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Marketing : an introduction / 6th ed
光盘作者: Gary Armstrong, Philip Kotler
简介:Summary: Publisher Summary 1 The sixth edition of this text/CD-ROM package reflects the latest thinking in areas such as relationship marketing, communication technologies, value-delivery networks, global marketing, marketing ethics, and environmentalism. Sections cover the marketing process, the marketing environment, developing marketing strategy, and marketing and society. The CD-ROM contains videos about a fictional Internet company, plus interactive exercises that challenge students to help the company develop new marketing strategies. Armstrong is affiliated with the Kenan-Flagler Business School at the University of North Carolina-Chapel Hill; Kotler is with the Kellogg Graduate School of Management, Northwestern University. Annotation c. Book News, Inc., Portland, OR (booknews.com) Publisher Summary 2 This accessible overview helps learners master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars?(1) theory and concepts; (2) practices and applications; and (3) effective learning tools. A four-part organization details topics under the headings of: understanding marketing and the marketing management process, assessing opportunities in a dynamic marketing environment, developing marketing strategy and the marketing mix, and extending marketing. For individuals interested in taking an intriguing, discovery-filled journey to the business of marketing?in sales forces, retailing, advertising, research, or any other
作者: [韩]Kyowon ELI 主编
出版社:机械工业出版社 2013年2月
简介: 这套书是从韩国KyowonELI公司原版引进的自然拼读故事绘本。共分为5级,每级学习的拼读内容不同。第一、二级学习的是辅音字母的拼读,第三级学习的是短元音的拼读,第四级学习的是长元音的拼读,第五级学习的是字母组合的拼读。每级包含5本故事绘本,1本WorkBook和1本Guide Book,配合带有情境的故事朗读以及学生的跟读,将自然拼读、故事、情境完美结合,让拼读学习变得有趣。本书可以使用点读笔进行点读,请另购“爱拼点读笔”。关于本书作者的说明:1. 所有的故事的编写都有美国专家Mr. David Kellogg参与其中。他来自美国,是一位英语语言学家,同时,他也是中国科学院和一些中国大学的客座专家。2. 所有的光盘音频录制人员都是在美国的专业人士录制的, 都是美国人。3.这套书的编者是韩国最大的童书图书公司教元图书公司。他们从2007年就排在了世界领先出版集团50强之内。每年出版500本新书,其中很多图书被美洲、欧洲、亚洲、非洲、大洋洲和中东等地区所引进。
作者: [韩]Kyowon ELI 主编
出版社:机械工业出版社 2013年2月
简介: 这套书是从韩国KyowonELI公司原版引进的自然拼读故事绘本。共分为5级,每级学习的拼读内容不同。第一、二级学习的是辅音字母的拼读,第三级学习的是短元音的拼读,第四级学习的是长元音的拼读,第五级学习的是字母组合的拼读。每级包含5本故事绘本,1本WorkBook和1本Guide Book,配合带有情境的故事朗读以及学生的跟读,将自然拼读、故事、情境完美结合,让拼读学习变得有趣。本书可以使用点读笔进行点读,请另购“爱拼点读笔”。关于本书作者的说明:1. 所有的故事的编写都有美国专家Mr. David Kellogg参与其中。他来自美国,是一位英语语言学家,同时,他也是中国科学院和一些中国大学的客座专家。2. 所有的光盘音频录制人员都是在美国的专业人士录制的, 都是美国人。3.这套书的编者是韩国最大的童书图书公司教元图书公司。他们从2007年就排在了世界领先出版集团50强之内。每年出版500本新书,其中很多图书被美洲、欧洲、亚洲、非洲、大洋洲和中东等地区所引进。
作者: [韩]Kyowon ELI 主编
出版社:机械工业出版社 2013年2月
简介: 这套书是从韩国KyowonELI公司原版引进的自然拼读故事绘本。共分为5级,每级学习的拼读内容不同。第一、二级学习的是辅音字母的拼读,第三级学习的是短元音的拼读,第四级学习的是长元音的拼读,第五级学习的是字母组合的拼读。每级包含5本故事绘本,1本WorkBook和1本Guide Book,配合带有情境的故事朗读以及学生的跟读,将自然拼读、故事、情境完美结合,让拼读学习变得有趣。本书可以使用点读笔进行点读,请另购“爱拼点读笔”。关于本书作者的说明:1. 所有的故事的编写都有美国专家Mr. David Kellogg参与其中。他来自美国,是一位英语语言学家,同时,他也是中国科学院和一些中国大学的客座专家。2. 所有的光盘音频录制人员都是在美国的专业人士录制的, 都是美国人。3.这套书的编者是韩国最大的童书图书公司教元图书公司。他们从2007年就排在了世界领先出版集团50强之内。每年出版500本新书,其中很多图书被美洲、欧洲、亚洲、非洲、大洋洲和中东等地区所引进。
