個案總覽

Building a Marketing Plan: A Complete Guide is a 10-chapter book written by three marketing faculty at Central Queensland University, Australia: Ho Yin Wong, senior lecturer, Kylie Radel, lecturer, and Roshnee Ramsaran-Fowdar, senior lecturer. The book was written to provide both marketing students and business professionals with a comprehensive and practical framework for developing a marketing plan. Drawing together theoretical concepts, strategic thinking processes, and recent research findings, the text helps the reader conduct in-depth situational analyses, develop a deep understanding of target markets, set measurable and timely marketing objectives, develop a series of marketing strategies based on four key elements of marketing, and ensure that appropriate implementation and control mechanisms have been considered. To show how to apply the marketing planning framework discussed in chapters 2-10, the authors provide a comprehensive example in the appendix. In Chapter 6, the authors explore essential strategies methods for introducing and managing products and brands. The authors discuss the five-stages of the product life-cycle as well as the strategic implementations of each particular stage. Next, the six-step process of developing new products is explored. Product line breadth and depth and product positioning and repositioning are then considered. Finally, packaging and branding strategy are examined.

Building a Marketing Plan: A Complete Guide is a 10-chapter book written by three marketing faculty at Central Queensland University, Australia: Ho Yin Wong, senior lecturer, Kylie Radel, lecturer, and Roshnee Ramsaran-Fowdar, senior lecturer. The book was written to provide both marketing students and business professionals with a comprehensive and practical framework for developing a marketing plan. Drawing together theoretical concepts, strategic thinking processes, and recent research findings, the text helps the reader conduct in-depth situational analyses, develop a deep understanding of target markets, set measurable and timely marketing objectives, develop a series of marketing strategies based on four key elements of marketing, and ensure that appropriate implementation and control mechanisms have been considered. To show how to apply the marketing planning framework discussed in chapters 2-10, the authors provide a comprehensive example in the appendix. Chapter 7 examines strategies to consider when preparing a pricing plan. Internal and external factors affecting pricing decisions are discussed, including buyer's perceptions of price and value, competition, and demand and price elasticity. Five general pricing approaches are explored in detail: cost-based, demand-based, competition-based, channel-based, and product mix-based. Internet pricing is then discussed, as are methods for developing a pricing plan.

Building a Marketing Plan: A Complete Guide is a 10-chapter book written by three marketing faculty at Central Queensland University, Australia: Ho Yin Wong, senior lecturer, Kylie Radel, lecturer, and Roshnee Ramsaran-Fowdar, senior lecturer. The book was written to provide both marketing students and business professionals with a comprehensive and practical framework for developing a marketing plan. Drawing together theoretical concepts, strategic thinking processes, and recent research findings, the text helps the reader conduct in-depth situational analyses, develop a deep understanding of target markets, set measurable and timely marketing objectives, develop a series of marketing strategies based on four key elements of marketing, and ensure that appropriate implementation and control mechanisms have been considered. To show how to apply the marketing planning framework discussed in chapters 2-10, the authors provide a comprehensive example in the appendix. In Chapter 8 the authors discuss the necessity of integrated marketing communications (IMC), which aim to ensure a clear, consistent, distinct, and coordinated marketing message to target audiences. The essential elements of the promotion mix, a set of tools used for marketing communication purposes, and their strengths and weaknesses is examined. Factors to consider when determining the IMC mix and questions concerning IMC strategy are then explored

