Melvin Prince – författare
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4 produkter
4 produkter
Häftad, Engelska, 2012
254 kr
Skickas inom 5-8 vardagar
Today’s marketers are confronted with a spate of differing opinions and conflicting information about the changing consumer in the era of globalization. This book, Consumer Cosmopolitism in the Age of Globalization offers authoritative answers to the following questions: “What marketing opportunities are associated with consumer cosmopolitanism?” How do trends in consumer cosmopolitanism affect long-range planning?” “What are the best communications strategies for reaching the cosmopolitan consumer?” “What are the best means of understanding and engagement with these consumers?” “What retail environments and channels work best with this market segment?” “How does marketing to cosmopolitan consumers fit into overall marketing strategies?” “In which directions must organizations change to adapt to consumer cosmopolitanism?”
The book analyzes cosmopolitan consumers in considerable depth and is a rich source of ideas for relevant marketing strategies. It shows how to re-formulate traditional marketing principles that no longer work in the shifting global environment. The book is written under the editorship of Melvin Prince in collaboration with notable experts in the field.
E-bok
Engelska, 201286 kr
Läs direkt efter köp
Cosmopolitans are individuals with a distinctive kind of extended national and international orientation, a global vision, and sense of belonging to the world. These people are sophisticated and importantly engaged in the cultures outside of local geographical boundaries. But what do we know about them as consumers—their origins, values, media usage, and buyer behavior? This unique book details much about this group, and fills a knowledge gap that has long been overlooked largely because other related marketing areas have overshadowed and overlooked the notion of cosmopolitan consumers. Until this book, in fact, there has been no single authoritative source that directly and comprehensively covers the field of consumer cosmopolitanism. This book also includes original essays by an all-star cast of contributors, giving you an introduction to a powerful new approach to marketing, eclectically packed with novel ideas and insights that noticeably advance the marketing field and bring it more fully into the age of globalization.
Häftad, Engelska, 2015
261 kr
Skickas inom 5-8 vardagar
The concept and framework of market sensing was introduced by George Day more than 20 years ago into the strategic marketing literature – especially the philosophy of the market-driven organization. Market sensing can be considered an expression of a company’s capabilities to scan the external environment. It does this by using real time data and intelligence to understand business or uncertain changes, to meet the current and future needs of the market, increase customer value, and outperform competitors. Market sensing enables managers to resist complacency, as well as to exploit opportunities and to design appropriate competitive strategies in order to remain successful in today’s uncertain, rapidly changing, and hypercompetitive market.Market Sensing Today is essential reading in the marketing discipline, given the rapidly escalating innovative developments in market sensing techniques. This book of essays by acknowledged experts in the field fills an important knowledge gap and provides a realistic basis for strategy. It is replete with real-life examples of market sensing that illustrate actionable ideas for immediate impact that will improve organizational learning and accelerate growth.
E-bok
Engelska, 2015126 kr
Läs direkt efter köp
The concept and framework of market sensing was introduced by George Day more than 20 years ago into the strategic marketing literature—especially the philosophy of the market-driven organization. Market sensing can be considered an expression of a company’s capabilities to scan the external environment. It does this by using real time data and intelligence to understand business or uncertain changes, to meet the current and future needs of the market, increase customer value, and outperform competitors. Market sensing enables managers to resist complacency, as well as to exploit opportunities and to design appropriate competitive strategies in order to remain successful in today’s uncertain, rapidly changing, and hypercompetitive market. Market Sensing Today is essential reading in the marketing discipline, given the rapidly escalating innovative developments in market sensing techniques. This book of essays by acknowledged experts in the field fills an important knowledge gap and provides a realistic basis for strategy. It is replete with real-life examples of market sensing that illustrate actionable ideas for immediate impact that will improve organizational learning and accelerate growth.