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Strategic Marketing Planning
Strategic Marketing Planning concentrates on the critical planning aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal dimensions of the strategic marketing planning process. Leading authors in this sector, Gilligan and Wilson offer current thinking in marketing and consider the changes it has undergone over the past few years. Updated information in this new edition includes: * Changing corporate perspectives on the role of strategic marketing activity * Changing social structures and the rise of social tribes * The significance of the new consumer and how the new consumer needs to be managed * New thinking on market segmentation * Changing routes to market * Developments in e-marketing * Changing environmental structures and pressures
Strategic Marketing Management
This third edition of Strategic Marketing Management confirms it as the classic textbook on the subject. Its step- by- step approach provides comprehensive coverage of the five key strategic stages: * Where are we now? - Strategic and marketing analysis * Where do we want to be? - Strategic direction and strategy formulation * How might we get there? - Strategic choice * Which way is best? - Strategic evaluation * How can we ensure arrival? - Strategic implementation and control This new revised and updated third edition has completely new chapters on 'The Nature and Role of Competitive Advantage' and 'The Strategic Management of the Expanded Marketing Mix', and extensive new material coveri...
Strategic Marketing Planning
Strategic Marketing Planning concentrates on the critical 'planning' aspects that are of vital importance to practitioners and students alike. It has a clear structure that offers a digest of the five principal dimensions of the strategic marketing planning process. Leading authors in this sector, Wilson and Gilligan offer current thinking in marketing and consider the changes it has undergone over the past few years. Issues discussed include: * Emarketing, strategic thinking and competitive advantage * The significance of vision and how this needs to drive the planning process * Hypercompetition and the erosion of competitive advantage * The growth and status of relationship marketing * Each chapter contains a series of expanded illustrations
Leading Edge Marketing Research
Designed for advanced business students, marketing research academics, practitioners and consultants Leading-Edge Marketing Research provides guidance on how to master, apply, and disseminate knowledge of recent innovative developments in marketing research.
Scenarios in Marketing
You've chosen this book. Which probably means you're a marketer, you've heard of scenarios and you want to know what they can do for you. Can they help with everyday marketing issues like brands, channels and relationships? The answer is yes. Rooted in customer needs, scenarios bridge the gap between corporate strategy and marketing tactics. They are a weapon for perceiving the unseen and a framework for thinking the unthinkable. This book's wealth of case studies will show you how they've helped top companies like Pfizer, Nestle and Courvoisier to do just that, and its practical lessons will show how they can do exactly the same for you. Gill Ringland and Laurie Young have gathered top-flig...
Scenarios for Success
Properly researched and intelligently deployed, scenario planning is today’s most powerful tool for understanding and preparing for an uncertain future. Yet it remains a niche approach, poorly understood by leaders at large. To bring it into the strategy mainstream, leaders need advice on how to turn concepts (scenarios) into actions (strategy). Scenarios for Success delivers a unique and coherent account of the state of the scenario planning art. It is aimed particularly at those trying to implement its findings. Striking a balance between theory and practice, the contributors show how and why the core techniques of scenario thinking have endured and are still valuable, while bringing new tools and processes that keep scenario planning in touch with modern realities.
How Your Brain Is Wired
Written by an award-winning behavioral change expert, this practical guide shows how recent discoveries in the behavioural sciences can help you lead a more positive and rewarding life. As 95 per cent of our brain activity carries on at a subconscious level, we’re not always aware of why we think what we think and do the things we do. Sometimes these subconscious wirings can make us think or act in ways that are not optimal for our happiness – they can bring out the illogical in us all. How Your Brain Is Wired draws on recent breakthroughs in our understanding of how the brain really works, empowering the reader to take control over their own behavior. Full of insight and practical advice, it equips you with a toolkit of simple changes you can put into action to: reduce conflict and anxiety, achieve a positive mindset, make better decisions, have more fun and reach new goals. This book is about rewiring your attitudes; re-seeing yourself and your choices. It reveals something rather magical: how tiny tweaks to your behavior can be all you need to deliver a big, sometimes thrilling, reboot to your life.
The Fundraising Reader
The Fundraising Reader draws together essential literature establishing a one-stop body of knowledge that explains what fundraising is, and covers key concepts, principles and debates. The book shines a light on the experience of being a fundraiser and answers an urgent need to engage with the complexities of a facet of the non-profit sector that is often neglected or not properly understood. This international compilation features extracts from key writing on fundraising, with a comprehensive contextualising introduction by the editors. Uniquely, this Reader shares conflicting positions relating to age-old and current debates on fundraising: Is fundraising marketing? Should donors or the community be front and centre in fundraising? How can fundraisers deal with ethical dilemmas such as ‘tainted’ donors and money? Best practice and future trends are also covered, including the impact of new technologies and responding to demands for greater diversity, inclusion, and equity in fundraising teams. This Reader is for those who seek to further develop their own understanding of fundraising, and it provides an invaluable resource for academic courses and professional training.
Behavioural Science for Quality and Continuous Improvement
This impactful volume demonstrates the application and power of psychology and behavioural economics in the pursuit of quality and continuous improvement. It focusses on how the works of stalwarts such as Daniel Kahneman, Richard Thaler, Mihaly Csikszentmihalyi and many others can be used to build an organization that is known for quality products and flawless service delivery. The application of psychology and behavioural economics is still new to quality improvement, and in this book, Debashis Sarkar shares 25 lessons, featuring specific examples based on real life, that show how their application can increase the effectiveness of outcomes. Behavioural Science for Quality and Continuous Improvement: 25 Lessons from Psychology and Behavioural Economics is ideal for business improvement professionals of all hierarchies and across different functional areas and industries seeking to understand the potential of psychology and behavioural economics and their applications, as well as in training and executive development programmes and for scholars of operations management, quality management, and engineering.
