This book represents the work of some of the contemporary world leaders in marketing. The contributors are authors of a set of path-breaking books on marketing. To ensure sufficient depth of coverage, the contributors have taken the essence of their earlier books and combined it with their latest understanding and cases. This has served to enhance the content and put it in the readers’ current context. It is common knowledge that keeping pace with the growing application of marketing requires a novel approach. With new ideas and nuances being discovered every day, it has become a real challenge for marketers and students of marketing to keep up to date on important contemporary marketing concepts. Given its unique approach and thoughtful curation, this book presents readers with diversity of perspectives along with a unique depth of thinking.

Effective marketing tactics and strategies for professional service providers If you own and operate your own professional services firm—in accounting, finance, law, or another field—you know just how important marketing is to the success of your business. If you can't get your name out there, you won't have any customers to call your own. This handy guide offers a comprehensive plan for attracting and acquiring clients for small and even one-person firms—no marketing degree required. The strategies and tactics here are fun, easy-to-understand, and doable right now. All you need to bring is enthusiasm and commitment. You'll learn how to identify potential clients, explain why you're their best choice, grow your market share, get great referrals, designate which clients are long-term, profitable keepers, and much more. Features easy-to-implement marketing tactics and strategies for small professional services firms in any industry Ideal for anyone who runs a small firm, as well as professionals in larger firms who want to climb the ladder Shows readers with no marketing background how to boost their businesses Negates the need for expensive and often ineffective external marketing or sales consultants or branding and public relations firms For anyone who runs their own firm, Professional Services Marketing Wisdom offers unbeatable guidance on attracting and keeping the clients that small firms need to survive and thrive.

Marketing theory is often developed in isolation not collaboration; theoretical perspectives sometimes are ignorant of the diversity of marketing practice. In “The roots and uses of marketing knowledge: a critical inquiry into the theory and practice of marketing”, the author engages with the vital conversation about how marketing knowledge is created, disseminated and consumed, looking beyond the traditional reification of practice in theory and verification of theory in practice. The ontology of this work is anchored in subjective individual meaning; the epistemological stance assumes that this meaning is socially constructed. Consequently, rich empirical data, grounded in the context of experiential evidence, is extracted from a comprehensive range of marketing constituencies: academics, practitioners, managers, consultants, authors, lecturers and students. In its examination of the polarities, hybridity and iterative flow of marketing knowledge creation and consumption, this text posits a cohesive argument for a theory/practice bipartite fusion not dichotomy, adding valuable insights into the textual, contextual and pedagogical representations of marketing knowledge. The history and future of marketing knowledge is examined with the aid of instructive illustrations and insightful first-hand experience. Drawing on extensive qualitative research from a broad range of influential producers and vital consumers, Dr. Smith presents a relevant, exciting marketing knowledge framework which will be a vital resource for academics, students and practitioners.

The primary focus of this book is on building up a conceptual framework for developing marketing strategies for the corporate enterprise. The book offers an insight into each facet of the marketer’s role in relationship to an organization. It highlights the knowledge, the skills and the competencies necessary for marketers to succeed in today’s competitive world, and bridges the gap between the theory of marketing and the realities of the high-tech market. This NEW edition includes comprehensive coverage of the funda-mentals of marketing and a discussion on market-focused business strategy. It offers several case study scenarios that let students analyse decisions and practices of marketing wisdom. There is a series of chapter vignettes on contemporary issues in marketing. Chapter-end self-testing material includes a summary, numerous review questions and several discussion questions to help students understand the major concepts and tools of marketing. This book is primarily written for postgraduate students of Business Administration (MBA) for courses in Principles of Marketing/Marketing Management. This book can also be used to advantage by undergraduate students of Business Administration (BBA) for courses in marketing, and by students of engineering where an elective course on Marketing Management is prescribed.

Until now, business systems have focused on selected data within a certain context to produce information. A better approach, says Thierauf, is to take information accompanied by experience over time to generate knowledge. He demonstrates that knowledge management systems can be used as a source of power to outmaneuver business competitors. Knowledge discovery tools enable decision makers to extract the patterns, trends, and correlations that underlie the inner (and inter-) workings of a company. His book is the first comprehensive text to define this important new direction in computer technology and will be essential reading for MIS practitioners, systems analysts, and academics researching and teaching the theory and applications of knowledge management systems. Thierauf centers on leveraging a company's knowledge capital. Indeed, knowledge is power—the power to improve customer satisfaction, marketing and production methods, financial operations, and other functions. Thierauf shows how knowledge, when developed and renewed, can be applied to a company's functional areas and provide an important competitive advantage. By utilizing some form of internal and external computer networks and providing some type of knowledge discovery software that encapsulates usable knowledge, Thierauf shows how to create an infrastructure to capture knowledge, store it, improve it, clarify it, and disseminate it throughout the organization, then how to use it regularly. His book demonstrates clearly how knowledge management systems focus on making knowledge available to company employees in the right format, at the right time, and in the right place. The result is inevitably a higher order of intelligence in decision making, more so now than could ever have been possible in even the most recent past.

