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Marketing Dynamism & Sustainability: Things Change, Things Stay the Same...
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2012 Academy of Marketing Science (AMS) Annual Conference held in New Orleans, Louisiana, entitled Marketing Dynamism & Sustainability: Things Change, Things Stay the Same.
Value First, Then Price
Value-based pricing – pricing a product or service according to its value to the customer rather than its cost – is the most effective and profitable pricing strategy. Value First, Then Price is an innovative collection that proposes a quantitative methodology to value pricing and road-tests this methodology through a wide variety of real-life industrial and B2B cases. This book offers a state-of-the art and best practice overview of how leading companies quantify and document value to customers. In doing so, it provides students and researchers with a method by which to draw invaluable data-driven conclusions, and gives sales and marketing managers the theories and best practices they n...
CEO Branding
CEO Branding advances our understanding of the importance and impact that CEOs have on companies. In recent years, there has been a growing body of interdisciplinary literature on this powerful aspect of branding, and Fetscherin has invited a leading panel of international scholars and practitioners to contribute original chapters in their area of expertise. The book introduces the concept of the CEO as a brand, and outlines the "4Ps" of this branding mix – the CEO (person), personality, prestige (reputation), and performance. It discusses the CEO branding process, and demonstrates the many ways in which this ‘human brand’ affects the company in financial terms (such as performance, pr...
Pricing Done Right
Practical guidance and a fresh approach for more accurate value-based pricing Pricing Done Right provides a cutting-edge framework for value-based pricing and clear guidance on ideation, implementation, and execution. More action plan than primer, this book introduces a holistic strategy for ensuring on-target pricing by shifting the conversation from 'What is value-based pricing?' to 'How can we ensure that our pricing reflects our goals?' You'll learn to identify the decisions that must be managed, how to manage them, and who should make them, as illustrated by real-world case studies. The key success factor is to build a pricing organization within your organization; this reveals the rela...
Value First then Price
Winner of the Overall Case Award 2014 The Case Centre best selling case 2013 - 2017 Value-based pricing—pricing a product according to its value to the customer rather than its cost—is the most effective and profitable pricing strategy. Buyers need to evaluate the monetary benefits of a product against the price of its competitors. Sellers justify their price points through documenting the value of a product, emphasising its superiority against competitors and therefore justifying the premium price. Value First then Price is an innovative collection which proposes a quantitative methodology to value pricing, and road-tests this methodology through a wide variety of real-life industrial c...
Sales Management That Works
Named to the longlist for the 2021 Outstanding Works of Literature (OWL) Award in the Sales & Marketing category In this smart, practical, and research-based guide, Harvard Business School professor Frank Cespedes offers essential sales strategies for a world that never stops changing. The rise of e-commerce. Big data. AI. Given these trends (and many others), there's no doubt that sales is changing. But much of the current conventional wisdom is misleading and not supported by empirical data. If you as a manager fail to separate fact from hype, you will make decisions based on faulty assumptions and, in a competitive market, eventually fall behind those with a keener grasp of the current se...
Business-to-Business Marketing
Written from a European perspective, this comprehensive and regularly updated textbook covers both the theory and practice of global business-to-business (b2b) marketing. New to this sixth edition: Increased and updated coverage covering digital transformation and responsible business as well as new content on small firms New organizational coverage, including companies and brands such as Airspares Unlimited, Optel Group, Pfizer, Royal FloraHolland, Toyota, Trellebord,ValCo Engineering Ltd and Volkswagen Updated online resources for instructors to use and share in their teaching with students, including PowerPoint slides, a testbank, and an instructor’s manual containing guidance and links...
Pricing Strategy Implementation
Pricing can truly transform organizations. The impact of pricing on organizations is a result of two factors: pricing strategy development and the implementation of these strategies. Implementation is arguably the most difficult part in the pricing strategy process where even seasoned practitioners demand guidance. Pricing strategy development requires creativity, analytical rigor, and an ability to master the internal political competition for scarce resources, but it takes place in a well-defined environment. Fast forward to strategy implementation: competitors that stubbornly fail to behave according to assumptions, new entrants, internal resistance, new opportunities, changing customer p...
Long range planning
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Pricing and the Sales Force
Pricing and the Sales Force is the first book to link pricing strategy and the sales force together. Pricing strategy is now well established as an important means of driving profits for many organizations. Countless companies are now mastering price-setting. But what about "price-getting" – converting those list prices into the realized sales, and as a result, greater profitability? This is the domain of the sales force. A selection of the world’s leading specialists explore different aspects of sales force and pricing strategy integration: introduction: overview on the state of the art; building key capabilities: best practices for building sales force capabilities in pricing and value...
