated Marketing Communications (IMC): Coordinating various marketing channels and messages to deliver a unified and consistent brand experience across platforms. In summary, marketing is a dynamic and multifaceted discipline essential for businesses to understand, attract, satisfy, and retain customers. It plays a pivotal role in driving business growth, enhancing competitiveness, and building strong customer relationships in today’s competitive marketplace.
Author: Mike Schultz Publisher: John Wiley & Sons ISBN: 1118875354 Category : Business & Economics Languages : en Pages : 263
Book Description
What do winners of major sales do differently than the sellers who almost won, but ultimately came in second place? Mike Schultz and John Doerr, bestselling authors and world-renowned sales experts, set out to find the answer. They studied more than 700 business-to-business purchases made by buyers who represented a total of $3.1 billion in annual purchasing power. When they compared the winners to the second-place finishers, they found surprising results. Not only do sales winners sell differently, they sell radically differently, than the second-place finishers. In recent years, buyers have increasingly seen products and services as replaceable. You might think this would mean that the sale goes to the lowest bidder. Not true! A new breed of seller—the insight seller—is winning the sale with strong prices and margins even in the face of increasing competition and commoditization. In Insight Selling, Schultz and Doerr share the surprising results of their research on what sales winners do differently, and outline exactly what you need to do to transform yourself and your team into insight sellers. They introduce a simple three-level model based on what buyers say tip the scales in favor of the winners: Level 1 "Connect." Winners connect the dots between customer needs and company solutions, while also connecting with buyers as people. Level 2 "Convince." Winners convince buyers that they can achieve maximum return, that the risks are acceptable, and that the seller is the best choice among all options. Level 3 "Collaborate." Winners collaborate with buyers by bringing new ideas to the table, delivering new ideas and insights, and working with buyers as a team. They also found that much of the popular and current advice given to sellers can damage sales results. Insight Selling is both a strategic and tactical guide that will separate the good advice from the bad, and teach you how to put the three levels of selling to work to inspire buyers, influence their agendas, and maximize value. If you want to find yourself and your team in the winner's circle more often, this book is a must-read.
Author: Geoffrey Lancaster
Author: Geoffrey Lancaster
Author: Lawrence J. Gitman
Author: Marc Miller
Author: Rajagopal
Author: Lawrence Friedman
Author: Nripendra P. Rana
Author: Iman Bayatra
Author: Gustav Edward Larson
Author: Navneet Singh
Author: Mike Schultz