Dennis J. Cahill's Books

Internal Marketing

Your Company's Next Stage of Growth

By: William Winston,Dennis J Cahill

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Internal Marketing

Your Company's Next Stage of Growth

By: William Winston,Dennis J Cahill

In today's business world, competence is no longer enough in an employee;competent employees are merely a starting point. Internal Marketing: Your Company's Next Stage of Growth details how you can improve employee effectiveness and therefore business—by marketing your firm to employees so they can more effectively serve outside customers and consumers. Employees need to be knowledgeable about their firm and confident in it and its products and services in order to perform their duties in an optimal manner. From this book, you will gain a thorough knowledge and understanding of the concept of internal marketing, how it can be implemented, and the benefits that will result.

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Page Count

178

Publisher

Routledge

Published Date

ISBN 10

1136459391

ISBN 13

9781136459399

How Consumers Pick a Hotel

Strategic Segmentation and Target Marketing

By: William Winston,Dennis J Cahill

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How Consumers Pick a Hotel

Strategic Segmentation and Target Marketing

By: William Winston,Dennis J Cahill

Venture through the pages of How Consumers Pick a Hotel to learn the steps of selecting a target and using consumer behavior applications to segment the market to reach your target. Much as a consumer goes through the process of selecting a satisfying hotel, you can choose to use the information provided to make your hospitality career relaxing and satisfying. When you finish this fantastic reading journey, you’ll be prepared to offer services that meet the public’s demands, and you’ll possess the prerequisite knowledge and skills for developing your own strategic approach to a target market. As the many methods of segmentation are discussed in detail, you will also learn effective strategies for communicating with multiple segments. Ideal as a supplementary text for marketing and hospitality marketing courses, How Consumers Pick a Hotel provides a concise overview of consumer behavior and intertwines marketing theory with sound ways in which to implement the theory. This will both orient you and give you a solid base for understanding the principles in question. You will quickly grasp the various methods of segmentation, and the book’s “real-life” segmentation schemes will teach you how to apply them in day-to-day business.As the many methods of segmentation are discussed in detail, you will learn effective strategies for communicating with multiple segments. In the end, you will have acquired the prerequisite knowledge and skills for developing your own strategic approach to a target market. How Consumers Pick a Hotel is suitable both as a reference guide for practicing marketing managers and hospitality professionals who specialize in marketing and as a companion text for graduates and undergraduates who need to know the ABCs of target marketing. You’ll turn to it again and again for guidance and practical, easy suggestions!

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Page Count

209

Publisher

Routledge

Published Date

ISBN 10

1136374590

ISBN 13

9781136374593

Squeezing a New Service Into a Crowded Market

By: Dennis J. Cahill

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Squeezing a New Service Into a Crowded Market

By: Dennis J. Cahill

Squeezing a New Service Into a Crowded Market begins to answer the question of how to successfully offer another service in what appears to be an already crowded market. Is there room for one more hospital? Another law firm? Another newspaper? Another spreadsheet? Yes, according to Dennis Cahill. He shows readers how--through theory and case studies--to define, produce, and market a new service in a field where there already exists a similar service. He provides a roadmap for successful planning and introduction of new services. This roadmap uses perceptual mapping and case applications to show how adding a new service should and should not be done. Perceptual mapping is fully described and its use to find gaps in the service coverage is detailed. Three case studies of services which have been introduced into crowded markets are used to show how and how not to offer a new service. Cahill looks at these services from the perspective of customer design and internal development. Both practitioners of services marketing and advanced marketing students who want the "real world" application of the marketing theory learned in the classroom can benefit from Squeezing a New Service Into a Crowded Market. Part I explores the research necessary to utilize Cahill's approach. In Part II, Cahill presents detailed case examples from his own files of how various services were offered to crowded markets--and all failed. These case analyses dissect the failures, explain where, why, and how they failed, and interpose what could and should have been done to prevent--or at least reduce the probability of--a failure. Readers will clearly see the common thread running through these failures and will be able to avoid failures of their own. Part III deals with innovation and how to handle it in a service firm.

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Page Count

186

Publisher

Psychology Press

Published Date

ISBN 10

1560249390

ISBN 13

9781560249399

Attrition in the Pharmaceutical Industry

Reasons, Implications, and Pathways Forward

By: Alexander Alex,C. John Harris,Dennis A. Smith

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Attrition in the Pharmaceutical Industry

Reasons, Implications, and Pathways Forward

By: Alexander Alex,C. John Harris,Dennis A. Smith

With a focus on case studies of R&D programs in a variety of disease areas, the book highlights fundamental productivity issues the pharmaceutical industry has been facing and explores potential ways of improving research effectiveness and efficiency. Takes a comprehensive and holistic approach to the problems and potential solutions to drug compound attrition Tackles a problem that adds billions of dollars to drug development programs and health care costs Guides discovery and development scientists through R&D stages, teaching requirements and reasons why drugs can fail Discusses potential ways forward utilizing new approaches and opportunities to reduce attrition

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Page Count

370

Publisher

John Wiley & Sons

Published Date

ISBN 10

1118679679

ISBN 13

9781118679678

Lifestyle Market Segmentation

By: Art Weinstein,Dennis J. Cahill

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Lifestyle Market Segmentation

By: Art Weinstein,Dennis J. Cahill

The latest marketing guide from expert Dennis Cahill—that teaches how to effectively use lifestyle segmentation for marketing strategies Lifestyle Market Segmentation gives author and marketing expert Dennis Cahill the chance to put his nearly 30 years of marketing and teaching experience to practical use—to clearly explain the process of market segmentation and its applications. This text goes beyond the obvious demographic and/or geographic categories to get at the “whys” of customer behaviors, carefully reviewing every facet, from theory to the exploration of applications. Step by step, this easy-to-understand book, written by the author of How Consumers Pick a Hotel: Strategic Segmentation and Target Marketing and other classic marketing books, walks readers through the process, giving real-life examples as illustration as it provides the tools to effectively market by lifestyle segment in today’s competitive marketplace. Market segmentation research examines a broad range of demographic and psychographic information that can provide strategies to target both current and potential markets. This helpful guide comprehensively reveals how to gather and effectively use this crucial type of research. Lifestyle Market Segmentation consists of three main parts. The first part discusses segmentation theory and various methods for segmentation. The second part explores applications of lifestyle segmentation based on case studies. The last section focuses on ways to market products and services to the various segments discovered by the applications. This invaluable text is extensively referenced and includes several tables and figures to clarify concepts and data. Lifestyle Market Segmentation discusses in detail: the concept of market segmentation criteria for segmentation schemes types of nonlifestyle segmentation geodemographic segmentation psychographics the List of Values (LOV) guidelines for effective use of psychographics lifestyle target segments the Tribes segmentation scheme the Myers-Briggs Type Indicator life-stage segmentation illustrative real-life case studies Lifestyle Market Segmentation is an enlightening resource that is certain to be used again and again, and makes essential reading for managers, educators, and students.

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Page Count

173

Publisher

Routledge

Published Date

ISBN 10

1136773789

ISBN 13

9781136773785

Book's by Dennis J. Cahill

Internal Marketing

Internal Marketing

How Consumers Pick a Hotel

How Consumers Pick a Hotel

Squeezing a New Service Into a Crowded Market

Squeezing a New Service Into a Crowded Market

Attrition in the Pharmaceutical Industry

Attrition in the Pharmaceutical Industry

Lifestyle Market Segmentation

Lifestyle Market Segmentation

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