Thesis (M.A.) from the year 2013 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 88.3, The University of Liverpool (School Of Management), course: MASTER OF SCIENCE IN GLOBAL MARKETING, language: English, abstract: The exponential growth of trade liberalization, the global economic policies, the uncertainty in international markets, and the lack of competitiveness of the Mexican business sector, have had negative impact over the Mexican SMEs, over the past three decades. In this sense, the lack of competitiveness is the main reason why 80% of SMEs fails in the first five years and 90% during the ten first years.Competitiveness is an imperative issue for all the countries in order to maintain or increase high levels of income and employment, and it can only be achieved through diversification, keeping away from the dependence on primary-commodity products and moving up to marketing and branded products. This research investigated the problem of the loss of competitiveness of Mexican SMEs, from the point of view of marketing and brand management, and its main objective is to find the kind of marketing management and branding deficiencies, which are preventing the competitiveness of Mexican SMEs against the global competition.A triangulation methodological approach (quantitative & qualitative) was used, included questionnaires and group interviews with Mexican SMEs business leaders, in order to get first-hand...
Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnout Design «continuous» marketing programs and campaigns that constantly evolve Drive growth with more marketing experiments while actually reducing risk Architect marketing capabilities in layers to better scale and adapt to change Balance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.
The latest best practice guidance on all aspects of global strategic sourcing-including environmental and international issues Strategic Global Sourcing Best Practices covers the latest trends and leading edge processes in global strategic sourcing, including supply management, t, sustainability, financial decisions, risk management, and international strategies. Offers the latest trends and guidance for sourcing and supply managers Features coverage of understanding sourcing, procurement and supply management, procurement and best business practices, best practices in sourcing management and global sourcing management, financial strategies for sourcing, responsible procurement,diversity procurement, managing risk, supplier selection, project management for procurement and supply managers, managing supplier relationships, international sourcing, managing supplier relationships supply management operations, With the rise of global supply chains, environmental/sustainability concerns, and constantly evolving technology, the time is right for understanding Strategic Global Sourcing Best Practices.
Seminar paper from the year 2014 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: B+, National University of Modern Languages, Islamabad (Institute of Business Management), course: MBA, language: English, comment: The paper got distinction in the batch, abstract: Presence of a well-designed marketing plan holds a pivotal position for the success of any product or service supplied in the market. It entails all the necessary arrangements ranging from the 4 Ps of marketing management to overall management of the products involved. The paper tends to bring forward the goals and objectives of marketing for the company, while also analyze the overall marketing strategy of the company. Nevertheless, coming up with a well-structured marketing plan is a way more challenging job, which is easier said than done. It can be considered as the backbone of profit making for any business, and ensures its long-term survival within a market. With the simultaneous transitions in global business practices, market trends, consumer behavior and Information and Communication Technology, survival in within a highly competitive market is becoming more and more difficult. In order to cope with these rising challenges, scholars and researchers have devised several analytical tools that enable a great deal in establishing a profit-yielding marketing plan.This marketing plan has been developed for the Cinnabon Company's signature Cinnam...
Strategic Marketing Management: The Framework delineates the fundamentals of marketing strategy, offers a systematic approach to 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. In addition to theory, this book offers 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 contained in this volume is organized into five major parts. The first part defines the essence of marketing as a business discipline and outlines an overarching framework for marketing management that serves as the organizing principle for the information presented in the rest of the book. We discuss the role of marketing management as a value-creation process, the essentials of marketing strategy and tactics as the key components of a company’s business model, and the process of developing an actionable marketing plan. Part Two covers issues pertaining to the development of a marketing strategy that will guide the company’s tactical activities. Here we focus on three fundamental aspects of a company’s marketing strategy: the identification of target customers, the development of a customer value proposition, and the development of a value proposition for the company and its collaborators. Part Three focuses on...