Building a Marketing Plan: A Complete Guide is a 10-chapter book written by three marketing faculty at Central Queensland University, Australia: Ho Yin Wong, senior lecturer, Kylie Radel, lecturer, and Roshnee Ramsaran-Fowdar, senior lecturer. The book was written to provide both marketing students and business professionals with a comprehensive and practical framework for developing a marketing plan. Drawing together theoretical concepts, strategic thinking processes, and recent research findings, the text helps the reader conduct in-depth situational analyses, develop a deep understanding of target markets, set measurable and timely marketing objectives, develop a series of marketing strategies based on four key elements of marketing, and ensure that appropriate implementation and control mechanisms have been considered. To show how to apply the marketing planning framework discussed in chapters 2-10, the authors provide a comprehensive example in the appendix. Chapter 9 explores the factors and issues concerned with managing the marketing value chain: a series of activities involving all members - directly or indirectly - to procure materials, process the materials, and distribute the finished products with an aim of fulfilling customers' needs. Strategies for designing efficient distribution channels and planning competitive market logistics (order processing, warehousing, inventory management, materials handling, packaging and unitization, and transportation) are each thoroughly examined.

Building a Marketing Plan: A Complete Guide is a 10-chapter book written by three marketing faculty at Central Queensland University, Australia: Ho Yin Wong, senior lecturer, Kylie Radel, lecturer, and Roshnee Ramsaran-Fowdar, senior lecturer. The book was written to provide both marketing students and business professionals with a comprehensive and practical framework for developing a marketing plan. Drawing together theoretical concepts, strategic thinking processes, and recent research findings, the text helps the reader conduct in-depth situational analyses, develop a deep understanding of target markets, set measurable and timely marketing objectives, develop a series of marketing strategies based on four key elements of marketing, and ensure that appropriate implementation and control mechanisms have been considered. To show how to apply the marketing planning framework discussed in chapters 2-10, the authors provide a comprehensive example in the appendix. Chapter 10 explores two practical action areas that help to ensure marketing strategies are carried out effectively to achieve the marketers' stated objectives. First the authors discuss issues concerning marketing implementation - the aspects of organizational structure and behavior that determine how a given strategy is carried out - using a comprehensive scheme developed by McKinsey consultants called the Seven S (7S) framework. Second, the authors explain the key steps in developing a basic control process whereby marketers monitor the performance of marketing strategies on an ongoing basis.

Building a Marketing Plan: A Complete Guide is a 10-chapter book written by three marketing faculty at Central Queensland University, Australia: Ho Yin Wong, senior lecturer, Kylie Radel, lecturer, and Roshnee Ramsaran-Fowdar, senior lecturer. The book was written to provide both marketing students and business professionals with a comprehensive and practical framework for developing a marketing plan. Drawing together theoretical concepts, strategic thinking processes, and recent research findings, the text helps the reader conduct in-depth situational analyses, develop a deep understanding of target markets, set measurable and timely marketing objectives, develop a series of marketing strategies based on four key elements of marketing, and ensure that appropriate implementation and control mechanisms have been considered. To show how to apply the marketing planning framework discussed in chapters 2-10, the authors provide a comprehensive example in the appendix. The appendix is offered as a comprehensive case study utilizing the marketing planning framework discussed in chapters 2 - 10. The case first examines the fictitious Pindari Boomerang Factory's business model and corporate goals. It then applies the major topics discussed throughout the text: external PEST analysis, competitive analysis, target markets and consumer behavior, internal analysis, SWOT analysis, and a strategic decision analysis. Finally, utilizing these analyses, the case outlines specific marketing strategies based on the corporation's overall direction, mission, and goals.

Supply Chain Information Technology is a seven-chapter book written by David L. Olson, the James & H.K. Stuart Professor in Management Information Systems and Chancellor's Professor at the University of Nebraska, and published by Business Expert Press in January of 2011. Written for both students of and business professionals in the supply chain management field, the text examines the influence of computer technology systems on supply chain management and how these systems provide supply chains with information support. In addition to surveying the systems available that are used by business to give supply chains this information system support, the author demonstrates the design of these systems, and the tasks they perform, with the help of analytic techniques and models. Chapter 1 introduces the basics of supply chain management, the key processes involved, and the various types of information systems available to support these processes, including Materials Requirements Planning (MRP), Advanced Planning Systems (APS), and Enterprise Requirements Planning (ERP). The chapter emphasizes ERP, its history and objectives, pros and cons, and reasons for implementation. Online marketplace software is also briefly discussed.

