Author: Jean-Jacques Lambin
Publisher: Presses univ. de Louvain
Published: 2013-04-03
Total Pages: 198
ISBN-13: 9782874631191
DOWNLOAD EBOOK →This essay attempts to structure a forward-looking approach to the evolving role of marketing in today's economy. Many organisations today recognize the need to become more market responsive in the global and interconnected market in which they operate.
Author: Edward B. Roberts
Publisher: Oxford University Press
Published: 1991-08-22
Total Pages: 412
ISBN-13: 9780199762903
DOWNLOAD EBOOK →The ingredients for success in starting and developing a technology-based company aren't obvious. Why, for example, did Digital Equipment Corporation succeed--and indeed become one of the most successful high-tech corporations in the world--while dozens of other companies with similar beginnings fail? It is a question that demands careful consideration by anyone setting up a new company or who is interested in starting one. In Entrepreneurs in High Technology, Edward Roberts, a Professor at the MIT Sloan School of Management, offers entrepreneurs a goldmine of information on starting, financing, and expanding a high-tech firm. His book reveals the results of research conducted over twenty-five years on several hundred high-tech firms, and it reflects the insights of the author's own first-hand experience as a company founder, director, and venture capitalist. Focusing on firms in the Greater Boston area--many of which have had technological links with MIT--Roberts traces the origins and the evolution of the high-technology failures and successes. He examines the work experience and family backgrounds of successful technical entrepreneurs, their sources of funding, and the ways they respond to the challenge of business growth. He compares the track records of firms with multi-founder teams and firms with individual founders, contrasts the performance of consulting firms and research-and-development contractors against companies that start out with a product, identifies the factors that limit an enterprise's ability to raise outside capital, and explores the critical influence of marketing orientation on successful companies. In a penetrating analysis of highly successful ventures, the author reveals the importance of strategically transforming the company to a market-oriented focus, and he examines the widespread tendency, even among the most successful high-tech firms, to displace the founder before the company achieves "super-success." For anyone planning to start a technology-based enterprise, Entrepreneurs in High Technology is essential reading--an invaluable preview of the financial, organizational, and marketing issues that confront every new high-tech venture. For business and technology watchers, it is an informative account of the promise and the perils entailed in bringing innovative ideas to the marketplace.
Author: Christian Schierenbeck
Publisher: Springer Science & Business Media
Published: 2012-11-06
Total Pages: 230
ISBN-13: 3658002131
DOWNLOAD EBOOK →Christian Schierenbeck makes a provocative case that higher education across the globe suffers from a profound productivity crisis which prevents broad access to affordable and high-quality educational services. He shows how the vast productivity gap in higher education could be closed if academic managers borrowed some of the managerial practices applied by the world’s leading business enterprises. In order for this to happen in practice, the author argues for radical changes in the policy framework for higher education.
Author: Roger Gomes
Publisher: Springer
Published: 2015-01-23
Total Pages: 361
ISBN-13: 3319131478
DOWNLOAD EBOOK →This volume includes the full proceedings from the 1995 Academy of Marketing Science (AMS) Annual Conference held in Orlando, Florida. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behavior, advertising, branding, international marketing, marketing education, among others. 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, 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.
Author: Dr Paul Custance
Publisher: Gower Publishing, Ltd.
Published: 2012-09-28
Total Pages: 404
ISBN-13: 1409458687
DOWNLOAD EBOOK →Marketing orientation is both the key objective of most food producers and their biggest challenge. Connecting food and agricultural production with the changing needs and aspirations of the customer provides the means to ensure competitive advantage, resilience and added value in what you produce. But market orientation is not something that you can just buy in or bolt on to what you do. Market orientation is a matter of changing the culture of your organisation; finding ways of learning more about your customers and understanding their needs; changing your development and reward systems to educate your employees; it may also involve significant changes to your production processes. This comprehensive collection of original research explores the challenges and opportunities associated with market orientation along the food supply chain; from the animal feed industry to meat retailing and from organic foods to old world wines. All the chapters provide exceptional insight into understanding how market orientation can benefit food suppliers and how it is essential for long-term success.
Author: Chantal Ammi
Publisher: Cambridge Scholars Publishing
Published: 2009-05-05
Total Pages: 320
ISBN-13: 1443810800
DOWNLOAD EBOOK →Globalization is leading the industry worldwide especially the new technology sector. The main aim of the book is to enhance the reader's knowledge – especially from a multidisciplinary perspective rather than from an individual functional perspective –the role of the globalization in the evolving world of the new technologies. This book will overview the process of globalization from a number of perspectives, including historical, geographical and social viewpoints while focusing on the new technologic products and services. Globalization and its effects on the innovative technology sector are best examined in terms of the social ramifications, and especially the geographical and political and economic (or political economy) contexts, at and between different levels, including the local, the regional and the global.
Author: Birgitta Sandberg
Publisher: Routledge
Published: 2008-02-07
Total Pages: 286
ISBN-13: 1134081316
DOWNLOAD EBOOK →This book focuses on customer-related proactive behaviour in the study of radical innovation development, combining a thorough theoretical discussion with detailed international case studies, considering the role of proactivity in five firms.
Author: James Mathewson
Publisher: IBM Press
Published: 2016-04-08
Total Pages: 286
ISBN-13: 0133375617
DOWNLOAD EBOOK →Supercharge ROI by Rebuilding Content Marketing Around Your Customer! Marketing has always been about my brand, my product, my company. That’s “inside-out” marketing. Today, customers hate it—and ignore it. What does work? Customized messages they already care about. Marketing that respects their time and gives them immediate value in exchange for their attention. Marketing that’s “outside-in.” Now, two renowned digital marketing thought leaders show how to integrate content marketing with Big Data to create high-ROI, outside-in marketing. James Mathewson and Mike Moran share new practices, techniques, guidelines, and metrics for engaging on your customers’ terms, using their words, reflecting their motivations. Whether you’re a content marketer, marketing executive, or analyst, you’ll learn how to: • Ease your customers’ pain—solve what keeps them up at night—with compelling content experiences • Build content that’s essential to clients and prospects in each step of their buyer journeys • Integrate search and social data into all facets of content development to continually improve its effectiveness • Build evergreen content that is continuously improved to better meet the needs of your clients and prospects • Apply advanced machine learning, text analytics, and sentiment analysis to craft more discoverable, shareable content • Shape your messages to intercept your clients’ and prospects’ information discovery in Google • Transform culture and systems to excel at outside-in marketing