Marketing Strategy and Competitive Positioning pdf ebook
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hooley graham et al marketing strategy and competitive posit
CHAPTER 18 MARKETING IN THE TWENTY-FIRST CENTURY
Forget all the old ideas about marketing warfare, customer conquest and capture, or aggressive marketing tactics of any kind. Indeed aggressive sentiments and mindsets have no place in marketing. Marketing must be about pursuing desirable ends (delighted custom- ers, undamaged societal interests, fair returns to shareholders) through desirable means. They then expand on this and list a number of virtues that they believe must be embedded in marketing practice, such as truth, integrity, authenticity, trust, respect, good manners and humility. Many of these words are not often associated with marketing or marketing strategy and, while this may be unfair, it is at the heart of the issue. The challenge for marketing and marketing practice in the coming decade of the twenty-first century, is to achieve positive outcomes (that can be justified and demonstrated), not only for the organisations deploying the resource, but also for all associated stakeholders such as employees, customers, sup- pliers, society and government. In this way, issues of marketing strategy and competitive positioning can continue to be central to successful strategic decision making in modern, forward-thinking businesses. Twitter has taken its fair share of criticism in the four years since its launch. Users complained it was unreliable; critics called tweets frivolous; analysts warned the micro-blogging website was not serious about making money. In the past week, however, the San Francisco- based company has done much to answer its would- be detractors. It unveiled its revenue-making model, released impressive statistics about its size, and introduced a bevy of new products. At Chirp, Twitter’s first ever conference for soft- ware developers, which began in San Francisco on Tuesday, users and analysts said Twitter was grow- ing up before their eyes, transforming from a ‘start- up’ to a ‘big company’. But at the same time, Twitter, which allows users to post short messages known as ‘tweets’, has pro- voked serious new questions about its direction, and raised tensions with both users and third-party developers who have been so crucial to its success. Most in the Twitter community believe the ser- vice, which now boasts 106m registered users, is still in the early days of its growth. ‘I think there’s going to be more opportunity now than ever,’ said Bijan Sabet, a partner at Spark Capital and an early investor. ‘Getting to half a billion users, that’s the next step.’ Twitter’s most significant move this week was the unveiling of its revenue model – an advertising sys- tem similar to Google’s highly profitable AdWords. Twitter will allow businesses to bid on keywords Case study and have their ‘promoted tweets’ appear at the top of search results. This is relatively unobtrusive as online adver- tising goes. Yet among Twitter’s notoriously fickle community, some users have been rankled by the idea of the site bearing ads at all. The business plan will also potentially hurt at least one developer. Just a day before Twitter unveiled pro- moted tweets, Bill Gross, a seasoned entrepreneur credited with inventing search advertising, disclosed his TweetUp service, which was relying on a near iden- tical model. Download 6.59 Mb. Do'stlaringiz bilan baham: |
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