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International Marketing Strategy: Analysis, Development and Implementation
Major global events such as the COVID-19 pandemic and the UN Sustainable Development Goals have changed the business landscape with significant consequences for trade.Understanding such environmental issues, politics, economics and more, is critical in international marketing strategy. Fully updated and revised, the ninth edition of this popular text reflects the changing focus of international marketing and ensures students are fully up-to-date with the challenges posed by new patterns of development in global markets.It provides accessible content from around the world including newly emerging economies as well as explaining increasingly global risks and the role of digital developments.An exciting range of features including Management Challenges, Illustrations and contemporary case studies guide students through the complexities of international marketing as it responds to a rapidly changing environment.
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Contemporary Strategy Analysis
The updated new edition of the market-leading strategic analysis textbook, addressing the emerging challenges that businesses face in an increasingly complex and dynamic environment In Contemporary Strategy Analysis, expert strategist and lecturer Robert M.Grant equips management students and working professionals with the concepts, frameworks, and techniques needed to make better strategic decisions.Designed to be accessible to readers from different backgrounds and with varying levels of experience, this classic textbook combines a rigorous approach to business strategy with real-world examples of current practice and highly relevant case studies personally written by the author. Contemporary Strategy Analysis focuses on the essential tasks of strategy, showing readers how to use the tools of strategy analysis to identify, analyze, and exploit the sources of superior business performance to secure competitive advantage.The eleventh edition examines the role of strategy in a world reshaped by the Covid-19 pandemic and discusses a wide range of trending topics — such as the corporate social responsibility movement and environmental, social, and governance innovation — presented alongside fully integrated business models and up-to-date examples of business model innovation. Perfect for undergraduate and MBA students of business, Contemporary Strategy Analysis has also proven influential with consultants, executives, and others engaged in the strategic direction of a modern enterprise.
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Marketing Communications Management : Analysis, Planning, Implementation
Praise for the first edition: ‘An excellent text for exploring marketing communications in the 21st century.’ - Ann Torres, Lecturer in Marketing, National University of Ireland, Galway ‘First rate and comprehensive.This book has got it just right: a rich blend of academic underpinning and practical examples in a very readable style.’ - Martin Evans, Senior Teaching in Marketing, Cardiff Business School, University of Cardiff This book introduces the core components and concepts of marketing communications for those studying at both undergraduate and postgraduate levels.It covers essential topics such as advertising, direct marketing, corporate communications, public relations, product placement, sales promotion, social media, sponsorship and many more.The author provides a set of managerial frameworks that include analysis, planning and implementation to help prepare those who go on to strategically create and effectively manage marketing communications campaigns. Every chapter includes Snapshots that help you to apply theory to engaging real-world examples.These include: BMW, Harrods, Levi’s, Lynx, Tesco, Tencent, United Colors of Benetton and Wonga.Additionally, Stop Points encourage you to pause and critically reflect upon the topic for deeper learning and higher grades.The Assignment boxes invite you to test your knowledge in the form of a task based on what you have just read to also help push yourself further. The Companion Website includes longer case studies, video feeds and other useful web links, a larger glossary of key terms, and links to SAGE journal articles.Password-protected resources are also available to lecturers, including: PowerPoint slides, a tutor manual, activities for the classroom and indicative responses to the assignments and discussion questions provided in each chapter.
