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| downstream vs upstream marketing: Upstream Marketing Tim Koelzer, Kristin Kurth, 2021-04-13 In Upstream Marketing, authors Tim Koelzer and Kristin Kurth share best practices, research, case studies, and analysis informed by their more than twenty years of experience helping transform client brands and businesses through their work at EquiBrand Consulting, a top management consultancy. The result is a groundbreaking deep-dive into the fundamentals of upstream marketing—the process of identifying and fulfilling customer needs, which relies on the strategic implementation of three core principles: insight, identity, and innovation. An invaluable tool for business leaders looking for mindset, strategy, and processes that will help them improve their organization proactively, instead of reactively. Upstream Marketing includes meticulous analysis of seven profile companies, breaking down the values and principles that make them great—and offering some how-to tips you can apply yourself. The authors also draw on examples from their own work with clients to help illustrate how applying the principles of upstream marketing correctly and at the right time can impact the health, growth, and success of any business. |
| downstream vs upstream marketing: Tilt Niraj, 2013-10-15 Shift your strategy downstream. Why do your customers buy from you rather than from your competitors? If you think the answer is your superior products, think again. Products are important, of course. For decades, businesses sought competitive advantage almost exclusively in activities related to new product creation. They won by building bigger factories, by finding cheaper raw materials or labor, or by coming up with more efficient ways to move and store inventory—and by inventing exciting new products that competitors could not replicate. But these sources of competitive advantage are being irreversibly leveled by globalization and technology. Today, competitors can rapidly decipher and deploy the recipe for your product’s secret sauce and use it against you. “Upstream,” product-related advantages are rapidly eroding. This does not mean that competitive advantage is a thing of the past. Rather, its center has shifted. As marketing professor Niraj Dawar compellingly argues, advantage is now found “downstream,” where companies interact with customers in the marketplace. Tilt will help you grasp the global nature of this downstream shift and its profound implications for your strategy and your organization. With vivid examples from around the world, ranging across industries and sectors, Dawar shows how companies are reorienting their strategies around customer interactions to create and capture unique value. And he demonstrates how, unlike product-related advantage, this value is cumulative, continuously building over time. In an increasingly customer-centered world marketplace, let Tilt serve as your guide to shifting your strategy downstream—and achieving enduring competitive advantage. |
| downstream vs upstream marketing: Profitable Growth is Everyone's Business , 2017 |
| downstream vs upstream marketing: Upstream Dan Heath, 2020-03-03 Wall Street Journal Bestseller New York Times bestselling author Dan Heath explores how to prevent problems before they happen, drawing on insights from hundreds of interviews with unconventional problem solvers. So often in life, we get stuck in a cycle of response. We put out fires. We deal with emergencies. We stay downstream, handling one problem after another, but we never make our way upstream to fix the systems that caused the problems. Cops chase robbers, doctors treat patients with chronic illnesses, and call-center reps address customer complaints. But many crimes, chronic illnesses, and customer complaints are preventable. So why do our efforts skew so heavily toward reaction rather than prevention? Upstream probes the psychological forces that push us downstream—including “problem blindness,” which can leave us oblivious to serious problems in our midst. And Heath introduces us to the thinkers who have overcome these obstacles and scored massive victories by switching to an upstream mindset. One online travel website prevented twenty million customer service calls every year by making some simple tweaks to its booking system. A major urban school district cut its dropout rate in half after it figured out that it could predict which students would drop out—as early as the ninth grade. A European nation almost eliminated teenage alcohol and drug abuse by deliberately changing the nation’s culture. And one EMS system accelerated the emergency-response time of its ambulances by using data to predict where 911 calls would emerge—and forward-deploying its ambulances to stand by in those areas. Upstream delivers practical solutions for preventing problems rather than reacting to them. How many problems in our lives and in society are we tolerating simply because we’ve forgotten that we can fix them? |
| downstream vs upstream marketing: The Design and Implementation of US Climate Policy Don Fullerton, Catherine D. Wolfram, 2012-09-27 This book contains the proceedings of an NBER conference held in Washington, DC, on May 13-14, 2010--Page xi. |
| downstream vs upstream marketing: Social Marketing in the 21st Century Alan R. Andreasen, 2006 This text is well-grounded in scholarship, synthesizes a number of streams of thought, and then proposes thought-provoking applications for an existing approach to social and behavioral change through social marketing. It could be used with a number of courses and disciplines. The level of detail, use of various sources and the variety of examples make it appropriate for graduate level studies. It can also serve the social marketing or behavior change practitioner who wishes to enhance or expand his or her field of practice to include upstream approaches. - Written by a highly regarded academic in the Social Marketing community. - Encourages Social Marketers to think beyond the downstream market of individuals whose behavior they are trying to influence to include the upstream market of individuals whose participation is needed to make changes. - Utilizes and synthesizes a number of different strands of scholarship (the evolution of social problems, the science of framing, the process of social change, social marketing history and elements, etc.) |
