A brand must be elastic enough to allow for reasonable category and product-line extensions, consistent enough so that consumers who travel physically or virtually won't be confused, flexible enough to change with dynamic market conditions, and focused enough to provide clear differentiation from the competition.
Global Brand Power: Leveraging Branding for Long-Term Growth Wharton Executive Essentials #ad - This essential guide also covers how customer ownership of your brand affects marketing strategy, effective brand communications and repositioning strategies, methods for assessing brand value, how to manage a brand for long-term profitability, and how to manage a brand in a world of total transparency—where one slip-up can go around the world via social media instantaneously.
Filled with stories about how Coca-Cola, The Estée Lauder Companies Inc. Southwest airlines, campbell soup company, starbucks, apple, and celebrities like Lady Gaga are leveraging their brands, Marriott, Global Brand Power is the only book you will need to implement an effective brand strategy for your firm.
The branding bible for today's globalized worldToday, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures.
The Shopping Revolution: How Successful Retailers Win Customers in an Era of Endless DisruptionWharton School Press #ad - For some retailers, the changes will push customers permanently out of their reach—and their companies out of business. In the shopping Revolution, Barbara E. Silver winner, and vox, the shopping revolution offers a “brilliant analysis of the disruptive effect that amazon is having on the retail industry and how stores can fight back in order to survive, IBPA BENJAMIN FRANKLIN AWARDS & FINALIST, Bloomberg, 2018 FOREWORD INDIES BOOK OF THE YEARFeatured in The New York Times, ” according to Forbes’ Walter Loeb.
Amazon disrupts everything it touches and upends any market it enters. An indispensable guide for anyone who has a product to sell. Stuart weitzman, founder, Stuart Weitzman LLC. Kahn, a foremost retail expert and professor at The Wharton School, examines the companies that have been most successful during this wave of change, and offers fresh insights into what we can learn from their ascendance.
Kahn, and how can other companies work with them or compete with them? how did walmart beat out other grocers in the late 1990s to become the leader in food retailing, and what can retailers learn from their success? how are luxury and fast-fashion retailers competing in the ever-changing, examines:How did Amazon become the retailer of choice for a large portion of the US population, and what can that tell start-ups about how to unseat a Goliath? How did Sephora draw customers away from once-dominant department stores to become the go-to retailers for beauty products, fickle world of fashion?Building on these insights, and how must they pivot to hold their leadership position today? How did Warby Parker make a dent in the once-untouchable Luxottica’s lucrative eyewear business, also the author of Global Brand Power: Leveraging Branding for Long-Term Growth, Kahn offers a framework that any company can use to create a competitive strategy to survive and thrive in today’s—and tomorrow’s—retail environment.
The Shopping Revolution: How Successful Retailers Win Customers in an Era of Endless Disruption #ad - A brisk and thought-provoking anatomy of shopping in the 21st century. Kirkus reviews“a must-read for anyone who aspires to reach customers today—and tomorrow. Marc lore, walmart ecommerce us “a masterful storyteller, CEO, Barbara Kahn expertly unpacks the strategies of today’s seemingly unbeatable retailers.
Customer Centricity: Focus on the Right Customers for Strategic Advantage Wharton Executive EssentialsWharton School Press #ad - A powerful call to action, customer relationship management, customer centricity upends some of our most fundamental beliefs about customer service, and customer lifetime valueNOT ALL CUSTOMERS ARE CREATED EQUALDespite what the tired old adage says, the customer is not always right. You can’t be all things to all people, so you need to learn to find out who really matters to your success.
Inspired by wharton’s executive Education program, each book is authored by globally renowned faculty and filled with real-life business examples and actionable advice. Fader makes it clear with great ideas and a readable style. Andy sernovitz, author, word of mouth marketing the wharton executive essentials seriesThe Wharton Executive Essentials series from Wharton Digital Press brings the ideas of the Wharton School’s thought leaders to you wherever you are.
Wharton executive essentials guides offer a quick-reading, penetrating, and comprehensive summary of the knowledge leaders need to excel in today’s competitive business environment and capture tomorrow’s opportunities. Not all customers deserve your best efforts: In the world of customer centricity, there are good customers…and then there is pretty much everybody else.
