strategy fit and performance consequences of international
... implicitly involves the MNC’s overall marketing operations, which likely cover a broad range of potentially heterogeneous products and markets. This is conceptually problematic, as one should expect considerable differences in marketing strategy and performance across an MNC’s different product-mark ...
... implicitly involves the MNC’s overall marketing operations, which likely cover a broad range of potentially heterogeneous products and markets. This is conceptually problematic, as one should expect considerable differences in marketing strategy and performance across an MNC’s different product-mark ...
A STRATEGIC MARKETING PLAN Case Company Mundus Aer Oy Maija Pajunen
... In today's business world marketing is everywhere and it's considered to be a vital tool for success (Kotler and Keller 2009, 43). Companies and especially their managers must “assess needs, measure their extent and intensity and determine whether a profitable opportunity exists” (Kotler, Wong, Saun ...
... In today's business world marketing is everywhere and it's considered to be a vital tool for success (Kotler and Keller 2009, 43). Companies and especially their managers must “assess needs, measure their extent and intensity and determine whether a profitable opportunity exists” (Kotler, Wong, Saun ...
- KSP Journals
... comprised of many sellers (organizations) where each seek a competitive advantage in order to maximize their assets. Almost all competing organizations have two alternative strategies for responding to competitive forces: (1) an organization can seek to alter so it fits its offering; or (2) the orga ...
... comprised of many sellers (organizations) where each seek a competitive advantage in order to maximize their assets. Almost all competing organizations have two alternative strategies for responding to competitive forces: (1) an organization can seek to alter so it fits its offering; or (2) the orga ...
Key Determinants of Successful Marketing Strategy
... Against this backdrop, the key contribution of this article is the development and testing of an Australian model of marketing strategy implementation success. Based on a range of literature, and more specifically, the seminal work of American researchers, Noble and Mokwa (1999), a framework was cr ...
... Against this backdrop, the key contribution of this article is the development and testing of an Australian model of marketing strategy implementation success. Based on a range of literature, and more specifically, the seminal work of American researchers, Noble and Mokwa (1999), a framework was cr ...
An Overview of Strategic Marketing
... b. Pricing strategies c. Government regulations d. Advertising campaigns e. Retail locations ANS: C ...
... b. Pricing strategies c. Government regulations d. Advertising campaigns e. Retail locations ANS: C ...
Before the Campaign: Preconditions for Successful City Branding
... In recent years a shift towards branding is evident as much in the practice of place marketing as in academic literature (Anholt 2006; Kavaratzis and Ashworth 2005; Hankinson 2004). Slogans such as “Basel beats differently”, “Edinburgh: Inspiring Capital” or “Leeds: Live It Love It” are increasingly ...
... In recent years a shift towards branding is evident as much in the practice of place marketing as in academic literature (Anholt 2006; Kavaratzis and Ashworth 2005; Hankinson 2004). Slogans such as “Basel beats differently”, “Edinburgh: Inspiring Capital” or “Leeds: Live It Love It” are increasingly ...
Pierre CHANDON
... Raquel Seabra de Sousa). See on YouTube, Financial Times, The Economist. Joined the editorial review boards of Journal of Marketing, Journal of Consumer Research (from the AE position), and Journal of Consumer Psychology. Two articles selected among the three finalists for the Syntec prize for the b ...
... Raquel Seabra de Sousa). See on YouTube, Financial Times, The Economist. Joined the editorial review boards of Journal of Marketing, Journal of Consumer Research (from the AE position), and Journal of Consumer Psychology. Two articles selected among the three finalists for the Syntec prize for the b ...
Competing On Customer Intelligence
... Every CMO is focused on growing a durable and profitable customer base — customers are, in the end, the source of all profits. However, growing a profitable customer base is becoming increasingly difficult. The world of marketing is undergoing dramatic changes in response to three driving forces: 1. ...
... Every CMO is focused on growing a durable and profitable customer base — customers are, in the end, the source of all profits. However, growing a profitable customer base is becoming increasingly difficult. The world of marketing is undergoing dramatic changes in response to three driving forces: 1. ...
B2B Content Marketing: Formats, Distribution
... marketing process and plan how you can make the most of your content in the future. The tools and techniques discussed are designed to help you manage and streamline the tactical execution of content marketing in a B2B environment. 1 Whilst this report is dedicated to B2B practitioners, it should be ...
... marketing process and plan how you can make the most of your content in the future. The tools and techniques discussed are designed to help you manage and streamline the tactical execution of content marketing in a B2B environment. 1 Whilst this report is dedicated to B2B practitioners, it should be ...
The Underutilized Corporate Asset: Strategic Pricing
... Organizations often focus on the first three elements, but it’s the fourth element, the people, who truly drive successful pricing initiatives to fruition. At the outset, companies need the right people to analyze data and translate it into meaningful information. Organizations must create a report ...
