Succeeding in the communiputer age: technology and the marketing mix
Article Abstract:
In the past, big companies created wealth through their ability to marshal resources for their advantage. Today, smaller, swifter companies gain market share through responsiveness to their customers. Danger lurks in public access forums, thus raising the expectations of customer service. The purpose of the article is to help identify those areas where readers can pioneer the use of technology to gain strategic advantage. The relatively low price of high-tech gadgets allows millions more to participate. Inexpensive data will allow those who master technology the ability to "act big" while being agile, thus improving their marketing efforts. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1996
User Contributions:
Comment about this article or add new information about this topic:
A method to portray and analyze sales performance
Article Abstract:
An objective method to analyze and portray sales performance for a specific salesperson, reporting unit, or company as a whole is needed. In many companies, sales performance is a mystery because of an inappropriate reporting system. This article introduces a newly devised ratio-analysis method that allows for qualitative measurement and comparison of period-to-period sales performance, while providing the means to accurately determine periodic differences, without the distortions caused by seasonality and irregularity. This method lends itself to application on personal computers, using spreadsheet and graphing techniques. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1987
User Contributions:
Comment about this article or add new information about this topic:
Beating the commodity magnet
Article Abstract:
This article challenges the conventional belief that product commoditization is inevitable, and accompanied by deteriorating profits. Four generic strategies to avoid commoditization are suggested. The article describes firms that have successfully implemented strategies. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1992
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: Are the poor different? The poor and the rich. Economics focus: Averse to reality
- Abstracts: Squeezing out profits: bank technology. Instant coffee as management theory. Out of the back room
- Abstracts: The other side of new technology. Mergers can boost competition. Cutting the cost of municipal services
- Abstracts: Segmentation and positioning in a basic industry. The interdependency between marketing and manufacturing. Developing a manufacturer-distributor information partnership
- Abstracts: Outlook for the economy. The economy and a balanced budget