Supply Chain Information Technology is a seven-chapter book written by David L. Olson, the James & H.K. Stuart Professor in Management Information Systems and Chancellor's Professor at the University of Nebraska, and published by Business Expert Press in January of 2011. Written for both students of and business professionals in the supply chain management field, the text examines the influence of computer technology systems on supply chain management and how these systems provide supply chains with information support. In addition to surveying the systems available that are used by business to give supply chains this information system support, the author demonstrates the design of these systems, and the tasks they perform, with the help of analytic techniques and models. Chapter 2 discusses in more detail the key supply chain process of Materials Requirements Planning (MRP) and its relationship to the Enterprise Requirements Planning (ERP) systems. Software options, or modules, of ERP systems and their relative uses are discussed, and the MRP system is examined through a detailed example. The relationship between Advanced Planning Systems (APS) modules and ERP is briefly discussed and a case study is included to highlight some of what an APS does and how it can enable better management of a supply chain.

Supply Chain Information Technology is a seven-chapter book written by David L. Olson, the James & H.K. Stuart Professor in Management Information Systems and Chancellor's Professor at the University of Nebraska, and published by Business Expert Press in January of 2011. Written for both students of and business professionals in the supply chain management field, the text examines the influence of computer technology systems on supply chain management and how these systems provide supply chains with information support. In addition to surveying the systems available that are used by business to give supply chains this information system support, the author demonstrates the design of these systems, and the tasks they perform, with the help of analytic techniques and models. In Chapter 3 the author discusses optional forms of supply chain information system software, or modules, in greater detail. Other topics include: outsourcing supply chain management software, open-source supply chain software, and a comparison of various supply chain management software sources. The chapter is concluded with a case study of a small organization's experience in obtaining inexpensive software support for their made-to-order planning operation.

Supply Chain Information Technology is a seven-chapter book written by David L. Olson, the James & H.K. Stuart Professor in Management Information Systems and Chancellor's Professor at the University of Nebraska, and published by Business Expert Press in January of 2011. Written for both students of and business professionals in the supply chain management field, the text examines the influence of rapidly growing computer technology systems on supply chain management and how these systems provide supply chains with information support. In addition to surveying the systems available that are used by business to give supply chains this information system support, the author demonstrates the design of these systems, and the tasks they perform, with the help of analytic techniques and models. Chapter 4 explores the relationship between business process reengineering (BPR) -- an approach to redesigning the way a firm operates with the goal of maximizing its value-added inputs - and supply chain management software solutions. Key concepts and best practices are discussed. Two basic methods of implementing BPR are examined: clean-slate reengineering and technology-enabled reengineering. The chapter concludes with a case study demonstrating the role of BRP in extensive software implementations.

Supply Chain Information Technology is a seven-chapter book written by David L. Olson, the James & H.K. Stuart Professor in Management Information Systems and Chancellor's Professor at the University of Nebraska, and published by Business Expert Press in January of 2011. Written for both students of and business professionals in the supply chain management field, the text examines the influence of rapidly growing computer technology systems on supply chain management and how these systems provide supply chains with information support. In addition to surveying the systems available that are used by business to give supply chains this information system support, the author demonstrates the design of these systems, and the tasks they perform, with the help of analytic techniques and models. Chapter 5 examines the costs that arise when implementing supply chain management (SCM) software and demonstrates the methods used to evaluate SCM software proposals, including: cost-benefit analysis, net present value calculation, payback, sensitivity analysis, value analysis, and the SMART analysis for multiple criteria decision analyses.

