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Scenarios in Marketing

By Gill Ringland,Laurie Young
  • Format : Pdf, ePub, Mobi, Kindle
  • Publisher : John Wiley & Sons
  • Isbn : 0470058587
  • Pages : 244
  • Category : Business & Economics
  • Reads : 533
  • File Pdf: scenarios-in-marketing.pdf

Book Summary:

You've chosen this book. Which probably means you're a marketer, you've heard of scenarios and you want to know what they can do for you. Can they help with everyday marketing issues like brands, channels and relationships? The answer is yes. Rooted in customer needs, scenarios bridge the gap between corporate strategy and marketing tactics. They are a weapon for perceiving the unseen and a framework for thinking the unthinkable. This book's wealth of case studies will show you how they've helped top companies like Pfizer, Nestle and Courvoisier to do just that, and its practical lessons will show how they can do exactly the same for you. Gill Ringland and Laurie Young have gathered top-flight contributors to offer the first straightforward account of scenario planning for marketers. In readable chapters they show how, by integrating scenarios into the wider marketing toolkit, you can make your organization more customer-driven and consider a wider range of possibilities than your competitors. They explore how scenarios have driven creativity in a range of consumer marketing applications - even in FMCG sectors - and define their role in distribution, channel management, brand management and customer management strategy. Finally, they show how marketing scenarios can help to promote wider corporate innovation. The rich pictures painted by scenarios have made business strategy more visionary and creative, and they're set to do the same with marketing strategy. Read this book, and make sure it's your organization holding the brush.

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How to Measure Digital Marketing

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Book Summary:

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Read and download full book Scenarios for a Clean Energy Future

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  • File Pdf: quantitative-marketing-and-marketing-management.pdf

Book Summary:

Quantitative marketing has been gaining importance during the last decade. This is indicated by the growing number of model- and method-oriented studies published in leading journals as well as by the many successful applications of quantitative approaches in pricing, advertising, new product planning, and market segmentation decisions. In addition, market research has clearly benefitted from applying advanced quantitative models and methods in practice. Some 60 researchers – among them worldwide leading scholars – offer a broad overview of quantitative approaches in marketing. They not only highlight diverse mathematical and methodological perspectives, but also demonstrate the relevance and practical consequences of applying quantitative approaches to marketing problems.

Yemen: Economy-wide impact of conflict and alternative scenarios for recovery

By Amir M. Althibah, Tarek Al Kebsi,Clemens Breisinger, Wilfried Engelke,Sharad A. Tandon,Mariam Raouf,Manfred Wiebelt
  • Format : Pdf, ePub, Mobi, Kindle
  • Publisher : Intl Food Policy Res Inst
  • Isbn : N.a
  • Pages : 12
  • Category : Political Science
  • Reads : 796
  • File Pdf: yemen.pdf

Book Summary:

In addition to the unprecedented humanitarian crisis and the creation of space for militant groups, the conflict in Yemen is also taking a heavy toll on the economy. According to estimates from the International Monetary Fund (IMF 2018), the Yemeni economy may have contracted by about 40 percent between end-2014 and 2018. Sector-specific information on physical damages from the World Bank’s Yemen Dynamic Needs Assessment (World Bank 2018) suggests that damage was worst in the housing sector, where 33 percent of housing units have been either partially damaged or completely destroyed. The education, health, transport, and water, sanitation and hygiene (WASH) sectors have also been severely affected, with overall damage ranging from 27 percent (transport) to 31 percent (WASH). The power and ICT sectors have been somewhat less affected, with estimated damage levels of 13 percent and 11 percent, respectively.

Decision Making in Marketing and Finance

By P. Koku
  • Format : Pdf, ePub, Mobi, Kindle
  • Publisher : Springer
  • Isbn : 1137444770
  • Pages : 194
  • Category : Business & Economics
  • Reads : 756
  • File Pdf: decision-making-in-marketing-and-finance.pdf

Book Summary:

As interest in MBA programs and business schools more generally continues to grow, it is essential that teachers and students analyse their established strategy for decision making. The successful use of case studies in business schools shows the superior outcomes of an interdisciplinary approach to problem solving. Disappointingly, functional departmental silos within universities still exist and keep problem solvers from seeing all the effects of a given issue. In addition to providing teaching material, Decision Making in Marketing and Finance provides motives and strategies to break down functional silos in making informed and effective business and finance decisions. Koku achieves his goal by showing how value can be created for shareholders and other stakeholders, linking marketing and finance decision making, and providing much-needed teaching materials for an interdisciplinary approach to case analysis.

Creating and Delivering Value in Marketing

By Harlan E. Spotts
  • Format : Pdf, ePub, Mobi, Kindle
  • Publisher : Springer
  • Isbn : 331911848X
  • Pages : 280
  • Category : Business & Economics
  • Reads : 385
  • File Pdf: creating-and-delivering-value-in-marketing.pdf

Book Summary:

​​Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2003 Academy of Marketing Science (AMS) Annual Conference held in Washington, D.C., entitled Creating and Delivering Value in Marketing.​

Knowledge, Data and Computer-Assisted Decisions

By Martin Schader,Wolfgang A. Gaul
  • Format : Pdf, ePub, Mobi, Kindle
  • Publisher : Springer Science & Business Media
  • Isbn : 3642842186
  • Pages : 421
  • Category : Computers
  • Reads : 640
  • File Pdf: knowledge-data-and-computer-assisted-decisions.pdf

Book Summary:

Proceedings of the NATO Advanced Research Workshop on Data, Expert Knowledge and Decisions, held in Hamburg, FRG, September 3-5, 1989

Ideas in Marketing: Finding the New and Polishing the Old

By Krzysztof Kubacki
  • Format : Pdf, ePub, Mobi, Kindle
  • Publisher : Springer
  • Isbn : 3319109510
  • Pages : 842
  • Category : Business & Economics
  • Reads : 392
  • File Pdf: ideas-in-marketing.pdf

Book Summary:

Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2013 Academy of Marketing Science (AMS) Annual Conference held in Monterey, California, entitled Ideas in Marketing: Finding the New and Polishing the Old.