Financial Statement Analysis:A Valuation Approach
作者: (美)Leonard Soffer,(美)Robin Soffer著;肖星,胡谨颖,陈晓译
出版社:清华大学出版社,2005
简介:本书既介绍财务报表分析和公司估值的理论框架,又全面讨论现实中估值方法的应用。本书适合那些正在或想要从事投资银行、咨询、会计、公司财务、商业银行、证券分析或证券研究方面工作的人士。虽然专业人士也会对本书感兴趣,但本书主要是为MBA选修课程或本科高级课程而设计。本书的初稿已在西北大学Kellogg管理研究生院、伊利诺伊大学芝加哥分校和Dominican大学的MBA项目中成功使用。同时也在伊利诺伊大学的会计研究生和本科生课程以及Kellogg的高级经理培训中使用过。本书同时适用于会计和财务课程。 特色: ◆ 严谨的理论与实务导向的方法相结合。本书介绍严谨的估值理论,同时还注重以实用的方法组织材料。学生必须理解为什么要这样进行估值,并且能够在分析中使用现实的信息。本书讨论建立估值模型时所需要的信息来源,财务报表的质量问题,如何从估值的角度理解信息,如何处理实际披露中常有的不精确和模棱两可,以及如何避免分析中常见的陷阱。 ◆ 注重以实际财务报表和现实业务为例。现实业务的例子和实际的财务报表贯穿全书,并且在每章最后还有相关介绍,这些资料的使用增强了实用性,并向读者提供了现实的经验。这促使学生在遇到 更多>>
简介:被誉为“现代营销学之父”的科特勒博士,取得了众多举世瞩目的非凡成就,他多次获得美国国家级勋章和褒奖,培养了一代又一代美国跨国公司的企业家,在国际上享有很高的声誉。他著作等身,并有数部营销经典被译成多种语言,在世界范围内广泛传播,而这本《旅游市场营销》正是其中之一。 书中,科翁从世界旅游研究的大视角、大思路出发,注意探索旅游市场营销研究方面的新观点,精辟论述了旅游市场营销的成熟理论、方法和应用。书中的每一章都是经过作者缜密设计而编写的,结构严谨,体例合理。在第四版中,大量的案例作了更新,但仍保持其原有的取材广泛、运用得当等特色。更难得的是,全书叙述深入浅出,使整个阅读和学习过程充满了兴趣。 作者简介: Philip Kotler is the S. C. Johnson & Son Distinguished Professor of Interna-tional Marketing at the Kellogg Graduate School of Management, Northwestern University. Professor Kotler is one of the world's leading authorities on mar-keting. He received his master's degree at the University of Chicago and his Ph.D. at M.I.T., both in economics. Dr. Kotler is co-author of Principles of Mar-keting and the author of Marketing Management.. Analysis, Planning, Imple-mentation, and Control (Prentice Hall), now in its eleventh edition and the most widely used marketing textbook in graduate schools of business. He has authored several successful books and has written over 100 articles for leading journals. He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing. Dr. Kotler's numerous major honors include the Paul D. Converse Award given by the American Marketing Association to honor "outstanding contributions to sci-ence in marketing" and the Stuart Henderson Britt Award as Marketer of the Year. He was named the first recipient of two major awards: the Distinguished Marketing Educator of the Year Award given by the American Marketing Association and the Philip Kotler Award for Excellence in Health Care Marketing presented by the Academy for Health Care Services Marketing. He has also received the Charles Coolidge Parlin Award, which each year honors an outstanding leader in the field of marketing. In 1995, he received the Marketing Educator of the Year Award from Sales and Marketing Executives International. Dr. Kotler has served as chairman of the College on Mar-keting of the Institute of Management Sciences (TIMS) and a director of the American Marketing Association. He has received honorary doctorate degrees from DePaul University, the University of Zurich, and the Athens University of Economics and Business. He has consulted with many major U.S. and foreign companies on marketing strategy.