| downstream vs upstream marketing: Introduction to Petroleum Engineering John R. Fanchi, Richard L. Christiansen, 2016-09-13 Presents key concepts and terminology for a multidisciplinary range of topics in petroleum engineering Places oil and gas production in the global energy context Introduces all of the key concepts that are needed to understand oil and gas production from exploration through abandonment Reviews fundamental terminology and concepts from geology, geophysics, petrophysics, drilling, production and reservoir engineering Includes many worked practical examples within each chapter and exercises at the end of each chapter highlight and reinforce material in the chapter Includes a solutions manual for academic adopters |
| downstream vs upstream marketing: The Product Manager's Handbook Linda Gorchels, 2000 This revised and updated edition fully integrates the Internet and other digital technologies into the product manager's portfolio of tools. The book includes all new information on what it takes to be a successful product manager. It explains the product manager's role in the planning process (including strategic and operational planning), how to evaluate product portfolios, how to propose and develop successful new products, and much more.--BOOK JACKET. |
| downstream vs upstream marketing: Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses Joe Pulizzi, 2015-09-04 “Instead of throwing money away and sucking up to A-listers, now there is a better way to promote your business. It’s called content marketing, and this book is a great way to master this new technique.” -Guy Kawasaki, Chief evangelist of Canva and author of The Art of the Start 2.0 How do you take the maximum amount of risk out of starting a business? Joe Pulizzi shows us. Fascinate your audience, then turn them into loyal fans. Content Inc. shows you how. Use it as your roadmap to startup success.” -Sally Hogshead, New York Times and Wall Street Journal bestselling author, How the World Sees You If you're serious about turning content into a business, this is the most detailed, honest, and useful book ever written. -Jay Baer, New York Times bestselling author of Youtility The approach to business taught all over the world is to create a product and then spend a bunch of money to market and sell it. Joe outlines a radically new way to succeed in business: Develop your audience first by creating content that draws people in and then watch your business sell themselves! -David Meerman Scott bestselling author of ten books including The New Rules of Sales and Service The digital age has fundamentally reshaped the cost curve for entrepreneurs. Joe describes the formula for developing a purpose-driven business that connects with an engaged and loyal audience around content. With brand, voice and audience, building and monetizing a business is easy. -Julie Fleischer, Sr. Director, Data + Content + Media, Kraft Foods What if you launched a business with nothing to sell, and instead focused first on serving the needs of an audience, trusting that the 'selling' part would come later? Crazy? Or crazy-brilliant? I'd say the latter. Because in today's world, you should serve before selling. -Ann Handley, author of the Wall Street Journal bestseller Everybody Writes and Content Rules Today, anyone, anywhere with a passion and a focus on a content niche can build a multi-million dollar platform and business. I did it and so can you. Just follow Joe's plan and hisContent Inc. model. -John Lee Dumas, Founder, EntrepreneurOnFire The Internet doesn't need more content. It needs amazing content. Content Inc is the business blueprint on how to achieve that. If you're in business and are tired of hearing about the need for content marketing, but want the how and the proof, Content Inc is your blueprint. -Scott Stratten, bestselling author and President of UnMarketing Inc. Content marketing is by far the best marketing strategy for every company and Joe is by far the best guru on the topic. I wish this book was available when we started our content marketing initiative. It would have saved us a huge amount of time and effort! -Scott Maxwell, Managing Partner/Founder OpenView Venture Partners |
| downstream vs upstream marketing: Marketing Champions Roy A. Young, Allen M. Weiss, David W. Stewart, 2006-10-11 Praise for Marketing Champions Much has been written about the importance of using marketing principles and tools effectively. But we've paid far less attention to how marketing works within an organization--and how marketers can better interact with other prime movers in their companies. This book really delivers on this much-neglected subject--sounding a wake-up call to marketers everywhere on how to exert their influence and improve their contribution to cash flow. --Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University The authors understand that marketing is now the most important force within an organization--if you can figure out how to coordinate the rest of your colleagues. This book shows you how. --Seth Godin, author of Small Is the New Big This leadership guide is a must-read for every executive who wants to understand the crucial connection between marketing and bottom-line results. --Warren Bennis, Distinguished Professor of Business Administration, University of Southern California, and author of On Becoming a Leader The best marketing leaders are those who can harness the power of the enterprise--not just lead the marketing team. This book will give you the ability to align and inspire the entire company. --Jerry Noonan, Spencer Stuart |
