Jules Miller Bücher

Marketingforschung ist ein zentraler Bestandteil der Unternehmensstrategie, da sie es ermöglicht, den Fortschritt des Unternehmens zu überwachen und die Bedürfnisse der Kunden besser zu verstehen. Der Essay betont die Bedeutung sowohl quantitativer als auch qualitativer Analysen, um Einblicke in Produkte und Dienstleistungen zu gewinnen. Zudem wird die Rolle der Forschung als Motor für Innovation hervorgehoben, die den Unternehmen Wettbewerbsvorteile verschafft. Informationen können intern durch Forschung und Entwicklung oder extern durch bestehende Studien gewonnen werden, um die Marktposition zu stärken.

Die Analyse der Kundenbedürfnisse und -erwartungen ist für serviceorientierte Unternehmen wie Airlines von entscheidender Bedeutung, um Unzufriedenheit zu vermeiden. Der Essay erläutert, wie Airlines die SERVQUAL-Methode nutzen können, um die Diskrepanz zwischen den Erwartungen der Kunden und deren Wahrnehmung der erbrachten Dienstleistungen zu messen. Um die Erwartungen effektiv zu managen, sollten Airlines diese durch Segmentierung, Innovation und Total Quality Management berücksichtigen oder durch gezielte Kommunikation und kundenorientierte Personalpraktiken gestalten, ohne unrealistische Versprechungen zu machen.

Understanding consumer preferences is crucial for sellers to connect with their audience. This essay emphasizes the importance of studying consumer behavior through lifestyle approaches, particularly the VALS system, which links personality traits to purchasing habits. By utilizing VALS, marketers can effectively segment their markets and tailor strategies to meet the specific needs of consumers. The author applies this framework to define a retail business selling fashionable second-hand clothes for fashion-conscious young adults in Rwanda, targeting the experiencers segment.

The essay explores the vital role of Marketing Information Systems in enhancing marketing management through strategic, control, and operational decision-making. It outlines four key components: Internal Reporting Systems, Marketing Research Systems, Intelligence Systems, and Marketing Models. Emphasizing the need for organizations to gather and analyze consumer data, it highlights the importance of understanding customer behavior while cautioning against over-reliance on quantitative data. The piece distinguishes between Marketing Intelligence and Marketing Research, underscoring their respective roles in informing marketing strategies.

The essay emphasizes the critical need for a robust culture of security in e-commerce to protect online consumers' transactions and credit information. It outlines the responsibilities of governments to educate the public on security, enforce e-commerce laws, and combat cybercrime. Merchants are urged to adopt advanced security software and establish internal policies for information protection. Additionally, computer system vendors must innovate to address emerging security challenges. This collective effort aims to enhance safety and privacy in the digital marketplace.

Essay from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: A, University of South Central Los Angeles, course: International Marketing, language: English, abstract: The euro was established in the wake of economic integration whereby a single currency would help to reduce fluctuation risks and to eliminate exchange costs while strengthening the single market for a more European Union stable economy and more geopolitical power. That landmark change has offered more opportunities for global marketing due to increased economic stability and growth, more integrated financial markets whereby foreign direct investment and cross-border marketing have been promoted. But, price transparency brought about due to the single currency has presented challenges to global marketing including grey marketing and transfer pricing issues in addition to national regulatory obstacles that have been making difficult penetration in the Euro zone service sector.

Accelerators can be powerful tools to build and transform businesses in a short period of time, which is why they have spread like wildfire in the corporate world. Designing the Successful Corporate Accelerator gives readers the tools to design, create, and manage successful corporate accelerators that achieve results time and time again. Authors Jules Miller and Jeremy Kagan are seasoned professionals in this space, and combine global market research, interviews with accelerator leaders, and their own experience launching and running accelerators to share what works―and what doesn’t.  The first half of the book takes a broader look at corporate innovation as a whole and how accelerators fit in, then the second half offers practical advice for how to launch, run, and manage world-class accelerator programs. Perfect for executives, employees, founders, investors, intrapreneurs, and entrepreneurs, Designing the Successful Corporate Accelerator is a practical guidebook for anyone with a passion for corporate innovation and entrepreneurship.