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Price Management : Strategy, Analysis, Decision, Implementation
In this book, the world’s foremost experts on pricing integrate theoretical rigor and practical application to present a comprehensive resource that covers all areas of the field.This volume brings together quantitative and qualitative approaches and highlights the most current innovations in theory and practice. Going beyond the traditional constraints of “price theory” and “price policy,” the authors coined the term “price management” to represent a holistic approach to pricing strategy and tactical implementation. They remind us that the Ancient Romans used one word, pretium, to mean both price and value. This is the fundamental philosophy that drives successful price management where producer and customer meet. Featuring dozens of examples and case studies drawn from their extensive research, consulting, and teaching around the world, Simon and Fassnacht cover all aspects of pricing following the price management process with its four phases: strategy, analysis, decision, and implementation.Thereby, the authors take into account the nuances across industry sectors, including consumer goods, industrial products, services, and trade/distribution.In particular, they address the implications of technological advancements, such as the Internet and new measurement and sensor technologies that have led to a wealth of price management innovations, such as flat rates, freemium, pay-per-use, or pay-what-you-want.They also address the emergence of new price metrics, Big Data applications, two-sided price systems, negative prices, and the sharing economy, as well as emerging payment systems such as bitcoin. The result is a “bible” for leaders who recognize that price is not only a means to drive profit in the short term, but a tool to generate sustained growth in shareholder value over the longer term, and a primer for researchers, instructors, and students alike. Praise for Price Management“This book is truly state of the art and the most comprehensive work in price management.” - Prof.Philip Kotler, Kellogg School of Management, Northwestern University “This very important book builds an outstanding bridge between science and practice.“- Kasper Rorsted, CEO, Adidas “This book provides practical guidelines on value creation, communication and management, which is an imperative for businesses to survive in the coming era of uncertainty.”- Dr. Chang-Gyu Hwang, Chairman and CEO, KT Corporation (Korea Telecom)
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Marketing Fashion Third Edition : Strategy, Branding and Promotion
Marketing Fashion is a practical guide to the fundamental principles of marketing, branding and promotion, from creating a customer profile to developing a brand identity.The book explains key concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market. For this third edition, examples drawn from a broad range of fashion, textile and retail have been updated to include more on social media and digital and emerging technologies, such as fashion in the metaverse.The updated text increases the focus on sustainability issues, while also tracing recent disruptions to traditional marketing frameworks such as degrowth.There are also more examples of global fashion weeks and brand collaborations.The book will appeal to students at degree or foundation level as well as those contemplating a career in the fashion industry. Chapters:Marketing TheoryThe Fashion MarketResearch & PlanningUnderstanding the CustomerBrandingPromotion
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Marketing Fashion, Second edition : Strategy, Branding and Promotion
Marketing and branding inform many of the strategic and creative decisions involved in fashion design and product development.Marketing is a vital component of the industry and an understanding of its importance and role is essential for those planning a career in fashion.Marketing Fashion, Second Edition is a practical guide to the fundamental principles of marketing and branding, from creating a customer profile to developing a brand identity.The book explains key theoretical concepts and illustrates how they are applied within the global fashion and retail industry, from haute couture to the mass market.All tools in the modern marketer's kit are discussed, from attending fashion fairs to viral marketing and online strategies. Using examples and case studies drawn from a broad range of fashion, textile, and retail businesses, students are led through the marketing process from initial consumer and market research to the creation of exciting marketing and branding campaigns.The book is designed to appeal to students at degree or foundation level as well as those contemplating a career within the fashion industry.
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An Analysis of Theodore Levitt's Marketing Myopia
Theodore Levitt’s 1960 article “Marketing Myopia” is a business classic that earned its author the nickname “the father of modern marketing”.It is also a beautiful demonstration of the problem solving skills that are crucial in so many areas of life – in business and beyond.The problem facing Levitt was the same problem that has confronted business after business for hundreds of years: how best to deal with slowing growth and eventual decline.Levitt studied many business empires – the railroads, for instance – that at a certain point simply shrivelled up and shrank to almost nothing.How, he asked, could businesses avoid such failures?His approach and his solution comprise a concise demonstration of high-level problem solving at its best.Good problem solvers first identify what the problem is, then isolate the best methodology for solving it. And, as Levitt showed, a dose of creative thinking also helps.Levitt’s insight was that falling sales are all about marketing, and marketing is about knowing your real business.The railroads misunderstood their real market: they weren’t selling rail, they were selling transport.If they had understood that, they could have successfully taken advantage of new growth areas – truck haulage, for instance – rather than futilely scrabbling to sell rail to a saturated market.
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Business Model Innovation : Concepts, Analysis, and Cases
Rooted in strategic management research, Business Model Innovation explores the concepts, tools, and techniques that enable organizations to gain and/or maintain a competitive advantage in the face of technological innovation, globalization, and an increasingly knowledge-intensive economy.Updated with all-new cases, this second edition of the must-have for those looking to grasp the fundamentals of business model innovation, explores the novel ways in which an organization can generate, deliver, and monetize benefits to customers.
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