Business to Business Marketing
“Business to Business Marketing” is the reference handbook for years in the French speaking countries. It encompasses the diverse BtoB contexts and combines the most recent academic research to the best business practices. Hence it is an operational guide to better adapt the marketing techniques and tools to professional targets. Written by experts, Business to Business Marketing provides all the steps of the Marketing Approach in an exhaustive and operational way: • The “surveys marketing” (market watch, innovation management, segmentation) • The “strategy marketing” (positioning, marketing plan and strategic matrices) • The “operational marketing” dealing with the elaboration of the offering (innovative product/service, pricing, sales management),and its valorization (communication, lobbying, networking). Moreover this book is enhancing the increasing role played by the final user in the BtoB value chain. Beside the direct customer organization, three other target types are to be taken into account: • The employees of the customer organization – B to B to Employee (BtoBtoE) • The consumers of the customer organization – B to B to Consumer (BtoBtoC) • The users of the customer organization (energy, transportation utilities, administration…) – B to Administration to User (BtoAtoU). In the business context, customers and diverse stakeholders as well might be targeted, especially in project marketing environment, and complex selling processes, both in terms of relational and transactional activities. Additionally, the recent trends in e-communication are developed, including the use of Internet and Social Medias. Pedagogically oriented, the book is user-friendly, based on numerous examples and business cases, from different sectors and companies (IT, telecom, building industry, aeronautics, catering, car equipment, consultancy, etc.). It presents a lot of visual illustrations. Each chapter encompasses questions and a dedicated business case, delivering an efficient and attractive handbook. Version numérique disponible sur la plateforme NOTO
Strategic Integrated Marketing Communication
Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. This comprehensive new textbook deals with all aspects of Integrated Marketing Communication from a strategic perspective.
B to B Branding
BtoC brands have already reached a maturity stage while BtoB brands remain in a fast-growing stage, both in terms of marketing & brand manager positions and in terms of allocated budgets for brand promotion. Consequently, one of the main goals of this book is to provide companies, schools and universities support to better promote their brands. Many organizations are subcontractors depending on their ability to win request for proposals. Without a brand strategy, the candidate company stays invisible in the value chain: no name, no gain! The challenge for organizations is to win the “battle for visibility” in order to put an end to their anonymity status (simple technical partner). From then on, they have to create value through a fitted professional branding policy. There are two ways to create value: the first one comes directly from the selling of products / services made under the brand promoted; the second one comes from the new value of brand funds. In all business sectors and geographic areas, the proportion of intangible assets (brands and patents) keeps increasing in the general company value, to the expense of tangible assets. BtoB brands have to be in sync with this structural evolution. By integrating the latest practices and research results, this academic-rooted book meant for functional purposes defines new strategic paths aiming at managing the B to B brand policy depending on the final target. For the first time, a synthetic and clearly B to B oriented approach offers useful and practical perspectives meant for brand management: BtoB: the target is the client organization and it is impossible to precisely identify the individual beneficiaries BtoBtoC: the brand addresses the client’ consumers of the final products (manufactured by the client organization). This approach is characterized by the strong prescription role of the client company’s marketing department and can be part of a vertical co-branding. BtoBtoE: the final customers of the brand are the employees of the public or private client organization. The goods and services are sold to the latter but are meant for the company’s employees use. In this approach the Human Resources department can have a prescription role. BtoAtoU: The brand does not target a consumer but a user (sometimes called road-user in public transportations). Lobbying techniques are particularly effective in this case. In 10 chapters the characteristics of B to B are dealt with (Chapter 1) particularly those related with the purchase decision process (Chapter 2) and those related to communication means (Chapter 3). The B to B brand (Chapter 4) can exclusively address client (Chapter 5) or be integrated in the professional client’s offer meant for the final consumer in accordance with a BtoBtoC logic (Chapter 6). It can be inserted in more complex transactions with local collectivities addressing citizen-users on the BtoAtoU mode (Chapter 7). It can also be part of a relationship with the client company and its associates in a BtoBtoE approach (Chapter 8). Finally, many « mixed » brands can be classified in both B to C and B to B categories (Chapter 9). Developing an efficient B to B brand strategy boils down to controlling it entirely, from co-branding to by-products management, depending on the final targets (Chapter 10). Aside from functional recommendations, this book contains many examples illustrating these diverse BtoB approaches. Companies such as Atos, Sperian, BVA, JC Decaux, Dupont Protection, Tyvek, Airbus, Thales, Altran, Essilor-Varilux, Gore-Tex, PWC, Sodexo, Kimberly-Clark, Acova, Air Liquide, Tetra Pak, Serflex, Elis, Intel, Latécoère, Nomen, Technal, Tekelec, Veolia, Valeo, Vinci, Eiffage, Legrand, Lycra, 3M, Adobe, Adecco, Arkema portray the notions and techniques developed. By contacting in priority current strategic executives (CEO, Marketing & Business Development Director, Brand Manager) and future strategic executives (MBA executive programs), this book provides useful practical tools to teachers and university/business and management school/engineering school students who wish to master brand policy in the BtoB context.
