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Nations: No Quick Fix--Applying Marketing Concepts to How They Compete
Quelch, John A.; Jocz, Katherine A.Book Chapter HBS-7861BC-EMarketingNation-states compete with one another in the global economy for a variety of resources, including consumers and skilled workers. In the political realm, they compete for influence and favorable global attention. Success on both fronts require nation-states to market themselves much the same way as do the best companies. In addition, democracy and economic development are closely associated - sustainable development benefits from an active civil ...Starting at €8.20
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Programs: Civic Goods, Civil Services--What Government Can Learn From Marketing
Quelch, John A.; Jocz, Katherine A.Book Chapter HBS-7860BC-EMarketingThe guiding principle of democracy is that the purpose of government is to serve its citizens. To a citizenry inundated with news of wrongdoing and scandals, the notion that the public comes first may seem at odds with reality. Since failure to serve citizens weakens the social bonds that make democracy viable, a democratic government stands to learn much from marketing about better communicating the positive contributions it makes to citizens' l...Starting at €8.20
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Exchange: A Promise Is a Promise--Understanding the Connections Between Marketing and Political Exchanges
Quelch, John A.; Jocz, Katherine A.Book Chapter HBS-7852BC-EMarketingIn modern Western societies, marketplace exchanges and political exchanges, and the pursuit of self-interest and the pursuit of the common good, are inextricably linked. People can use political exchanges - such as supporting politicians who favor antitrust enforcement - to address problems they experience in marketing exchanges. It works both ways, too - boycotting producers and subscribing to political publications are ways to leverage marketin...Starting at €8.20
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Politics: Winner Takes All--What Politics Can Learn From Marketing
Quelch, John A.; Jocz, Katherine A.Book Chapter HBS-7858BC-EMarketingIn the political marketplace of the United States, compared with the consumer marketplace, choice is limited and information is simultaneously overwhelming and inadequate. Borrowing more ideas and capabilities from marketing could be just what is needed to make American and other representative democracies more democratic. Political parties can learn from mass marketers how to both accommodate diversity in constituents' interests and desires, and...Starting at €8.20
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Introduction: Marketing and Democracy--How They Can Work Together
Quelch, John A.; Jocz, Katherine A.Book Chapter HBS-7791BC-EMarketingMarketing performs an essential societal function - and does so democratically. People would benefit if the political and public realms were guided by the best of marketing, and vice versa. By assessing marketing's accomplishments, its shortcomings, and its achievements, it's possible to shed light on ways marketing can support strong, vibrant, democratic societies and contribute to the greater good. This chapter is excerpted from "Greater Good:...Starting at €8.20
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Prioritize Brands in the Portfolio: Developing a Brand Portfolio Strategy in a Silo Environment
Aaker, DavidBook Chapter HBS-6288BC-EMarketingMost CMOs looking at their organizations see too many brands with too few priorities and too little leverage-a context that makes it difficult to create strong brands and effective marketing. Silos, particularly product silos, can significantly contribute to brand proliferation and the absence of an effective portfolio strategy. Developing a brand portfolio strategy in a silo environment involves making the decision to add or eliminate brands, as...Starting at €8.20
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Create Winning Marketing in a Silo World
Aaker, DavidBook Chapter HBS-6289BC-EMarketingOrganizations need brilliant, break-out-of-the-clutter marketing programs directed at priority markets, especially in these days of media fragmentation. Great marketing is not only cost effective, but will bring silos together. The challenge is how to rise above good to superior in silo markets while creating synergy and leveraging the scope of the organization. This chapter looks at ways of making silos assets instead of hindrances in creating o...Starting at €8.20
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The CMO's First Ninety Days
Aaker, DavidBook Chapter HBS-6290BC-EMarketingWhat should the CMO do during the first ninety days of a new or revitalized job? What should be the first-year agenda? The importance of getting off to a good start and avoiding a bad one is crucial for anyone undertaking a change agent role, even if the change has an extended time horizon. The early efforts should have two prongs: assessing the organization's capability to span silos, and creating an action plan. This chapter is excerpted from ...Starting at €8.20
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Gain Credibility and Buy-In: CMO Strategies for Facilitating Silo Cooperation
Aaker, DavidBook Chapter HBS-6281BC-EMarketingCredibility is the key to CMO success at breaking down silo barriers and fostering cooperation and synergy. Without mutual respect, without an atmosphere where silos include or seek out the CMO's team, progress on cross-silo issues will be slow. This chapter introduces five routes to gaining credibility and buy-in for initiatives. This chapter is excerpted from "Spanning Silos: The New CMO Imperative."Starting at €8.20