Markaðsbækur ársins 2014.
Á hverju ári velja aðstandendur vefsíðunnar marketingbookoftheyear.org markaðsbók ársins sem leið. Við greindum frá markaðsbókum ársins 2013 þar sem bókin Defending Your Brand: How Smart Companies use Defensive Strategy to Deal with Competitive Attacks eftir Tim Calkins var valin besta bókin.
Hér eru þær bækur sem lentu í fimm efstu sætunum samkvæmt marketingbookoftheyear.org. Við látum fylgja enska textann sem útgefendur bókana gefa út. Bækurnar geturðu keypt á Amzon með því að smella á mynd eða tengilinn efst í textanum.
Á hverju ári velja aðstandendur vefsíðunnar marketingbookoftheyear.org markaðsbók ársins sem leið. Við greindum frá markaðsbókum ársins 2013 þar sem bókin Defending Your Brand: How Smart Companies use Defensive Strategy to Deal with Competitive Attacks eftir Tim Calkins var valin besta bókin. Hér eru þær bækur sem lentu í fimm efstu sætunum samkvæmt marketingbookoftheyear.org.
Við látum fylgja enska textann sem útgefendur bókana gefa út. Bækurnar geturðu keypt á Amzon með því að smella á mynd eða tengilinn efst í textanum.
- Höfundur: Dr. Linder R. Brown og Chris L. Brown
- Fjöldi bls.: 280
- Útgefandi: McGraw-Hill Professional (1 Jan. 2014)
- ISBN-10: 0071821147
- ISBN-13: 978-0071821148
WHAT IS THE SINGLE MOST POWERFUL PREDICTOR OF SUSTAINED BUSINESS SUCCESS?
A CUSTOMER-CENTRIC CULTURE
For the first time, this groundbreaking guide unlocks the secrets used by Amazon, Virgin, Apple, Starbucks and salesforce.com. It creates a guide for success based on 3 years of scientific study drawing insights from more than 100 businesses to identify seven key factors. When implemented together these factors have been proven to drive superior business performance. Customer Culture is as fundamental to business performance as breathing is to living. It is the life force of your business. This applies no matter what your industry sector.
And with the evidence-based methods in this book, you can replicate their success in your business!
Creating a customer-centric company takes more than making an investment in the customer service department and systems. It’s about building a culture in which the customer is at the heart of all decisions made within every function and unit.
THE SEVEN DISCIPLINES OF A CUSTOMER CULTURE
The Customer Culture Imperative reveals the key disciplines of customer culture that consistently predict enhanced, sustainable business results. Each one is linked to a particular strategy and drives predictable and measurable improvements in one or more business performance factors—from innovation and customer satisfaction to growth in sales and profits to higher rates of new-product success.
It gives you the tools to:
- Inspire everyone in the company to embrace a customer-centric culture
- Unify efforts across units by creating a “common language” for change
- Collect and measure data from your efforts and benchmark your progress
- Make change long term so you leave a legacy of an enduring business
- Höfundur: Marion Debruyne
- Fjöldi bls.: 264
- Útgefandi: Kogan Page; Re-issue edition (3 Jan. 2015)
- ISBN-10: 0749476540
- ISBN-13: 978-0749476540
A new set of organizations has discovered a new formula: they combine customer-centricity with innovative power. These organizations have created a completely outside-in approach to the market. Not driven by what they're good at, they start with the market and design their strategy around it, replacing practices of the past with a new set of capabilities which enable them to be ahead of the curve in discovering new market opportunities. Whereas the traditional value chain model regards the market as the end-outcome of the efforts of the organization, the reversed value chain model starts there. The customer is the starting point and the value chain is the result of understanding customer needs and requirements. Customer Innovation presents this unique case for developing the outside-in organization to drive your business success, combining market orientation with innovation to enable actionable positive change in the way your company does business.