Principles of Marketing Student Value Edition
Philip T. Kotler A été écrit sous une forme ou une autre pendant la plus grande partie de sa vie. Vous pouvez trouver autant d'inspiration de Principles of Marketing Student Value Edition Aussi informatif et amusant. Cliquez sur le bouton TÉLÉCHARGER ou Lire en ligne pour obtenir gratuitement le livre de titre $ gratuitement.
Category Management in Purchasing
Category Management in Purchasing is a comprehensive guide to strategic category management, providing a step-by-step guide to its implementation and use. This book provides the necessary tools, techniques and applications that will enable the reader to implement this cost saving purchasing method. The 3rd Edition of Category Management in Purchasing has been rigorously updated to reflect latest thinking in the field. Jonathan O'Brien shows how a strategic approach needs to work effectively together with other approaches, such as Supplier Relationship Management. He has added important sections on governance, included more supplier and supply chain tools, and introduced a pragmatic route for smaller businesses or those who need step-by-step advice. The book provides case studies of real companies, including: IKEA, The Body Shop, NHS, Heinz, Cardiff Council, and GlaxoSmithKline.
Making Buying Decisions 3rd Edition
This text is designed for use in a buying course with a heavy math emphasis. The book first presents merchandising concepts in a simple, understandable way and shows students how they can use computerized spreadsheets to perform related merchandising math operations. Activities then ask the student to apply what they've learned by solving merchandising problems using spreadsheets that are included on the enclosed CD-Rom. Students will learn how the computer can help minimize the time it takes to perform repetitive calculations. By constructing and using spreadsheets for each mathematical operation, they will develop a better understanding of the merchandising concepts they're studying. This manual is designed to accompany the text Retail Buying, also by Richard Clodfelter.New to this Edition -- New and revised mathematical assignments -- Blank assignment forms included on the CD-Rom -- Increased coordination with companion text Retail Buying: From Basics to FashionCD-ROM Features-- Microsoft Excel® spreadsheets containing formulas -- PC and Mac compatible -- Instructor's Guide includes teaching suggestions, goals, & lecture outlines
Strategic Integrated Marketing Communications
This exciting and comprehensive new textbook deals with all aspects of integrated marketing communication from a strategic perspective. Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. The book shows clearly that this is rarely achieved in organisations where the needs of the brand can become lost in managerial needs to pursue IMC budgets- i.e. the share of the internal pie is more important than the external impact. It demonstrates that IMC is not just the utilisation of multiple communications options in a campaign but depends on- * Effective brands having the right positioning and brand attitude * The use of IMC to ensure that that all aspects of the brand communications reinforce the brand message consistently * That IMC is ensures that all marketing communications for brands also support the company's overall identity, image and reputation
Advanced Corporate Finance
The first book devoted exclusively to modern advanced corporate finance, this volume provides a comprehensive exploration of theoretical and empirical literature on corporate financial policies and strategies—particularly those of U.S. nonfinancial firms—defined in rational, economic terms. Throughout, Cases in Point show theory in relation to financial decisions made by specific firms; and Real-World Focus highlights numerous articles from the financial press, providing insights from practitioners' points of view. Empirical Perspectives On The Financial Characteristics Of Publicly Traded U.S. Nonfinancial Firms. Valuation And Financing Decisions In An Ideal Capital Market. Separation Of Ownership And Control, Principal-Agent Conflicts, And Financial Policies. Information Asymmetry And The Markets For Corporate Securities. The Roles Of Government, Securities Markets, Financial Institutions, Ownership Structure, Board Oversight, And Contract Devices. The Leverage Decision. Analyses Of The Firm And The Valuation Of Equity And Debt. Industry Analysis And Financial Policies And Strategies. The Firm's Environment, Governance, Strategy, Operations, And Financial Structure. Market Efficiency, Event Studies, Cost Of Equity Capital, And Equity Valuation. Corporate Bonds: Terms, Issuance, And Valuation. Private Equity And Venture Capital. Initial Public Offerings Of Stock. Managing Internal Equity And Seasoned Equity Offerings. Dividend Policy And Stock Repurchases. Corporate Liabilities: Strategic Selections Of Lenders And Contract Terms. Mergers, Acquisitions, Takeovers, And Buyouts. Financial Distress And Restructuring. Debt Restructuring, Being Acquired, Bankruptcy, Reorganization, And Liquidation. Organizational Architecture, Risk Management, And Security Design. For CEOs and CFOs of corporations, senior lending officers at commercial banks, and senior officers and analysts at investment banks.
Building and maintaining a customer-centered enterprise cost-effectively is a hot topic and key business issue. This book provides the definitive work on how to derive return from investment. It shows readers strategies for successful CRM implementation into a company, and how to achieve a good ROI through CRM, and also details best practices.