Concurrent Marketing
Author | : Cespedes |
Publisher | : |
Total Pages | : |
Release | : 1995-10-01 |
Genre | : |
ISBN | : 9780071036306 |
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Author | : Cespedes |
Publisher | : |
Total Pages | : |
Release | : 1995-10-01 |
Genre | : |
ISBN | : 9780071036306 |
Author | : Frank V. Cespedes |
Publisher | : Harvard Business Press |
Total Pages | : 307 |
Release | : 1995 |
Genre | : Business & Economics |
ISBN | : 9780875844442 |
Cases studies in the computer, consumer goods, telecommunications, and medical products industry are used to show how companies can integrate management, sales, and service
Author | : |
Publisher | : |
Total Pages | : 232 |
Release | : 1969 |
Genre | : Marketing research |
ISBN | : |
Author | : Steven M. Cristol |
Publisher | : Simon and Schuster |
Total Pages | : 296 |
Release | : 2001-03-11 |
Genre | : Business & Economics |
ISBN | : 0743215680 |
For more than half a century, marketers have bombarded customers with more and more choices in products and services. What is the result? Unprecedented anxiety. Our mental circuit breakers are on overload. In fact, pioneering brand strategists Steven M. Cristol and Peter Sealey assert that we have reached our manageable threshold for making decisions -- and a watershed in product proliferation. In this pathbreaking book, the authors argue with compelling evidence that the next generation of marketing successes will belong to those brands that simplify customers' lives or businesses in ways that are inextricably tied to brand and product positioning. They contend that if a brand is not reducing customer stress, it is creating it -- and it is vulnerable to losing market share to more customer-empathetic competitors. Writing especially for product or brand managers who are struggling to simplify their portfolios, Cristol and Sealey have created a breakthrough framework that is itself a lesson in simplicity. After presenting two essential guideposts for managers to assess where their brand sits on the stress spectrum, the authors turn to the heart of Simplicity Marketing -- the 4 R's of simplification: Replace, Repackage, Reposition, and Replenish. Using scores of real-world company examples, Cristol and Sealey show how each of the 4 R's interacts with the others in powerful ways to relieve customer stress and how these strategies may be executed individually or in combination to build brand loyalty. Here for the first time are ten specific strategies to relieve customer stress through consolidating, aggregating, or integrating products and services, repositioning brands for more relevance to stress reduction, and decluttering customers' decision-making requirements. The final pages of this brilliant manifesto for a simplicity revolution provide a guide to managing simplicity strategies, leveraging information technology to simplify rather than complicate customers' lives, and integrating all the tools in the book into an executional blueprint.
Author | : |
Publisher | : |
Total Pages | : 268 |
Release | : 1998 |
Genre | : Business |
ISBN | : |
Author | : |
Publisher | : |
Total Pages | : 44 |
Release | : 1987 |
Genre | : Agriculture |
ISBN | : |
Author | : |
Publisher | : |
Total Pages | : 146 |
Release | : 1986-05 |
Genre | : |
ISBN | : |
For more than 40 years, Computerworld has been the leading source of technology news and information for IT influencers worldwide. Computerworld's award-winning Web site (Computerworld.com), twice-monthly publication, focused conference series and custom research form the hub of the world's largest global IT media network.
Author | : |
Publisher | : |
Total Pages | : 76 |
Release | : 2000 |
Genre | : Agriculture |
ISBN | : |
Author | : Dawn Iacobucci |
Publisher | : John Wiley & Sons |
Total Pages | : 448 |
Release | : 2001-06-18 |
Genre | : Business & Economics |
ISBN | : 0471054046 |
Praise for Kellogg on Marketing "The Kellogg Graduate School of Management at Northwestern University has always been at the forefront of cutting-edge marketing. What a treasure to find such a complete anthology of today's best strategic marketers all in one place. Kellogg on Marketing provides a unique combination of new and proven marketing theories that the reader can translate into business success." —Betsy D. Holden, President and CEO, Kraft Foods "Kellogg on Marketing presents a comprehensive look at marketing today, combining well-founded theory with relevant, contemporary examples in the marketplace. This should be mandatory reading for all students of marketing." —Robert S. Morrison, Chairman, President and CEO, The Quaker Oats Company "The Who's Who write on the what's what of marketing. Now, these preeminent marketing doctors are making house calls. Enjoy." —Robert A. Eckert, Chairman and CEO, Mattel, Inc. "This volume is a fascinating collection of perspectives on what it takes to dominate a marketspace in the New Economy. . . . A clear demonstration of why Kellogg is Kellogg-one of the thought leaders in the discipline of marketing." —Mel Bergstein, Chairman and CEO, Diamond Technology Partners "New economy cases make this text appeal to old economy strategists. We shouldn't be suprised with the quality of this work, given its origin in the Kellogg School." —Ronald W. Dollens, President, Guidant Corporation
Author | : Patrick LaPointe |
Publisher | : MarketingNPV |
Total Pages | : 241 |
Release | : 2005 |
Genre | : Marketing |
ISBN | : 1563180367 |