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The innovator's dilemma : when new technologies cause great firms to fail

Tác giả: Clayton M Christensen

Showing how even the most outstanding companies can do everything right - yet still lose market leadership when they miss out on new waves of innovation. Offering both successes and failures from leading companies as a guide, this book gives you a set of rules for capitalizing on the phenomenon of ...

HBR's 10 must reads on strategic marketing

Tác giả: Clayton M. Christensen, Theordore Levitt, Philip Kotler

Leading experts such as Ted Levitt and Clayton Christensen provide the insights and advice you need to: Figure out what business you’re really in. Create products that perform the jobs people need to get done. Get a bird’s-eye view of your brand’s strengths and weaknesses. Tap a market that’s ...

Marketing : 5 th ed.

Tác giả: Dhruv Grewal, Michael Levy

Section 1. Assesing the marketplace; Section 2. Understanding the marketplace; Section 3. Targeting the marketplace; Section 4. Value creation; Section 5. Value capture.

Blue ocean strategy, expanded edition : how to create uncontested market space and make the competition irrelevant

Tác giả: W. Chan Kim, Renée Mauborgne

Blue Ocean Strategy presents a systematic approach to making the competition irrelevant and outlines principles and tools any organization can use to create and capture their own blue oceans.

Marketing : 12 th ed.

Tác giả: Roger A Kerin; Steven William Hartley; William Rudelius

Part 1: Initiating the marketing process; Part 2: Understanding buyers and markets; Part 3: Targeting mareketing opportunities; Part 4: Satisfying marketing opportunities; Part 5: Managing the marketing process.