tailieunhanh - Kiev Business

Tham khảo sách 'kiev business', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | The New Marketing and Sales Strategies and Tactics Philip Kotler, Kellogg School of Management Northwestern University Kiev, Ukraine May 19, 2006 My Message Marketing’s performance has been disappointing. You must replace your Old Marketing with New Marketing that is: Holistic strategic technology-enabled financially-oriented The New Marketplace Commoditization. Competition of cheaper brands from China. Rising selling and promotion costs. Proliferation of distribution and media channels. Power shifting to giant retailers. Power shifting to increasingly informed customers. Shrinking margins. Mergers, bankruptcies. Marketing’s Results Are Embarrassing TV advertising has lost much of its former efficiency. Sales promotions are mostly wasted. Direct marketing mailings have poor response. Too many sales calls done by the numbers. High rate of new product failure. Marketing focuses too much on the short run. Marketing has become a one P function. . companies are spending . | The New Marketing and Sales Strategies and Tactics Philip Kotler, Kellogg School of Management Northwestern University Kiev, Ukraine May 19, 2006 My Message Marketing’s performance has been disappointing. You must replace your Old Marketing with New Marketing that is: Holistic strategic technology-enabled financially-oriented The New Marketplace Commoditization. Competition of cheaper brands from China. Rising selling and promotion costs. Proliferation of distribution and media channels. Power shifting to giant retailers. Power shifting to increasingly informed customers. Shrinking margins. Mergers, bankruptcies. Marketing’s Results Are Embarrassing TV advertising has lost much of its former efficiency. Sales promotions are mostly wasted. Direct marketing mailings have poor response. Too many sales calls done by the numbers. High rate of new product failure. Marketing focuses too much on the short run. Marketing has become a one P function. . companies are spending nearly $10,000 per year per family of four on advertising and promotion with unimpressive results. AdWorks 2 found that television advertising returned only 32 cents for every dollar spent. Deutsche Bank Study (May 24, 2004) found TV advertising doesn't work for most mature package-goods brands. Only 18% generated a positive return on investment (ROI) in the short term from TV advertising. Less than half (45%) saw their TV investment pay off long term. . companies are spending nearly $10,000 per year per family of four on advertising and promotion with unimpressive results. AdWorks 2 found that television advertising returned only 32 cents for every dollar spent. Deutsche Bank Study (May 24, 2004) found TV advertising doesn't work for most mature package-goods brands. Only 18% generated a positive return on investment (ROI) in the short term from TV advertising. Less than half (45%) saw their TV investment pay off long term. . companies are spending nearly $10,000 per year per family

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