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Jingdong book

营销思变：七种创新为营销再造辉煌

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Jingdong book

营销思变：七种创新为营销再造辉煌

Name: 营销思变：七种创新为营销再造辉煌
Brand: Jingdong book
SKU: 3102006071
Price: 41.82 USD
Availability: OutOfStock

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如今的营销人员正面临着一种糟糕的处境。CEO们认为，组织的当务之急是迎接留住顾客和避免价格战等营销方面的挑战，然而他们越来越怀疑营销人员能否经受住这些挑战。营销的传统目标一接近顾客已经成为组织范围内的一种使命，然而营销作为一种职能却丧失了其重要意义。曾经被视为关键性支出的营销费用如今却只被视为一种巨大的成本。为什么会这样呢?更为重要的是，营销人员怎样才能恢复他们在组织中曾经显赫一时的地位呢?
尼尔马利亚·库马尔认为，营销人员要想重新受到CEO的重视，唯一的途径是处理好一些会引起CEO关注的问题。营销的命运取决于营销经理能否将其扮演的角色从以促销为中心的战术家提升到以顾客为中心的变革性创新行动的领导者。
《营销思变：七种创新为营销再造辉煌》以作者在营销领域15年的研究、教学和咨询工作为基础，概括了七种将为营销人员在CEO圆桌会议上赢得重要席位的变革性创新行动。通过一些公司的案例，作者阐述了对3V一重要顾客、价值主张和价值网一的关注将如何帮助营销人员引领下列转变：◆从战术性的细分市场到能够买现深度差异化的细分战略◆从销售产品到提供解决方案◆从回避新分销渠道到利用正确渠道采促进成长◆从以国家和产品为中心的组织思维模式到顾客和关系导向型的全球思维模式◆从掠夺性地收购品牌到积极地合并品牌◆从由市场调研引导的渐进式创新到由变革性的新创意催生的驱动市场型创新◆从战术性的SBU营销到战略性的公司营销
对于那些迫切希望知道如何在未来守住其在组织中的阵地并成为绢织命运的主导者的营销人员来说，本书可谓一场及时雨。

Author Description

尼尔马利亚·库马尔:伦敦商学院的营销学教授、营销中心主任和Aditya V.Birla印度中心联合主任。

Comments

库马尔已经成功地在营销理论与实践方面开辟了新的篇章，成就令人羡慕。
——世界著名营销大师菲利普·科特勒

本书在坚实的理论基础之上，针对如何驾驭当今零散、快速发展的数字化市场，给高层管理者提供了一个绝好的完整架构。库马尔将营销转变成一种使组织能够进入未知领域并为顾客不断变化的需求提供服务的战略流程。
——芬兰诺基亚移动电话公司总裁马蒂·阿拉胡塔

这是一本必读之书。
——印度AdityaBurla集团董事长库马拉曼加拉姆·贝拉

库马尔非常清晰地阐述了为什么营销变革是为企业带来可赢利的持久成长和显著价值的重要因素。
——荷兰联合利华公司董事长安东尼·伯格曼斯

在本书中，库马尔精辟地分析了为什么他的战略营销法能让公司发生改观并使公司能够构建可持续成长的平台。如果留心他的见解并遵循他的圣明建议，所有营销人员都会有不俗的表现。
——美敦力公司前董事长兼CEO比尔·乔治

库马尔透彻而系统地概括了理解促进创新与成长的核心能力、战略资产及核心流程的必要性，这是像我这样的企业家都希望了解的东西。
——easyGroup集团董事长斯泰利奥斯·哈吉约安努

Catalogue

序
前言
致谢
第一章将营销从一种职能转变为一种变革引擎
第二章从细分市场到细分战略
第三章从销售产品到提供解决方案
第四章从衰退到成长的分销渠道
第五章从品牌推土机到全球分销伙伴
第六章从品牌收购到品牌合理化
第七章从市场驱动到驱动市场
第八章从SBU营销到公司营销
注释
作者介绍

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Jingdong book

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