Summer school 2005 - Marketing
Resources
In depth
Managers under pressure to give tax its due
Directors are increasingly being asked to take responsibility for their company’s tax affairs by legislators, tax authorities and investors.
Culture clashes form hybrids
There is a commonly held belief that globalisation is homogenising cultures and markets. But there is a fundamental question: is it actually happening?
How to build a culture of cost management
Technology has brought once-distant markets closer, creating opportunities and challenges. Among other things, these trends have led to tangible changes in operating costs at multinational companies.
Most keep chugging along
Most businesses are in stasis, exhibiting neither growth nor decline over the long term, keeping pace with inflation but not doing much else.
No fixed abode for the modern manufacturer
Noritake’s “two-stage” production network exemplifies the way companies can organise their global manufacturing in ways that give them a competitive advantage.
Profits and charity are not mutually exclusive
It is perfectly possible to combine money-making with participating in society. Doing so requires a rethinking of relationships between shareholders, the company and its customers.
What effective leaders should keep in mind
Leadership is not measured just by the success of a business at one point in time. The test is building an organisation that is ready for the challenges of tomorrow and beyond.
Ask the staff what they think
Corporate democracy sometimes fails, but when it works, it works well. It is seen as particularly important when it comes to significant decisions that affect employees’ lives.
Marketing’s drive to recapture the imagination
For marketers to capture the imagination of CEOs, they must first break away from the tactics of the four Ps – product, price, place and promotion – and become more strategic.
Business is not all about battle
Is the ultimate goal of business to destroy the competition? Or is it to attract and keep customers and to provide value to shareholders?