Make Your Business Purposeful and Profitable At its best, business is both purposeful and profitable, dynamic and gainful, commercial and rewarding. Far from being opposites, good business and good behavior go hand-in-hand, and biblical principles can align with best practices. In Wisdom-Based Business, marketing and supply-chain professor Hannah J. Stolze draws principles from the Bible's wisdom literature and from evidence-based research to create a framework for business that is oriented toward excellence and sustainability. This book addresses import issues such as: The virtue of profit Servant leadership Wisdom-based values, such as long-term over short-term, stakeholders, and quality Beneficial outcomes of wisdom-based business, including reputation and comparative advantage The ultimate outcome of eternal impact Intended for business students and working professionals alike, Wisdom-Based Business demonstrates how to pursue profitability to the honor and glory of God. Unique among Christian books on business, it helps readers make the right decisions in business by presenting: Biblical Principles. Drawing upon the Bible's wisdom literature, each topic addressed is undergirded by insights from Scripture. Evidence-Based Research. Recommendations are thoroughly grounded in the best and latest research in the field. Case Studies: Each chapter demonstrates how the principles can be lived out in the real world, amid the inevitable challenges and competition all business confronts. Any Christian who works in the marketplace or is training to work in the marketplace will benefit from Wisdom-Based Business' practical guidance on how to reflect Christian values in their corporate tasks and strategies--and on how those values can be not hindrances but keys to success.

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Without question, Starbucks Coffee is one of the greatest business success stories of the past decade. Since going public in 1992, it has grown yearly revenues to more than $6.5 billion, achieved a stock price increase of more than 6,500%, and opened over 11,000 locations worldwide. But for a company that has accomplished so much, outsiders really know very little about the Starbucks secrets to success. That’s because much of the company’s sage advice and weathered truisms exist solely in the hearts and minds of longtime Starbucks employees. This so-called “tribal knowledge” includes pithy quotes uttered by Starbucks executives, mantras used by Starbucks project groups, learnings from failed pilot programs, and “ah-ha” moments from successful projects. It’s company stories passed down from one generation of employees to the next. It’s intense. It’s poignant. It’s thought provoking. It’s actionable. It’s a language of Starbucks “tribal knowledge” that has never been written – only spoken – and only within the Starbucks tribe. Until now. In Tribal Knowledge: Business Wisdom Brewed from the Grounds of Starbucks Corporate Culture, longtime Starbucks marketer John Moore shares untold, behind-the-scenes stories of the processes, the programs, and the products that have made Starbucks a remarkable business success, including: · Why Starbucks was purpose driven to make a difference in the world. · How Starbucks goes beyond simply having a mission statement to living its mission statement. · How the Starbucks principled, innovative, and cause-related approach to marketing built an endearing and enduring brand. · Why efforts to extend the Starbucks brand into lifestyle offerings such as a literary magazine and full-service restaurants failed. · How the Starbucks approach to employee career growth has created a passionate workforce. · How to apply the Starbucks “tribal knowledge” to your business, entrepreneurial venture, or project group. Tribal Knowledge gives you unprecedented access to the many business lessons that helped Starbucks find prosperity by selling a commodity – all from a marketer who lived inside the Starbucks tribe.

Marketing is a way of doing business. It is all pervasive, a part of everyone’s job description. Marketing is an expression of a company’s character, and is a responsibility that necessarily belongs to the whole company and everyone in it.

In Business Mensch, Noah Alper gives you the practical skills you need to make your business the best, while exploring larger questions of morality and work satisfaction. Learn entrepreneurship from a business leader with 35 years of experience and start down a path to success using timeless wisdom as your guide. Just as Noah's Bagels with its distinctly Jewish roots appeals to all kinds of appetites, Business Mensch provides nourishment for a variety of readers, helping them excel in both business and life. Business Mensch has been awarded a silver medal in the category of Business Ethics in the 2010 Axiom Business Book Awards! Designed to honor the year's best business books and their authors and publishers, The Axiom Business Book Awards are intended to bring increased recognition to exemplary business books and their creators, with the understanding that business people are an information-hungry segment of the population, eager to learn about great new books that will inspire them and help them improve their careers and businesses.