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Case For Cases, The: Teaching With Cases - How To Teach Using The Case Method
This book is intended to support faculty in designing and conducting case teaching. The book is a practical 'how to' guide for faculty setting up and delivering a case based class. It can be used by instructors of all levels as it discusses issues such as class culture, teaching pace, grading, board usage etc.
Creating a New Management University
This book provides an in-depth exploration of one of the most significant success stories of the development of an entrepreneurial university in recent times as well as its role within society and the economy. Written by leading business school Dean and scholar, Howard Thomas, and Alex Wilson and Michelle Lee, the book tracks the genesis of the idea of a third local university in Singapore to its fruition as Singapore Management University (SMU). It provides important insight and lessons for senior university and business school leaders, as well as regional and national governments. The increasing emphasis on the importance of innovative, entrepreneurial universities for social and economic ...
Strategic Marketing Management: Theory and Practice
Strategic Marketing Management: Theory and Practice offers a systematic overview of the fundamentals of marketing theory, defines the key principles of marketing management, and presents a value-based framework for developing viable market offerings. The theory presented stems from the view of marketing as a value-creation process that is central to any business enterprise. The discussion of marketing theory is complemented by a set of practical tools that enable managers to apply the knowledge contained in the generalized frameworks to specific business problems and market opportunities. The information on marketing theory and practice contained in this book is organized into eight major pa...
Trust in Market Relationships
Trust in Market Relationships illustrates that the importance of trust in a commercial arena has intensified as markets have become more complex. As business relationships become ever critical for a firm s economic results in highly competitive markets, and trust represents the basic platform for the development of successful long-term collaborations. Sandro Castaldo attempts to order the analytical complexity and myriad perspectives that characterise research on trust. He aims not to simplify this complexity, but to present guidelines for an interpretative model of trust, and to define fundamental concepts for trust management strategies. Issues explored include: the nature of trust, the re...
Kellogg on Marketing
The ultimate marketing resource from the world’s leading scholars From the world’s #1 MBA marketing program comes the latest edition of Kellogg on Marketing, presented by Philip Kotler and Alexander Chernev. With hundreds of pages of brand-new material on timely topics, like creating value to disrupt markets, defensive marketing strategies, strategic customer management, building strong brands, and marketing in the metaverse, the book explores foundational and advanced topics in marketing management. You’ll discover a renewed focus on digital transformation and data analytics, as well as comprehensive explanations of the strategic and tactical aspects of effective marketing. From manag...
Customer Science: Behavioral Insights for Creating Breakthrough Customer Experiences
This book examines the strategic principles that define the customer experience. Building on the recent findings in the domains of behavioral economics and social psychology, Customer Science discusses the customer experience from three different perspectives: what customers do—how they identify a problem, seek a solution, and interact with the offering; what they think and feel during this process—how they evaluate different market offerings; and what motivates their behavior—why they act the way they do. In this context, it examines all components of the customer experience—from activating a need to buying a company’s offerings, to becoming a loyal customer and advocate for the c...
The Marketing Plan Handbook, 5th Edition
The Marketing Plan Handbook can benefit managers in all types of organizations. For startups and companies considering bringing new products to the market, this book outlines a process for developing a marketing plan to launch a new offering. For established companies with existing portfolios of products, this book presents a structured approach to developing an action plan to manage their offerings and product lines. Whether you manage a small business seeking to formalize the planning process, a startup seeking venture-capital financing, a fast-growth company considering an initial public offering, or a large multinational corporation, you can gain competitive advantage by translating the marketing planning process outlined in this book into a streamlined strategic document that informs your actions and helps avoid costly missteps.
Business India
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The Power of Trust
A ground-breaking exploration of the changing nature of trust and how to bridge the gap from where you are to where you need to be. Trust is the most powerful force underlying the success of every business. Yet it can be shattered in an instant, with a devastating impact on a company’s market cap and reputation. How to build and sustain trust requires fresh insight into why customers, employees, community members, and investors decide whether an organization can be trusted. Based on two decades of research and illustrated through vivid storytelling, Sandra J. Sucher and Shalene Gupta examine the economic impact of trust and the science behind it, and conclusively prove that trust is built ...
Business Horizons
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