Customer Centricity: Focus on the Right Customers for Strategic Advantage Wharton Executive Essentials #ad - In customer centricity, wharton professor Peter Fader, coauthor of the follow-up book The Customer Centricity Playbook, helps businesses radically rethink how they relate to customers. Reveals how to increase profits from your best customers, find more like them, and avoid over-investing in the rest….
Decidedly accessible and absolutely necessary.
The Customer Centricity Playbook: Implement a Winning Strategy Driven by Customer Lifetime ValueWharton School Press #ad - 2019 axiom business book award winner featured in forbes, head of customer analytics and chief analytics evangelist, and a Google Talk, NPR’s Marketplace, The Customer Centricity Playbook offers “actionable insights to drive immediate value, ” according to Neil Hoyne, Google. A must-read. Aimee johnson, chief marketing officer, Zillow “The Customer Centricity Playbook offers fundamental insights to point organizations of any size in the right direction.
Rob markey, partner, Bain & Company, Inc. And coauthor, The Ultimate Question 2. 0“peter fader and sarah Toms offer transformative insights that light the path for business leaders. Susan johnson, chief Marketing Officer, SunTrust Banks. In this new book, fader and toms offer a true playbook for companies of all sizes that want to create and implement a winning strategy to acquire, develop, and retain customers for the greatest value.
The Customer Centricity Playbook: Implement a Winning Strategy Driven by Customer Lifetime Value #ad - Fader and toms offer a 360-degree analysis of all the elements that support customer centricity within an organization. In the customer centricity playbook, wharton school professor Peter Fader and Wharton Interactive’s executive director Sarah Toms help you see your customers as individuals rather than a monolith, so you can stop wasting resources by chasing down product sales to each and every consumer.
In this book, and development tactics based on customer heterogeneity foster a culture that sustains customer centricity, as they are a vital underpinning for all these areas through the valuable insights they provide Fader’s first book, you will learn how to: Develop a customer-centric strategy for your organization Understand the right way to think about customer lifetime value CLV Finetune investments in customer acquisition, Customer Centricity, and also understand the link between CLV and market valuation Understand customer relationship management CRM systems, retention, quickly became a go-to for readers interested in focusing on the right customers for strategic advantage.
How did global gaming company electronic arts go from being named “Worst Company in America” to clearing a billion dollars in profit? They discovered a simple truth—and acted on it: Not all customers are the same, regardless of how they appear on the surface.
Sport Brands Routledge Sports MarketingRoutledge #ad - Sport brands are a central element of modern sport business and a ubiquitous component of contemporary global culture. It also introduces common strategies for growing brands, and examines the challenges and threats that sport brands face, and growing through brands, from boycotts and ambush marketing to counterfeiting.
An understanding of sport brands is essential for a fully rounded understanding of contemporary sport marketing. As well as teams and leagues, the book considers the brands of sports celebrities, computer games and governing bodies, as well as the ethical, events, media, professional and technological ‘label brands’ associated with sport.
Richly illustrated with cases, the book explores the tangible and intangible influence of sport brands, examples and data, their economic and social value, and the subcultures and communities that grow up around them. This groundbreaking book offers a complete analysis of the topic of sport brands from both a marketing management approach strategy and implementation and a psycho-sociological approach consumption and wider society.
Sport Brands Routledge Sports Marketing #ad - . As a result, this book is important reading for any student or practitioner working in sport marketing, sport business, or mainstream marketing management. In doing so it explores both supply and demand sides, offering a complete introduction to the nature, purpose and value of sport brands not found in any other sports marketing text.
The book covers the whole heterogeneity of sport brands, going much further than the sport team and league brands covered in most other books.
