New Marketing Imperatives

This guide puts marketing managers on the cutting edge of business-to-business marketing. Readers will find practical analysis of innovations that are changing today's - and tomorrow's - business environment. Comprehensive coverage of trends in company downsizing and the flattening of hierarchies, the widespread implementation of TQM practices and growing international markets and competition. Features scores of examples and cases, plus interviews with leading marketers who are predicting and profiting from new trends and strategies.

Describes how to apply the successes of over 300 organizations who concentrated on marketing productivity, innovation, distribution channels, alliances, globalization, and quality to become market leaders

Making accountable marketing decisions to improve the efficiency ofspending In this practical guide, Prophet CEO Michael Dunn teams up withmarketing effectiveness expert Chris Halsall to help marketingmanagers and CMOs make better marketing spending decisions andbetter evaluate the success or failure of these decisions. Theyshow how to sort through the clutter of metrics, measurement, andanalytic options, and provide the practical information needed tohelp establish the marketing accountabilityimperative--highlighting the critical need for more effectivestewardship of marketing spending.

Helps in bringing students quickly up to speed on the essentials of international marketing and teaches them how to strike back when global competitors move into a company's territory and shrink its markets.

The global imperative the world is your marketplace; Familiarity breeds success international research: the broad-brush approach; The closer, the better in-depth international research; Taking your first steps finding local guides and shipping the goods; Presence without proprietorship easing into the market through licensing and franchising; The art of negotiation: global style; What if the shoe doesn't fit adapting products for international markets; What price the world? global pricing strategy; The payoff establishing terms of payment; Tapping into public financing commercial loans and lines of credit; Countertrade the old barter system takes on new life; Betting on the winners foreign direct investment, joint ventures, and management contracts; Who'sat the whell? controlling foreign operations; Getting the word out global promotional strategies, policies, and ploys; Remarkable, risky, and rewarding global marketing into the 21st century.

This title was first published in 2000: Designed to explore the emerging challenges for marketing executives and their organizations, as well as to survey the viable strategies for meeting these challenges. The book updates marketing concepts, terminologies and practices dictated by changes in social, economic, competitive and technological conditions. Additionally, the role governments need to play in order to create an enabling environment in which business institutions can provide goods and services at reasonable costs and prices is clearly spelt out.

Two bestselling authors and business visionaries reveal a one-to-one marketing concept tailor-made for the networked economy, and describe proven techniques for using Internet technology to more effectively target, acquire, and maintain long-term relationships with valued customers.

Powerful product, country, and functional silos are jeopardizing companies' marketing efforts. Because of silos, firms misallocate resources, send inconsistent messages to the marketplace, and fail to leverage scale economies and successes--all of which can threaten a company's survival. As David Aaker shows in Spanning Silos, the unfettered decentralization that produces silos is no longer feasible in today's marketplace. It's up to chief marketing officers to break down silo walls to foster cooperation and synergy. This isn't easy: silo teams guard their autonomy vigorously. As proof of their power, consider the fact that the average CMO tenure is just twenty-three months. How to proceed? Drawing on interviews with CMOs, Aaker explains how to: Strength your credibility with silo teams and your CEO Use cross-functional teams and other strategic linking devices Foster communication across silos Select the right CMO role-- from facilitator to strategic captain Develop common planning processes Adapt your brand strategy to silo units Allocate marketing dollars strategically across silos Develop silo-spanning marketing programs In this age of dynamic markets, new media, and globalization, getting the different parts of your organization to collaborate is more critical--and more difficult--than ever. This book gives you the road map you need to accomplish that feat.