... Organizations often focus on the first three elements, but it’s the fourth element, the people, who truly drive successful pricing initiatives to fruition. At the outset, companies need the right people to analyze data and translate it into meaningful information. Organizations must create a report ...
School of business International business Bachelor`s thesis
... has opened new websites and launched new collections this year (2014). The paper is done because of the case company’s need to deeper analyze Facebook marketing tactics. Because of the new websites using Facebook as a marketing channel is quite new for them. The purpose is also to reflect theory par ...
... has opened new websites and launched new collections this year (2014). The paper is done because of the case company’s need to deeper analyze Facebook marketing tactics. Because of the new websites using Facebook as a marketing channel is quite new for them. The purpose is also to reflect theory par ...
An investigation of crossmarket standardisation
... Boddewyn and Hansen, 1977; Boddewyn et al., 1986; Martenson, 1987; Boddewyn and Grosse, 1995; Shaw, 2000; Chen and Wong, 2003). These studies tend to examine issues related to various elements of a/the marketing programme. Few studies have focused on the process element (Sorenson and Wiechmann, 1975 ...
... Boddewyn and Hansen, 1977; Boddewyn et al., 1986; Martenson, 1987; Boddewyn and Grosse, 1995; Shaw, 2000; Chen and Wong, 2003). These studies tend to examine issues related to various elements of a/the marketing programme. Few studies have focused on the process element (Sorenson and Wiechmann, 1975 ...
Marketing Management - Department of Higher Education
... discuss all the important concepts of marketing and lay down the foundation for explaining the marketing process. We will also discuss the development of marketing over a period of time. ...
... discuss all the important concepts of marketing and lay down the foundation for explaining the marketing process. We will also discuss the development of marketing over a period of time. ...
Standardization of marketing mix
... possesses more experience in marketing than its Central/Eastern European counterparts. However, Slovenia is essentially dependent upon international marketing activities because of its small domestic market. As a result, Slovenian firms are intensively exploring the possibility of standardizing mark ...
... possesses more experience in marketing than its Central/Eastern European counterparts. However, Slovenia is essentially dependent upon international marketing activities because of its small domestic market. As a result, Slovenian firms are intensively exploring the possibility of standardizing mark ...
Chapter 26 Pricing Strategies
... Businesses must consider all of the costs involved in making a product available for sale. ...
... Businesses must consider all of the costs involved in making a product available for sale. ...
Marketing Management
... the needs of the customer by means of the product and the whole cluster of things associated with creating , delivering, and finally consuming it. Several scholars have found that companies that embrace the marketing concept achieve superior performance. This was first demonstrated by companies prac ...
... the needs of the customer by means of the product and the whole cluster of things associated with creating , delivering, and finally consuming it. Several scholars have found that companies that embrace the marketing concept achieve superior performance. This was first demonstrated by companies prac ...
The Scope and Challenge of International Marketing
... 34. Which of the following is NOT TRUE of the impact of globalization on domestic markets? A. Study of manufacturing companies found that multinationals of all sizes and in all industries outperformed their strictly domestic U.S. counterparts. B. Profit levels from international ventures exceed thos ...
... 34. Which of the following is NOT TRUE of the impact of globalization on domestic markets? A. Study of manufacturing companies found that multinationals of all sizes and in all industries outperformed their strictly domestic U.S. counterparts. B. Profit levels from international ventures exceed thos ...
UNIT ONE - Rift Valley University
... satisfy the requirements of probity (for example in government tenders, or for private enterprise the requirement to "truly test the market" and to "keep them honest"). The reader might be wondering why anybody would go to all of the work of submitting a tender when they had no chance of winning; fo ...
... satisfy the requirements of probity (for example in government tenders, or for private enterprise the requirement to "truly test the market" and to "keep them honest"). The reader might be wondering why anybody would go to all of the work of submitting a tender when they had no chance of winning; fo ...
DOC, 106KB
... 56. __________ is based on the development, design, and implementation of marketing programs, processes, and activities that recognizes their breadth and interdependencies. It recognizes that “everything matters” with marketing. a. Relationship marketing b. Holistic marketing (moderate) p. 12 AACSB ...
... 56. __________ is based on the development, design, and implementation of marketing programs, processes, and activities that recognizes their breadth and interdependencies. It recognizes that “everything matters” with marketing. a. Relationship marketing b. Holistic marketing (moderate) p. 12 AACSB ...
Bayesian inference in marketing
Bayesian inference in marketing is the application of Bayes’ theorem to marketing. Here, Bayesian inference allows for decision making and market research evaluation under uncertainty and with limited data.