Download OTC-Marketingmanagement: Neue Schwerpunkte in Marketing und by Prof. Dr. Jürgen Wasem, Uwe May (auth.), Dr. Robert Breuer, PDF

By Prof. Dr. Jürgen Wasem, Uwe May (auth.), Dr. Robert Breuer, Dr. Karl-Heinz Winter (eds.)

Vor dem Hintergrund steigenden Wachstums auf dem rezeptfreien Arzneimittelmarkt beschäftigen sich zunehmend pharmazeutische Unternehmen mit dem Over-the-counter-market. Verstärkter Handlungsbedarf bei den Anbietern von OTC-Produkten ist durch das fortschreitende Gesundheitsbewusstsein, einen immer anspruchsvolleren Kunden, ein dynamisches Wettbewerbsumfeld und die extensive Nutzung der neuen Medien gefordert.

"OTC-Marketingmanagement" diskutiert die aktuellen Herausforderungen des OTC-Marktes und liefert zugleich eine breite und praxisnahe Aufbereitung richtungsweisender Strategien und Instrumentarien zur Vermarktung rezeptfreier Arzneimittel. Dabei werden sowohl advertising- und Vertriebsaspekte innerhalb und außerhalb der Apotheke beleuchtet als auch der verstärkten Bedeutung des Internets Rechnung getragen.

"OTC-Marketingmanagement" richtet sich an Fach- und Führungskräfte in Pharmaunternehmen und im Arzneimittelgroßhandel sowie an Unternehmensberater im Bereich Pharmamarketing. Dozenten und Studierende mit dem Schwerpunkt Pharmamanagement erhalten wertvolle Anregungen.

Dr. Robert Breuer ist Senior advisor bei der IBM Healthcare Consulting in München sowie Mitglied der weltweiten Healthcare Consulting perform der IBM.

Dr. Karl-Heinz wintry weather ist Marketingdirektor der client department bei der Merz + Co. in Frankfurt.

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Download Grow the Core: How to Focus on your Core Business for Brand by David Taylor PDF

By David Taylor

Develop the center stands traditional knowledge approximately enterprise progress on its head and offers a confirmed formulation for transforming into your corporation in recessionary occasions.

These days, it's a standard trust between company leaders throughout sectors that how to develop their companies is to extend into new markets. actually, nearly all top-performing businesses in attaining improved effects via a number one place of their center enterprise.

Unfortunately, there's little or no within the method of functional recommendation on the right way to do that. develop the center indicates you ways tofocus in your middle company for model good fortune, with a software of 8 exercises road-tested via the author's consultancy, the brandgym.

The booklet offers idea, sensible suggestion and confirmed instruments for development and strengthening your center company. it truly is jam-packed with case reviews from brandgym consumers, together with Mars, Friesland Campina, SAB Miller and Danone.

The publication gains particular brandgym study, as well as front-line adventure on over 100 model training tasks.

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Download The Wal-Mart Effect: How the World's Most Powerful Company by Charles Fishman PDF

By Charles Fishman

Wal-Mart isn’t simply the world’s greatest corporation, it's most likely the world’s such a lot written-about. yet no booklet until eventually this one has controlled to penetrate its wall of silence or transcend the standard polemics to investigate its real results on its shoppers, employees, and providers. Drawing on remarkable interviews with former Wal-Mart executives and a wealth of surprising info (e.g., americans spend $36 million an hour at Wal-Mart shops, and in 2004 its development by myself was once larger than the full profit of 469 of the Fortune 500), The Wal-Mart Effect is an intimate glance at a enterprise that's dramatically reshaping our lives.

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Download Marketing in the Emerging Markets of Islamic Countries by M. Marinov PDF

By M. Marinov

The e-book bargains an exhilarating evaluate of the selling possibilities, demanding situations and traditions in Islamic nations. delivering an perception into the specifics of promoting in Islamic nations, the booklet is an engaging and beneficial learn for sellers, scholars and all who get pleasure from advertising and marketing demanding situations offered through much less recognized rising markets.

