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Decoding the Mystery: Marketing Kerin Kerin
Are you searching for "marketing Kerin Kerin"? This isn't your typical keyword phrase, and that's precisely why we're diving deep into it. This blog post will explore the potential meaning behind this search term, uncover the strategic implications for any businesses using it, and provide actionable insights into how to effectively market a product or service using similar unconventional keyword approaches. Whether you’re a seasoned marketer or just starting out, understanding the nuances of keyword research and strategic application is crucial for online success. Let's unravel the enigma of "marketing Kerin Kerin" and discover the valuable lessons hidden within.
Understanding the Keyword: "Marketing Kerin Kerin"
The term "marketing Kerin Kerin" itself presents a unique challenge. It lacks immediate clarity. Is "Kerin Kerin" a brand name? A product? A location? A person? The ambiguity highlights the importance of thorough keyword research and understanding user intent. A search for this phrase likely indicates one of several possibilities:
Brand-specific marketing: "Kerin Kerin" might be a brand name, and the search reflects a need for marketing strategies related to that specific brand. This could involve brand awareness campaigns, social media marketing, content marketing, or other strategies.
Misspelled keyword: There's a chance "Kerin Kerin" is a misspelling of a different term. Analyzing search term variations and related searches can provide valuable insights into the user's actual intent.
Long-tail keyword exploration: The phrase could be an example of a long-tail keyword—a more specific and less competitive keyword phrase. Long-tail keywords often reflect a higher purchase intent and can be highly effective for targeted marketing campaigns.
Personal branding: "Kerin Kerin" could represent a person's name, suggesting a need for personal branding strategies. This could involve social media optimization, content creation, or public relations.
Analyzing User Intent
To effectively market using a phrase like "marketing Kerin Kerin," understanding the user's intent is paramount. Are they looking for:
Information: Are they seeking information about the brand, product, or person associated with "Kerin Kerin"?
Products/Services: Are they looking to buy a specific product or service offered under this name?
Contact Information: Are they trying to find contact details for a business or individual?
Reviews: Are they searching for reviews or testimonials?
Strategic Implications & Marketing Approaches
Regardless of the actual meaning behind "Kerin Kerin," the search term itself teaches us valuable lessons about marketing strategy.
The Power of Long-Tail Keywords
The ambiguity of "marketing Kerin Kerin" highlights the power of long-tail keywords. Instead of focusing solely on broad, competitive keywords, targeting long-tail keywords can result in higher conversion rates because these phrases typically reflect a stronger purchase intent.
Understanding User Search Behavior
The search demonstrates the unpredictable nature of user searches. Effective marketing requires a deep understanding of how people search online, including their phrasing, typos, and potential misspellings. Tools like Google Keyword Planner and Ahrefs can help to identify related terms and variations.
Adapting to Unconventional Keywords
The "Kerin Kerin" example emphasizes the need for flexibility in keyword strategy. Businesses should be prepared to adapt to unconventional or niche keywords, ensuring their content is optimized for a wide range of search terms, including those that might be unexpected.
Leveraging Local SEO (If Applicable)
If "Kerin Kerin" is tied to a specific location, local SEO becomes crucial. This involves optimizing website content, Google My Business profiles, and other online directories to target local customers.
Actionable Steps for Effective Marketing
1. Comprehensive Keyword Research: Use tools like Google Keyword Planner, SEMrush, or Ahrefs to uncover related keywords and variations. Analyze search volume, competition, and user intent.
2. Content Optimization: Create high-quality, informative content that addresses user queries related to potential meanings of "Kerin Kerin" or similar long-tail keywords.
3. On-Page SEO: Optimize your website's on-page elements, including title tags, meta descriptions, header tags (H1-H6), and image alt text, to include relevant keywords.
4. Off-Page SEO: Build high-quality backlinks from reputable websites to improve your website's authority and search engine rankings.
5. Monitor and Analyze: Track your website's performance using analytics tools like Google Analytics to measure the effectiveness of your marketing strategies and make necessary adjustments.
Conclusion
While "marketing Kerin Kerin" remains a somewhat enigmatic search term, it offers invaluable lessons for marketers. The key takeaway is the importance of thorough keyword research, understanding user intent, and adapting to diverse search queries. By embracing long-tail keywords, optimizing content effectively, and consistently monitoring performance, businesses can maximize their online visibility and achieve greater success.
FAQs
1. What if "Kerin Kerin" is a brand I've never heard of? Thorough online research is needed. Check for social media profiles, websites, and any mentions in online directories.
