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Cases in Marketing Management and Strategy

An Asia-Pacific Perspective

Provides a broad-based approach to Asia-Pacific marketing case-studies. This work also includes case studies on products and services; consumer and business markets; profit and non-profit organizations; Asian firms operating within and outside of the region as well as non-Asian companies operating in Asia; and low- and high-technology industries.

Its diversification efforts in previous years apparently paid off, although its overall
growth rate was far less than that of "high-technology" companies in Japan.
EXHIBIT 3 ❖ Sales by Product Category Breakdown of total sales for selected
years (sales figures in 10 billion yen) The aim of Asahi Chemical in 1986 was to
become DIVERSIF/CA TION STRA TEGY OF ASAHI CHEMICAL INDUSTRY 8 5.
Fiscal year 1960 1974 1984 Total sales 44.9 439 765 Textile 32.8 260 214
Chemicals 9.7 ...

Marketing Management and Strategy

The second edition of this highly rated book brings managers the latest ideas on branding, marketing and strategic change. The first edition was short-listed for the MCA Awards for the Best Management Book. It has been widely adopted by top business schools as a textbook on MBA programmes. It has been extensively used on CIM and post-experience programmes for senior managers around the world. *New material in the revised edition includes relationship marketing, the Internet, and a new chapter on turn-around management. *Illustrations and case studies from top global companies, e.g. Coca Cola, Nestle, Shell, IBM, Philips, etc. bring the subject alive for the student.

Price High Ripoff Overcharging strategy strategy Medium Poor-value Medium- ue
High-value strategy stra strategy Low Econo Good-value Superbvalue str gy
strategy strategy Low Medium High Quality Figure 8.3 I Alternative pricing
strategies and value implications segments, and discount brands to the new
more price-conscious buyers. This way the firm can curtail the erosion of its gross
profit margin as the market evolves. Target market segments Most markets today
are made up ...