| downstream vs upstream marketing: Social Marketing in Action Debra Z. Basil, Gonzalo Diaz-Meneses, Michael D. Basil, 2019-05-24 This textbook provides students with real-world social marketing case studies from different countries and regions around the world, taking learners from classroom theory to practice. The primary objective is to clearly portray to students distinct, identifiable steps that are essential for successful social marketing campaigns. Core social marketing practices are applied to each case to help students master social marketing principles and apply them to their own real world social marketing activities in order to affect positive social change. This textbook first provides the tools necessary to understand the effective applica- tion of social marketing, and then offers 24 case studies exemplifying effective social marketing efforts from all around the world. Specifically, Part I clearly and concisely explains the principles of social marketing in five chapters: • Upstream vs. downstream social marketing, SWOT, competition • Fundamentals of social marketing, ethics • Formative and Evaluative Research • Theories applied in social marketing • A historical perspective on social marketing Part II features 24 social marketing case studies that demonstrate the application of social marketing principles. All 24 cases follow a consistent structure that includes: • Background • Positioning • SWOT • Research • Objectives • The 4 P’s • Target audience • Evaluation • Barriers and benefits • Discussion • Competition This format allows for students and professors to easily and effectively select individual cases and compare between cases. This textbook also allows instructors to encourage critical thinking by having students compare and contrast not only the cases themselves, but the applications used. In addition, teaching guides with answers to discussion questions, suggestions for activities inside and outside of the classroom and further readings are available to assist professors in teaching from this book. |
| downstream vs upstream marketing: The Handbook of Persuasion and Social Marketing David W. Stewart, 2014-12-17 This timely set traces the evolution of social marketing from its deep roots in psychology, religion, and politics to its current role as an influencer of societal and behavioral change. Few realize that the methods behind the social marketing discipline are not new but are based on traditional sales techniques reengineered to advocate social responsibility. Since emerging, the movement has prompted a rapid change in how we communicate and what we say. Funding from government agencies, foundations, and organizations like the National Cancer Institute and the American Heart Association have prompted campaigns that promote healthy behaviors and deter unhealthy actions. In this three-volume set, a panel of experts take an unprecedented look at this marketing phenomena as a means of influencing behaviors that benefit individuals and society overall. This comprehensive collection examines the role of persuasion in a marketing context. The book's central theme is woven throughout each of the three volumes: volume one focuses on the conceptual and philosophical foundations of the trend; the second part addresses its theoretical and strategic dimensions; and the final section discusses applications to specific societal issues like personal, public, and environmental caretaking; disease prevention; good nutrition; and safe sex. Chapters address campaign planning, regulatory and compliance issues, and the measurement of outcomes. |
| downstream vs upstream marketing: Sustainable Marketing Donald A. Fuller, 1999-02-02 Sustainable Marketing is structured around the traditional 4Ps of marketing and explains how marketing mix decisions can and do influence environmental outcomes. Throughout the book, Donald A. Fuller advocates the conversion of consumption systems to a sustainable paradigm that represents a circular use of resources, not the linear approach (materials >products >consumption >disposal) that leads to the pollution of ecosystems. The book′s running theme is that marketers can reinvent strategy and craft win-win-win solutions, where customers win (obtaining genuine benefits), organizations win (achieving financial objectives), and ecosystems win (ecosystem functioning is preserved or enhanced). The theme is vividly illustrated by 49 in-text exhibits of successful corporate environmental initiatives. |
| downstream vs upstream marketing: Strategic Social Marketing Jeff French, Ross Gordon, 2015-01-31 This book is not available as a print inspection copy. To download an e-version click here or for more information contact your local sales representative. ′For anyone interested in great social marketing practice in the 21st century, and how it needs to adapt as our understanding of behaviour change evolves, this publication is chock full of good practice and smart strategy.’ Dan Metcalfe, Deputy Director - Marketing, Public Health England, UK Strategic Social Marketing takes a systemic approach to explaining and illustrating the added value of applying marketing to solve social problems. The authors present social marketing principles in a strategic, critical and reflexive way to help engender social good via the effectiveness and efficiency of social programmes in areas such as Health, Environment, Governance and Public Policy. In illustrating how it can be applied, the text places Strategic Social Marketing in a global context, giving examples and case studies from around the world. Set into a clear structure it: Takes you through an exploration of why marketing should be an integral component of all social programme design and delivery when looking to achieve social good Moves on to the nature and application of social marketing, rethinking traditional concepts such as ‘value’ and ‘exchange’ in the social context Lays out the ‘how to’ so you can create fully realised strategy, plans, frameworks and tactics to influence behaviours. Visit the Strategic Social Marketing Website - Featuring free resources for marketing students and lecturers. |
| downstream vs upstream marketing: Essential Upstream Kanban Patrick Steyaert, 2017-09-25 Ideas for fulfilling customer needs can be generated much faster than they can be realized. Upstream Kanban is about marshaling options-having enough choices at the right time, without overburdening the system and the workers who generate those options. |
