articles. The articles were identified by N. Thongpapanl and Jonathan D. Linton in their 2004 study of technology innovation management journals, a citation-based study in which RTM ranked third out of 25 specialty journals in that field (see RTM, May–June 2004, pp. 5–6). The benchmarking study reprinted here was originally published in 1996 and has been updated with its author’s reflections. Their study of 161 business units uncovered the key drivers of new product performance at the business unit
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at ScienceDirect Journal of Business Research Marketing to subsistence consumers: Lessons from practice Kelly L. Weidner a,⁎, José Antonio Rosa b, Madhu Viswanathan c a b c University of Illinois at Chicago, Department of Managerial Studies, 601 S. Morgan Street (MC 243), Chicago, IL 60607, United States University of Wyoming, Department of Management and Marketing, Dept. 3275, 1000 E. University Ave., Laramie, WY 82071, United States University of Illinois at Urbana-Champaign, 61
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Lecture 1 – Chapters 1 and 2 Chap 1 Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return * Deal with customers, satisfying customers’ needs * Attract new customers by promising superior value * Keep and grow current customers by delivering satisfaction Marketing Process Understand the marketplace and customer needs and wants * Customer needs, wants and demands
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Berkshire Hathaway Berkshire Hathaway is a holdings company operated by Warren Buffett and Charles Munger. The company was founded in the 1800’s as a textile mill, and through a series of mergers became known as Berkshire Hathaway. Buffett took control of the company in the 1960’s and transformed it from a failing textile mill into a very successful holdings company. Berkshire Hathaway’s main investments are insurance companies such as GEICO, financial institutions such as Wells Fargo, goods
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www.hbr.org Some companies have built their very businesses on their ability to collect, analyze, and act on data. Every company can learn from what these firms do. Competing on Analytics by Thomas H. Davenport Reprint R0601H Some companies have built their very businesses on their ability to collect, analyze, and act on data. Every company can learn from what these firms do. Competing on Analytics COPYRIGHT © 2005 HARVARD BUSINESS SCHOOL PUBLISHING CORPORATION. ALL RIGHTS RESERVED. by Thomas
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04/2004-5188 Unilever in Brazil: Marketing Strategies for LowIncome Consumers This case was prepared by Pedro Pacheco Guimaraes, INSEAD MBA 2003, and Pierre Chandon, Assistant Professor of Marketing at INSEAD, as the basis for class discussion rather than to illustrate either effective or ineffective handling of an administrative situation. We thank Laercio Cardoso and Robert Davidson from Unilever Brazil for making this case possible. We also thank Fernando Machado (INSEAD MBA 2003), Mauricio Mittelman
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things where people get queasy.” Nowadays, the rapid scientific and technological progress, particularly the emergence and development of marketing techniques used in advertising, poses a serious threat to customers’ privacy. Therefore, rules, in this case, the CAP Codes, that regulated the UK advertising industry should be reformed in a way that may eliminate that threat to a certain degree. Basically, this essay is divided into three parts. The first part explains how customers’ privacy is monitored
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Boss Good in a Bad Economy By RoBeRt I. Sutton ■ ■ ■ ■ How to Be a 130 Harvard Business Review | June 2009 | hbr.org Serge Bloch T hese are tough times for every boss I know. Fear and paranoia are running wild, not just in financial markets but in workplaces, too. A few weeks back a weary executive at a professional services firm told me how painful it had been to lay off 10% of his people and how he was struggling to comfort and inspire those who remained. When I asked
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magazine 65 CHAPTER 7: BEAUTIFUL OBSESSION So what are Lovemarks? They inspire Loyalty Beyond Reason through their obsession with Mystery, Sensuality, and Intimacy. Here are our first ideas about putting them into action. INSIGHTS: Jim Stengel, Procter & Gamble 73 CHAPTER 8: ALL I HAVE TO DO IS DREAM Understand how Mystery can transform relationships with consumers. Great stories; mythic characters; the past, present, and future together; dreams and inspiration. Be inspired by the ideas and actions
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MA Marketing Communications Module 4MMC7A7 Managing Marketing Communication Kliatchko (2008) argue that, “the rise of digital technology means that content creation is no longer exclusive to media firms and marketers.” Content Introduction--------------------------------------------------------------------------------3 IMC Overview----------------------------------------------------------------------------3 Digital Technology Means
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