Download Marketing in a Nutshell: Key concepts for non-specialists by Mike Meldrum PDF

By Mike Meldrum

Advertising in a nutshell is an easy-to-use fast reference resource for non-marketing experts. Designed as a dip-in advisor, this obtainable e-book could be precious to basic managers, non-qualified sellers and scholars taking a module in advertising and marketing along their different stories. advertising and marketing in a nutshell makes the authors' advertising information and specialist insights available to all. *Dip-in reference layout makes a finished powerhouse of selling wisdom on hand to each non-marketing supervisor at a moment's notice*Concise, easy-to-read standalone summaries of key advertising rules, thoughts, instruments and techniques*Credible and specialist advertising insights from top advertising and marketing experts specifically for non-specialists

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Had anyone at the end of World-class Marketing 25 Clearly, marketing plays a key role in this process. For successful organizations, this means devoting at least some of the time and resources of key executives to monitoring formally the changes taking place about them. 3. 3 Monitoring the environment: key areas Competitor surveillance Excellent companies know as much about their close competitors as they know about themselves. 4 in order to develop usable profiles. The results of this profiling exercise should be included in the marketing audit.

Gaining approval or being certified as meeting a standard, and so on. Unfortunately, this usually requires a lot of time, money and effort, and will demand careful coordination to gain the maximum marketing benefits. 1). By definition, a high-tech product is at the early stages of its technological (as opposed to market) life. This means that marketing managers have to prepare for the transition from a situation where performance improvements have been hard to achieve to one where improvements become relatively easy to obtain.

At the same time, the marketing task will change as risk and uncertainty reduce while technologies move through their lifecycles. This also suggests that marketing should contribute to decisions about which element of performance should be prioritized for development, and how sufficient flexibility can be maintained for future product development. 1 The technology lifecycle Positioning A further contributor to overcoming the problems associated with high-tech products is good positioning. Favourable product evaluation, reduced uncertainty and broadened supplier acceptance can be enhanced by positioning which implies leadership (to support credibility), customer service (to compensate for the lack of general knowledge about the technology), and a clear performance benefit (to make the risk of purchase worthwhile).

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