Social Media Strategy is your guide to practicing marketing, advertising, and public relations in a world of social media-empowered consumers. Grounded in a refreshing balance of concept, theory, industry statistics, and real-world examples, Keith Quesenberry introduces readers to the steps of building a complete social media plan and how companies can integrate the social media consumer landscape. This simple, systematic text *leads readers through core marketing concepts and how to think critically about the competitive marketplace-even as it shifts the perspective from an outdated communications-control model to a more effective consumer engagement method *provides a step-by-step roadmap for planning social media marketing strategy *emphasizes the need to apply solid marketing principles to social media *explores how to integrate social media throughout an entire organization *gives students and other readers skills vital for leveraging consumer knowledge and influence for the good of a brand. The end result delivers the context, process and tools needed to create a comprehensive and unique social media plan for any business or organization. FOR PROFESSORS: Ancillary resources are available for this title, including a sample syllabus and templates for social media audits, content calendars, storylines, and more.
This groundbreaking text provides both theory and strategy for operating in a semiglobal economy in which international businesses must compete in highly globalized and highly localized markets at the same time. Unlike the traditional transnational and matrix corporate models, a semiglobal corporation organizes its operations according to the global/local content of its value propositions rather than according to geographical regions, products, or contribution to the parent company's performance. As an example of a semiglobal corporation, the Honda Motor Company has a global vision when it comes to highly global bundles like car engines, and a local vision when it comes to highly localized car financing and servicing. Designed as a supplementary text for courses in international business, development economics, marketing, and strategic planning, "Business Strategy in a Semiglobal Economy" raises important challenges to the conventional models of business organization and the competitive strategies that proceed from them.
Samli provides an academic rather than a practical day-to-day approach to retailing, and his book may help move retailing toward the mainstream of academic research and interest...The author incorporates good references and an overview of many theories that can be applied in an academic retail setting. Recommended for advanced undergraduate, graduate, and professional collections. Choice Samli breaks new ground in the study of retailing by providing, for the first time, a comprehensive look at overall retail marketing strategy written specifically for advanced-level students and professionals in the field. Whereas most books in this area have stressed a how-to approach, Samli focuses on planning, implementing, and analyzing the results of the retail marketing strategy. He argues that as retail competition becomes keener and as the retailing environment becomes more adverse, success in retailing will be equated with the ability to develop an effective marketing strategy rather than extensive emphasis on day-to-day operations. Organizing his study according to the three key phases of the strategy-making process--planning, implementation, and control--Samli proposes a new concept, differential congruence, as the basic philosophy of success in developing a retail marketing strategy. He draws upon the extensive, yet until now largely neglected, body of research in the field to illustrate the principles of effective marketng and demonstrates that these principles and strategies are equally applicable to large retailing giants and small retailing establishments. The comprehensive discussion ranges from an examination of intermarket shopping patterns and the plight of downtown shopping areas to detailed analyses of segmentation in retailing, store-image definition measurement, and retail pricing strategy. An essential text for advanced courses in marketing, sales, and retailing, this book will also be read with profit by store managers and corporate retailing executives.
The market environment is changing rapidly. Prior to scanner data, ACNielsen, the major supplier of information on brand performances, said its business was to provide the score but not to explain or predict it. Now, model-based insights are not only demanded by managers, but can also be meaningfully provided. It is common for managers in many countries to receive market feedback frequently, quickly and in great detail due to the use of scanners and computers. With advances in information technology and expertise in modeling, IRI introduced model-based services in the US that explain and predict essential parts of the marketplace. ACNielsen followed, and marketing researchers have been developing increasingly valid, useful and relevant models of marketplace behavior ever since. Models that provide information about the sensitivity of market behavior to marketing activities such as advertising, pricing, promotions and distribution are now routinely used by managers for the identification of changes in marketing programs that can improve brand performances.
On November 8-9, 2011, the National Defense University (NDU), Washington, DC, held a conference entitled "Forging an American Grand Strategy: Securing a Path Through a Complex Future," which I had the privilege of chairing. For more than 2 decades, I have been studying the mechanisms and methods we use as a nation to develop and conduct grand strategy. The conversation that began at that conference needs to be further developed and continued. More importantly, we, as a nation, need to explore together the path ahead and answer questions regarding how and why we struggle with grand strategies. If developed and executed with a systemic orientation, grand strategies could help us shape our future in an ever changing and complex world. This volume represents a compilation of some of the presentations given at the NDU conference. It also represents the great diversity of opinions regarding this subject. For more than 2 decades, it has been evident to many that the United States needs a new framework for a grand strategy, especially since the "containment" strategy of George F. Kennan that shaped U.S. policy during the Cold War is no longer relevant. But, what kind of framework do we need? Most commonly, grand strategy is framed in the context of warfare, or at least conflict among nations. There have been exceptions, and the focus of this symposium was not on warfare or preparation for war. Our intent was to promote a discussion about the elements of and prospect for a grand strategy for America. Over the millennia, grand strategies have evolved as the complexities of the known world grew. Rulers have created and executed grand strategies for their nations through modern times. It is possible that a 21st century grand strategy will be very different than past models since our understanding of the world has and will change our understanding of how complex systems, including nations, behave. The empowerment of individuals or small groups with new technologies and communication tools can extend beyond anything imagined outside the realm of science fiction. Other factors may come into play as well. Some would also argue that, in a democracy, it is not possible to attain the necessary consensus to craft and implement a national grand strategy in the absence of an existential threat. Recent political discourse lends some credence to that line of reasoning.
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