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Edición Inglés por Alexander Chernev (Editor), Philip Kotler (Editor)

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Kellogg on Marketing: The Marketing Faculty of the Kellogg School of Management

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Kellogg on Marketing: The Marketing Faculty of the Kellogg School of Management : Chernev, Alexander, Kotler, Philip: Amazon.com.mx: Libros

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1. Cadena de valor

2. Estrategias push y pull

3. Rendimiento de y para los socios del canal

4. Optimización precio - volúmen

5. Punto de venta - prácticas, tendencias y desafíos

6. Generando valor en PdV

7. La nueva dimensión de la comunicación DTC

8. Punto de venta en el Mercado institucional

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Ventaja competitiva

¿Cuál es tu ventaja competitiva?

Macro: Niveles estratégico, táctico y operativo

La Cadena de valor

Tu lugar en la cadena de valor

Estrategias Push y Pull

Canales de distribución

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Plasma en esta sección las inquietudes que desees compartir con el grupo

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Plasma en esta sección las inquietudes que desees compartir con el grupo

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Comparte los principios de convivencia que deseas tengamos en nuestras sesiones

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Participación de todo el grupo
Respeto a la opinión de los demás
Puntualidad
Trabajo en equipo

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Hacer comentarios desde la humildad

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Respeto
Empatía
Trabajo en equipo

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Respeto

Apertura

Retroalimentación

Ayuda

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Demystifying Strategy: The What, Who, How, and Why

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Many leaders I work with struggle with strategy. They know it’s important to have strategies in order to align decision making in their businesses. They understand that they can’t observe and control everything in their organizations (much as many of them would like to). They earnestly want to develop good strategies and they get the […]

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Today's dynamic markets and technologies have called into question the sustainability of competitive advantage. Under pressure to improve productivity, quality, and speed, managers have embraced tools such as TQM, benchmarking, and re-engineering. Dramatic operational improvements have resulted, but rarely have these gains translated into sustainable profitability. And gradually, the tools have taken the place of strategy. In his five-part article, Michael Porter explores how that shift has led to the rise of mutually destructive competitive battles that damage the profitability of many companies. As managers push to improve on all fronts, they move further away from viable competitive positions. Porter argues that operational effectiveness, although necessary to superior performance, is not sufficient, because its techniques are easy to imitate. In contrast, the essence of strategy is choosing a unique and valuable position rooted in systems of activities that are much more difficult to match. Porter thus traces the economic basis of competitive advantage down to the level of the specific activities a company performs. Using cases such as Ikea and Vanguard, he shows how making trade-offs among activities is critical to the sustainability of a strategy. Whereas managers often focus on individual components of success such as core competencies or critical resources, Porter shows how managing fit across all of a company's activities enhances both competitive advantage and sustainability. While stressing the role of leadership in making and enforcing clear strategic choices, Porter also offers advice on how companies can reconnect with strategies that have become blurred over time.

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Today's dynamic markets and technologies have called into question the sustainability of competitive advantage. Under pressure to improve productivity, quality, and speed, managers have embraced tools such as TQM, benchmarking, and re-engineering. Dramatic operational improvements have resulted, but rarely have these gains translated into sustainable profitability.

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Rendimiento de y para los socios del canal

Category Management

Optimización precio-volumen

Diferentes puntos de venta, prácticas, tendencias y desafíos

La nueva dimensión de la comunicación DTC

Puntos de venta: Mercado institucional

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1. Entenderás el rol y el alcance de los diferentes canales de distribución en las diferentes clases de medicamentos, la relevancia del punto de venta y las implicaciones en la planeación estratégica.

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Escucha empática

Respetar a todos y a todas las expresiones e ideas

Mente abierta

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Respeto ante todas las opiniones

Escuchar activamente a los demás

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¿A qué políticas de seguridad debemos atenernos durante este módulo?