| downstream vs upstream marketing: Ethical Approaches to Marketing Carolyn Strong, 2021-08-23 Ethical approaches to marketing offers a dynamic and inspiring perspective on how powerful marketing can have a positive and ethical impact on society. It brings together a wealth of internationally acclaimed academics who share their thoughts on a broad range of ethical approaches to marketing. With the continued and unwavering criticism of marketing across the globe, with accusations of persuasion, exploitation and manipulation and more this book aims to open the minds of the reader to the constructive and progressive approaches of ethical marketers. It reframes the way we think about marketing and society offering a number of emotional and motivational topics written by world leading academics, bringing together the great minds of ethical academics in a profound and dynamic monograph. The range of scholars includes new and upcoming academics taking on the opportunity to publish their work alongside eminent scholars. Contributions support the notion that marketing is good for society and impacts on consumer wellbeing, lifestyle, communities and positive consumer behaviours. This book asks the reader to think differently, feel the change that is rapidly developing in marketing through the interconnections of personal ethical values which are becoming interdependent with professional marketing values. As problems linked to health, the environment and social injustice mount during the 21st century, harnessing the power of marketing to help find and promote positive solutions is going to be crucial for all our futures. Billy Bob Thornton once claimed publicly that ‘Marketing is the Devil’, but this collection demonstrates the potential for marketing and marketers to make important contributions on the side of the angels. (Professor Ken Peattie) |
| downstream vs upstream marketing: Principles and Practice of Social Marketing Rob Donovan, Nadine Henley, 2010-10-28 This fully updated edition combines the latest research with real-life examples of social marketing campaigns the world over to help you learn how to apply the principles and methods of marketing to a broad range of social issues. The international case studies and applications show how social marketing campaigns are being used across the world to influence changes in behaviour, and reveal how those campaigns may differ according to their cultural context and subject matter. Every chapter is fully illustrated with real-life examples, including campaigns that deal with racism, the environment and mental health. The book also shows how social marketing influences governments, corporations and NGOs, as well as individual behaviour. The author team combine research and teaching knowledge with hands-on experience of developing and implementing public health, social welfare and injury prevention campaigns to give you the theory and practice of social marketing. |
| downstream vs upstream marketing: Social Marketing for Public Health Hong Cheng, Philip Kotler, Nancy Lee, 2011 Social Marketing for Public Health: Global Trends and Success Stories explores how traditional marketing principles and techniques are being used to increase the effectiveness of public health programs-around the world. While addressing the global issues and trends in social marketing, the book highlights successful health behavior change campaigns launched by governments, by a combination of governments, NGOs, and businesses, or by citizens themselves in 15 countries of five continents. Each chapter examines a unique, current success story, ranging from anti-smoking campaigns to HIV-AIDS prev |
| downstream vs upstream marketing: Fast-Track Your Business Laura Patterson, 2020-01-28 In Fast-Track Your Business, author Laura Patterson offers step-by-step guidance for acquiring customer insights, creating customer-centric outcomes, and developing strategies and measurable executable plans. |
| downstream vs upstream marketing: Digital Luxury Wided Batat, 2019-04-29 The fashion and luxury industries have been well-established for centuries, but the new disruptive digital environment is causing these industries to rethink their business case and adapt their brand offerings for consumers and experiences both online and offline, mixing physical place and digital space: phygital. This exciting new text, the first on this timely subject, written by an expert author explores the current malaise and offers ways forward through a mixture of research and practice-led examples. |
| downstream vs upstream marketing: Business Continuity and Disaster Recovery Planning for IT Professionals Susan Snedaker, 2011-04-18 Powerful Earthquake Triggers Tsunami in Pacific. Hurricane Katrina Makes Landfall in the Gulf Coast. Avalanche Buries Highway in Denver. Tornado Touches Down in Georgia. These headlines not only have caught the attention of people around the world, they have had a significant effect on IT professionals as well. As technology continues to become more integral to corporate operations at every level of the organization, the job of IT has expanded to become almost all-encompassing. These days, it's difficult to find corners of a company that technology does not touch. As a result, the need to plan for potential disruptions to technology services has increased exponentially. That is what Business Continuity Planning (BCP) is: a methodology used to create a plan for how an organization will recover after a disaster of various types. It takes into account both security and corporate risk management tatics.There is a lot of movement around this initiative in the industry: the British Standards Institute is releasing a new standard for BCP this year. Trade shows are popping up covering the topic.* Complete coverage of the 3 categories of disaster: natural hazards, human-caused hazards, and accidental and technical hazards.* Only published source of information on the new BCI standards and government requirements.* Up dated information on recovery from cyber attacks, rioting, protests, product tampering, bombs, explosions, and terrorism. |