2. How can I use this information for my own marketing? Apply the principles of long-tail keyword research, user intent analysis, and content optimization to your specific business and target audience.
3. Are there any tools to help with unusual keyword research? Yes, tools like Google Trends and Ahrefs can help identify search patterns and related terms, even for unusual keywords.
4. What if my keyword research reveals no significant search volume for a term like "Kerin Kerin"? Focus on related keywords or broader terms with higher search volume. You may need to refine your target audience.
5. How can I ensure my content ranks higher for unusual keywords? Create high-quality, insightful content that genuinely addresses user needs. Backlinks from authoritative websites are also crucial.
| marketing kerin kerin: Marketing Roger A. Kerin, Steven W. Hartley, William Rudelius, 2007 MARKETING: THE CORE, 2/e by Kerin, Berkowitz, Hartley, and Rudelius continues the tradition of cutting-edge content and student-friendliness set by Marketing 8/e, but in a shorter, more accessible package. The Core distills Marketing’s 22 chapters down to 18, leaving instructors just the content they need to cover the essentials of marketing in a single semester. Instructors using The Core also benefit from a full-sized supplements package that surpasses anything offered by the competition, while students will appreciate the easy-to-read paperback format that’s equally kind to both the eyes and the pocketbook. The Core is more than just a baby Kerin; it combines great writing, currency, and supplements into the ideal package for budget-conscious students and time-conscious professors. |
| marketing kerin kerin: Marketing Kerin/ Mcdonell, 2007 Winner: Best Tertiary (Adaptation) Single Title - Australian Awards for Excellence in Educational Publishing 2008. The judges particularly praised the book as follows: this title has an innovative presentation, contemporary and relevant examples, and maintains ethical standards throughout. The accessible writing style and features such as key cards at the end of the book make it a user-friendly tool. The highly successful Kerin, Marketing: The Core was first published in the US in 2003. This regional adaptation provides a concise approach to the dynamic and challenging field of marketing and demonstrates the knowledge and experience of the text authors. Kerin, Marketing: The Core is written to cater for students studying marketing today, using language and examples they are familiar with. Described by a reviewer as a 'breath of fresh air', Kerin allows lecturers to have a conversation with their students about marketing. Kerin, Marketing: The Core takes an active learning approach and combines many real-world examples, theory, cases, exercises and artwork. This, together with great writing, makes it a text that will keep students engaged. Key Features: Engaging writing style that has been specifically written with an essentials of marketing course in mind * Practical and effective; students understand how to create an effective marketing plan * Rich array of cases, examples, photos and advertisements that cover the Australian, New Zealand and Asian environment * Strong student support materials that includes MaxMark (an online study guide) and Core Cards (perforated cards that provide students with portable revision) * Full-sized instructor supplements support package that includes locally produced videos, presentation slides and instructor manual. These resources amongst others for both lecturers and students can be find on the Online Learning Centre. |
| marketing kerin kerin: Marketing Roger A. Kerin, Steven W. Hartley, 2022 The goal of the 16th edition of Marketing is to create an exceptional experience for to day's students and instructors of marketing. The development of Marketing was based on a rigorous process of assessment, and the outcome of the process is a text and package of learning tools that are based on engagement, leadership, and innovation in marketing education-- |
| marketing kerin kerin: Looseleaf for Marketing: The Core Steven W. Hartley, Roger A. Kerin, 2019-01-29 Marketing: The Core is a more brief, 18-chapter version of the Kerin/Hartley Marketing 14e product, the most rigorous and robust program on the market. The Core 8e also continues to demonstrate the authors’ commitment to engagement, leadership, and innovation: Engagement in class-tested, active learning activities to help instructors illustrate textbook concepts as well as examples throughout featuring real people, cases and companies throughout. Media-enhanced PPT slides, alternate cases, and a 5,000+ item test bank are included in the comprehensive instructor resource suite. Leadership in leading, current content and conversational writing style, with new emphasis on marketing metrics and data-driven decision-making, with hyperlinked assignments throughout to easily correlate activities. Innovation in outcomes-oriented Connect®, a highly reliable, easy-to-use homework and learning management solution that embeds learning science and award-winning adaptive tools to improve student results. |