Event management has a language all its own, one that is expanding rapidly as the event marketplace keeps pace with today's increasingly global economy. Because effective communication is the key to successfully researching, designing, planning, coordinating, and evaluating special events, it is essential to keep pace with the latest terminology. This invaluable reference helps you remain fluent in the language of event management by giving you quick access to the terms, phrases, and concepts you need to know to do your job well. Features include: - Entries updated and expanded with the help of event professionals from around the world. - New coverage of catering, marketing, proposal writing, technology, and other important areas. - A new section featuring terms grouped according to the key CSEP-identified categories: administration, coordination, marketing, and risk management.
The marketer's guide to modernizing platforms and practices Marketing in the digital era is a whole new game: it's fundamentally about competing on the customer experience. Marketers must integrate a complex set of technologies to capture the customer's digital body language—and thereby deliver the right experiences, at the right times, via the right channels. This approach represents a formidable technological and practical challenge that few marketers have experience with. The methods that enable marketers to meet this challenge are emerging from an unexpected place: the world of software development. The Agile methodologies that once revolutionized software development are now revolutionizing marketing. Agile provides the foundation for alignment between the marketing and product management sides. It can unleash a whole array of new marketing opportunities for growth hacking as well as for «baking» marketing directly into your products or services. Beyond that, as a discipline it can serve as a bridge to strategic alignment, positioning the chief marketing officer alongside the chief product officer as the two primary drivers of the business. Written by a premier practitioner of modern marketing, this book will provide you with: Insights on the evolution of product development and management in the organization—and why marketing must partner with them in the new era An understanding of Agile methods and their application to marketing A plan for integrating Agile with your traditional methods Tactics to drive alignment with product management A pathway to becoming the steward of customer experience Rich with examples, case studies, illustrations, and exercises drawn from the author's wide-ranging experience (from startups to a top global technology company), The Agile Marketer will help you transform marketing in your organization, in spirit and practice—and help realize its critical roles in product management and the customer experience.
Research Paper (postgraduate) from the year 2012 in the subject Business economics - Business Management, Corporate Governance, , course: interkulturelles Management, language: English, abstract: The global diversity management challenge's importance in our time requires a scientific approach to be dealt with effectively that does not preclude human creativity and ethics either.
Provides an international and management perspective on the field of corporate communication Corporate communication plays an important role in higher-level management to help build and preserve a company’s reputation. This intangible yet valuable asset determines the net worth of a company and affects the success of its operations. Corporate Communication: An International and Management Perspective introduces readers to the broad environment of the modern extended organization and provides an understanding of the globalization process. It describes how economic, political, and cultural features of a country affect company decisions and communication and discusses various communication disciplines and practices that are employed in programs and campaigns. This book addresses the key management issues of sustainability and technology and innovation. It also emphasizes the importance of why corporate communication must be seen as a management function and not restricted to a communication process. Presented in five parts, Corporate Communication offers comprehensive chapters covering: The Domain of Corporate Communication; Strategic Application of Communication Practices; International Perspective; Key Management Issues of Sustainability and Technology; and Corporate Communication Contribution to Management. The foundation of Corporate Communication is public relations but also included is the entire range of communication practices and the contribution to management decision making. Conceptualizes corporate communication as a strategic management function which helps management recognize, adjust to, and construct policy related to global issues Emphasizes the critical role that corporate communication plays in making corporate decisions and behaviors more socially responsible and sustainable Demonstrates how corporate communication draws on public affairs, marketing and social media in its strategic planning Emphasizes the critical importance of relationships to corporations and their effect on reputation Provides numerous examples of cases of global problems and how corporations have responded to them Corporate Communication is intended for upper-level undergraduate and graduate students in schools of communication and schools of business and management who want to extend their competence to the global arena and to combine the various communication practices to design strategic programs and campaigns. Course titles include corporate communication, international public relations, corporate public affairs, global marketing communication, global corporate communication, and social media.
