1. The document discusses using metaphors as a strategic tool in marketing to foster creative thinking and sense-making.
2. It proposes various metaphors for what marketing is, such as "war", "organism", "jazz", and "science". The metaphor of "marketing is (post)modern war" is explored in more depth.
3. Using rich metaphors from other domains can challenge basic assumptions in marketing and spark new insights and strategies. Metaphors provide a lens for understanding concepts and sharing perspectives.
- Total Quality Management (TQM) and Six Sigma focus on measuring and reducing errors in processes, and have been applied successfully in manufacturing for decades.
- Applying TQM concepts to sales through a methodology called Total Quality Sales Management (TQSalesM) would involve precisely measuring sales activities and identifying causes of failure to improve effectiveness.
- TQSalesM would require accurate competency assessments of salespeople to establish strengths, weaknesses, and potential in order to better manage sales teams.
How using Return on Marketing Investment (ROMI or MROI) and ROMI calculators can be used to evaluate your past campaign success and make predictions about future campaigns.
SMK: Donat Mg goes global, Batagelj (Valicon) in Jelača (AG)valicon
Donat Mg goes global by expanding into new markets and target audiences. The strategic wormhole approach was used to rapidly transform Donat Mg into an innovative brand focused on pregnant women. Within 6 months, social media was used to build a community of over a quarter million pregnant women in pilot countries, driving substantial sales growth. This proved the new strategic direction and target audience, paving the way for Donat Mg's continued international expansion and double digit annual growth.
Andraž Zorko: The End Of Research As We Know Itvalicon
The document discusses how research and media are changing due to new technologies like the internet and social networks. It predicts that by 2025, virtual realities and consumer robotics will be mainstream, and adequate hardware to support human-level AI will be available at consumer prices. Traditional media measurements will become impossible and media will need to focus on one-on-one communication and tracking effects rather than exposures. Researchers will need to analyze digital trails, social networks, and track effects of past communications to build models and predictions.
The document discusses how consumer choices differ when shopping at home versus at a store shelf. It notes that having too many options on store shelves can lead to choice paralysis and less satisfaction. A case study from Germany showed that reorganizing sauce shelves by brand rather than recipe type increased sales by over 10% in volume and 8% in value. The key lessons are that consumers use different decision criteria at home versus shopping, and shelves need organization to make selection easy while avoiding too many similar options that cause confusion.
- Total Quality Management (TQM) and Six Sigma focus on measuring and reducing errors in processes, and have been applied successfully in manufacturing for decades.
- Applying TQM concepts to sales through a methodology called Total Quality Sales Management (TQSalesM) would involve precisely measuring sales activities and identifying causes of failure to improve effectiveness.
- TQSalesM would require accurate competency assessments of salespeople to establish strengths, weaknesses, and potential in order to better manage sales teams.
How using Return on Marketing Investment (ROMI or MROI) and ROMI calculators can be used to evaluate your past campaign success and make predictions about future campaigns.
SMK: Donat Mg goes global, Batagelj (Valicon) in Jelača (AG)valicon
Donat Mg goes global by expanding into new markets and target audiences. The strategic wormhole approach was used to rapidly transform Donat Mg into an innovative brand focused on pregnant women. Within 6 months, social media was used to build a community of over a quarter million pregnant women in pilot countries, driving substantial sales growth. This proved the new strategic direction and target audience, paving the way for Donat Mg's continued international expansion and double digit annual growth.
Andraž Zorko: The End Of Research As We Know Itvalicon
The document discusses how research and media are changing due to new technologies like the internet and social networks. It predicts that by 2025, virtual realities and consumer robotics will be mainstream, and adequate hardware to support human-level AI will be available at consumer prices. Traditional media measurements will become impossible and media will need to focus on one-on-one communication and tracking effects rather than exposures. Researchers will need to analyze digital trails, social networks, and track effects of past communications to build models and predictions.
The document discusses how consumer choices differ when shopping at home versus at a store shelf. It notes that having too many options on store shelves can lead to choice paralysis and less satisfaction. A case study from Germany showed that reorganizing sauce shelves by brand rather than recipe type increased sales by over 10% in volume and 8% in value. The key lessons are that consumers use different decision criteria at home versus shopping, and shelves need organization to make selection easy while avoiding too many similar options that cause confusion.
