World Food & Beverage Industry 2010-2025

Strategic Marketing Planning

This book has been written by Colin Gilligan ,Professor of Marketing,Sheffield Hallam University and Richard M. S. Wilson, Professor of Business Administration ,The Business School, Loughborough University.
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Marketing Lessons From Obama's marketing campaign in the US elections

interview with Philip Kotler- download

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Technical words in Business Negotiation

1. Alternatives - any other choices a person or group has, rather then agreeing with the other person or group

Example: "We can ask them to do A if we do B, but they have many alternatives."

2. Arbitration - when a neutral person or group comes in to settle a disagreement

Example: "If we can’t agree by midnight tomorrow, this case will go to arbitration."

3. commitment - an obligation to do something or deliver something

Example: "We’ve made a commitment on this point. If we don’t do it, the agreement will fall apart."

4. compromise - an agreement where you get less than you want but also give less than the other person wants

Example: "If we don’t compromise, this deal will never get done."

5. concession - accepting less on one specific point in order to get something from the other person on a different point

Example: "Okay, you’ve made a concession on price, so we can make a concession on the delivery date."

6. confidentiality - an agreement that prevents either side from talking about the agreement in public

Example: "I’m sorry but our confidentiality agreement prevents me from answering your questions in detail."

7. equivalent - a proposed agreement that is different from, but equal in value to, a previous proposal

Example: "We can’t agree to that proposal, but here we would like to suggest an equivalent package for you to consider."

8. facilitation - a process where people, called facilitators, try to make it easier for two people to reach an agreement

Example: "You may not reach a better agreement with facilitation, but you will reach an agreement faster."

9. final agreement - the results of the negotiation that everyone agrees to put into action

Example: "After six long months, we now have a final agreement."

10. good faith - being honest about your intentions

Example: "If we negotiate in good faith, we are sure to reach an agreement eventually."

11. impasse - when two sides hold different positions that they are unwilling to change

Example: "We were close to an agreement but we suddenly hit an impasse over payment terms."

12. intermediary - a person who communicates between the two sides of a negotiation

Example: "They’ve been negotiating through an intermediary after that big argument last week."

13. issue - a topic that needs to be discussed in a negotiation

Example: "Money is the biggest issue in this negotiation, but resources and responsibilities are important

issues too."

14. mediation - when a neutral person or group comes in to identify the issues, explore options and clarify goals

Example: "If we use mediation, it may help to move the negotiations forward."

15. offer - one or more options that is sent by one negotiator to the other

Example: "Let’s offer them a one-year service contract and see how they respond."

16. package - a combination of options that has been offered as a solution

Example: "John put this package together last night. Let’s look at each option and see if we really want to offer this."

17. party - either side in a negotiation is called a party, whether one individual or a whole group

Example: "If party A accepts party B’s proposal, then the negotiation is finished."

18. proposal - any suggestion or idea given to one party from the other

Example: "We’ll look at your proposal during the coming week and give you our response the following Monday."

19. tentative solution- an agreement that depends on some conditions, so that it might not be a final agreement

Example: "At last we’ve reached a tentative agreement. Perhaps these long negotiations will be over soon."

20. trade-off- an exchange process in which one side gives up partly on some issues in order to gain on other issues

Example: "There are always trade-offs when negotiating. You can’t win them all!"

How companies respond to competitors

How can companies respond to competitors? This is a significant question that each company must find the answer. McKinsey Quarterly survey on competitive behavior has published a global survey in 2008 to discover how they respond to competitors.

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The Power of Multimedia Marketing

 

Academic Writing

Academic writing is a crucial skill for students and researchers.I am going to introduce a good resource to improve your ability for academic writing that has written by James Hartley.This book is a practical handbook .

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The Global Competitiveness Report 2008-2009

 

The World Economic Forum (WEF) is a Geneva-based foundation whose annual meeting of top business leaders, national political leaders (presidents, prime ministers and others), and selected intellectuals and journalists is usually held in Davos, Switzerland. There are also regional meetings throughout the year. It was founded in 1971 by Klaus M. Schwab, a business professor in Switzerland. The Global Competitiveness Report 2008–2009 that has prepared by KLAUS SCHWAB -World Economic Forum and MICHAEL E. PORTER -Harvard University, is a valuable recourse for marketers for evaluating global competitiveness. I hope you enjoy it….

