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Philip Kotler, Kevin Lane Keller. Marketing management
Todos Direito Empresarial sustentabilidade. Empowerment — o que é e como funciona.
Please enter your comment! Please enter your name here. You have entered an incorrect email address! Firms now sell goods and services through a variety of direct and indirect channels. Mass ad- vertising is not nearly as effective as it was, so marketers are exploring new forms of communica- tion, such as experiential, entertainment, and viral marketing.
Customers are telling companies what types of product or services they want and when, where, and how they want to buy them. They are increasingly reporting to other consumers what they think of specific companies and products—using e-mail, blogs, podcasts, and other digital media to do so.
In response, companies have shifted gears from managing product portfolios to managing customer portfolios, compiling databases on individual customers so they can understand them better and construct individualized offerings and messages.
They are doing less product and service standardization and more niching and customization. They are replacing monologues with customer dialogues. They are improving their methods of measuring customer profitabil- ity and customer lifetime value.
Resenha: Livro Marketing 3.0 de Philip Kotler
They are intent on measuring the return on their marketing investment and its impact on shareholder value. They are also concerned with the ethical and social implications of their marketing decisions. As companies change, so does their marketing organization. Marketing is no longer a company department charged with a limited number of tasks—it is a company-wide undertaking. Marketing includes decisions like who the company wants as its customers, which of their needs to satisfy, what products and services to offer, what prices to set, what communications to send and receive, what channels of distribution to use, and what partnerships to develop.
Marketing succeeds only when all departments work together to achieve goals: To address all these different shifts, good marketers are practicing holistic marketing.