Winner of the Innovation and Entrepreneurship category of the 2015 CMI Management Book of the Year Awards, Customer Innovation provides every business with the framework it needs to combine customer focus with innovation to achieve success. It is packed with real world examples from a range of leading global companies including Disney, Coca-Cola, LEGO, Eurex, Netflix, KLM, Carglass, Komatsu, Callebaut and more to help you put market awareness at the heart of your business
- Höfundur: Philip Kotler og Milton Kotler
- Fjöldi bls.: 288
- Útgefandi: John Wiley & Sons; 1 edition (7 Oct. 2014)
- ISBN-10: 1118893816
- ISBN-13: 978-1118893814
A new marketing paradigm focuses on the concentrated economic power of 600 global cities. City–Centered Marketing: Why Local is the Future of Global Business is a compelling practical analysis of a new direction of marketing within the context of intensifying urbanization and the shift of global economy from West to East. Philip Kotler, one of the world's foremost marketing experts, and his brother Milton, an international marketing strategist, explain why the future of marketing must focus on top global cities and their metro regions, and not squandered resources on small cities. Marketing is city–centered activity. 600 global cities will contribute 65 percent of the global GDP of $67 trillion by 2025. The top 100 cities will contribute 25 percent of GDP, and 440 of these top 600 cities will be in the developing world. Top cities have to improve their marketing prowess in compete for the right companies and settling on the best terms. By 2025, the vast majority of consuming and middle–income households will be in developing regions. While New York, Los Angeles, and Chicago will remain major players because of high per–capita GDP and capital and intellectual assets, companies will pay more attention to growing city regions in the developing world. Multinational businesses must change the culture of their headquarters, divisions and branches, as well as their value chain stakeholders to take advantage of these market changes. The book details the strategies for sustainable growth with topics like: Resource allocation in developed versus developing city markets Shifting the focus to city regions instead of central governments The rise of new multinational corporations from developing economies Declining consumer and business growth in developed cities Cities in China, Brazil, India, and throughout the Middle East and Latin America are rising to become major players in the global marketplace. Philip and Milton Kotler argue that an inversion is taking place, and top cities are growing economically faster than their national rate of growth. These emerging city markets are critical to company growth , and City–Centered Marketing: Why Local is the Future of Global Business provides the vital information and guidelines that companies need to plan accordingly.
- Höfundur: David Houle og Owen Shapiro
- Fjöldi bls.: 154
- Útgefandi: David Houle and Associates; 1 edition (4 Aug. 2014)
- ISBN-10: 0990563502
- ISBN-13: 978-0990563501
In their book, Brand Shift: The Future of Brands and Marketing, David Houle and Owen Shapiro deliver a powerful and persuasive look at how cultural change and accelerating technological advancement will affect brands and marketing in the years ahead. Through a fascinating study of the history of brands and a detailed, cogent analysis of current trends, the authors unveil a compelling forecast of how brand marketers will need to meet the novel demands of branding in the 21st century. Business leaders who intend to successfully engage the future will find this book an invaluable resource. The Internet of Things is evolving a new kind of collective consciousness, one which demands that brand marketing embrace and leverage the ensuing inevitable social changes. Big Data and the future of human communications have profound implications for brands and marketing. Brands that embrace and reflect these transformations have the potential to assume ever more important roles in our society, engendering life style enhancements for consumers through trust and a commitment to serving the greater good
- Höfundur: Peter Lorange og Jimmi Rembiszewski
- Fjöldi bls.: 161
- Útgefandi: Gower (28 May 2014)
- ISBN-10: 1472435567
- ISBN-13: 978-1472435569
The modern consumer is no longer attracted by single-minded, predictable and one-benefit-focused brand promises. The old-fashioned FMCG communication strategies based on television, radio and print with constant repetition have become outdated. From Great to Gone shows that what’s needed are ‘Lego’ strategies, whereby the marketing and communication strategies are built up by many key facets (like building blocks) and delivered to the consumer through a mix of various touch points. Most importantly, you need to leave consumers to put all of that together themselves.
There are major internal and external hurdles to transforming FMCGs successfully into FICGs – Fast Innovating Consumer Goods. It requires new brand strategies and flatter, more top-down than bottom-up, decision-making organisations and a 21st-century model for advertising agencies. Externally these companies need a new route to market through transformation of their old retail dependencies. Changes are also required in all communication delivery, reflecting modern consumers’ connectivity and unlimited access to information.
In the book the authors showcase what the winners of the 21st century have in common that has enabled them to become FICGs. New, unimagined models continue emerge, to which, with the authors’ guidance producers and retailers may develop their own sustainable responses