By Michael Regester
Read or Download Risk issues and crisis management : a casebook of best practice PDF
Similar marketing books
Unternehmenskommunikation : Kommunikationsmanagement aus Sicht der Unternehmensführung
Auf der foundation interdisziplinärer Erkenntnisse wird ein einheitlicher Begriffsrahmen und ein Steuerungsmodell für das Kommunikationsmanagement entwickelt. Daran anschließend stellen führende Autoren des Gebietes wichtige Teilbereiche und Aufgabenstellungen der Unternehmenskommunikation vor. Ziel ist eine Zusammenführung wichtiger Positionen zum Thema Kommunikationsmanagement, die die Marketingsicht, die kommunikationswissenschaftliche PR-Sicht sowie neue Ansätze eines Stakeholder Managements einschließt.
The concept that of promoting and handling relationships with consumers and different curiosity teams is on the middle of promoting this present day. within the educational global, the subject is roofed in distinct concerns published by way of a number of journals (e. g. magazine of the Academy of promoting technological know-how, magazine of Strategic advertising and marketing, Psychology & Marketing), and meetings and convention classes usually talk about some great benefits of the process.
Über den Erfolg eines Produkts entscheiden die Käufer – und der verantwortliche Produktmanager. Dieser kämpft dabei an mehreren Fronten: Er muss mit sinkenden Budgets immer mehr Produkte in immer kürzerer Zeit einführen und betreuen. Gleichzeitig muss er eine Fülle von Anforderungen aus den internen Abteilungen koordinieren.
Der persönliche Verkauf kann mehr als "nur" verkaufen: Er kommuniziert darüber hinaus die unternehmerischen (Mehr-)Werte und schafft eine differenzierende Positionierung in den Köpfen der Kunden. Lars Binckebanck zeigt, dass von den Instrumenten des Marketing-Mix der persönliche Verkauf den Markenwert im B2B-Geschäft am stärksten beeinflusst, und identifiziert unterschiedliche Verkaufsstile, die mit spezifischen Markenwirkungen einhergehen.
- Sales promotion decision making : concepts, principles, and practice
- Managing Customers Through Economic Cycles
- Total Relationship Marketing
- Ingredient Branding: Making the Invisible Visible
Additional resources for Risk issues and crisis management : a casebook of best practice
Sample text
This should include a clearly defined policy and associated communication strategy. To appreciate that it is not realistic to change public opinion about the size of the risk (even if the true risk of an unfamiliar hazard is small), and so for the organization or industry: – to communicate in language that relates to and alleviates public anxiety; – to establish and build trust about the commitment to control, reduce and contain it. Outside-in thinking THE ADVOCACY APPROACH According to Howard Chase (1984), more often than not activist groups are setting the public policy agenda by combining propaganda techniques with computer-age technology.
Marketing pressure is a key driver for the organization’s campaigns, together with a streamlining of tactics based on research, the use of the media and the law, and targeted lobbying. 15 Risk issues management However, the strength of NGOs should not be misinterpreted as an issue fait accompli. No company should feel bullied into automatic capitulation over NGO demands if the tactics employed involve unfounded allegations or misinformation. These should be rebutted in a clear, credible and consistent manner.
On 6 July 2000 the European Parliament voted on a draft Council Directive on phthalates in toys, requiring the banning of all phthalates in plastic toys for children under three years of age. This was followed by a demand by the European Parliament for a policy to replace soft PVC. In the United States, industry capitulation was also swift. Government agencies, toy manufacturers and toy retailers came under pressure to remove phthalates from their products following the regulatory action in EU countries.