Marketing Strategy: Standardization vs. Adaptation

Marketing Strategy: Standardization vs. Adaptation

Автор: Jim Kayalar

The globalization of markets has disrupted the existing status quo, delineated the first mover advantage of incumbents and their entrenchment strategies. Changes to the auto industry have been especially drastic in the traditional North America and European markets where the very existence of industry icons, such as General Motors, Ford and Chrysler have come into question. Japanese manufacturers with their seemingly unbeatable innovative approaches to time-to market, process and product design have achieved superior performance standards and taken global leadership. A new era of competition is on the auto industry dictating the way value is created for customers and shareholders. Incumbent firms with decades of heritage and legacy must adapt to the new competition or be faced with a grim future of gradual decline. This book utilizing a resource based perspective analyzes how competition between American, European and Japanese companies evolves historically in emerging market…

Рекламные инновации как индикатор изменений в современной культуре

Рекламные инновации как индикатор изменений в современной культуре

Автор: Ульяна Винник

Непрерывные и стремительные перемены, происходящие в различных областях жизни, возросшая скорость обновления научных знаний, быстрая смена ситуаций деятельности характеризуют развитие общества в начале ХХI века. Возникло острое противоречие между традиционностью всех сфер культуры и потребностями быстро развивающегося социума. Снять его можно только через активный процесс преобразования культурных систем и организацию в них инновационной деятельности. Поэтому резко обострился интерес к любым формам инновации. К XX в. устоялась система традиционных рекламных форм, так или иначе используемых профессионалами многих стран мира. Однако сегодня можно наблюдать принципиальное изменение взгляда на рекламу. Традиционные формы рекламы стали настолько привычны, что они перестали обращать на себя внимание публики. Рынок перенасыщен рекламой, поэтому постоянный поиск инновационных рекламных форм стал условием выживания для современных компаний.

Оценка регионального спроса на сельскохозяйственную технику

Оценка регионального спроса на сельскохозяйственную технику

Автор: Елена Лукина

Монография посвящена проблемам оценки спроса на сельскохозяйственную технику на уровне региона. Рассматриваются концептуальные подходы по выявлению видового разнообразия и оценке спроса на рынке В-2-В. Представлен анализ факторов спроса, а также их влияние на количественную характеристику спроса. Предлагаются методические рекомендации по оценке регионального спроса на сельскохозяйственную технику, которые могут быть использованы как производителями сельхозтехники, так и органами государственного управления на уровне региона при разработке мер государственной поддержки сельскохозяйственных организаций в вопросах обновления основных фондов. Для специалистов, занимающихся проблемами исследования спроса на рынке В-2-В, маркетологов, преподавателей, аспирантов.

The Impact of Work Engagement on Frontline Employees’ Outcomes

The Impact of Work Engagement on Frontline Employees’ Outcomes

Автор: Olusegun Adekunle Olugbade

An examination of the relevant literature demonstrates that work engagement has not received adequate empirical attention in the field of positive psychology including tourism and hospitality literature. Hence, a model which examines the impacts of work engagement dimensions (vigor, dedication, and absorption) on service recovery performance, job satisfaction, and turnover intentions was developed and tested. In addition, the relationships among service recovery performance, job satisfaction, and turnover intentions were investigated. With the purpose in mind, frontline employees in the four- and five-star hotels of Abuja, the capital city of Nigeria, were used as the sample. Based on the results, none of the dimensions of work engagement had a significant effect on service recovery performance and turnover intentions. Of the dimensions of work engagement, vigor was found to have a significant and positive impact on job satisfaction. The rest of the dimensions did not significantly…

Store Loyalty

Store Loyalty

Автор: Subramania Bala Jeshurun and S. Aravinth

Indian Retail sector is vibrant and has become one of the world’s top 5 global retail destinations. It is estimated that the total number of shopping malls will grow at the rate of 18.9% by 2015. As competition is becoming stiff, retailers are working on new marketing strategies to sustain in the market, Store loyalty is the most initial variable of interest to retailers. This research reviews existing retail literature to identify the dimensions of store loyalty; with specific focus on its antecedents such as store image in the current Indian context. About the Book: The text provides a solid foundation that clearly describes the effect of store image towards store loyalty, portraying a complete view of the subject and going further to show how all the pieces fit together.The contents of the book are presented in a lucid style so that even an average student can grasp the subject. Salient Features: 1)Practical state of the art approach.2)Enriched with schematic diagrams to…

supply chain «from gate to plate»

supply chain «from gate to plate»