作者: [李芳]Li Fang,(美)[D.凯洛格]David Kellogg[编著]
出版社:西安交通大学出版社,1998
简介:本书意在提高学生英语实际运用能力,其内容涉及 面广,包括金钱观、恋爱婚姻、竞争、出国以及艾滋病预防 等。其练习形式新颖,题型多样化,目的在于提高篇章分 析能力,同时扩充词汇量、本书对提高英语写作、辩论能 力会有很大帮助。 本书可作为大学生阅读辅助教材,也可供其他英语 爱好者参阅。
Kellogg on advertising & media
作者: (美)鲍比·J.卡德(Bobby J. Calder)[著];付瑜译
出版社:中国青年出版社,2009
简介: 如何更有效地利用广告和媒体,是当前营销界中的头等问题。营销者 逐渐从传统大众广告营销转向网络和移动广告、替代性媒体、植入式广告 、品牌化娱乐和其他新兴营销服务。但是,大多数营销者还是有一种茫然 的感觉。本书告诉你如何在今天的广告和媒体环境中与顾客沟通。 你知道现在广告公司从新兴营销服务中比从传统媒体中获得的收入更 多吗?像宝洁这样的公司正在创造网络产品展示。传统媒介也在展现出新的 景象。互动电视和客户化订制电视逐渐流行。ESPN(美国有线体育电视网) 是电视网络,但也是杂志、网站、广播网络、手机网络,甚至更多。它是 一个“媒体品牌”。而像《国家地理》等媒体,则提供了多种与顾客沟通 的方式。所有这些都为营销者获得顾客的参与提供了新的机会。 今天,大多数营销者面临定位明确、高质量产品的激烈竞争。营销沟 通的工作不仅仅是想方设法传递广告信息,还要让顾客参与投入,让顾客 感觉到某品牌与其生活相关。这本书汇集世界知名的凯洛格学院教授和顶 尖营销者最前沿的见解,向你描绘广告营销和媒体所面临的令人激动的前 景。
Kellogg on technology and innovation
作者: (美)兰杰·格拉特(Ranjay Gulati),(美)莫汉比尔·萨赫尼(Mohanbir Sawhney),(美)安东尼·鲍利(Anthony Paoni) 编;沈正宁译
出版社:中国劳动社会保障出版社,2004
简介:21世纪的伟大技术进步才刚刚开始,在随后的10年间,现有技术将会带来大量新的以及广泛的应用,而一系列强有力的技术创新将改变我们生活、工作和做生意的方式。这些新生技术的商业意义是什么呢?它们将如何进行技术商业化?什么样的技术对投资者来说最具吸引力?将这些技术推向市场时该如何去获得利润,以及谁将最有可能获取利润? 有谁能比著名的凯洛商学院的专家们更好地回答所有这些问题?在《凯洛格论术与创新》一书中,三们来自凯洛格的技术带头人,从商业的角度阐述了这些令人激动的技术的可能发展方向。他们概述了这些新生领域的诱惑力及承诺的前景,谨慎地对每种技术的商业前景加以分析,并深入控讨了每种新产品和服务可能的商业模式。
Kellogg on advertising and media
作者: 巴比·凯德(Bobby J. Calder)编;陈雅汝译
出版社:商周出版,2011
简介:13項重要議題:互動電視、整合廣告、未來公關…… 16位專業人士:頂尖的凱洛格管理學院教授,以及身經百戰、成就卓越的媒體主管,提供你新世紀行銷的致勝寶典! 現在的廣告公司從「行銷服務」獲取的收入,比從傳統媒體獲取的更多,這你知道嗎?像是寶鹼(P&G)這樣的公司,都在製作網路影片。傳統媒體也在尋找新的出路。互動電視和為消費者量身訂做電視廣告,越來越普及。ESPN不僅是電視台,也是雜誌、網站、廣播電台、行動網路。它成了「媒體品牌」。而且,它就和國家地理頻道和其他許多電視台一樣,也提供很多方式來和消費者溝通。這些發展,都為行銷人提供很多新機會來吸引消費者。 今天,絕大多數的行銷人都面臨激烈的競爭,這些競爭是來自於定位良好而品質又很不錯的產品。行銷傳播的任務是,不僅要找出傳達品牌利益訊息的法子,更要找出令消費者投入、讓消費者覺得品牌和他們的生活息息相關的法子。本書是凱洛格管理學院的教授與成功的專業人士合著的,介紹了許多廣告與媒體正在使用的新方法。 行銷面臨了重大變化,這個變化的破壞威力很強大,包括:流失廣大觀眾、廣播電視廣告衰退、網路廣告變得更加重要等等。不過,廣告與媒體這個不斷變化的世界,也充斥著各式各樣接觸消費者的新方法。本書包含了凱洛格管理學院行銷學教授的最新研究和文章上,還有事業有成的高級主管的見解,本書說明了行銷人如何在新的現實中做出有效的廣告。你將會看到明星學者和成功專業人士現身說法,包括: 1.西北大學凱洛格管理學院特聘行銷學教授兼心理學教授vs.西北大學麥迪爾新聞學院整合行銷傳播學副教授 巴比.凱德(Bobby J. Calder)與愛德華.馬紹斯(Edward C. Malthouse)談品牌和媒體投入的衝擊 2.「視覺世界」數位媒體公司市場發展部的執行副總裁 克勞帝歐.馬庫斯(Claudio Marcus)談數位科技和客製化廣告 3.國家廣播環球影業集團數位傳輸部門的事業發展總監 麥可.史萊伯(Michael Schreiber)談互動電視和電視廣告的未來 4.西北大學傳播學院的傳播研究學教授和前資深副院長 詹姆斯.韋伯斯特(James Webster)談收視率調查的新趨勢 5.惠普公司的全球媒體主管 史考特.伯格(Scott Berg)談新媒體世界中的廣告 6.西北大學凱洛格學院的行銷學教授 安琪拉.李(Angela Lee)談廣告策略和無意識心靈 7.行銷與媒體專家 茱莉.羅姆(Julie Roehm)談行銷創新和組織變革 8.西北大學凱洛格管理學院的管理學高級講師、Kelsey & Co.