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Market Sensing Today

Author: Melvin Prince

Publisher: Business Expert Press

Published: 2015-08-03

Total Pages: 131

ISBN-13: 1606499777

The concept and framework of market sensing was introduced by George Day more than 20 years ago into the strategic marketing literature—especially the philosophy of the market-driven organization. Market sensing can be considered an expression of a company’s capabilities to scan the external environment. It does this by using real time data and intelligence to understand business or uncertain changes, to meet the current and future needs of the market, increase customer value, and outperform competitors. Market sensing enables managers to resist complacency, as well as to exploit opportunities and to design appropriate competitive strategies in order to remain successful in today’s uncertain, rapidly changing, and hypercompetitive market. Market Sensing Today is essential reading in the marketing discipline, given the rapidly escalating innovative developments in market sensing techniques. This book of essays by acknowledged experts in the field fills an important knowledge gap and provides a realistic basis for strategy. It is replete with real-life examples of market sensing that illustrate actionable ideas for immediate impact that will improve organizational learning and accelerate growth.

Alternative Market Research Methods

Author: Alison Lawson

Publisher: Taylor & Francis

Published: 2016-09-13

Total Pages: 331

ISBN-13: 1317550382

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Traditional research methods in marketing can be illuminating when used well, but all too often their data-driven results fail to provide the depth of understanding that organisations need to anticipate market needs. Alternative Market Research Methods: Market sensing is a new approach that enables researchers to get greater depth and meaning from their research and organisations to make smarter strategic decisions. This book, the first text dedicated to the topic, explains market sensing simply and practically and demonstrates how it can benefit researchers. It teaches non-mainstream and alternative research methods which facilitate innovative research design, and achieves deep insights into the mindsets of consumers. The methods explored in this book include: emotional scaling ; discourse analysis; consumer ethnography; social media networks; narrative and story telling; gamification. With a wealth of case studies and pedagogy to aid student learning, as well as online teaching aids including PowerPoint presentations and video content, this ground-breaking textbook is an essential resource for anyone that wants to expand their repertoire of marketing research methods to create a research project that will be original and insightful.

Creativity and Marketing

Author: Eleonora Pantano

Publisher: Emerald Group Publishing

Published: 2021-08-02

Total Pages: 224

ISBN-13: 1800713304

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Creativity and Marketing: The Fuel for Success presents a diverse collection of theoretical analysis, real world evidence, and case study applications to synthesize emerging studies on how creativity is important for marketing success.

Marketing Plan Templates for Enhancing Profits

Author: Elizabeth Rush Kruger

Publisher: Business Expert Press

Published: 2015-11-10

Total Pages: 156

ISBN-13: 163157275X

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This workbook coaches business leaders to magnify the profits of a business. They learn a unique scientific system for predicting and achieving results. Their systematic decisions will spark the profits of any business. This system comprises all strategic decisions in the marketing plan for a business. The first part uses the SWOT Analysis to assess its strengths and weaknesses and identify possible opportunities and threats. The SWOT Analysis clarifies the mission, target market, specialty, and suppliers of the business. The questions at the end of these four chapters guide business leaders to focus on quality, describe key customers, compete on strength, and delegate weaknesses. The next part positions the business relative to its competitors with marketing mix decisions. Business leaders specify its products and services, and how to distribute, promote, and price them. These four chapters close with questions that lead the business to offer treasures, deliver delight, trumpet empathy, and price as valued. The final part motivates them to implement their decisions. The closÂing questions motivate business leaders to target key prospects, reward the best, concentrate resources, and jump into action. These twelve decisions transform a marketing plan and build the business. Her unique scientific system coaches business leaders to use the 80/20 rule to magnify their profits.

Launching New Products

Author: John Westman

Publisher: Business Expert Press

Published: 2015-09-25

Total Pages: 100

ISBN-13: 1606499238

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The goals of this book are to discuss critical topics in launching new products, and to distill successful approaches from hundreds of publications and experience from launching over 50 new products into a checklist for marketing leaders, CEOs, and board members. The function of this checklist is to force consideration and completion of tasks that drive a successful product launch.

Retail Futures

Author: Eleonora Pantano

Publisher: Emerald Group Publishing

Published: 2020-10-07

Total Pages: 172

ISBN-13: 1838676651

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The book includes new theory, original empirical evidence, and applied case studies synthesizing advances in innovation and technology for the retail sector. Chapters identify the challenges retailers face in response to new practices, suggesting how the sector can respond to technological developments, ethical considerations and privacy issues.