Valicon2007 Ecpr Zenel Batagelj MArketing vs Academic researchvalicon
While marketing research and academic surveys have similar methodologies, there are key differences in their goals and practices. Marketing research aims to directly aid business decision-making within tight timelines, using a variety of imperfect data sources. It focuses on a few vital issues to generate results. Academia values objectivity, scientific principles and sharing data openly. The perception of their differences exists because their practices have adapted to serve different needs. However, the two fields are increasingly converging as marketing research incorporates more qualitative methods and complex designs from academia.
The Future of Brands- Global and Regional Perspectivevalicon
The document discusses brands, brand identity, and brand positioning. It defines brands as collections of perceptions in consumers' minds that differentiate products and services from competitors. Successful brands have clear brand identities that specify their uniqueness and values, as well as strong positioning that communicates their main advantage in the market. Managing both identity and positioning is an ongoing process that allows brands to stay relevant as competition increases.
Uroš Cvetko: Mobile Internet – One Year Latervalicon
The document analyzes mobile internet usage over the past year. It finds that mobile internet penetration and usage frequency increased significantly from 2008 to 2009, doubling overall usage. While perceived high costs remained the top obstacle, offerings with included data increased. Social networking is a key driver, though different age groups have varying usage attitudes and obstacles. Global sites remain major mobile internet developers, though some local sites are gaining prominence. The implications are that mobile internet growth will continue rapidly as obstacles are alleviated, and social networking can attract young users, while local providers may find opportunities in less developed markets.
Introducing the UGC Networking Resource Centre for Materials (NRC-M)T.A. Abinandanan
NRC-M, the Networking Resource Centre for Materials, is a UGC funded initiative hosted at the Department of Materials, Indian Institute of Science, Bangalore, India. This talk is a quick introduction to NRC-M, its mandate, its programs, and how materials researchers in Indian universities may benefit from its programs.
Zenel Batagelj, Tomaž Kolar: Marketing strategy as a creative sense-makingvalicon
This document discusses marketing strategy as a creative sense-making process. It argues that traditional views of marketing strategy as rigid planning do not allow for dynamism, creativity, and innovation. Instead, marketing strategy should be seen as a sense-making process involving intuition, judgment, imagination, and flexibility. The document also discusses how metaphors can be used as a tool to foster strategic creativity and sense-making. It presents the results of a short survey that asked people for their first association with marketing, with few providing metaphors. The document concludes by arguing metaphors can help challenge assumptions and that marketers should look outside their domain and use richer metaphors to guide strategic thinking.
Tugas Mata Kuliah Pemasaran dan Pemasaran Internasional
Program Magister Management Kwik Kian Gie School of Business.
Presentasi: "Marketing creates or satisfies needs?" study kasus di NIKE.
This document discusses the key concepts and applications of econometrics. It provides an overview of econometrics methodology, including statement of theory, specification of mathematical and statistical models, obtaining data, estimation of parameters, hypothesis testing, forecasting and using models for policy purposes. It also discusses regression analysis and the classical normal linear regression model, addressing topics like interval estimation, hypothesis testing, and issues like multicollinearity.
1. Developing a market strategy involves studying how to exploit a firm's resources to achieve marketplace success, deciding on actions, and updating the strategy during implementation.
2. Business strategy is the cornerstone for market strategy and involves understanding a firm's core competencies, capabilities, and partners' resources to craft fundamental value-based strategies like product leadership, customer intimacy, and operational excellence.
3. Effective market strategies are informed by business strategies focused on unique resources and delivering superior customer value through innovation, customization, or efficiency.
This document provides an overview of key concepts in marketing management. It defines marketing as "the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services." It also discusses the marketing concept which focuses on customer orientation, integrated marketing, customer satisfaction and relationship marketing. Segmentation strategies are explained as identifying different groups within a market based on variables like demographics, psychographics and behaviors. The document provides a high-level summary of concepts in marketing management.
