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An integrative approach to making effective business decisions in the global marketing world.July 2016 / ISBN: 978-1-62273-104-6
Availability: In stock
228pp. ¦ $40 £28 €30
This book bridges the disciplines of economics and marketing and brings them to bear on the analysis of contemporary business problems. The world has changed dramatically over the last four decades. Sociologically, technologically, economically and politically speaking the world is changing at an increasing pace. The spread of ideas and values are reinforcing the impact of globalization on various business operations and activities. As the late Peter Drucker once remarked: “while you were out the world changed.” To make sense of to the world we live in, we are compelled to draw from diverse disciplines and subjects.This book focuses on the contributions of economics and marketing. The basic principles, theories and issues of economics are selected and are integrated with key elements and principles of marketing. Marketers, in conventional as well as in digital markets, are encouraged to integrate marketing with economics in order to make successful and effective business decisions. Marketing and Economics are subjects dealing with business – business of private firms, not-for-profit organisations and that of government. Economics involves allocation of scarce resources. Scarcity in economics is relative scarcity, scarcity in relation to demand. Written in a casual, accessible language and taking very little for granted, this book is for anyone who is curious about economics and marketing. It provides the essential analytical framework necessary for thriving in today's business. In its diverse chapters it covers topics such as offshoring, the circular economy, benchmarking, mergers and acquisitions, knowledge and innovation, services industries, customer relationships, advertising and communication, among others. It is particularly well suited to undergraduates in business or economics and its fresh perspectives on today's challenges would be of interest to business managers and marketing professionals.
Pricing and Costs for Relationship MarketingDecember 2014 / ISBN: 978-1-62273-020-9
Availability: In stock
294pp. ¦ $65 £50 €55
This book offers novel methods for developing Value-based marketing strategies aimed at increasing revenue and profits. The Value concept relates all the benefits offered by a product with its price and the effort required to obtain it. Global competition requires managing Value rather than individual products or brands. This fosters customer loyalty, and provides a solid basis for relationship marketing. The book takes a practical, step-by-step approach to explain: • How the forces of supply and demand interact with customer Value; • The relationships between benefits, quantities, prices and costs; • How to develop effective competitive strategies; • How to manage inventory and product mix efficiently; • How to apply the Value model to increase profitability, and solve major marketing problems. The book sets forth several new approaches for marketing and pricing decision-making: • The concept of Value integrates marketing, finance, economics and accounting, in order to link Value-based pricing with relationship marketing. • The law of supply and demand is restated with quantity as a function of Value instead of price; this makes it a more realistic and practical tool for understanding today´s highly competitive business environment. • The confrontation and complementation concepts provide useful tools for guiding marketers into new segments, and pricing products accordingly. They play a key role for devising win-win strategies, not only with customers, but also with competitors. • The Value Matrix is a practical tool for understanding the product´s positioning, analyzing its competition, setting prices and developing strategy. It aims at achieving an optimal balance between customer loyalty and product mix profitability. • The Value Life Cycle illustrates how Value acts as a force that constantly changes revenue, providing insight for developing strategies in each phase of the product´s life cycle. • Analogies with physics illustrate how policy constraints create resistance to sales velocity, thereby determining the rate at which a firm advances towards its financial and marketing goals. • The strategy for pricing business services applies Value to balance supply with demand; this leads to increased revenue. • The marketing approach set forth unifies product portfolio and inventory management with Value-based pricing for maximizing income. Clear explanations and accessible language make this book ideal for marketing professionals and non-specialists. Advanced readers may refer to the appendices, where the subjects are analyzed further and the mathematical foundations are laid out; numerous solved problems of pricing and costs are included.
Supply chain design for optimum performanceMarch 2015 / ISBN: 978-1-62273-016-2
Availability: In stock
382pp. ¦ $90 £65 €75
Drawing on cutting-edge research, this book proposes a new 'Supply Chain Optimization under Uncertainty’, technology. Its application can bring many proven benefits to supply chain entities, any associated service providers, and, of course, the customers. The technology can provide the best design and operating solution for a Supply Chain Network (SCN) that is subject to any prevailing conditions of Operational Uncertainty (OU). A SCN is defined as a network of production facilities, distribution centers and retail sales outlets. OU is defined as any relevant combination of i) multiple process objectives e.g. a business needs to maximize operating profits and to minimize inventory levels, ii) fuzziness (<, <=, >, or >=) e.g. sales <= 1500 t/mth and iii) probability e.g. sale of fertilizer is dependent on probabilistic rainfall. Following this method always enables the determination of realistic optimum supply chain solutions, since the effects of any operational uncertainties are always provided for. The book is arranged in two parts. The first part covers the theory and recent research into supply chain optimization under uncertainty. The second part documents the application of the newly proposed technology to an agricultural fertilizer’s (NPK, South Africa) supply chain.