Supply Chain Information Technology is a seven-chapter book written by David L. Olson, the James & H.K. Stuart Professor in Management Information Systems and Chancellor's Professor at the University of Nebraska, and published by Business Expert Press in January of 2011. Written for both students of and business professionals in the supply chain management field, the text examines the influence of rapidly growing computer technology systems on supply chain management and how these systems provide supply chains with information support. In addition to surveying the systems available that are used by business to give supply chains this information system support, the author demonstrates the design of these systems, and the tasks they perform, with the help of analytic techniques and models. In Chapter 6 the author presents issues in implementing Supply Chain Management (SCM) software systems along with a demonstration of project management in the SCM software context. Topics include: approaches to the implementation process, installation project risk, software alternatives for project management, and critical path models of SCM software options. The chapter concludes with a case study demonstrating some of the difficulties encountered in implementing software projects within organizations.

Supply Chain Information Technology is a seven-chapter book written by David L. Olson, the James & H.K. Stuart Professor in Management Information Systems and Chancellor's Professor at the University of Nebraska, and published by Business Expert Press in January of 2011. Written for both students of and business professionals in the supply chain management field, the text examines the influence of rapidly growing computer technology systems on supply chain management and how these systems provide supply chains with information support. In addition to surveying the systems available that are used by business to give supply chains this information system support, the author demonstrates the design of these systems, and the tasks they perform, with the help of analytic techniques and models. The seventh and final chapter discusses three issues related to current events in enterprise systems: the importance of training in obtaining effective use of supply chain management systems, the issues presented by software vendors upgrading their systems, and the evolution of added functionality, or add-on's, in the software systems field. The chapter concludes with a case study highlighting the lessons a mortgage bank learned from the implementation of enterprise application integration.

Business Intelligence: Making Decisions through Data Analytics is a six-chapter book written by Dr. Jerzy Surma, an assistant professor at Warsaw School of Economics, and published by Business Expert Press in January of 2011. Written for managers, business consultants, and undergraduate and postgraduate students in business administration, the book explores the use of business intelligence (BI), including data warehousing and data analytics, to support managerial decision-making. The author starts by examining data model infrastructure, then data preparation, followed by data analysis, integration, knowledge discovery, and finally the actual use of discovered knowledge. All examples are based on recent achievements in BI. Finally, the book outlines an overview of a methodology that takes into account the complexity of developing applications in an integrated BI environment. Chapter 1 presents the history of business intelligence (BI), defines pertinent terminology, and reviews BI's possible applications in selected businesses. The chapter concludes with a brief case study highlighting BI concepts that are used to fulfill a company's strategic initiatives.

Business Intelligence: Making Decisions through Data Analytics is a six-chapter book written by Dr. Jerzy Surma, an assistant professor at Warsaw School of Economics, and published by Business Expert Press in January of 2011. Written for managers, business consultants, and undergraduate and postgraduate students in business administration, the book explores the use of business intelligence (BI), including data warehousing and data analytics, to support managerial decision-making. The author starts by examining data model infrastructure, then data preparation, followed by data analysis, integration, knowledge discovery, and finally the actual use of discovered knowledge. All examples are based on recent achievements in BI. Finally, the book outlines an overview of a methodology that takes into account the complexity of developing applications in an integrated BI environment. Chapter 2 first examines the structure and technological role data warehousing plays in business intelligence. It then discusses how data are collected, organized, and modeled for application to business analysis and explains the four steps in designing a data warehouse.

Business Intelligence: Making Decisions through Data Analytics is a six-chapter book written by Dr. Jerzy Surma, an assistant professor at Warsaw School of Economics, and published by Business Expert Press in January of 2011. Written for managers, business consultants, and undergraduate and postgraduate students in business administration, the book explores the use of business intelligence (BI), including data warehousing and data analytics, to support managerial decision-making. The author starts by examining data model infrastructure, then data preparation, followed by data analysis, integration, knowledge discovery, and finally the actual use of discovered knowledge. All examples are based on recent achievements in BI. Finally, the book outlines an overview of a methodology that takes into account the complexity of developing applications in an integrated BI environment. Chapter 3 introduces analytical data mining and explains basic analytical operations using a detailed example. Managerial information and its applications in selected areas in enterprise are discussed. The use of business intelligence (BI) tools in the management of business processes and a company's strategy by means of a balanced scorecard are examined. The role of BI in strategic information management is also discussed.