Автор: Embaye Kidanu,Berhanu Gebremedhin and Dirk Hoekstra

In the realm of economic growth, markets may provide the incentives to profit maximizing participants to develop new technologies, products, resources of supply, new markets and methods of exploiting them. Agricultural marketing acts as an agent of rural development. Moreover, agricultural marketing will play a coordinating rule, steering supply and demand with respect to place, time and form utilities. If the production system works efficiently, it produces suitable incentives to meet consumer»s needs more accurately in terms of type, quality and quantity of supply. Production is thus adapted to the need of consumers in response to price signals transmitted by the marketing system

Social Media Marketing-A Strategic Initiative

Social Media Marketing-A Strategic Initiative

Автор: Rohit Bansal and Shafali Nagpal

Social Media is transforming all aspects of marketing from brand building,communications and advertising to customization and customer engagement.Researchers and marketers are grappling with the profound impact of the rapidly evolving social media on viral user-generated content, its impact in shaping consumer perceptions and constantly changing landscape for developing business cases to proactively engaging with stakeholders. Over the last few years, the use of online social networks has increased exponentially, with this boom in popularity has also come a rise in the need for marketing through social media.The focus of this book is to discuss various emerging issues in the field of social media marketing.

CIM Coursebook 08/09 Introductory Certificate in Marketing (CIM Coursebook)

CIM Coursebook 08/09 Introductory Certificate in Marketing (CIM Coursebook)

Автор: Neil Botten, David Harris

‘Butterworth-Heinemann’s CIM Coursebooks have been designed to match the syllabus and learning outcomes of our new qualifications and should be useful aids in helping students understand the complexities of marketing. The discussion and practical application of theories and concepts, with relevant examples and case studies, should help readers make immediate use of their knowledge and skills gained from the qualifications.’Professor Keith Fletcher, Director of Education, The Chartered Institute of Marketing’Here in Dubai, we have used the Butterworth-Heinemann Coursebooks in their various forms since the very beginning and have found them most useful as a source of recommended reading material as well as examination preparation.’Alun Epps, CIM Centre Co-ordinator, Dubai University College, United Arab EmiratesButterworth-Heinemann’s official CIM Coursebooks are the definitive companions to the CIM professional marketing qualifications. The only study materials to be endorsed by The…

Restoring Service Failures

Restoring Service Failures

Автор: Joelle Harst

Performance failures are a part of everyday business in the service sector, they are unavoidable despite firms» attempts to banish them. As service failures leave customers unsatisfied and unwilling to revisit the service provider, knowing how to restore them is invaluable. Service recovery copes with just that; the actions needed to overcome service transgressions. Two main components of service recovery, apology and compensation, are examined in this book. Mainly, it is studied: how do these components affect customers» willingness to come back to the firm? In order to answer this question, two different types are specified for apology as well as compensation. In addition, their joint effects are analyzed, which reveals customers» preference concerning a specific combination of the two elements. Finally, a third variable is introduced: trust. This variable, acknowledged for its influence in relationship marketing, is tested on its mediator function. The research is aimed at…

El camino de Steve Jobs: El hombre que ha transformado el mundo de las comunicaciones

El camino de Steve Jobs: El hombre que ha transformado el mundo de las comunicaciones

Автор: Jay Elliot, William L. Simon

Jay Elliot, ex vicepresidente de Apple Computer у colega cercano de Steve Jobs, nos descubre el camino que ha marcado la apasionante carrera del cofundador de Apple. Desde su participacion en los pro-ductos que cambiaron las reglas del juego en las comunicaciones, Apple II у Macintosh, su terrible caida del pedestal у su regreso triun-fal a la cima de Apple, hasta su relacion con Pixar у el desarrollo del iPod, del iPhone у del iPad. El camino de Steve Jobs presenta las experiencias, los logros у los retos del hombre que transformo el mundo de las comunicaciones, у ofrece al lector la oportunidad de aplicar esta gran experiencia en su vida personal у profesional. Complementado con entrevistas exclusivas a las figuras mas pro-minentes de la historia de Apple Computer, este libro brinda una ima-gen intima e inedita del Steve Jobs que jamas se vera en los medios ni sobre un escenario. El libro explora los principios empresariales del genio detras de Apple, sus acciones en el…