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Shaping business opportunities (Big ideas in organisations (Marketing…
Shaping business opportunities
Big ideas in organisations
Innovation
Creating an innovative organisation
Business function and innovation
Fostering an innovative culture
opportunities and challenges with innovation
Marketing
The marketing enviroment
Marketing functions
Marketing mix
Product
Place
Pricing
Types of pricing
Market research
marketing and operations
Finances
Raising finances
Business lending
Financing the organisation
Market place lending
Competing in a global context
Global trade
the effects of globalization on trade
Challenges in the global trade environment
Countries in the global trade environment
Globalization
Understanding global trade environment
Ethics issues
Ethical issues for marketing in a global context
Differing standards of consumer protection
Geographical segregation
Does globalization allow for convergence and divergence
Foreign exchange market
Demand for pounds abroad
Shifts in demand for a currency
Changes in supply of and demand for a currency
overcoming exchange rate problems
Exchange rate fluctuations
Volatile exchange rates
Why do exchange rate matter
The Euro
Building long term sucess
Relationship marketing
Customer loyalty
Benefits of relationship marketing
Maintaining long term relationships
Internal marketing
The role and impact of staff
Internal marketing communications
Critical service interactions
Types of empoyees
Accounting for values
Creating value in the long term
Shareholder value
Measuring issues
Measurement choices
The problem with historical cost accounting
A broader perspective
Creating shared value
The echo system of shared value