Part 1: Defining Marketing and the Marketing Process (Chapters 1–2) Part 2: Understanding the Marketplace and Consumers (Chapters 3–6) Part 3: Designing a Customer-Driven Strategy and Mix (Chapters 7–17) Part 4: Extending Marketing (Chapters 18–20) 4 Marketing Information to Gain Managing Customer Insights Chapter Preview In this chapter, we continue our exploration of how marketers gain insights into consumers and the marketplace. We look at how companies develop and manage
Words: 26161 - Pages: 105
in the JFK airport bookstore before I flew into Zurich. Anyone seeing Martin from twenty feet away might mistake him for someone’s fourteen-year-old son, being dragged reluctantly to meeting after meeting with his father’s overweight graying business associates. The second impression is that
Words: 66056 - Pages: 265
1 INTRODUCTION Each of the past three centuries was dominated by a single new technology. The 18th century was the era of the great mechanical systems accompanying the Industrial Revolution. The 19th century was the age of the steam engine. During the 20th century, the key technology was information gathering, processing, and distribution. Among other developments, we saw the installation of worldwide telephone networks, the invention of radio and television, the birth and unprecedented growth
Words: 6497 - Pages: 26
NTT DoCoMo: Marketing i-mode To ease the congestion problem, in 1997, DoCoMo gave Enoki—a lifetime employee who had worked his way up through NTT’s engineering ranks—a mandate to convince DoCoMo subscribers to begin using their cell phones in a fundamentally different way. More specifically, the mandate was to build a wireless Internet service that would create demand for sending/receiving text-based data via cell phones. Enoki decided to use DoCoMo’s existing packet switched network for the
Words: 7685 - Pages: 31
RESULTS OF THE ERASMUS IP INNO NATOUR 20112012......................................................... 19 FINAL REPORTS OF THE WORKING GROUPS .................................................................................. 20 INDIVIDUAL POST CASE STUDIES OF THE STUDENTS ................................................................. 44 CONCLUSIONS AND IMPLICATIONS ..................................................................................................149 BIBLIOGRAPHY.........
Words: 57884 - Pages: 232
chapter 2 “ The External Environment and Organizational Culture The essence of a business is outside itself. ” A Look Ahead — Peter Drucker LEARNING OBJECTIVES After studying Chapter 2, you will be able to: CHAPTER OUTLINE The Macroenvironment Laws and Regulations The Economy Technology Demographics Social Issues and the Natural Environment The Competitive Environment Competitors New Entrants Substitutes and Complements Suppliers Customers Environmental Analysis Environmental
Words: 20221 - Pages: 81
communicate. The resulting information networks promise to create new business models, improve business processes, and reduce costs and risks. There is breathless press coverage of the phenomenon—always patiently re-explained by tech pundits as the trend by which all of one’s most mundane possessions will become internet-connected. These are invariably coupled with estimates that the internet of things will be a multi-trillion dollar business. 2014 is really, finally the year that the “internet of things”—that
Words: 13930 - Pages: 56
YE AR S CE L EB RA TIN G6 HISTORY HISTORY A World Transformed II: World in Flux E D I TOR PW AA -TA ST IC Y EA R S! RESOURCE Tania Asnes A L PACA-IN-CHIEF 2 0 1 2 Daniel Berdichevsky the World Scholar’s Cup® ® HISTORY | 1 History Resource 2012: A World in Flux Table of Contents Preface: A Swiftly Texting Planet ................................................................. 2 I. The Determinators..........................................
Words: 22263 - Pages: 90
innovation that makes a difference to customers. Branding is not a marketing issue for us, it is a business issue. We have to deliver on products and services.1 — Deepak Advani, Chief Marketing Officer Announced in December 2004, the $1.75 billion acquisition of IBM’s personal computer (PC) division by 20-year-old Lenovo, China’s largest PC maker, made headlines around the world. A relative upstart in the business, founded with $25,000 of seed capital from the Chinese Academy of Sciences, Lenovo was acquiring
Words: 9176 - Pages: 37
how can we work to live and prevent our lives from being all about work? A world of infinite options awaits those who would read this book and be inspired by it!" —MICHAEL E. GERBER, founder and chairman of E-Myth Worldwide and the world's #1 small business guru "This is a whole new ball game. Highly recommended."—DR. STEWART D. FRIEDMAN, adviser to Jack Welch and former Vice President Al Gore on work/ family issues and director of the Work/Life Integration Program at the Wharton School, University
Words: 47316 - Pages: 190