Guerrilla Marketing - Innovative and Futuristic Approach towards MarketingIJAEMSJORNAL
In this economic and conventional world, company doing conventional things unconventionally. Company is doing their advertising for the consumer demands through creativity and their budget. In recent times bulk marketing in the sales process of company gain maximum benefit at the minimum cost. Therefore, the term “Guerrilla marketing” is used to describe an unusual system of promotions on a very low budget, relying on time, energy, and the imagination instead of big marketing budgets. This is nothing but to describe aggressive, unusual marketing methods generically. The paper serves to explore the uses and needs for the Guerrilla marketing approach and how they are superior and different from the traditional marketing tactics. In this paper we will describe cost cutting and bearing maximum impact on the consumer will also be highlighted. This paper also will try and understand the terminology, its literature, application to the small business and profitability.
Valicon2007 Ecpr Zenel Batagelj MArketing vs Academic researchvalicon
While marketing research and academic surveys have similar methodologies, there are key differences in their goals and practices. Marketing research aims to directly aid business decision-making within tight timelines, using a variety of imperfect data sources. It focuses on a few vital issues to generate results. Academia values objectivity, scientific principles and sharing data openly. The perception of their differences exists because their practices have adapted to serve different needs. However, the two fields are increasingly converging as marketing research incorporates more qualitative methods and complex designs from academia.
The Future of Brands- Global and Regional Perspectivevalicon
The document discusses brands, brand identity, and brand positioning. It defines brands as collections of perceptions in consumers' minds that differentiate products and services from competitors. Successful brands have clear brand identities that specify their uniqueness and values, as well as strong positioning that communicates their main advantage in the market. Managing both identity and positioning is an ongoing process that allows brands to stay relevant as competition increases.
Uroš Cvetko: Mobile Internet – One Year Latervalicon
The document analyzes mobile internet usage over the past year. It finds that mobile internet penetration and usage frequency increased significantly from 2008 to 2009, doubling overall usage. While perceived high costs remained the top obstacle, offerings with included data increased. Social networking is a key driver, though different age groups have varying usage attitudes and obstacles. Global sites remain major mobile internet developers, though some local sites are gaining prominence. The implications are that mobile internet growth will continue rapidly as obstacles are alleviated, and social networking can attract young users, while local providers may find opportunities in less developed markets.
Introducing the UGC Networking Resource Centre for Materials (NRC-M)T.A. Abinandanan
NRC-M, the Networking Resource Centre for Materials, is a UGC funded initiative hosted at the Department of Materials, Indian Institute of Science, Bangalore, India. This talk is a quick introduction to NRC-M, its mandate, its programs, and how materials researchers in Indian universities may benefit from its programs.
Zenel Batagelj, Tomaž Kolar: Marketing strategy as a creative sense-makingvalicon
This document discusses marketing strategy as a creative sense-making process. It argues that traditional views of marketing strategy as rigid planning do not allow for dynamism, creativity, and innovation. Instead, marketing strategy should be seen as a sense-making process involving intuition, judgment, imagination, and flexibility. The document also discusses how metaphors can be used as a tool to foster strategic creativity and sense-making. It presents the results of a short survey that asked people for their first association with marketing, with few providing metaphors. The document concludes by arguing metaphors can help challenge assumptions and that marketers should look outside their domain and use richer metaphors to guide strategic thinking.
Tugas Mata Kuliah Pemasaran dan Pemasaran Internasional
Program Magister Management Kwik Kian Gie School of Business.
Presentasi: "Marketing creates or satisfies needs?" study kasus di NIKE.
This document discusses the key concepts and applications of econometrics. It provides an overview of econometrics methodology, including statement of theory, specification of mathematical and statistical models, obtaining data, estimation of parameters, hypothesis testing, forecasting and using models for policy purposes. It also discusses regression analysis and the classical normal linear regression model, addressing topics like interval estimation, hypothesis testing, and issues like multicollinearity.
1. Developing a market strategy involves studying how to exploit a firm's resources to achieve marketplace success, deciding on actions, and updating the strategy during implementation.
2. Business strategy is the cornerstone for market strategy and involves understanding a firm's core competencies, capabilities, and partners' resources to craft fundamental value-based strategies like product leadership, customer intimacy, and operational excellence.
3. Effective market strategies are informed by business strategies focused on unique resources and delivering superior customer value through innovation, customization, or efficiency.
This document provides an overview of key concepts in marketing management. It defines marketing as "the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services." It also discusses the marketing concept which focuses on customer orientation, integrated marketing, customer satisfaction and relationship marketing. Segmentation strategies are explained as identifying different groups within a market based on variables like demographics, psychographics and behaviors. The document provides a high-level summary of concepts in marketing management.