| marketing kerin kerin: Strategic Marketing Problems Roger A. Kerin, Robert A. Peterson, 2007 This best-selling book is dedicated to the development of decision-making skills in marketing. It introduces concepts and tools useful in structuring and solving marketing problems, while extensive case studies provide an opportunity for those concepts and tools to be employed in practice. Consisting of 10 chapters and 44 cases that feature contemporary marketing perspectives and practices, this book covers the topics of marketing management: its foundations; financial aspects; decision-making and case analysis; opportunity analysis, market segmentation, and market targeting; product and service strategy and brand management; integrated marketing communication strategy and management; pricing strategy and management; the control process; and comprehensive marketing programs. For marketing executives and professionals. |
| marketing kerin kerin: Advanced Methodologies and Technologies in Digital Marketing and Entrepreneurship Khosrow-Pour, D.B.A., Mehdi, 2018-11-09 As businesses aim to compete internationally, they must be apprised of new methods and technologies to improve their digital marketing strategy in order to remain ahead of their competition. Trends in entrepreneurship that drive consumer engagement and business initiatives, such as social media marketing, yields customer retention and positive feedback. Advanced Methodologies and Technologies in Digital Marketing and Entrepreneurship provides information on emerging trends in business innovation, entrepreneurship, and marketing strategies. While highlighting challenges such as successful social media interactions and consumer engagement, this book explores valuable information within various business environments and industries such as e-commerce, small and medium enterprises, hospitality and tourism management, and customer relationship management. This book is an ideal source for students, marketers, social media marketers, business managers, public relations professionals, promotional coordinators, economists, hospitality industry professionals, entrepreneurs, and researchers looking for relevant information on new methods in digital marketing and entrepreneurship. |
| marketing kerin kerin: Brunello di Montalcino Kerin O’Keefe, 2012-04-18 For fans of Italian wine, few names command the level of respect accorded to Brunello di Montalcino. Expert wine writer Kerin O’Keefe has a deep personal knowledge of Tuscany and its extraordinary wine, and her account is both thoroughly researched and readable. Organized as a guided tour through Montalcino’s geography, this essential reference also makes sense of Brunello’s complicated history, from its rapid rise to the negative and positive effects of the 2008 grape-blending scandal dubbed Brunellogate. O’Keefe also provides in-depth profiles of nearly sixty leading producers of Brunello. |
| marketing kerin kerin: Just Business Alexander D. Hill, 1997-01-01 To those faced with the many questions and quandaries of doing business with integrity, here is a place to beggin. Alexander Hill explores the Christian concepts of holiness, justice, and love, and shows how some common responses to business ethics fall short of these. Then, he turns to penetrating case studies on such pressing topics as employer-employee relations, discrimination, and affirmative action. |
| marketing kerin kerin: Canadian Human Resource Management Hermann F. Schwind, Krista Uggerslev, Terry H Wagar, Neil Fassina, 2019 |
| marketing kerin kerin: Business-to-Business Marketing Ross Brennan, Louise Canning, Raymond McDowell, 2010-10-20 The Second Edition of this bestselling B2B marketing textbook offers the same accessible clarity of insight, combined with updated and engaging examples. Each chapter contains a detailed case study to further engage the reader with the topics examined. - Featuring updated case studies and a range of new examples. - Incorporating additional coverage of B2B branding and the B2B strategic marketing process, and issues of sustainability. - Extended coverage of Key Account Management - Online lecturer support including PowerPoint slides and key web links Drawing on their substantial experience of business-to-business marketing as practitioners, researchers and educators, the authors make this exciting and challenging area accessible to advanced undergraduate and to postgraduate students of marketing, management and business studies. Praise for the Second Edition: 'I found that the first edition of Brennan, Canning and McDowell's text was excellent for raising students' awareness and understanding of the most important concepts and phenomena associated with B2B marketing. The second edition should prove even more successful by using several new case studies and short 'snapshots' to illustrate possible solutions to common B2B marketing dilemmas, such as the design and delivery of business products and services, the selection of promotional tools and alternative routes to market. The new edition also deals clearly with complex issues such as inter-firm relationships and networks, e-B2B, logistics, supply chain management and B2B branding' - Michael Saren, Professor of Marketing, University of Leicester 'This textbook makes a unique contribution to business-to-business teaching: not only does it provide up-to-date cases and issues for discussion that reach to the heart of business-to-business marketing; it also brings in the latest academic debates and makes them both relevant and accessible to the readers. A fantastic addition to any library or course' - Dr Judy Zolkiewski, Senior Lecturer in Business-to-Business Marketing, Manchester Business School 'The advantage of the approach taken