The Science of Selling: Proven Strategies to Make Your Pitch, Influence Decisions, and Close the DealTarcherPerigee #ad - Unlike other sales books, hoffeld’s evidence-based approach connects the dots between science and situations salespeople and business leaders face every day to help you consistently succeed, advance their business goals, including proven ways to: - Engage buyers’ emotions to increase their receptiveness to you and your ideas - Ask questions that line up with how the brain discloses information - Lock in the incremental commitments that lead to a sale - Create positive influence and reduce the sway of competitors - Discover the underlying causes of objections and neutralize them - Guide buyers through the necessary mental steps to make purchasing decisions Packed with advice and anecdotes, The Science of Selling is an essential resource for anyone looking to succeed in today's cutthroat selling environment, which primarily rely on anecdotal evidence and unproven advice, or boost their ability to influence others.
The Science of Selling: Proven Strategies to Make Your Pitch, Influence Decisions, and Close the Deal #ad - Named one of the 20 most highly-Rated Sales Books of All Time by HubSpot. The revolutionary sales approach scientifically proven to dramatically improve Your Sales and Business SuccessBlending cutting-edge research in social psychology, The Science of Selling shows you how to align the way you sell with how our brains naturally form buying decisions, neuroscience, and behavioral economics, dramatically increasing your ability to earn more sales.
Location is Still Everything: The Surprising Influence of the Real World on How We Search, Shop, and Sell in the Virtual OneAmazon Publishing #ad - Conventional wisdom holds that the Internet makes the world flat and reduces friction by erasing the impact of the physical world on our buying habits. But wharton professor and marketing expert David R. Our willingness to search for and consume information also depends on where we live and whom we live next to.
In location is still everything, in-depth look at online commerce and retailing through his years of research, investing, Bell offers a fascinating, and advising experience. The presence of stores nearby, and local sales taxes, trendy and friendly neighbors, among other factors, play a critical role in our decision making when it comes to buying online.
Location is Still Everything: The Surprising Influence of the Real World on How We Search, Shop, and Sell in the Virtual One #ad - His unique gravity framework is a powerful and practical tool that uses fundamental human behaviors and location-based conditions to explain how the real and virtual worlds intersect—and what Internet sellers must do in order to succeed. Entrepreneurs, and investors will all benefit from understanding how and why we use the Internet to search, managers, shop, students, and sell.
Bell argues that the way we use the Internet is still largely shaped by the physical world we inhabit. Anyone can go online and buy a pair of jeans—but the likelihood that we will do so depends to a significant degree on where we live.
The Customer of Tomorrow: Strategies for Keeping Pace with Rapidly Changing Behaviors, Technologies, and Expectations [email protected] EssentialsWharton School Press #ad - With consumer decisions being made at increasing speed, and the time it takes to win wallet-share rapidly shrinking, at a click or swipe, how can you prepare?Today's customer has more access to information and influencers, than ever before. Drawn from the best of [email protected]'s reporting, barbara kahn, peter fader, this volume in the [email protected] essentials series features stories addressing:•Customer loyalty in the age of big data•When more data doesn't mean better customer service•How to build loyal customers in the information age•Why customer service is often the ignored side of social media•When does it make sense to have a bricks & mortar location for customers•How to bring in new customersThis quick read features [email protected]'s reporting on the research and thought leadership of David Bell, among others.
In this rapidly evolving environment, understanding consumers' behaviors is more critical than ever. The customer of tomorrow examines many of the changing behaviors, technologies, and expectations that companies must understand in order to build valuable and lasting relationships in the years to come. Every fundamental assumption about customers is now being challenged: how they shop, where they shop, and why they shop.
The customer of Tomorrow will help you continue to win wallet-share with customers. About [email protected] booksinsights and inspiration business leaders can use today—from The Wharton School's online journal of business [email protected] Books offer you the best of [email protected]'s signature reporting, accessible explanations of the latest business research, and inspiring conversations with today's thought leaders in a convenient, including in-depth coverage and analysis of important business trends, portable format.
The Customer of Tomorrow: Strategies for Keeping Pace with Rapidly Changing Behaviors, Technologies, and Expectations [email protected] Essentials #ad - Published exclusively as ebooks by wharton digital press, featuring key takeaways that business leaders and professionals can leverage immediately•[email protected] Essentials: Collects the best of [email protected]'s reporting on a single topic of significant business concern, laying out the challenges and offering solutions•[email protected] Conversations: Collects [email protected]'s most popular in-depth interviews with today's thought leaders on a single topic of broad interest, this practical line of books includes three series:•[email protected] Originals: All-new, in-depth coverage of timely and important business matters and trends, offering inspiration you can use to transform your thinking on a current challenge or opportunity Each [email protected] ebook offers you what you need to address a business challenge or opportunity head on—today.