Guerrilla Marketing - Innovative and Futuristic Approach towards MarketingIJAEMSJORNAL
In this economic and conventional world, company doing conventional things unconventionally. Company is doing their advertising for the consumer demands through creativity and their budget. In recent times bulk marketing in the sales process of company gain maximum benefit at the minimum cost. Therefore, the term “Guerrilla marketing” is used to describe an unusual system of promotions on a very low budget, relying on time, energy, and the imagination instead of big marketing budgets. This is nothing but to describe aggressive, unusual marketing methods generically. The paper serves to explore the uses and needs for the Guerrilla marketing approach and how they are superior and different from the traditional marketing tactics. In this paper we will describe cost cutting and bearing maximum impact on the consumer will also be highlighted. This paper also will try and understand the terminology, its literature, application to the small business and profitability.
Lecture 1 introduction, key themes and outlineJohnMillsonline
This document provides an introduction to a module on marketing principles for media businesses. It discusses how the media landscape has fragmented across offline, broadcast, and online platforms. Marketers must understand concepts like market segmentation, demographics, and branding across multiple platforms. The module will examine how marketing establishes effectiveness for media organizations in an online environment. It will combine theory and case studies to provide insights into current media and marketing practices. Key questions for the module include how publishers exist in a multiplatform world and the impact of convergence on traditional and new media. The document emphasizes that media marketers must navigate constant disruption in fragmented markets.
This document provides an overview of semiotics and how it can be applied to marketing. It discusses how semiotics involves analyzing signs and meanings in communications to understand cultural influences. It also outlines several objectives for learning about semiotics, including how to decode the intended meaning of advertisements, as well as the cultural and ideological meanings based on the target audience's sociocultural background. Several examples are provided of how semiotics can be used to interpret marketing messages and compare ads aimed at different demographics.
European Management Journal Vol. 17, No. 4, pp. 348–355, 1999.docxhumphrieskalyn
European Management Journal Vol. 17, No. 4, pp. 348–355, 1999
1999 Elsevier Science Ltd. All rights reservedPergamon
Printed in Great Britain
0263-2373/99 $20.00 1 0.00PII: S0263-2373(99)00015-8
Towards a New Model of
Strategy-making as
Serious Play
JOHAN ROOS, International Institute for Management Development (IMD), Switzerland
BART VICTOR, Vanderbilt University, Tennessee
A new model of strategy-making as play is
presented in response to increasing calls for a
deeper theory of strategy-making. First an elabor-
ation of the construct of strategic imagination is
offered, describing three distinct, but interrelated
forms of imagination: descriptive, creative, and
challenging. Strategic Imagination is defined as an
emergent property of a complex interplay between
the three kinds of imagination. Then, extending the
work of the planning and design schools, the model
describes the complex social dynamic of strategy-
making itself. Applying the notion of play from
anthropology and cognitive development, the strat-
egy-making process is described as a three-phase
play process. The three
phases, constructing to
stimulate new
ideas,
story
European Management Journal Vol 17 No 4 August 1999348
telling to share meaning, and deep engagement to
assimilate new directions, are described. Finally
some directions for strategy-making practice
improvement are offered. 1999 Elsevier Science
Ltd. All rights reserved
The Call for More Imaginative
Strategies
During the 90s many calls for more imaginative stra-
tegies have been heard from both academia and con-
sultants. For instance, Hamel and Prahalad urged us
to ‘… break out of old paradigms…challenge
received dogma…(and) have the courage to ask
new questions…’ (Hamel and Prahalad,
1996, p. 242). Along the same lines
many authors have recently
expressed their views of why it
is important to ‘rethink the
future’ and how to go about this
task (Gibson, 1998). The common
thread among these authors is
that the essential value of a
strategy is its originality, and
that such originality is des-
perately needed to navigate
the business landscape of
tomorrow. Only original
strategies will help compa-
nies achieve a strategic pos-
ition different from competi-
tors. Without originality a
strategy is a commodity
and any value would come
from implementation.1 Labeling
it strategy innovation, Hamel
(1998, p. 7) calls for strategy-makers
TOWARDS A NEW MODEL OF STRATEGY-MAKING AS SERIOUS PLAY
to enhance their capacity to ‘re-conceive the existing
industry model in ways that create new value for cus-
tomers, wrong-foot competitors, and produce new
wealth for all stakeholders.’