by Brennan and his colleagues is that this book manages to convey both the typical North American view of B2B marketing as the optimisation of a set of marketing mix variables, and the more emergent European view of B2B Marketing as being focused on the management of relationships between companies. This updated second edition sees the addition of a number of 'snapshots' in each chapter that bring the subject alive through the description of current examples, as well as some more expansive end-of-chapter case studies. It is truly a most welcome addition to the bookshelves of those students and faculty interested in this facet of marketing' - Peter Naudé, Professor of Marketing, Manchester Business School 'The strength of this text lies in the interconnection of academic theory with real world examples. Special attention has been given to the role that relationships play within the Business-to business environment, linking these to key concepts such as segmentation, targeting and marketing communications, which importantly encompasses the role personal selling as relationshipmmunications building and not just order taking. With good coverage of international cultural differences this is a valuable resource for both students of marketing and sales' - Andrew Whalley, Lecturer in Business-to-Business Marketing, Royal Holloway University of London 'The text provides an authoritative, up-to-date review of organisational strategy development and 'firmographic' market segmentation. It provides a comprehensive literature review and empiric examples through a range of relevant case studies. The approach to strategy formulation, ethics and corporate social responsibility are especially strong' - Stuart Challinor, Lecturer in Marketing, Newcastle University 'This revised second edition offers an excellent contemporary view of Business-to-Business Marketing. Refreshingly, the text is packed with an eclectic mix of largely European case studies that make for extremely interesting reading. It is a 'must read' for any undergraduate or postgraduate Marketing student' - Dr Jonathan Wilson, Senior Lecturer, Ashcroft International Business School, Anglia Ruskin University, Cambridge |
| marketing kerin kerin: Beating Endo Iris Kerin Orbuch, Amy Stein, 2019-06-25 From two of the world’s leading experts in endometriosis comes an essential, first-of-its kind book that unwraps the mystery of the disease and gives women the tools they need to reclaim their lives from it. Approximately one out of every 10 women has endometriosis, an inflammatory disease that causes chronic pain, limits life’s activities, and may lead to infertility. Despite the disease’s prevalence, the average woman may suffer for a decade or more before receiving an accurate diagnosis. Once she does, she’s often given little more than a prescription for pain killers and a referral for the wrong kind of surgery. Beating Endo arms women with what has long been missing—even within the medical community—namely, cutting-edge knowledge of how the disease works and what the endo sufferer can do to take charge of her fight against it. Leading gynecologist and endometriosis specialist Dr. Iris Kerin Orbuch and world-renowned pelvic pain specialist and physical therapist Dr. Amy Stein have long partnered with each other and with other healthcare practitioners to address the disease’s host of co-existing conditions—which can include pelvic floor muscle dysfunction, gastrointestinal ailments, painful bladder syndrome, central nervous system sensitization—through a whole-mind/whole-body approach. Now, Beating Endo formalizes the multimodal program they developed, offering readers an anti-inflammatory lifestyle protocol that incorporates physical therapy, nutrition, mindfulness, and environment to systematically addresses each of the disease’s co-conditions on an ongoing basis up to and following excision surgery. This is the program that has achieved successful outcomes for their patients; it is the program that works to restore health, vitality, and quality of life to women with endo. No more “misdiagnosis roulette” and no more limits on women’s lives: Beating Endo puts the tools of renewed health in the hands of those whose health is at risk. |
| marketing kerin kerin: The Marketing Bible Michelle Winfrey, 2020-02-03 As marketers and digital nomads, we pride ourselves on coming up with fresh ideas. This is how we stay relevant, and it's how we grow in our careers.So, where do some of the most brilliant marketing minds get their inspiration? From other brilliant minds, of course.Hopefully, these marketing-related words of wisdom in this book will transform your business and the way you think about marketing, advertising, branding, SEO, lead generation, content creation, storytelling, social media, creativity, innovation, and more.Tags: marketing booksmarketing for dummiesmarketing rebellionmarketing analyticsmarketing a love storymarketing automationmarketing agencymarketing an introduction 13th editiona marketing manual for the millenniummarketing books best sellersmarketing basicsmarketing by grewalmarketing best sellersmarketing calendar 2020marketing communicationsmarketing consultingmarketing calendarmarketing cloudjohn c maxwell the power of five for network marketingglobal marketing warren j. keegan and mark c. greenmarketing digital en españolmarketing digitalmarketing designmarketing data sciencemarketing dummiesmarketing essentialsmarketing