| downstream vs upstream marketing: Value in Business Jeffrey Yi-Lin Forrest, Yong Liu, 2021-10-22 This book uses a system-based approach to decipher and organize the concepts and conclusions relevant for creating and capturing value in business. It develops a scientific theory based on systems science and logical reasoning that is commonly employed in mathematics and natural science. The resulting new theory focuses on the organizational nature of the world and the organic and holistic feature of human organizations and their interactions. To this end, this book identifies a few axioms, instead of empirical discoveries, on which it reliably constructs the entire theory. |
| downstream vs upstream marketing: Collaborative Strategy Luiz F. Mesquita, Roberto Ragozzino, Jeffrey J. Reuer, 2017 This book provides approachable and insightful chapters that summarize state-of-the-art thinking and research on alliances and networks. Contributions by leading scholars cover foundations or fundamentals as well as frontier areas through a diverse range of perspectives. |
| downstream vs upstream marketing: Introduction to Operations and Supply Chain Management Cecil C. Bozarth, Robert B. Handfield, 2006 This student supplement explores Linear Programming, Queing, and Simulation. Contains corresponding end of chapter material for instructors. Supplement packaged with the Bozarth/Handfield text for free. |
| downstream vs upstream marketing: Stakeholder Involvement in Social Marketing Kathy Knox, Krzysztof Kubacki, Sharyn Rundle-Thiele, 2020-11-25 This book is the first to provide evidence-based experience to showcase how stakeholder management can be applied within social marketing programs, as well providing contemporary discussions of social marketing research. The book aims to bring practitioners and academics together to address the calls made by scholars to address inherent challenges involved in identifying, involving and prioritising different stakeholders in social marketing interventions. Through sharing real-world experience, the text aims to extend and synthesise current knowledge in the field and contribute to establishing stronger and long-lasting alliances with stakeholders involved in social marketing interventions with an aim of ensuring sustainable behavioural change. This book features a diverse series of case studies from different countries (including but not limited to Australia, Finland, India, Slovenia, the United Kingdom) conducted in various behaviour change contexts (including alcohol consumption, nutrition intake, and breast feeding). Leading international social marketing and social science scholars provide case studies on stakeholder involvement in an intervention or multiple interventions and elucidate relevant lessons to inform theoretical as well as practical implications for multi-stakeholder social marketing interventions. This volume will be of interest to researchers, advanced students, practitioners and policy makers in social marketing and health policy. |
| downstream vs upstream marketing: Arts and Minds Anton Howes, 2023-05-16 For almost 300 years, an organisation has quietly tried to change almost every aspect of life in Britain. That organisation is the Royal Society for the Encouragement of Arts, Manufactures and Commerce, often known simply as the Royal Society of Arts. It has acted as Britain's private national improvement agency, in every way imaginable - essentially, a society for the improvement of everything and anything. This book is its history. From its beginnings in a coffee house in the mid-eighteenth century, the Society has tried to change Britain's art, industry, laws, music, environment, education, and even culture. It has sometimes even succeeded. It has been a prize-fund for innovations, a platform for Victorian utilitarian reformers, a convenor of disparate interest groups, and the focal point for social movements. There has never been an organisation quite like it, constantly having to reinvent itself to find something new to improve. The book rewrites many of the old official histories of the Society and updates them to the present day, incorporating over half a century of further research into the periods they covered, along with new insights into the organisation's evolution. The book reveals the hidden and often surprising history of how a few public-spirited people tried to make their country better, offering lessons from their triumphs and their failures for all would-be reformers today-- |
| downstream vs upstream marketing: Developing New Functional Food and Nutraceutical Products Debasis Bagchi, Sreejayan Nair, 2016-09-19 Developing New Functional Food and Nutraceutical Products provides critical information from conceptualization of new products to marketing, aiming to present a solid understanding of the entire process through detailed coverage of key concepts, namely innovation, regulation, manufacturing, quality control, and marketing. Chapters provide insights into market and competitive analysis, product design and development, intellectual property, ingredient sourcing, cost control, and sales and marketing strategies. - Examines key considerations in product development - Provides a streamlined approach for product development - Addresses manufacturing and quality control challenges - Includes key lessons for a successful product launch and effective marketing |