Scientific Study from the year 2012 in the subject Sport - Sport Economics, Sport Management, , language: English, abstract: This study looks at global sports and more specifically at global soccer from historical, cultural, economic, social, strategic/tactical and civilization perspectives. Sports as a global management phenomenon and practice are contextualized in a global transcultural management framework. Its aim is the optimum use of cultural diversity and to create awareness of divisive dimensions in global sports, while it offers a consistenet approach to the integration of divisive tendencies in the global world of sports. This will in turn sustainably affect other domains of the globalizing world.
Seminar paper from the year 2016 in the subject Business economics - Business Management, Corporate Governance, grade: 1,3, FOM Hochschule für Oekonomie und Management gemeinnützige GmbH, Hochschulstudienzentrum Freiburg (MBA), course: MBA, language: English, abstract: The idea of globalization has been evolving for centuries and still has not stopped. Visionary enterprises have recognized that competitive advantages can be gained with an effective globalization strategy. Many companies have established recognizable competitive advantages in their industry, but to be part of the global arena they spent many years in learning and implementing their global business models. These global activities can include developing strategic alliances with overseas development and marketing partners, off shoring and outsourcing of their product and service development process, moving operations to other countries, and acquiring companies.As a result of globalization the competition for global acting companies has changed markedly. The increasing complexity of products and processes, increased environmental and market dynamics, shorter product life cycles, and increasing customer expectations are just some of the current trends. These developments affect the entire organization with all its strategic and operational activities. Thus, the quality manage-ment (QM) of global acting companies faces new challenges were established methods and approaches often reach their limits.
This is the seventh edition of International Management Behavior, an established text for students and executives developing the knowledge, perspective and skills required for leading and managing people in global business. This guide provides a comprehensive overview of international management, structured around the core challenges and opportunities faced by global managers. This encompasses: the role of the global manager, working on an individual and organizational level, and understanding how to manage a diverse workforce. Individual chapters address key subjects, including: the global mindset, working effectively across cultures, strategy execution, change management and working in global teams. This edition has been thoroughly updated to reflect recent developments in ethics and corporate sustainability. Based on over 40 years of teaching and research, International Management Behavior 7e is designed to stimulate and facilitate learning. This text combines a wealth of theoretical knowledge with current real-world examples across a range of cultures and industry sectors. The authors focus on research that provides the most immediate, practical guidance for managers, with well-chosen examples to demonstrate practical implementation and bring key concepts to life. To accompany the revised and updated seventh edition of International Management Behavior, updated instructor support material has been supplied at www.wiley.com/go/lane7e, including PowerPoint slides and teaching notes. This instructor site has been designed in conjunction with the main text to assist the teaching and development of global leaders.
A comprehensive, one-stop reference for cutting-edge research in integrated risk management, modern applications, and best practices In the field of business, the ever-growing dependency on global supply chains has created new challenges that traditional risk management must be equipped to handle. Handbook of Integrated Risk Management in Global Supply Chains uses a multi-disciplinary approach to present an effective way to manage complex, diverse, and interconnected global supply chain risks. Contributions from leading academics and researchers provide an action-based framework that captures real issues, implementation challenges, and concepts emerging from industry studies.The handbook is divided into five parts: Foundations and Overview introduces risk management and discusses the impact of supply chain disruptions on corporate performance Integrated Risk Management: Operations and Finance Interface explores the joint use of operational and financial hedging of commodity price uncertainties Supply Chain Finance discusses financing alternatives and the role of financial services in procurement contracts; inventory management and capital structure; and bank financing of inventories Operational Risk Management Strategies outlines supply risks and challenges in decentralized supply chains, such as competition and misalignment of incentives between buyers and suppliers Industrial Applications presents examples and case studies that showcase the discussed methodologies Each topic's presentation includes an introduction, key theories, formulas, and applications. Discussions conclude with a summary of the main concepts, a real-world example, and professional insights into common challenges and best practices. Handbook of Integrated Risk Management in Global Supply Chains is an essential reference for academics and practitioners in the areas of supply chain management, global logistics, management science, and industrial engineering who gather, analyze, and draw results from data. The handbook is also a suitable supplement for operations research, risk management, and financial engineering courses at the upper-undergraduate and graduate levels.