engineeringmarketing essentials clowmarketing ethics and societymarketing en españole marketing booksmarketing for small businessmarketing for artistsmarketing funnelmarketing fashionmarketing godmarketing grewal levy 6th editionmarketing grewalmarketing giftsmarketing guidemarketing health servicesmarketing health services 3rd editionmarketing high technologymarketing huntmarketing handbookmarketing ideasmarketing in the age of googlemarketing intromarketing in a nutshell 3marketing intro armstrongi love marketingeverything i know about marketing i learned from googlemarketing journalmarketing kerinmarketing kotlermarketing kerin hartleymarketing kerin 14th editionmarketing kerin 13thmarketing lessons from the grateful deadmarketing like jesusmarketing love storymarketing levensmarketing loose leafmarketing managementmarketing management kotlermarketing metricsmarketing myopiam marketing grewalm marketing 5em marketing 5th edition grewalm marketingm marketing 6th editionmarketing new realitiesmarketing nichemarketing neurosciencemarketing of evilmarketing onlinemarketing on social mediamarketing of agricultural productsmarketing opportunity analysismarketing psychologymarketing plannermarketing plan handbookmarketing principlesmarketing quick studymarketing researchmarketing real people, real choices 10th editionmarketing revolutionr marketingmarketing sidekickmarketing strategy text and casesmarketing strategy based on first principles and data analyticsmarketing small businessmarketing to mindstatesmarketing to the affluentmarketing to gen zmarketing the core 8th editionthis is marketing you can t be seen until you learn to seeunderstanding digital marketingthe ultimate marketing planmarketing visualmarketing writingmarketing warfare by al ries and jack troutmarketing workbookmarketing with social mediamarketing william m. pridex marketing kerinmarketing your bookmarketing yourselfmarketing your artmarketing your inventionmarketing your sewing businessservices marketing zeithamlthe zen of social media marketingmarketing 14th edition kerin hartleymarketing 10th editionessentials of marketing 16th editionmarketing 12th edition1 marketingmarketing 2019marketing 2018 19th edition by pride and ferrellmarketing 2016marketing 2020marketing 2018marketing 3.0marketing 3rd editionmarketing 4.0 moving from traditional to digitalmarketing 4.0 philip kotlermarketing 5th editionmarketing 5emarketing 5.0the power of 5 for network marketing john maxwellthe power of 5 for network marketing |
| marketing kerin kerin: Essentials of Health Care Marketing Berkowitz, 2016-08-15 Essentials of Health Care Marketing, Fourth Edition will provide your students with a foundational knowledge of the principles of marketing and their particular application in health care. Moreover, the text offers a perspective on how these principles must shift in response to the changing environmental forces that are unique to this market. |
| marketing kerin kerin: Marketing Roger A. Kerin, Steven Hartley, William Rudelius, 2004 This core text distills Marketing's 22 chapters down to 18, leaving instructors the content they need to cover the essentials of marketing in a single semester. Up-to-date and classic examples are included that students should be able to relate to typical marketing decisions. |
| marketing kerin kerin: Marketing Theory Jagdish N. Sheth, David M. Gardner, Dennis E. Garrett, 1991-01-16 This thought-provoking book chronicles the evolution of marketing theories and the rationales behind them. The authors present a typology for the twelve schools of marketing thought, and describe a comprehensive metatheoretical framework based on six basic criteria. They also develop a list of concepts and axioms useful in generating a practical theory of marketing. References are extensive and include many pioneering, seldom-cited works. Graduate students and marketing professionals will find this a stimulating and practical work. |
| marketing kerin kerin: Essentials of Marketing Management Geoffrey Lancaster, Lester Massingham, 2017-08-24 The overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on market needs. With an array of examples and case studies from around the world, Lancaster and Massingham's vital study offers an alternative to the traditional American focused teaching materials currently available. This second edition has been fully revised and updated, including a new chapter on digital marketing written by Dr Wilson Ouzem. Topics covered include: consumer and organizational buyer behaviour product and innovation strategies direct marketing Social media marketing Designed and written for undergraduate, MBA and masters students in marketing management classes, Essentials of Marketing Management builds on the successful earlier edition to provide a solid foundation to understanding this core topic. |
| marketing kerin kerin: Liberty University Busi 330 Revised Rudelius Kerin Hartley, 2013 |
| marketing kerin kerin: Marketing the Core Roger A Kerin, 2024 |
