Market your way to growth 8 ways to win
Marketing guru Philip Kotler and global marketing strategist Milton Kotler show you how to survive rough economic waters With the developed world facing slow economic growth, successfully competing for a limited customer base means using creative and strategic marketing strategies. Market Your Way t...
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
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Hoboken, N.J. :
John Wiley & Sons, Inc
2013.
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| Edición: | 1st edition |
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| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628585806719 |
Tabla de Contenidos:
- Cover; Title Page; Copyright Page; Contents; Introduction: Preparing to Master the Eight Pathways to Growth; We Live in a Two-Track World: Low/Slow Growth versus High/Fast Growth; Business Responses in a Low-Growth Economy; What Should Companies Do in a Low-Growth Economy?; Capitalizing on the Nine Megatrends; The Eight Pathways to Sustainable Growth; Conclusion; Questions; Chapter 1 Grow by Building Your Market Share; Search for More Efficiency; Prepare a SWOT Analysis; Improve Your Financial and Marketing Strength; Reassess and Improve Your Marketing Mix and Market Profile
- Time to Reassess Your Marketing StrategyMarket Share-Winning Strategies; Conclusion; Questions; Chapter 2 Grow through Developing Committed Customers and Stakeholders; Which Customers-and Which of Their Needs-Do You Want to Satisfy?; What Are the Stages That a Customer Might Pass Through in Becoming More Loyal?; What Can Be Done to Improve Our Employees' Impact on Customer Satisfaction?; What Can We Do to Improve Our Other Stakeholders' Performance?; Conclusion; Questions; Chapter 3 Grow by Developing a Powerful Brand
- In What Ways Does Developing a Strong Brand Increase the Company's Growth Potential?Can Everything Be Branded?; What Elements Make Up the Company's Brand?; What Are the Characteristics of a Strong Brand?; What Are the Main Tools for Building a Brand?; How Far Can a Brand Be Stretched Before It Risks Losing Its Meaning?; How Can a Company Track Whether Its Brand Equity Is Rising or Falling?; What Is the Digital Impact on Brand Building and Control?; Conclusion; Questions; Chapter 4 Grow by Innovating New Products, Services, and Experiences; Why Innovate?
- How Can You Assess Your Company's Innovation Level and Quality?How Can You Implant More Innovative Thinking within Your Company?; Where Can You Go to Get Good Innovative Ideas?; How Can You Formalize the Innovation Process?; How Can Your Company Use Creativity Tools to Find Better Growth Ideas?; How Can You Raise the Money to Fund the Innovation Work and Pay for the Launch?; Conclusion; Questions; Chapter 5 Grow by International Expansion; Engaging in Foreign Direct Investment; Engaging in Export; Why Go Abroad?; Where Is the Most Growth Occurring in the World?
- What Capabilities Are Required to Conduct Foreign Trade?Conclusion; Questions; Chapter 6 Grow by Mergers, Acquisitions, Alliances, and Joint Ventures; Why Should a Company Ever Consider Acquiring, Merging, Allying, or Joint Venturing with Other Firms in Pursuit of Their Growth Objectives?; How Can a Company Be Sure That It Has Found the Right Company to Acquire or Merge?; What Major Problems Can Occur in the Process of Acquiring and Assimilating Another Company?; What about Alliances and Joint Ventures as a Way to Grow?; Conclusion; Questions
- Chapter 7 Grow by Building an Outstanding Reputation for Social Responsibility
