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The market changes faster than marketing. In essence, marketing
strategy has undergone only two eras, the entity era and the bit
era, also known as the industrial age and the digital age. In the
age of digital society, all CEOs, CMOs and senior marketing
executives must consider how to change their strategies, improve
the role of marketing and adopt emerging technological and data
tools to integrate with the Internet. The goal of digital marketing
strategy is not to disrupt existing marketing strategies, but to
complement, integrate and develop the two at the same time.In this
book, the authors provide detailed discussion and practical
analysis on the relationship between marketing and digital
technologies and propose a marketing implementation framework for
digital strategy platforms. Standing for Recognize, Reach,
Relationship and Return, the 4R system is a powerful strategic
trading tool for digital implementation, especially for CEOs and
CMOs. All other tools, such as data platforms, content marketing,
DSP digital advertising and digital marketing ROI design
essentially serve the 4R system. As such, the authors advocate for
firms to restructure their digital marketing strategy around the 4R
system.
At a time of intense urban civil unrest in the United States, this
classic text by Milton Kotler was the first to forcefully
demonstrate how governance on the neighborhood level could allow
Americans to regain liberty and the right to govern their own
lives. Kotler's original project showed how towns-once independent
but then later annexed by adjacent cities-became exploited by
centralized downtown power. As relevant today as it was when
originally published in 1969, Neighborhood Government continues to
speak to American cities whose faces have been radically changed by
immigration, urban sprawl, and communities fractured by pervasive
economic and racial inequality. With a new critical foreword by
Terry L. Cooper that places the text within contemporary debates
and a new foreword and afterword from the author, Neighborhood
Government continues to be a vital work for anyone interested in
the economic, social, and political health of American cities and
the continuing struggle to increase community investment and
control.
A new marketing paradigm focuses on the concentrated economic power
of 600 global cities. City-Centered Marketing: Why Local is the
Future of Global Business is a compelling practical analysis of a
new direction of marketing within the context of intensifying
urbanization and the shift of global economy from West to East.
Philip Kotler, one of the world's foremost marketing experts, and
his brother Milton, an international marketing strategist, explain
why the future of marketing must focus on top global cities and
their metro regions, and not squandered resources on small cities.
Marketing is city-centered activity. 600 global cities will
contribute 65 percent of the global GDP of $67 trillion by 2025.
The top 100 cities will contribute 25 percent of GDP, and 440 of
these top 600 cities will be in the developing world. Top cities
have to improve their marketing prowess in compete for the right
companies and settling on the best terms. By 2025, the vast
majority of consuming and middle-income households will be in
developing regions. While New York, Los Angeles, and Chicago will
remain major players because of high per-capita GDP and capital and
intellectual assets, companies will pay more attention to growing
city regions in the developing world. Multinational businesses must
change the culture of their headquarters, divisions and branches,
as well as their value chain stakeholders to take advantage of
these market changes. The book details the strategies for
sustainable growth with topics like: * Resource allocation in
developed versus developing city markets * Shifting the focus to
city regions instead of central governments * The rise of new
multinational corporations from developing economies * Declining
consumer and business growth in developed cities Cities in China,
Brazil, India, and throughout the Middle East and Latin America are
rising to become major players in the global marketplace. Philip
and Milton Kotler argue that an inversion is taking place, and top
cities are growing economically faster than their national rate of
growth. These emerging city markets are critical to company growth
, and City-Centered Marketing: Why Local is the Future of Global
Business provides the vital information and guidelines that
companies need to plan accordingly.
Islamic jihadists win with marketing. Terrorism is a form of
marketing; an act of communication as much as it is an act of
violence. While much has been written about the growing
sophistication of marketing by Islamic jihadists, what is missing
is a solution. Today, the Middle East is going through tectonic
change with a promising new generation hungry for a different
world. We need a better approach. We must fight back with a
marketing battle plan. Weaponized Marketing: Defeating Islamic
Jihad with Marketing That Built the World's Top Brands offers a
blueprint for success in the marketplace of ideas. This book breaks
new ground by applying proven business methods to intractable
military and diplomatic problems. It provides a comprehensive
understanding of how marketing works and how terrorists use it.
Most importantly, it presents an effective alternative to the
failing efforts to argue through a "counter-narrative" and spread
through social media. Where bullets, bombs, policy papers, and
press releases have failed, a marketing approach--radical for
government--has a solid track record for businesses that built the
world's most successful brands.
The market changes faster than marketing. In essence, marketing
strategy has undergone only two eras, the entity era and the bit
era, also known as the industrial age and the digital age. In the
age of digital society, all CEOs, CMOs and senior marketing
executives must consider how to change their strategies, improve
the role of marketing and adopt emerging technological and data
tools to integrate with the Internet. The goal of digital marketing
strategy is not to disrupt existing marketing strategies, but to
complement, integrate and develop the two at the same time.In this
book, the authors provide detailed discussion and practical
analysis on the relationship between marketing and digital
technologies and propose a marketing implementation framework for
digital strategy platforms. Standing for Recognize, Reach,
Relationship and Return, the 4R system is a powerful strategic
trading tool for digital implementation, especially for CEOs and
CMOs. All other tools, such as data platforms, content marketing,
DSP digital advertising and digital marketing ROI design
essentially serve the 4R system. As such, the authors advocate for
firms to restructure their digital marketing strategy around the 4R
system.
How and why was the course of America's relationship to Asia
changed? What are the prospects for detente with the People's
Republic of China? How might the new course affect America's
economy and her relations with other nations, especially Japan and
the USSR? These questions form the basis of a wide-ranging inquiry
held recently at the Institute for Policy Studies in Washington and
recorded in Peace with China? Government officials candidly discuss
emerging foreign policies. Former members of the Kennedy and
Johnson administrations analyze the political and military
realities as they saw them. Finally, critics of America's actions
in Asia including spokemen for New Left and revisionist positions
contribute their viewpoints and alternatives. The result is a
unique scrutiny of the complex processes by which the White House,
State Department, and Pentagon devise strategies, as well as a
lively but scholarly debate on American options in Asia."
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