| marketing kerin kerin: Marketing Theory Shelby D. Hunt, 2014-12-18 One of the true classics in Marketing is now thoroughly revised and updated. Marketing Theory is both evolutionary and revolutionary. As in earlier editions, Shelby Hunt focuses on the marketing discipline's multiple stakeholders. He articulates a philosophy of science-based 'tool kit' for developing and analyzing theories, law-like generalizations, and explanations in marketing science. Hunt adds a new dimension to the book, however, by developing arguments for the position that Resource-Advantage Theory provides the foundation for a general theory of marketing and a theoretical foundation for business and marketing strategy. Also new to this edition are four chapters adapted and updated from Hunt's Controversy in Marketing Theory that analyze the 'philosophy debates' within the field, including controversies with respect to scientific realism, qualitative methods, truth, and objectivity. |
| marketing kerin kerin: Handbook of Marketing Barton A Weitz, Robin Wensley, 2006-08-11 The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change. |
| marketing kerin kerin: Barolo and Barbaresco Kerin O Keefe, 2014-10-17 Following on the success of her books on Brunello di Montalcino, renowned author and wine critic Kerin OÕKeefe takes readers on a historic and in-depth journey to discover Barolo and Barbaresco, two of ItalyÕs most fascinating and storied wines. In this groundbreaking new book, OÕKeefe gives a comprehensive overview of the stunning side-by-side growing areas of these two world-class wines that are separated only by the city of Alba and profiles a number of the fiercely individualistic winemakers who create structured yet elegant and complex wines of remarkable depth from ItalyÕs most noble grape, Nebbiolo. A masterful narrator of the aristocratic origins of winemaking in this region, OÕKeefe gives readers a clear picture of why Barolo is called both the King of Wines and the Wine of Kings. Profiles of key Barolo and Barbaresco villages include fascinating stories of the families, wine producers, and idiosyncratic personalities that have shaped the area and its wines and helped ignite the Quality Wine Revolution that eventually swept through all of Italy. The book also considers practical factors impacting winemaking in this region, including climate change, destructive use of harsh chemicals in the vineyards versus the gentler treatments used for centuries, the various schools of thought regarding vinification and aging, and expansion and zoning of vineyard areas. Readers will also appreciate a helpful vintage guide to Barolo and Barbaresco and a glossary of useful Italian wine terms. |
| marketing kerin kerin: Strategic Marketing Problems Roger A. Kerin, Robert A. Peterson, 1987 |
| marketing kerin kerin: Living with Less Joshua Becker, 2012-08-01 In Living with less, Joshua will guide you through biblical teachings on possessions and his own personal experience with minimalism--living with only the essential ... This book will challenge you to spend your hours, energy, and resources in ways that draw you closer to the heart of Jesus.--Page 4 of cover. |
| marketing kerin kerin: Competitive Marketing Strategy John A. Czepiel, 1995-04-01 |
| marketing kerin kerin: Managing Imitation Strategies Steven P. Schnaars, 2002-04-29 Pioneers -- those innovative first movers who enter markets before competitors - are often deified as engines of economic growth while imitators are generally scorned as copycats and shameful followers. But who most often wins? Drawing on seven years of research, Steven Schnaars documents that, in sharp contrast to conventional beliefs, imitators commonly surpass pioneers as market leaders and attain the greatest financial rewards. How do they do it? In this ground-breaking book -- the first to formulate imitation strategies for managers -- Schnaars systematically examines 28 detailed case histories, from light beer to commercial jet liners, in which imitators such as Anheuser-Busch and Boeing prevailed over pioneers. He describes the marketing wars, court battles, and even personal vendettas that often resulted, and shows that imitators have several clear advantages. Pioneers are forced to spend heavily on both product and market development. They also risk making costly mistakes. Pioneers often aid in their own destruction, thrown into confusion by rapid growth, internal bickering, and the neverending search for expansion capital. Moreover, imitators do not have to risk expensive start-up costs or pursuing a market that does not exist, enabling them to quickly outmaneuver pioneers once the market is finally shaped. By patiently waiting on the sidelines while the innovator makes the mistakes, imitatorscan also usurp benefits from the test of time -- major defects in the product having been removed by the pioneer at an earlier stage in the game. Schnaars discusses the three basic strategies that successful imitators such as Microsoft, American Express, and Pepsi have used to dominate markets pioneered by others. First, some imitators sell lower-priced, generic versions of the pioneer's product once it becomes popular, as Bic did with ballpoint pens. Second, some firms imitate and improve upon the pioneer's product; for example, WordPerfect in the case of word processing software. Third, building on their capital, distribution, and marketing advantages that smaller pioneers cannot hope to match, imitators use the most prevalent strategy of all -- bullying their way into a pioneer's market on sheer power. In several cases a one-two-punch, or combination of strategies, is often utilized by the imitator to remove any doubt regarding their dominance in the market and in the eyes of the public. Schnaars concludes that the benefits of pioneering have been oversold, and that imitation compels recognition as a legitimate marketing strategy. It should be as much a part of a company's strategic arsenal as strategies for innovation. |