顧問公司的總裁vs. 西北大學凱洛格管理學院特聘行銷學教授兼心理學教授 理查.柯斯奇(Richard I. Kolsky)與巴比.凱德(Bobby J. Calder)談整合廣告與媒體內容 9.西北大學麥迪爾研究所整合行銷傳播學教授兼公共關係學研究生課程的主任 克拉克.凱伍德(Clarke Caywood)談未來的公關 10.波音公司品牌管理與廣告部門的高級經理人 詹姆斯.紐科姆(James Newcomb)談B-to-B企業的銷售與行銷 11.維克森林大學行銷學副教授兼監事會成員vs.西北大學凱洛格管理學院的行銷學教授 蜜雪兒.羅姆(Michelle Roehm)與愛麗絲.泰寶特(Alice M. Tybout)談危機管理與損害控管 12.西北大學凱洛格管理學院的IBM特聘監管和競爭行為學教授兼福特汽車公司全球公民中心主任 丹尼爾.狄爾梅爾(Daniel Diermeier)談企業信譽與媒體監督 13.願景顧問公司的集團董事∕願景顧問公司董事∕西北大學凱洛格管理學院特聘行銷學教授兼心理學教授 查爾斯.史賓諾莎(Charles Spinosa)、大衛.勒.布洛克奇(David Le Brocquy)與巴比.凱德(Bobby J. Calder)談應用員工與顧客溝通來支持廣告策略
作者: (美)戴维·德兰诺夫(David Dranove),(美)索尼亚·玛茜娅诺(Sonia Marciano)著;陈荣平译
出版社:人民邮电出版社,2006
简介: 本书综合运用了管理学、经济学和战略理论,向读者展示了战略管理如 何帮助企业成长、提升企业核心竞争力和维持持续的竞争优势。作者围绕如 何创造顾客价值这一核心命题,运用了大量的战略管理技术、工具和程序, 系统地阐述了企业应该如何确认竞争优势、如何测量竞争优势和如何开展卓 有成效的竞争等问题。 本书适合各企业的领导者、工商管理专业的研究者、咨询师、教师、学 生(包括MBA、EMBA学员)以及其他相关领域管理人员(例如人力资源管理人员 、市场营销管理人员、财务管理人员)阅读;同时也可作为图书馆馆藏图书 。
作者: (美)特林卡·哈克斯·诺布尔(Trinka Hakes Noble)文;(美)史蒂文·凯洛格(Steven Kellogg)图;彭懿,杨玲玲译
出版社:贵州人民出版社,2009
简介: 每个人都有属于自己的故事。 这回,我们要分享的是一个12岁男孩的故事——他叫夏之秋,生活在1937年的上海。 对夏之秋来说,1937年是个特别的年份,因为这年夏天,他的命运一夜之间发生了彻底的改变…… 读者将在少年夏之秋的生命变奏曲中感受梦想、豁达和爱,体味这个世界的乖戾、温存和美好。 上世纪上海的孤岛和沦陷时期,12岁的少年夏之秋在战乱中失去了父母和妹妹。成了孤儿的他与从未谋面的舅舅一家生活在了一起,后来又因舅舅几乎将家底败光,被送去条件艰苦的寄宿学校。寄宿学校谜一样的校长、性格各异的孤儿、崇敬的女老师也只是过客,重新回到家里的夏之秋不得不担负起了养家糊口的重担,他当邮差、去药号做伙计,在他的努力下,舅舅悔过自新,舅妈对他充满感激,这个家终于像点样子了。更重要的是,他始终坚信妹妹活着的信念得到了证实…… 作者试图通过少年的眼睛还原那个时候的世象和普通人的命运。“男孩一瞬间从优渥的生活跌入命运的炼狱,投入到云诡波谲的乱世之中,跌跌撞撞,孤身成长。他被冲往生活的谷底,又以自己的力量返回,支撑他的是梦想、豁达和爱……”“少年成长中的灵魂处于可变的状态,内在的不确定、摇摆与外在环境的倾斜、混乱,正是这两股力量纠缠在一起,构筑成一个好看的故事内核。”
作者: ShareWithU(尚友)编著
出版社:北京大学出版社,2011
简介: 哈佛、斯坦福这些耳熟能详的名校之外,国际上还有哪些知名的顶级商学院?它们的特点是什么?在商学院的申请过程中,“合适”二字是最关键的。与大部分中国申请人的传统概念不同,顶级的商学院并不是在寻找最“优秀”的人,而是最“合适”的人——符合学校的教育理念、文化和风格的优秀申请人。 本书全面详细介绍了美国Top15的商学院(Harvard, Stanford, Wharton, Chicago Booth, Columbia, Kellogg, MIT Sloan, Dartmouth Tuck, Michigan Ross, NYU Stern, Duke Fuqua, Virginia Darden, Berkeley Hass, Yale, Cornell Johnson, UCLA Anderson等)。内容包括:学校介绍、学校历史、学校概况(规模/专业设置/生源/课程设置/校友分布)、教学优势(知名教授/学术声誉/专业强项)、学校特色(课外活动/传统文化/独特项目)、就业(雇主评价/优势行业/校友服务)等。 怎样的人才能迈进顶级商学院的大门?天才?三头六臂的牛人?还是显赫的家世背景?在申请的初始阶段,每个申请人都会问自己这样的问题:我,究竟够不够优秀,能否得到商学院的垂青?为了解答这个疑问,本书作者特别采访了10—12名来自全球顶级商学院MBA在校生或毕业生,这些人生经历各不相同的成功申请人将与读者分享自己的申请故事和宝贵经验,揭开笼罩在“天之骄子”头上的神秘面纱,展示一个个普通人感人至深的奋斗故事,帮助中国申请人更好的理解商学院的要求。
Kellogg on Integrated Marketing
作者: (美)道恩·亚科布齐(Dawn Iacobucci)著;李雪等译
出版社:海南出版社,2003