At the heart of this issue is the observation that strat-
egy-making, while increasingly sophisticated,
efficient and rigorous, is apparently less and less
imaginative. Analysis and experience only prepare
the strategic mind for its work. Original strategies are
neither the mechanically-calculated outcome of an
algorithm, nor the .
This document discusses sales and marketing strategies for small and medium enterprises (SMEs). It covers key topics such as defining marketing strategy using the 4Ps framework (product, price, place, promotion). The relationship between sales and marketing is explored, noting they are complementary functions. An effective marketing strategy is needed to generate prospects and leads for salespeople to follow up on. The document also discusses developing a marketing plan, targeting specific customer segments, and using various promotional methods appropriate for SMEs. Overall it provides an overview of essential sales and marketing concepts and considerations for SMEs.
The document discusses strategic concepts for non-profit marketing and advertising campaigns. It emphasizes understanding the target group through research into their psychographics, behaviors, and decision making processes. Effective non-profit campaigns require an individualized message for each target group and using all available information to change attitudes and behaviors for social benefit. The document also discusses various strategic tools and methodologies to employ, including neuromarketing research to test creative concepts and measure campaign effectiveness.
The document discusses the concepts of marketing and the marketing process. It defines marketing as putting the right product in the right place at the right time and at the right price. The marketing process aims to understand customer needs and provide value. It involves understanding the marketplace, competitors, and engaging in marketing research and planning. The purposes of marketing include helping businesses achieve their goals by connecting with customers and providing them choice.
This document discusses various frameworks and models for developing a digital marketing strategy, including the SOSTAC model, TOWS analysis, segmentation, targeting, positioning, objectives, and the customer journey. It emphasizes that digital strategies should link objectives to the different stages of the consumer journey and be measurable through key performance indicators. Overall objectives could include increasing unique visitors, conversions, or sales. The document provides examples of how to use models like TOWS analysis to generate strategic options and develop intelligent objectives that are substantiated and linked to the marketing audit.
The Importance of Social Capital for Small Business Owners: An Entrepreneuria...Cristiano Machado
Small business owners rely heavily on social capital and relationships to gather market intelligence and make marketing decisions due to their limited resources. Social capital provides access to information, ideas, opportunities and trust through personal and business networks. Two small IT companies in Brazil were interviewed and both took customer-centric, relationship-focused approaches to marketing that involved co-creating products with customers and relying on word-of-mouth recommendations. Building social capital can boost business performance and help small businesses grow.
Business Case #6 Stealth marketing as a strategy Abstr.docxRAHUL126667
Business Case #6
Stealth marketing as a strategy
Abstract Stealth marketing has gained increasing attention as a strategy during the past few years.
We begin by providing a brief historical review to provide some perspective on how this strategy
has been practiced in a myriad of ways in various parts of the world, and how it has consequently
evolved in the emerging new marketplace. A more inclusive definition of stealth marketing is then
proposed to conceptually understand its use in various contexts. Specifically, we propose a new
typology of stealth marketing strategies based on whether businesses or competitors are aware of
them, and whether they are visible to the targeted customers. We further provide suggestions of
how firms can counter the stealth marketing strategies used by their competitors. Contrary to
conventional wisdom, evidence is also provided about how such strategies can be used for ‘‘doing
good’’ for society. Finally, the assessment of efficiency and effectiveness of stealth marketing
strategies, and their related ethical implications, are discussed.
Responding to challenges
Marketing in the new millennium continues to present challenges and opportunities for
organizations. The new consumer who is emerging today is becoming savvier about demanding
greater quality in products and services, and placing greater emphasis upon receiving value for his
or her money. As customers continue to demonstrate higher levels of price awareness and price
sensitivity, and exhibit little brand loyalty and a greater willingness to switch between brands,
marketers face the daunting task of making the appropriate adjustments to meet these new and
emerging needs. Simultaneously, the marketplace continues to become crowded, and marketers
are finding it more challenging to be heard and seen above the crowd. As summed up by Kotler,
‘‘Marketing correctly interpreted and practiced will be the key to company adaptability and
profitability’’ (Kotler, p. 5).