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How To Write A Business Plan?

This book has been written by Mike McKeever. Mike P. McKeever’s education, work experience, business ownership, writing, and teaching careers give him a broad and unique perspective on business planning.How to Write a Business Plan contains detailed forms and step-by-step instructions designed to help you prepare a well-thought-out, well-organized plan. It shows you how to apply proven financial and business planning techniques used by traditional lenders and investors to your benefit.

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Kotler, Philip - Marketing Insights from A to Z

I want to present you one of the best E-books that I have found . As know , Philip Kotler (born 27 May 1931 in Chicago) is the S.G. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He received his master's degree at the University of Chicago and his PhD at Massachusetts Institute of Technology, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.

He was selected in 2001 as the #4 major management guru by the Financial Times (behind Jack Welch, Bill Gates, and Peter Drucker,) and has been hailed by the Management Centre Europe as "the world's foremost expert on the strategic practice of marketing." In 2008, the Wall Street Journal listed him as the 6th most influential person on business thinking.

Kotler has consulted many major U.S. and foreign companies, including IBM, Michelin, Bank of America, Merck, General Electric, Honeywell, and Motorola—in the areas of marketing strategy, planning and organization, and international marketing.

He presents seminars in major international cities around the world on the latest marketing developments to companies and other organizations.

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Advanced Dictionary of Marketing

I know you are looking for an Advance dictionary of Marketing.
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Professor Michael Porter

Interview with Professor Michael Porter for the World Economic Forum's Global Competitiveness Report 2007-2008

Short history of marketing

 

 

International Marketing

Marketing is a universal activity, regardless of the political, social, or economic systems of a particular country.However, this doesn’t mean that consumers in different parts of the world should be satisfied in the same way.This fourth edition of International Marketing has been written to enable managers and scholars to meet the international challenges they face every day, and it provides the solid foundation required to understand the complexities of marketing on a global scale. The book has been fully updated with topical case studies, examples of contemporary marketing campaigns,the most relevant discussion topics as well as the most up-to-date theories, references, and research findings. It is this combination of theory and practice that makes this textbook truly unique, presenting a fully rounded view of the topic rather than an anecdotal or descriptive one alone.The book includes chapters on:
- trade distortions and marketing barriers

- culture
- consumer behavior
- marketing research
- foreign market entry strategies
- product and branding strategies
- promotion and pricing strategies
- currencies and foreign exchange
The authors of this book are, Sak Onkvisit - Professor of Marketing at San José State University, USA, and John Shaw - Professor of Marketing at Providence College, USA.

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Customer value

What Is Customer Value?
Customer value is so fundamental to businesses that it is sometimes completely ignored. It gets hidden under layers of actions and decisions. Companies may believe that they know what value they are delivering, but they may not be able to easily define it. So what is value? How does one know whether value is being created in the work one does? Is it created optimally? At what cost? For whom? Does the customer know what is valuable? Is value the same as what the customer demands? How can value be defined and measured?
Are You the Customer of Your Products/Services?
It is imperative for a company to understand and empathize with its customers before defining value – and remember that there will always be a trade-off between total benefit versus total cost. The customer will continually evaluate that trade-off. A salesman’s role is to convince the customer that the benefits the customer perceives are the best that money can buy. The salesman may not keep the relationship going if the value remains a perception only. This calls for an end-to end customer value model which runs, adapts and is refined as the customer relationship progresses.

MBA in a day !!

Is it possible to get an MBA degree in a day?
Of course the answer is NO, but Steven Stralser , Phd, has gathered a significant collection of MBA concepts and principles in which anyone can seek technical words that are presented in the gold standard of business education throughout the world.
The main sections of this book are: management, economics, finance, accounting, markets and strategy, system and process, PM, MIS, E-Commerce, QMS.

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