简介: 全球排行第一的商学院——凯洛格商学院,您提供顶尖的商业智慧,具有创造性的,高度有效的营销解决方案。 美国西北大学凯洛格学院是世界顶级院校之一,市场营销学是它的传统强项。本书包含了这所院校有关市场营销策略的核心思想,为学习市场营销学的人提供了宝贵的借鉴。书中收集了大量以菲利普·科特勒先生为代表的国际知名教授的观点。当各行业的管理人员陷入市场营销困境时,请参阅本书,它为你提供了鲜活生动的、具有创造性的、高度有效的解决方案。 本书由凯洛格学院营销学诸多教授的个人篇章组成,内容广泛,覆盖了一些目前正讨论的关键领域,例如:1 营销学基本概念:市场细分,目标市场,品牌定位。2 市场工具,也就是市场营销组合(4Ps):产品,价格,促销,地点。3 市场营销的前景。 本书独辟蹊径,汇集了现代商业的智慧与精华。其价值对于想在市场营销领域获得成功的各界人士(尤其是经营者、管理者和营销顾问)是无法估量的。
简介: Any damn fool can put on a deal, but it takes genius, faith, and perseverance to create a brand."-David Ogilvy In today's ultra-competitive world, the average supermarket has 40,000 brand items on its shelves. Car shoppers can wander through the showrooms of over twenty automobile makers. For marketers, differentiating products today is more challenging than at any time in history yet it remains at the heart of successful marketing. More importantly, it remains the key to a company's survival. In Differentiate or Die, bestselling author Jack Trout doesn't beat around the bush. He takes marketers to task for taking the easy route too often, employing high-tech razzle-dazzle and sleight of hand when they should be working to discover and market their product's uniquely valuable qualities. He examines successful differentiation initiatives from giants like Dell Computer, Southwest Airlines, and Wal-Mart to smaller success stories like Streit's Matzoh and Connecticut's tiny Trinity College to determine why some marketers succeed at differentiating themselves while others struggle and fail. More than just a collection of marketing success stories, however, Differentiate or Die is an in-depth exploration of today's most successful differentiation strategies. It explains what these strategies are, where and when they should be applied, and how they can help you carve out your own image in a crowded marketplace. Marketing executives in all types of organizations, regardless of size, can learn how to achieve product differentiation through strategies including: * Revisiting the U.S.P. Rosser Reeves's classic unique selling proposition approach, updated for today's marketplace * Positioning Understanding how the mind works in the differentiating process * Owning an Idea Techniques to seize a differentiating idea, dramatize it, and make it your own * Competition How to use differentiating ideas against your competitors in the marketplace Consumers