| downstream vs upstream marketing: Marketing Management in Practice John Williams, Tony Curtis, 2008-07-21 'Butterworth-Heinemann's CIM Coursebooks have been designed to match the syllabus and learning outcomes of our new qualifications and should be useful aids in helping students understand the complexities of marketing. The discussion and practical application of theories and concepts, with relevant examples and case studies, should help readers make immediate use of their knowledge and skills gained from the qualifications.' Professor Keith Fletcher, Director of Education, The Chartered Institute of Marketing 'Here in Dubai, we have used the Butterworth-Heinemann Coursebooks in their various forms since the very beginning and have found them most useful as a source of recommended reading material as well as examination preparation.' Alun Epps, CIM Centre Co-ordinator, Dubai University College, United Arab Emirates Butterworth-Heinemann's official CIM Coursebooks are the definitive companions to the CIM professional marketing qualifications. The only study materials to be endorsed by The Chartered Institute of Marketing (CIM), all content is carefully structured to match the syllabus and is written in collaboration with the CIM faculty. Now in full colour and a new student friendly format, key information is easy to locate on each page. Each chapter is packed full of case studies, study tips and activities to test your learning and understanding as you go along. -The coursebooks are the only study guide reviewed and approved by CIM (The Chartered Institute of Marketing). -Each book is crammed with a range of learning objectives, cases, questions, activities, definitions, study tips and summaries to support and test your understanding of the theory. -Past examination papers and examiners' reports are available online to enable you to practise what has been learned and help prepare for the exam and pass first time. -Extensive online materials support students and tutors at every stage. Based on an understanding of student and tutor needs gained in extensive research, brand new online materials have been designed specifically for CIM students and created exclusively for Butterworth-Heinemann. Check out exam dates on the Online Calendar, see syllabus links for each course, and access extra mini case studies to cement your understanding. Explore marketingonline.co.uk and access online versions of the coursebooks and further reading from Elsevier and Butterworth-Heinemann. INTERACTIVE, FLEXIBLE, ACCESSIBLE ANY TIME, ANY PLACE www.marketingonline.co.uk |
| downstream vs upstream marketing: Marketing Management in Practice 2007-2008 John Williams, Tony Curtis, 2007 BH CIM Coursebooks are crammed with a range of learning objective questions, activities, definitions and summaries to support and test your understanding of the theory. The 07/08 editions contains new case studies which help keep the student up to date with changes in Marketing strategies. Carefully structured to link directly to the CIM syllabus, this Coursebook is user-friendly, interactive and relevant. Each Coursebook is accompanied by access to MARKETINGONLINE (www.marketingonline.co.uk), a unique online learning resource designed specifically for CIM students which can be accessed at any time. *Written specially for the Marketing Management in Practice module by the Senior Examiner * The only coursebook fully endorsed by CIM * Contains past examination papers and examiners' reports to enable you to practise what has been learned and help prepare for the exam |
| downstream vs upstream marketing: CIM Coursebook 03/04 Marketing Management in Practice Tony Curtis, 2012-09-11 Each coursebook includes access to MARKETINGONLINE, where you can: * Annotate, customise and create personally tailored notes using the electronic version of the coursebook * Receive regular tutorials on key topics * Search the coursebook online for easy access to definitions and key concepts |
| downstream vs upstream marketing: Sport Finance Gil Fried, Timothy D. DeSchriver, Michael Mondello, 2013 Sport Finance, Third Edition, allows students to grasp fundamental concepts in sport finance, even if they have not previously studied finance. The text engages students with a practical approach to traditionally difficult financial skills and principles. |
| downstream vs upstream marketing: Strategic Marketing in the Global Forest Industries Heikki Juslin, Eric Hansen, 2002 |
| downstream vs upstream marketing: Monopsony Issues in Agriculture United States. Congress. Senate. Committee on the Judiciary, 2004 |
| downstream vs upstream marketing: Business-to-Business Marketing Ross Brennan, Louise Canning, Raymond McDowell, 2010-10-20 The Second Edition of this bestselling B2B marketing textbook offers the same accessible clarity of insight, combined with updated and engaging examples. Each chapter contains a detailed case study to further engage the reader with the topics examined. - Featuring updated case studies and a range of new examples. - Incorporating additional coverage of B2B branding and the B2B strategic marketing process, and issues of sustainability. - Extended coverage of Key Account Management - Online lecturer support including PowerPoint slides and key web links Drawing on their substantial experience of business-to-business marketing as practitioners, researchers and educators, the authors make this exciting and challenging area accessible to advanced undergraduate and to postgraduate students of marketing, management and business studies. Praise for the Second Edition: 'I found that the first edition of Brennan, Canning and McDowell's text was excellent for raising students' awareness and understanding of the most important concepts and phenomena associated with B2B marketing. The second edition should prove even more successful by using several new case studies and short 'snapshots' to illustrate possible solutions to common B2B marketing dilemmas, such as the design and delivery of business products and services, the selection of promotional tools and alternative routes to market. The new edition also deals clearly with complex issues such as inter-firm relationships and networks, e-B2B, logistics, supply chain management and B2B branding' - Michael Saren, Professor of Marketing, University of Leicester 'This textbook makes a unique contribution to business-to-business teaching: not only does it provide up-to-date cases and issues for discussion that reach to the heart of business-to-business marketing; it also brings in the latest academic debates and makes them both relevant and accessible to the readers. A fantastic addition to any library or course' - Dr Judy Zolkiewski, Senior Lecturer in Business-to-Business Marketing, Manchester Business School 'The advantage of the approach taken by Brennan and his colleagues is that this book manages