Two broad generic strategies can help marketers achieve their goal. Organizations can practice the
‘‘in your face’’ marketing described by Johansson (2005), which involves marketing relentlessly
to customers, as practiced by major corporations such as Nike, McDonald’s, Coca -Cola, and
Disney. Alternatively, they can use a ‘‘guerilla’’ approach as described by Levinson (1984), using
unconventional marketing strategies that may involve catching the consumer unawares and in
unexpected ways. The distinction between the two strategies is illustrated in Stalk and
Lachenauer’s (2004) and Stalk’s (2006) articles describing the use of ‘‘hardball’’ vs. ‘‘curve ball’’
approaches to marketing, respectively. Using the analogy of baseball, in order to be successful a
pitcher in the major leagues either has to throw hard at a very high velocity, or use a slider, a sinker,
a knuckle ball, or a curve ball at lower speeds to get a hitter out. According ...
1. Arndt, 1979, Towards a concept of domesticated markets
2. Jaworski et al, 2000, Market-driven vs. driving markets
3. Day, 1981, Strategic market analysis and definition
4. Caldwell et al, 2005, Promoting competitive markets
Guerrilla marketing is an unconventional advertising strategy that uses low-cost tactics inspired by guerrilla warfare to maximize results. The term was coined by Jay Conrad Levinson in 1984 to describe small-scale marketing approaches. Guerrilla marketing employs smarter methods rather than larger budgets to increase sales, consumer perception of value, and brand memory through entertainment and community understanding.
Post Event Report of the CiMi.CON Evolution 2013 conference in BerlinMaria Willamowius
From June 6 to 7, 2013 we.CONECT invited an International audience of Global Executives, Managing Directors, Head of’s and Managers of departments such as Competitive Intelligence, Market Intelligence, Business Intelligence, Corporate Development, Competitor Analysis, Market Analysis, Risk Management , Marketing and Brand Management to the CiMi.CON Evolution 2013 in Berlin.
The document discusses various concepts related to marketing including:
1) The marketing concept focuses on customer satisfaction at a profit through understanding customer needs.
2) Marketing myopia occurs when firms have a narrow view of their business based on their products instead of customer needs.
3) Firms can suffer from different types of marketing myopia depending on how they define themselves and their business environment.
4) CRM aims to build and maintain profitable customer relationships through superior customer value and satisfaction.
The document provides guidance on writing an effective marketing plan, including defining key sections and their purpose. It recommends that the executive summary briefly summarize the plan's highlights, objectives, target market, and marketing tactics. It also outlines the importance of conducting environmental, SWOT, and competitive analyses to understand the current situation and opportunities.
The document provides guidance on writing an effective marketing plan, including defining key sections and their purpose. It recommends that the executive summary briefly summarize the plan's highlights, objectives, target market, and marketing tactics. It also outlines the importance of conducting environmental, SWOT, and competitive analyses to understand the current situation and opportunities.
The document discusses the concept of political marketing and its application to politics. It explores whether a political marketplace exists and if marketing models can be applied to politics. While political marketing aims to understand society's needs, wants, and satisfy voters, it also faces criticisms like promoting populist policies, professionalized spin, and disengagement. Whether politics is truly compatible with marketing approaches or simply adopts some communication tools also remains an open question according to the document.
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Zenel Batagelj, Tomaž Kolar Marketing Strategy As A Creative Sense Making
1. Marketing strategy as a creative sense-making: Using metaphors as a strategic tool Tomaž Kolar [email_address] University of Ljubljana , Slovenia Zenel Batagelj [email_address] VALICON 9th International Forum on The Sciences, Techniques and Art Applied to Marketing Madrid, November 29th 2007
![Marketing strategy as a creative sense-making: Using metaphors as a strategic tool Tomaž Kolar [email_address] University of Ljubljana , Slovenia Zenel Batagelj [email_address] VALICON 9th International Forum on The Sciences, Techniques and Art Applied to Marketing Madrid, November 29th 2007](https://image.slidesharecdn.com/zenel-batagelj-toma-kolar-marketing-strategy-as-a-creative-sense-making-1199796443602225-2/85/Zenel-Batagelj-Tomaz-Kolar-Marketing-Strategy-As-A-Creative-Sense-Making-1-320.jpg)
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