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Download Crystallizing Public Opinion by Edward L. Bernays PDF

By Edward L. Bernays

A seminal paintings on how public opinion is created and formed, Edward Bernays’s 1923 vintage Crystallizing Public Opinion set down the rules that enterprises and govt have used to steer public attitudes over the last century.

A primer at the then new career of "public kinfolk counsel," Crystallizing elucidates the "instruments and techniques" that PR execs use to mildew public opinion on behalf in their client's pursuits. through adapting the information that Bernays positioned forth during this e-book, governments and advertisers were in a position to "regiment the brain just like the army regiments the body."

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Download Media Strategies for Marketing Places in Crisis: Improving by Eli Avraham, Eran Ketter PDF

By Eli Avraham, Eran Ketter

Turning out to be pageant among international locations and towns over attracting infrastructure, funding, travelers, capital and nationwide and foreign prestige suggest that this present day, a destructive snapshot is extra damaging than ever. regardless of the reason behind the detrimental picture, areas perceived as risky, scary, or uninteresting are at a different drawback. Many determination makers and agents stand by way of helplessly, pissed off via their wisdom that during so much circumstances, their city's unfavorable snapshot isn't in accordance with well-grounded evidence. provided that stereotypes aren't simply replaced or brushed off, the problem dealing with those determination makers is superb. Analyses of many case reports exhibit attention-grabbing examples of areas that attempted to alter a damaging picture right into a confident one, with the intention to bringing again travelers, traders and citizens. even if loads of wisdom approximately predicament communications has accrued in recent times, little or no has been written approximately techniques to enhance locations' unfavorable pictures. the purpose of "Media ideas for advertising areas in obstacle" is to debate a number of the dimensions of a picture situation and assorted concepts to beat it, either in perform and idea. "Media ideas for advertising areas in drawback" relies at the cautious research of dozens of case stories, ads, public family campaigns, press releases, educational articles, information articles, and the internet sites of towns, nations and vacationer locations. * Takes a communications method of hindrance administration and restoration* presents 20 recommendations and a wide-scale version to attract a good process from unfavorable conditions * Illustrates the problems, difficulties and ideas with in-depth case reviews

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Download B2B Brand Management by Philip Kotler PDF

By Philip Kotler

This is often one of many first books to probe deeply into the artwork and technological know-how of branding commercial items. The booklet comes at a time whilst extra business businesses have to commence utilizing branding in a cosmopolitan method. It offers the ideas, the idea, and dozens of circumstances illustrating the profitable branding of business items. It deals ideas for a winning improvement of branding thoughts for company markets and explains the advantages and the worth a enterprise, services or products offers to commercial shoppers. As business businesses are turning to branding this ebook presents the easiest practices and hands-on recommendation for B2B model administration.

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Download Regionale Marken und Konsumentenverhalten: Konsequenzen für by Anja Geigenmüller PDF

By Anja Geigenmüller

Mit der zunehmenden Globalisierung lassen sich verschiedene Strategien der Markenhersteller beobachten. Einerseits werden Markenportfolios stark reduziert bzw. Marken internationalisiert, andererseits akquirieren Unternehmen "regionale Schätze" und nehmen dabei sogar Kannibalisierungseffekte in Kauf.

Anja Geigenmüller nutzt die area der neuen deutschen Bundesländer, um den Einfluss der Markenherkunft auf die Wahrnehmung regionaler Marken zu untersuchen. Sie zeigt, dass regionale Marken an Marktbedeutung gewinnen und die Relevanz nationaler Marken in Frage stellen werden. Daraus leitet sie marken- und vor allem kommunikationspolitische Strategien zur Führung regionaler Marken in regionalen und überregionalen Märkten ab. Unter anderem wird dargestellt, welche strategische Rolle regionale Marken für internationale Markenunternehmen im Rahmen von Mehrmarkenstrategien spielen können und welche Konsequenzen damit verbunden sind. Die Erkenntnisse sind nicht nur für den deutsch-deutschen Markt, sondern auch für das advertising im Rahmen der EU-Osterweiterung proper.

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