to convey both the typical North American view of B2B marketing as the optimisation of a set of marketing mix variables, and the more emergent European view of B2B Marketing as being focused on the management of relationships between companies. This updated second edition sees the addition of a number of 'snapshots' in each chapter that bring the subject alive through the description of current examples, as well as some more expansive end-of-chapter case studies. It is truly a most welcome addition to the bookshelves of those students and faculty interested in this facet of marketing' - Peter Naudé, Professor of Marketing, Manchester Business School 'The strength of this text lies in the interconnection of academic theory with real world examples. Special attention has been given to the role that relationships play within the Business-to business environment, linking these to key concepts such as segmentation, targeting and marketing communications, which importantly encompasses the role personal selling as relationshipmmunications building and not just order taking. With good coverage of international cultural differences this is a valuable resource for both students of marketing and sales' - Andrew Whalley, Lecturer in Business-to-Business Marketing, Royal Holloway University of London 'The text provides an authoritative, up-to-date review of organisational strategy development and 'firmographic' market segmentation. It provides a comprehensive literature review and empiric examples through a range of relevant case studies. The approach to strategy formulation, ethics and corporate social responsibility are especially strong' - Stuart Challinor, Lecturer in Marketing, Newcastle University 'This revised second edition offers an excellent contemporary view of Business-to-Business Marketing. Refreshingly, the text is packed with an eclectic mix of largely European case studies that make for extremely interesting reading. It is a 'must read' for any undergraduate or postgraduate Marketing student' - Dr Jonathan Wilson, Senior Lecturer, Ashcroft International Business School, Anglia Ruskin University, Cambridge |
| downstream vs upstream marketing: Global Competition Enforcement Paulo Burnier da Silveira, William Evan Kovacic, 2019-10-17 Global Competition Enforcement New Players, New Challenges Edited by Paulo Burnier da Silveira & William Evan Kovacic In a short span of years, the landscape of global competition has changed significantly. In particular, international cooperation in competition law enforcement has greatly strengthened the battle against abuse of dominance, cartels, anticompetitive mergers and related political corruption. This thoroughly researched book explains the current situation regarding joint investigations, identifies common problems and considers possible solutions and future developments. In addition to covering issues of competition policy, its authors look in detail at practice in both merger and conduct investigations in a variety of countries. The following aspects of the subject and more are examined in depth: the interface between antitrust and anti-corruption; the digital economy’s challenges to competition authorities; convergent aims and rules among different competition authorities; regional organizations with competition mandates; competition neutrality and state-owned enterprises; and leniency programmes. Although necessarily there is considerable information on major antitrust regimes like those of the United States and the European Union, chapters by local experts highlight lessons to be learned from the work of competition authorities in five continents including Argentina, Australia, Brazil, China, Colombia, India, Japan, Mauritius, Mexico, Peru and South Africa. The contributors include competition enforcers, regulators, academics, practitioners and leading commentators from a range of jurisdictions. Adding up to an authoritative analysis from the enforcer’s perspective, the studies presented in the book clarify the approaches and priorities of competition enforcement authorities – including those of major emerging economies – and provide expert guidance on dealing with transnational investigations. Antitrust lawyers, corporate counsel and interested academics as well as policymakers will benefit immeasurably from this book’s wealth of informative detail. |
| downstream vs upstream marketing: Corrosion Inhibitors in the Oil and Gas Industry Viswanathan S. Saji, Saviour A. Umoren, 2020-06-02 Provides comprehensive coverage of corrosion inhibitors in the oil and gas industries Considering the high importance of corrosion inhibitor development for the oil and gas sectors, this book provides a thorough overview of the most recent advancements in this field. It systematically addresses corrosion inhibitors for various applications in the oil and gas value chain, as well as the fundamentals of corrosion inhibition and interference of inhibitors with co-additives. Corrosion Inhibitors in the Oil and Gas Industries is presented in three parts. The first part on Fundamentals and Approaches focuses on principles and processes in the oil and gas industry, the types of corrosion encountered and their control methods, environmental factors affecting inhibition, material selection strategies, and economic aspects of corrosion. The second part on Choice of Inhibitors examines corrosion inhibitors for acidizing processes, inhibitors for sweet and sour corrosion, inhibitors in refinery operations, high-temperature corrosion inhibitors, inhibitors for challenging corrosive environments, inhibitors for microbiologically influenced corrosion, polymeric inhibitors, vapor phase inhibitors, and smart controlled release inhibitor systems. The last part on Interaction with Co-additives looks at industrial co-additives and their interference with corrosion inhibitors such as antiscalants, hydrate inhibitors, and sulfide scavengers. -Presents a well-structured and systematic overview of the fundamentals and factors affecting corrosion -Acts as a handy reference tool for scientists and engineers working with corrosion inhibitors for the oil and gas industries -Collectively presents all the information available on the development and application of corrosion inhibitors for the oil and gas industries -Offers a unique and specific focus on the oil and gas industries Corrosion Inhibitors in the Oil and Gas Industries is an excellent resource for scientists in industry as well as in academia working in the field of corrosion protection for the oil and gas sectors, and will appeal to materials scientists, electrochemists, chemists, and chemical engineers. |