Business Intelligence: Making Decisions through Data Analytics is a six-chapter book written by Dr. Jerzy Surma, an assistant professor at Warsaw School of Economics, and published by Business Expert Press in January of 2011. Written for managers, business consultants, and undergraduate and postgraduate students in business administration, the book explores the use of business intelligence (BI), including data warehousing and data analytics, to support managerial decision-making. The author starts by examining data model infrastructure, then data preparation, followed by data analysis, integration, knowledge discovery, and finally the actual use of discovered knowledge. All examples are based on recent achievements in BI. Finally, the book outlines an overview of a methodology that takes into account the complexity of developing applications in an integrated BI environment. In Chapter 4, the author examines data exploration and the business applications of advanced analyses. The four classic tasks of data mining are discussed at length: classification, cluster analysis, estimation, and mining association rules. Limitations of data exploration methods are analyzed in detail, and standard business applications are reviewed

Business Intelligence: Making Decisions through Data Analytics is a six-chapter book written by Dr. Jerzy Surma, an assistant professor at Warsaw School of Economics, and published by Business Expert Press in January of 2011. Written for managers, business consultants, and undergraduate and postgraduate students in business administration, the book explores the use of business intelligence (BI), including data warehousing and data analytics, to support managerial decision-making. The author starts by examining data model infrastructure, then data preparation, followed by data analysis, integration, knowledge discovery, and finally the actual use of discovered knowledge. All examples are based on recent achievements in BI. Finally, the book outlines an overview of a methodology that takes into account the complexity of developing applications in an integrated BI environment. Chapter 5 explores issues related to the analysis of personal data and its application in direct marketing, and considers the use of business intelligence systems to analyze human behavior. The chapter also examines the development of the field of customer intelligence and its revolutionary influence on the daily life of actual and potential customers.

Business Intelligence: Making Decisions through Data Analytics is a six-chapter book written by Dr. Jerzy Surma, an assistant professor at Warsaw School of Economics, and published by Business Expert Press in January of 2011. Written for managers, business consultants, and undergraduate and postgraduate students in business administration, the book explores the use of business intelligence (BI), including data warehousing and data analytics, to support managerial decision-making. The author starts by examining data model infrastructure, then data preparation, followed by data analysis, integration, knowledge discovery, and finally the actual use of discovered knowledge. All examples are based on recent achievements in BI. Finally, the book outlines an overview of a methodology that takes into account the complexity of developing applications in an integrated BI environment. The sixth and final chapter examines the difficulties of quantifying the impacts of the applications of business intelligence (BI) discussed earlier in the text. It presents a model based on the concept of a strategy map, which shows relationships between the application of BI systems and the potential enhancement of a company's value. The author considers ways of connecting BI implementation with a company's business processes, the conditions necessary for success (as well as potential threats), and methods for estimating the return on investment from such projects. He also discusses change management issues and the role of human capital.

In their book Grow By Focusing on What Matters (© 2010 Business Expert Press), Professors Urbany and Davis start from the premise that growth and competitive advantage are about effective positioning. Through nine chapters they explain how to build positioning using a "3-circle model" that facilitates speed of understanding and action by focusing attention on the most critical strategy concepts in a demanding and uncertain competitive environment. Chapter 1 introduces the authors' approach by systematically laying out an elementary 3-circle model that illustrates gaps between the values customers seek, the values they receive from existing products, and the values a firm's new product must deliver. The book's outline: Chapter 1 The Challenges of Growth Chapter 2 Introduction to 3-Circle Analysis Chapter 3 Defining the Context Chapter 4 The Meaning of Value Chapter 5 Sorting Value Chapter 6 Growth Strategy Chapter 7 Implementation: An Inside View of the Organization Chapter 8 The Dynamics of Customer Value and Competitive Advantage Chapter 9 Summary: Growth Strategy in 10 Steps