| marketing kerin kerin: Strategic Marketing David W. Cravens, Nigel Piercy, 2006 Strategic Marketing 8/e by Cravens and Piercy is a text and casebook that discusses the concepts and processes for gaining the competitive advantage in the marketplace. The authors examine many components of a market-driven strategy, including technology, customer service, customer relationships, pricing, and the global economy. The text provides a strategic perspective andextends beyond the traditional focus on managing the marketing mix. The cases demonstrate how real companies build and implement effective strategies. Author David Cravens is well known in the marketing discipline and was the recipient of the Academy of Marketing Sciencećs Outstanding Marketing Educator Award. Co-author Nigel Piercy, has a particular research interest in market-led strategic change and sales management, for which he has attracted academic and practitioner acclaim in the UK and USA. |
| marketing kerin kerin: How to Be a Tour Guide Nick Manning, 2019-02-18 Have you ever wanted to become a Tour Guide but not known where to start? Do you yearn to travel the world, explore exotic locations and lead groups of people around unfamiliar places like it's your own backyard?This book can help you become a Tour Guide. It will teach you what you need to say, how to advertise your services and even how to get paid. It will teach you how to start your first tour, how to get repeat business after you've finished it and even what life is really like 'out there on the road'.Written by a Tour Guide with experience in guided tours across 15 countries and with contributions from experts all across the world, there's no better place to start one of the best careers in the world than this book.Nick Manning's How to be a tour guide: the essential training manual for tour managers and tour guides is the ultimate reference book and training tool, as used and proved by Tour Guides across the world every day.Nick Manning lets you know just how big the world is and how many different rules there are while taking you under his wings and navigating you through the aspects of successful tour managing and guiding. This book tells you how to become a GREAT tour manager/guide and is written in a way that will connect with you. - Kristene MurphyQuite simply the best product available to aspiring tour guides on the market today. No industry professional should be without it. - Industry Insider |
| marketing kerin kerin: MBA Marketing Malcolm McDonald, Ailsa Kolsaker, 2013-12-11 This book covers all of the core topics in marketing and is written and designed specifically for the needs of MBA students. Assuming no prior knowledge, this text covers the basics before quickly moving on to explore more advanced issues and concepts. It is strongly grounded in theory and linked to best practice, and is the ideal MBA course text. |
| marketing kerin kerin: Marketing: The Core Roger Kerin, William Rudelius, Erin Steffes, Steven Hartley, 2012-10-22 Marketing: The Core 5e by Kerin, Hartley and Rudelius continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and package is designed to meet the needs of a wide spectrum of faculty – from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program. Marketing: The Core utilises a unique, innovative, and effective pedagogical approach developed by the authors through the integration of their combined classroom, college, and university experiences. The elements of this approach have been the foundation for each edition of Marketing: The Core and serve as the core of the text and its supplements as they evolve and adapt to changes in student learning styles, the growth of the marketing discipline, and the development of new instructional technologies. The distinctive features of the approach are illustrated below: High Engagement Style - Easy-to-read, interactive, writing style that engages students through active learning techniques. Personalised Marketing - A vivid and accurate description of businesses, marketing professionals, and entrepreneurs – through cases, exercises, and testimonials – that allows students to personalise marketing and identify possible career interests. Marketing Decision Making – The use of extended examples, cases, and videos involving people making marketing decisions. Integrated Technology - The use of powerful technical resources and learning solutions. Traditional and Contemporary Coverage - Comprehensive and integrated coverage of traditional and contemporary concepts. Rigorous Framework - A pedagogy based on the use of Learning Objectives, Learning Reviews, Learning Objectives Reviews, and supportive student supplements. |
| marketing kerin kerin: Management Thomas S. Bateman, Scott A. Snell, 2007 This text discusses and explains the traditional, functional approach to management, through planning, organising, leading and controlling. |