Innovation Prowess: Leadership Strategies for Accelerating Growth Wharton Executive EssentialsWharton School Press #ad - Day shows that growth leaders use their innovation prowess to accelerate their growth at a faster rate. A framework for achieving superior rates of organic growthAchieving superior growth through innovation is a top strategic priority for all companies. Inspired by wharton's executive education program, each book is authored by globally renowned faculty and offers a quick-reading, penetrating, and comprehensive summary of the knowledge leaders need to excel in today's competitive business environment and capture tomorrow's opportunities.
What distinguishes these growth laggards from growth leaders like IBM, American Express, Amazon, LEGO, Nike, and Samsung that realize their full potential for growth?Wharton professor George S. Day shows managers how to set a growth strategy that is realistic while still stretching the organization; search for the best growth opportunities along the full spectrum of 14 growth pathways; aim their growth-seeking activities toward the creation of new customer value; learn to profit from the uncertainty of innovation by successfully assessing and containing risk; build the organizational muscle to implement an ambitious growth strategy; and move faster from ideas to impact.
Innovation Prowess: Leadership Strategies for Accelerating Growth Wharton Executive Essentials #ad - With the strategies, processes, and methods discussed in Innovation Prowess, leaders can build a tested and comprehensive strategy for driving organic growth year after year. The wharton executive essentials seriesthe Wharton Executive Essentials series from Wharton Digital Press brings the ideas of the Wharton School's thought leaders to you wherever you are.
In this essential guide, day reveals how to build this prowess by combining discipline in growth-seeking activities with an organizational ability to innovate. Yet most management teams struggle to reach their firm's ambitious growth targets and suffer slow growth.
Financial Literacy for Managers: Finance and Accounting for Better Decision-Making Wharton Executive EssentialsWharton School Press #ad - Financial Literacy for Managers: Finance and Accounting for Better Decision-Making Wharton Executive Essentials #ad - The language of businessin order to understand how your business is performing right now and to evaluate, assess, and devise new strategies to boost future performance, you need information. Financial statements are a critical source of the information you need. In direct and simple terms, Richard A. You will learn to use and interpret financial data; find out what we can learn from Pepsi, General Motors, Krispy Kreme, and other companies; learn how to evaluate investment strategies; and apply your financial know-how to develop a coherent business strategy.
Lambert, miller-sherrerd professor of accounting at the Wharton School of the University of Pennsylvania, demystifies financial statements and concepts and shows you how you can apply this information to make better business decisions for long-term profit.
The 1% Windfall: How Successful Companies Use Price to Profit and GrowHarperCollins e-books #ad - The result is a mind-opening, clear blueprint for com-panies to price for profit and growth. Leading pricing expert rafi Mohammed shows businesses how to reap a financial windfall and foster growth using the underutilized and often overlooked strategy of setting prices. The 1% windfall reveals how modest incremental changes to an everyday business practice—pricing—can yield significant rewards.
But how do executives and managers set the right price? Underpinned by sound empirical research and real-life anecdotes, The 1% Windfall addresses this fundamental question. Instead, the key is to offer customers a variety of pricing options. Illustrating the power of pricing, a study of the Global 1200 found that if companies raised prices by just 1%, their average operating profits would increase by 11%.
Using a 1% increase in price, 100%; tyson, 81%; land o'lakes, 58%; and Whirlpool, 155%; McKesson, some companies would see even more growth in percentage of profit: Sears, 35%. The good news is that better pricing is more than simply raising prices. This strategy is win-win: profits to companies and choices for consumers.
The 1% Windfall: How Successful Companies Use Price to Profit and Grow #ad - In addition, these versatile techniques and tools provide solutions to avert a slump in a recession, offset the impact of inflation, or battle a new competitor. This book offers guidelines that any company—whether a multinational conglomerate, a small business, or even a nonprofit—can follow to create a comprehensive pricing strategy for any product or service.