CIM Coursebook 03/04 Strategic Marketing Management

Author: Helen Meek

Publisher: Routledge

Published: 2012-10-02

Total Pages: 302

ISBN-13: 1136009949

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Each coursebook includes access to MARKETINGONLINE, where you can: * Annotate, customise and create personally tailored notes using the electronic version of the coursebook * Receive regular tutorials on key topics * Search the coursebook online for easy access to definitions and key concepts

Multiply Your Business Value Through Brand & AI

Author: Rajan Narayan

Publisher: Business Expert Press

Published: 2021-08-05

Total Pages: 234

ISBN-13: 1637421087

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Brand building is a competitive advantage that organizations can leverage to multiply their value. Artificial intelligence (AI), is a recent phenomenon that enables organizations reduce errors, build efficiencies and increase profitability, thereby freeing their human capital to perform more intellectual tasks. This book presents the case for building brands effectively and optimally using AI, thereby enhancing the overall value of the organization. This book is ideal for entrepreneurs, investors, CEOs, and brand managers as it provides them with pathways of using AI to build brands and create value. It can be used as a textbook in courses on brand management and as a supplemental text in marketing management courses. It is especially relevant today, where many enterprises are being founded by non-marketing professionals.

Fast Fulfillment

Author: Sanchoy Das

Publisher: Business Expert Press

Published: 2021-08-09

Total Pages: 194

ISBN-13: 1637420773

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This book provides insights and process details of how to design and build disruptive innovations, so that you are not flying blind or just throwing darts in an effort to pivot/expand to the online order fulfillment world. The fulfillment machine is the delivery side infrastructure of an online business, it is the physical and digital innovations which make it possible to immediately deliver customer orders. Customers want to order everything, while sitting on their couch and they want immediate fulfillment. Fast fulfillment is happening, and everyone knows that, but most are scared of it. Many experts describe the wonders of online retail, but none explains what fast fulfillment is or propose a solution to building a fast fulfillment machine. Managers are frustrated just reading about how great Amazon is, and how startups are innovating fantastic technology driven processes. Here is the book, written in a simple easy to read style which unravels the technical mystery of the fulfillment machine. It levels the knowledge field, reveals the secrets of fast fulfillment, and helps the reader construct a plan to innovate and be ready to face the disruptors. What is happening in retail is contagious across industries, there are no wide moats. Managers and engineers are rushing to redesign their supply chains into fast fulfillment machines. This book provides insights and process details of how to design and build disruptive innovations, so that you are not flying blind or just throwing darts in an effort to pivot/expand to the online order fulfillment world. The book does not story-tell the fast fulfillment machine, it is informative and instructive.

Handbook of Research on Entrepreneurship in Professional Services

Author: Markus Reihlen

Publisher: Edward Elgar Publishing

Published: 2012-01-01

Total Pages: 425

ISBN-13: 1781009104

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ÔProfessional service firms are critical agents of contemporary economies and understanding them has become a central focus of recent scholarship. This very timely and well organized Handbook brings together several leading scholars who explore how we might think and theorize about professional service firms and their entrepreneurial behaviours. The Handbook will become a key source for the growing community of researchers in this area.Õ Ð Royston Greenwood, University of Alberta, Canada ÔFor too long, both researchers and practitioners have presumed that professional service firms follow the status quo when they should better understand how these professionals set the rules for globalization. This Handbook reminds us that professionals are as much the shock-troops of capitalism as the multinational corporations that they serve. As this Handbook shows, the leading firms successfully compete with each other by fostering entrepreneurship and innovation in order to service an institutional system that undergirds the international economy.Õ Ð Christopher McKenna, University of Oxford, UK Professional services are increasingly seen as an important foundation for future economic growth and prosperity. Yet research on innovative and entrepreneurial processes in professional services has been surprisingly scarce. This Handbook provides a collection of original contributions from leading scholars outlining the current stock of knowledge in the area as well as providing directions for further research. The expert contributors discuss entrepreneurship and innovation from a number of different perspectives, including the entrepreneurial professional team, the entrepreneurial firm and the institutional environment. The first part of the book looks at the challenges of entrepreneurship specific to the professional service firm while the second explores the creation and exploitation of entrepreneurial opportunities in the professional service team. Part III turns to the organization and Part IV to the management and growth of the entrepreneurial professional service firm. The final part discusses the interplay between professions, firms and the institutional environment. Researchers, scholars and PhD students in the areas of entrepreneurship and professional service firms along with advanced students of management will find this volume of great value.