| marketing kerin kerin: Marketing for Entrepreneurs Frederick G. Crane, 2009-09-16 One of the primary reasons most often cited for the failure of a new venture is the entrepreneur's inability to identity and exploit the `right idea'. This is directly connected to the concepts and principles of marketing, specifically: knowing what to produce and knowing what not to produce. Additionally, even if the entrepreneur has the right idea, many experts cite weak marketing efforts (marketing execution) as another reason for venture failure. Marketing for Entrepreneurs moves beyond the classic 4Ps and demonstrates the application of marketing in an entrepreneurial context. Traditional marketing texts are incapable of addressing marketing concepts directly applicable to the entrepreneur's unique situation. Furthermore, general entrepreneurship books are also not applicable because they tend to focus on management teams or the development of business plans while failing to address critical marketing dimensions. |
| marketing kerin kerin: Consumer Behavior Delbert I. Hawkins, 1995-02-01 |
| marketing kerin kerin: Marketing Management Philip Kotler, 2000 |
| marketing kerin kerin: Marketing Steven Hartley, Roger Kerin, William Rudelius, 2010-01-13 Marketing 10/e by Kerin, Hartley and Rudelius continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and package is designed to meet the needs of a wide spectrum of faculty—from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program. Marketing utilizes a unique, innovative, and effective pedagogical approach developed by the authors through the integration of their combined classroom, college, and university experiences. The elements of this approach have been the foundation for each edition of Marketing and serve as the core of the text and its supplements as they evolve and adapt to changes in student learning styles, the growth of the marketing discipline, and the development of new instructional technologies. The distinctive features of the approach are illustrated below: High Engagement Style - Easy-to-read, interactive, writing style that engages students through active learning techniques. Personalized Marketing - A vivid and accurate description of businesses, marketing professionals, and entrepreneurs—through cases, exercises, and testimonials—that allows students to personalize marketing and identify possible career interests. Marketing Decision Making – The use of extended examples, cases, and videos involving people making marketing decisions. Integrated Technology - The use of powerful technical resources and learning solutions. Traditional and Contemporary Coverage - Comprehensive and integrated coverage of traditional and contemporary concepts. Rigorous Framework - A pedagogy based on the use of Learning Objectives, Learning Reviews, Learning Objectives Reviews, and supportive student supplements. |
| marketing kerin kerin: Marketing Roger A. ; Hartley Kerin (Steven W.), 2020 |
| marketing kerin kerin: Marketing Core Roger A. Kerin, 2007 |
| marketing kerin kerin: Sport Marketing Bernard James Mullin, Stephen Hardy, William Anthony Sutton, 2007 This student text provides a foundation of theory and principles for those seeking sports management position. It provides an overview of the reasons and foundations for sport marketing as well as theoretical and research issues, and why market segmentation is important. |
| marketing kerin kerin: Strategic Marketing Problems Roger A. Kerin, Robert A. Peterson, 1984 Forty-five contemporary marketing cases, focusing on major decisions faced by marketing executives, present a diverse set of issues in a variety of industries. Sixty percent of the cases are new, revised, or updated for this edition (sixth edition was 1993). This annotated instructor's edition provides information on case introductions, computational work, supplementary data, teaching suggestions, as well as notations which link specific topics or cases to corresponding sections in the Instructor's Manual. Annotation copyright by Book News, Inc., Portland, OR |
| marketing kerin kerin: Digital Marketing Annmarie Hanlon, 2018-12-29 An unbiased approach to the latest digital marketing models, offering students and practitioners a range of tools to implement in their digital marketing planning and strategy. Covering all aspects of digital marketing planning, and the latest digital marketing models, the book aims to provide a roadmap for a digital marketing journey. As such, its structure maps against the development of a digital marketing plan. In addition to this, the content is supported by case examples from real-world organizations, and a number of features throughout the chapters: Smartphone sixty seconds features in every chapter, to evaluate influencers in relation to the topic covered. Digital tool boxes introduce professional tools (for example how Google shares its aggregate data to inform marketers about shopping insights, trends and benchmarks Ethical insights provide a reflective and challenging look at social issues and the negative sides to marketing. The book is complemented by online resources for both instructors and students, these include PowerPoint slides, an instructor’s guide, exercises and activities relating to each chapter, digital marketing planning documents, digital marketing model templates, quizzes, annotated recommended video links, links to free online tools and SAGE journal article recommendations. Suitable for digital and e-marketing courses on marketing and advertising degrees as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing. |
| marketing kerin kerin: Foundations of Marketing Theory Shelby D. Hunt, 2002 Shelby Hunt's revision of Foundations of Marketing Theory continues the tradition of the previous three by providing a clear framework for advancing marketing thought and research. |
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