This book provides practitioners with a basic understanding of strategy and the process of strategic management. Using academic foundations and best practices from business life, the authors present the most important strategy tools and how they interact. The book gives a concise overview over the focal areas and considerations of strategy in practice. It enables managers to analyze and interpret business information with regard to the underlying strategic notions. A hands-on introduction to strategic management by leading marketing authority Philip Kotler, top management consultancy founder Roland Berger, and strategy expert Nils Bickhoff.
What actually is marketing? Many people think of marketing as only sales and advertising because every day we are bombarded with TV commercials, flyers, catalogues, sales calls, and commercial e-mail. However, selling and advertising are only one element of marketing. Today, marketing must be understood not in the old sense of making a sale but in a contemporary and holistic sense of satisfying customer needs. In this book the authors develop the Quintessential Marketing Arena by following the logic of the three major steps of the marketing process. Along this process they present the fourteen most important marketing instruments that occur during this process. Having read this book: You will have a basic understanding of marketing and the process of marketing management You will know the most important marketing instruments and how they interact You can develop your own marketing plan based on the Quintessential Marketing Arena
What actually is marketing? Many people think of marketing as only sales and advertising because every day we are bombarded with TV commercials, flyers, catalogues, sales calls, and commercial e-mail. However, selling and advertising are only one element of marketing. Today, marketing must be understood not in the old sense of making a sale but in a contemporary and holistic sense of satisfying customer needs. In this book the authors develop the Quintessential Marketing Arena by following the logic of the three major steps of the marketing process. Along this process they present the fourteen most important marketing instruments that occur during this process. Having read this book: You will have a basic understanding of marketing and the process of marketing management You will know the most important marketing instruments and how they interact You can develop your own marketing plan based on the Quintessential Marketing Arena
Having read this book: You will have a basic understanding of strategy and the process of strategic management. You will know the most important strategy tools (incl. the respective original literature) and how they interact. You will be aware of the focal areas and considerations of strategy in practice. You will be able to analyze and interpret business information with regard to the underlying strategic notions.
Seminar paper from the year 2015 in the subject Business economics - Business Management, Corporate Governance, grade: 1,3, Ramkhamhaeng University (Institute Of International Studies), language: English, abstract: The focus of this paper is on the implementation of corporate entrepreneurship and on the exchange and communication of knowledge in a global context, because it allows a targeted and interactive transfer and development of knowledge as well as the creation of innovations (Eppler & Reinhardt, 2004). After the introduction, the main terms used in this paper will be explained now. This allows the correct usage of terms in order of importance. The concept of entrepreneurship is very extensive and an evolving field of research. The term has several dimensions and therefore a scientifically uniform definition is not possible (Gautam & Verma, 1997). But entrepreneurship has been developed as a generally recognized phenomenon towards economic growth of every country of all over the world. Entrepreneur, according to Schumpeter (1934), “is the innovator who implements change within markets through the carrying out of new combinations” and entrepreneurship “is seen as new combinations including the doing of new things or the doing of things that are already being done in a new way.” Onuoha (2007) defined entrepreneurship as “the practice of starting new organizations or revitalizing mature organizations, particularly new businesses generally in response to identified opportunities.” Both authors only consider the entrepreneur or entrepreneurship and what they represent. But they did not discuss the cause of this behavior. The behavior of entrepreneurship is based on cultures values and that refers on the framework of Hofstede's cultural dimensions. The national culture and also the corporate culture play an important impact on entrepreneurship (Eroglu & Picak 2011).
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