Marketing management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm’s marketing resources and activities. Rapidly emerging forces of globalization have led firms to market beyond the borders of their home countries, making international marketing highly significant and an integral part of a firm’s marketing strategy.
 Marketing managers are often responsible for influencing the level, timing, and composition of customer demand accepted definition of the term. In part, this is because the role of a marketing manager can vary significantly based on a business’s size, corporate culture, and industry context. For example, in a large consumer products company, the marketing manager may act as the overall general manager of his or her assigned product
 to create an effective, cost-efficient Marketing management strategy, firms must possess a detailed, objective understanding of their own business and the market in which they operate.
 In analyzing these issues, the discipline of marketing management often overlaps with the related discipline of strategic planning.
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A key part of Hi-Tec’s brand positioning has been the development of a viral marketing campaign called Liquid Mountaineering. This campaign was inspired by the water-repellent qualities of Hi-Tec shoes. It was devised to reflect Hi-Tec’s ‘inspired by life’ brand proposition and the brand repositioning strategy. It aims to create a sense of adventure and push back physical boundaries. At the centre of the campaign is a video commissioned by Hi-Tec which went live on YouTube in May 2010. This video ‘documentary’ shows three men apparently running on water. They achieve this miraculous feat thanks to their water-repellent shoes. Click here to read more…
Yahoo has grown up as a portal company. They learned early on that by being sticky, by having a web presence that forced users to stay on their site, they could find ways to profit from the page views. This has led Yahoo astray though. Not only has Yahoo given up overall profits in search of ever expanding user acquisition, they have allowed their search product to fall behind. Read More…
7-Eleven Stores Pty Ltd is a family-owned business in Australia – owned by the Withers and Barlow families. 7-Eleven was the first franchised convenience store in Australia and revolutionized grocery convenience in the country. It celebrated its 30th birthday in 2007. There are about 380 7-Eleven stores in Victoria, New South Wales and Queensland. About half the stores also sell fuel. With annual sales of AUS $1.3bn, 7-Eleven is the market leader in convenience retailing in Australia.
In 1998, 7-Eleven Stores selected ERP software from SAP as its core application system and went live with release 4.0 running on an IBM AS/400 in 1999. Over the years since, the SAP footprint has been extended and new functionality introduced. In the early days the stores transmitted their sales data over dial-up connections to the AS/400, which then processed this data overnight. Now the stores are online, providing the stores’ franchisees the opportunity to query or modify stock orders and access financial data. In the past, 7-Eleven has run its store petrol sales separately on another system running OS/400. In 2009, the company plans for the petrol sales to be managed through SAP too…
Cultural diversities can be considered as a treat as well as an opportunity which increasingly has effects on success of those organizations that are working in world scale. Previous studies in this relation have been focused on intercultural or cultural values that do not provide for managers recognition of the needed competencies to success. In this research, through studying a new multidimensional construct of cultural intelligence, which contains both cognitive and behavioral dimensions, we have considered its relation with the achievement need of the managers…
Over the last decade, globalization has overwhelmed an increasing number of researchers, challenging them to rethink basic paradigms on what characteristics can be needed to succeed mangers. As the world is shrinking through globalization, more and more people live and work in foreign countries and thus they continually come into contact with the people coming from much diversified cultural origins, involving language, norms, lifestyle, etc. (Zakaria, 2000; Montagliani and Giacalone, 1998)…
The customer:Lend Lease has been creating innovative property and infrastructure solutions for more than 50 years and can lay claim to delivering more than 10,000 projects during this period. Headquartered in Sydney, the company has actively advocated environmental and sustainability initiatives since formation in 1958 and was the first Australian property company to be included in the Dow Jones Sustainability Index in 2001 and has also been named by the Australian Ethical Investor Magazine as “Most Sustainable Company of the Decade” in 2010.
The challenge: Lend Lease faces the challenge of delivering Green Star rated buildings within tightly constrained budgets and timeframes. To this end, Fujitsu and Switch Automation collaborated in designing a solution to comply with the energy monitoring aspects of the Green Star rating design criteria. A key project priority was to monitor environmental controls and provide real-time energy usage metrics. Another challenge was to develop a means of utilising single high speed IP fibre cabling network to replace traditional multiple, non-IP copper cabling infrastructures.
Björn Borg AB develops and runs the fashion brand “Björn Borg”. The company has stores in seven European countries. In 2010, the company decided to set up a branch in the UK. Since then, the focus has been more on fashion than sport. Today Björn Borg UK has 10 employees, a showroom in central London, a distribution centre and a retail store.
The Challenge: The competition in the UK is fierce, which is a challenge in itself. It has also been challenging to explain the market conditions in the UK to their Swedish counterparts, where everything works very differently. Björn Borg Sweden is extremely well-known but that is not the case in the UK. Therefore, in the early stages, Björn Borg UK has had to focus most of their energy on marketing and sales.
Structural 1 is a wood framing company specializing in multi-family projects in Arizona and California. The Estrella Falls development includes 328 luxury units, many with wood stair entries. In order to stand up to the heavy traffic of tradesmen during construction, the contractor was looking for a durable alternative to particleboard stair treads, which had failed him in the past. Find out more..
In a competitive health-care market, hospitals have to focus on ways to streamline their processes in order to deliver high quality care while at the same time reducing costs (Anyanwu et al., 2003). Furthermore, also on the governmental side and on the side of the health insurance companies, more and more pressure is put on hospitals to work in the most efﬁcient way as possible, whereas in the future, an increase in the demand for care is expected.
A complicating factor is that healthcare is characterized by highly complex and extremely ﬂexible patient care processes, also referred to as “careﬂows”. Moreover, many disciplines are involved for whichit is found that they are working in isolation andhardly have any idea about what happens within otherdisciplines. Another issue is that within healthcaremany autonomous, independently developed applications are found (Lenz et al., 2002). A consequenceof this all is that it is not known what happens in ahealthcare process for a group of patients with thesame diagnosis. Find out more..
Indah Water Konsortium is entrusted with developing and maintaining a modern and efficient sewage system for Malaysia. In 1994, the Malaysian federal government awarded Indah Water the concession for nationwide sewage services, which had previously been managed by local authorities. Since then, the company has risen to the challenge of ensuring that Malaysians are able to enjoy a clean and healthy environment through a proper and well-maintained sewage system. Find out more..