The 21st Century Competitive Edge
By (author) Ian Chaston
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Knowledge-Based Marketing by Ian Chaston
Book DescriptionCoverage includes; an introduction to the concept of knowledge management; the evolving pathway of marketing; how e-business is radically altering the execution of the marketing task; how firms can map external knowledge sources; the competencies that determine performance, alternative marketing positions; planning techniques; how knowledge informs product innovation; the effective execution of promotions; alternative options for exploiting knowledge to optimize pricing and distribution decisions; the role that knowledge management plays in service marketing strategies; and, the recognized problems associated with accelerating the use of knowledge within the marketing process.
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Book DetailsISBN: 9781412900034
(242mm x 170mm x 19mm)
Imprint: SAGE Publications Ltd
Publisher: SAGE Publications Ltd
Publish Date: 7-Apr-2004
Country of Publication: United Kingdom
Books By Author Ian Chaston
Entrepreneurial Marketing, Paperback (November 2015)
Marrying innovative marketing strategies with an understanding of what makes an enterprise successful, this book applies entrepreneurial marketing to all sizes of organisation, from large firms to SMEs. The 1st edition was one of the first books to tackle entrepreneurial marketing; now, the new edition will take a fresh look at the subject.
Internet Marketing and Big Data Exploitation, Hardback (February 2015)
Understanding new strategic approaches is provided by examining how the online world is being exploited by organisations in sectors of a modern economy such retailing, healthcare and the public sector in terms of creating new forms of competitive advantage as a consequence of the advent of mobile technology and online social networks.
Small Business Marketing, Paperback (September 2013)
Small Business Marketing demonstrates how small firm performance is impacted by effective marketing. Using published research and 'real world' case studies, it provides realistic management models and theories concerning the realities of small business marketing to show how marketing can be used to enhance profits for small businesses.
Entrepreneurship and Innovation During Austerity, Hardback (July 2013)» View all books by Ian Chaston
Uses research and real world case materials to examine how market performance can be sustained, even during a period of austerity, by the implementation of innovation-based growth opportunities and the exploitation of technology.
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Author Biography - Ian Chaston
Ian Chaston is Managing Director and founder of Moustraining Ltd, a spin off company from the University of Plymouth responsible for delivering the institution's e-based distance learning program. Ian was previously Professor in Marketing and Entrepreneurship at the Plymouth Business School. Ian is also a Research Professor in Entrepreneurship at CENTRUM Catolica Business School in Lima, Peru.
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