Articles liés à Marketing Strategies in a Hyper-connected World

Marketing Strategies in a Hyper-connected World - Couverture souple

Arbore, Alessandro

 
9791281627109: Marketing Strategies in a Hyper-connected World
Couverture souple
ISBN 13 : 9791281627109
Editeur : Egea Spa - Bocconi University Press, 2025

Synopsis

There are no good or bad marketing strategies per se without understanding our Competitive Cycles. A good marketing strategy in a War of Position can be a bad strategy for a War of Movement, and vice versa. Starting with the fundamentals of strategic marketing, the book proposes an effective framework for managing marketing strategies in the age of hyper-competition. It reinterprets market challenges as a circular journey, which we will call competitive cycles. A competitive cycle is consists of three main stages, or " seasons" of competition: We call them the War of Position, the War of Movement, and the War of Imitation. It is critical to fully understand their nature because each stage has its own logic and weapons, therefore requiring specific marketing strategies. In the age of data, algorithms and connectivity, first-mover and second-mover advantages are then linked to new concepts highlighted in the book.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

is a Professor of Practice in Marketing at SDA Bocconi School of Management. He holds a degree in Business Administration with a specialization in Marketing, a Ph.D. in Public Policy and a Master in Telecommunications, both from George Washington University, Washington D.C. He is the author of numerous books and articles: his work has been published in the Journal of the Association for Information Systems, the Journal of Retailing and Consumer Services, and the Journal of Service Management, among others. He has been a visiting professor at the Wharton Business School, USA.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Egea Spa - Bocconi University Press
Date d'édition
2025
Langue
anglais
ISBN 13 
9791281627109
Reliure
Broché
Nombre de pages
256
Coordonnées du fabricant
non disponible
Personne responsable
gpsr@libri.de
gpsr@libri.de

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