| downstream vs upstream marketing: Advances in Management Accounting Marc J. Epstein, Mary M. Malina, 2016-12-01 Volume 27 of Advances in Management Accounting examines a broad spectrum of current topics in management accounting. |
| downstream vs upstream marketing: Public Value John Benington, Mark Moore, 2010-11-30 This text provides a concise and internationalized restatement of the public value approach, an assessment of its impact to date - in theory and practice - and of its particular relevance to the challenges of public management in a time of crisis and austerity. |
| downstream vs upstream marketing: The Routledge Companion to Marketing and Society Krzysztof Kubacki, Lukas Parker, Christine Domegan, Linda Brennan, 2022-08-25 The Routledge Companion to Marketing and Society focuses on marketing for social impact as the use of marketing strategies, tools and techniques to improve the well-being of society. As such it does not exclude the use of marketing to increase profit and shareholder value but rather prioritises the social impact of marketing, both positive and negative (even if largely unintended). This companion is a scholarly reference providing an overview of marketing for social impact in terms of its current and emergent themes, debates and developments, as well as reflections on the future of the field. Using marketing tools and techniques for social impact is commonly accepted as an effective commercial strategy (e.g. corporate social responsibility, cause-related marketing) and increasingly accepted as an approach to planned social transformation that can be used to influence positive social change in behaviours such as recycling, healthy eating, domestic violence and human trafficking. This reference volume serves as an authoritative and comprehensive statement on the state of contemporary scholarship focusing on the diverse subject of the social impact of marketing. It features 25 chapters written by international subject specialists within six themed sections, including consumer issues, marketing tools, commercial marketing and non-profit marketing. It will find a global audience of scholars and researchers within marketing and cognate fields, interested in using marketing tools and techniques to create social impact in areas such as public health, social and behaviour change communication, sociology and cultural studies. |
| downstream vs upstream marketing: Careers in Marketing Eric Siebert, 2016 'Careers in Marketing' is divided into four sections based on the key activities of marketing: Marketing Insights, Marketing Planning, Marketing Execution and Marketing Optimization. The most relevant digital and traditional marketing roles are described across each of these activities. Each role includes detailed descriptions of both traditional and digital marketing roles including key job responsibilities and an 'insider view' of the day to day realities of the job. The pros and cons of each role is also described along with key success criteria, salary information, a typical career path as well as guidance on how to land one's first job.-Publisher description. |
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DOWNSTREAM Definition & Meaning - Merriam-Webster
The meaning of DOWNSTREAM is in the direction of or nearer to the mouth of a stream. How to use downstream in a sentence.
DOWNSTREAM | English meaning - Cambridge Dictionary
DOWNSTREAM definition: 1. in the direction a river or stream is flowing: 2. used to describe something that happens later…. Learn more.
Downstream: Definition, Types, and Examples of Operations
Apr 12, 2024 · Downstream operations are the processes involved with converting oil and gas into their finished products. There are upstream, midstream, and downstream operations within the …
DOWNSTREAM Definition & Meaning - Dictionary.com
Downstream definition: with or in the direction of the current of a stream.. See examples of DOWNSTREAM used in a sentence.
Upstream vs. Downstream: Key Differences Explained
Nov 20, 2024 · In supply chain management and industrial operations, understanding the distinction between “upstream” and “downstream” processes is essential for optimizing …
Downstream - Wikipedia
Downstream may refer to: Downstream (hydrology), the direction towards the mouth of a stream, i.e. the direction the current flows; Downstream (bioprocess), when a cell mass from an …
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DOWNSTREAM Definition & Meaning - Merriam-Webster
The meaning of DOWNSTREAM is in the direction of or nearer to the mouth of a stream. How to use downstream in a sentence.
DOWNSTREAM | English meaning - Cambridge Dictionary
DOWNSTREAM definition: 1. in the direction a river or stream is flowing: 2. used to describe something that happens later…. Learn more.
Downstream: Definition, Types, and Examples of Operations
Apr 12, 2024 · Downstream operations are the processes involved with converting oil and gas into their finished products. There are upstream, midstream, and downstream operations within the …
DOWNSTREAM Definition & Meaning - Dictionary.com
Downstream definition: with or in the direction of the current of a stream.. See examples of DOWNSTREAM used in a sentence.
Upstream vs. Downstream: Key Differences Explained
Nov 20, 2024 · In supply chain management and industrial operations, understanding the distinction between “upstream” and “downstream” processes is essential for optimizing …
Downstream - Wikipedia
Downstream may refer to: Downstream (hydrology), the direction towards the mouth of a stream, i.e. the direction the current flows; Downstream (bioprocess), when a cell mass from an …