today are faced with an explosion of choices. In this environment, distinctive product attributes are quickly copied by competitors, perceived by consumers to be minimal, or both. Still, those who fail to differentiate their product or service in the mind of the consumer won't stand a chance. Differentiate or Die outlines the many ways you can achieve differentiation. It also warns how difficult it is to achieve differentiation by being creative, cheap, customer oriented, or quality driven things that your competitors can do as well. Praise for Differentiate or Die "Another great book by the king of positioning!"-John Schnatter, CEO, Papa John's International "Differentiate or Die differentiates itself on the groaning marketing bookshelf with its lucid prose, its clear vision of the future marketplace . . . and its sensible solutions for surviving the frenzied competition we're sure to find there."-Dan Rather, CBS News "What I like about Differentiate or Die is the book's emphasis on the power of logic, simplicity, and clarity-getting to the essence of a problem. In Silicon Valley, attributes like that can make the difference between having lunch and being lunch."-Scott McNealy, CEO, Sun Microsystems, Inc. "Trout and Rivkin marvelously illustrate that differentiation is the cornerstone of successful marketing." -Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University . "We've built our business by being first-and executing best. Jack Trout and Steve Rivkin are doing the same, delivering the timely, powerful insights that will drive tomorrow's marketing strategies. A must read for anyone looking to win in an unforgiving competitive marketplace."-Mike Ruettgers, CEO, EMC Corporation "Dotcom executives must learn the lessons of Differentiate or Die. If they don't, I pity their investors."-Aaron Cohen, CEO, Concrete Media; Co-Founder, Bolt.com
What the CEO wants you to know: using business acumen to understand how your company really works
出版社:机械工业出版社,2012
简介: 回想一下我们学生时代那位最好的老师。对于自己的专业知识,他不仅看起来无所不知,而且具有其他老师所不具备的特殊能力,他能够把学科中复杂的概念和知识(无论是心理学、经济学还是化学)深入浅出,让学生真正理解和掌握。有些教师可能知识渊博、资历深厚,但他们就是不能让你灵光一现、恍然大悟。他们不是让复杂的问题简单化,而是恰恰相反,让简单的问题变得更复杂,而且完全难以理解。 我进入商界差不多40年了。童年的时候,我就在印度自家的小鞋店里做事,然后到澳大利亚做了一名工程师。之后,我到美国求学,并在哈佛商学院和西北大学凯洛格商学院(Kellogg School)执教。在此期间,我为世界各地大大小小的公司董事会和CEO们提供咨询服务。我注意到,那些最优秀的CEO和我们遇见过的最好的老师一样,他们能够使公司年复一年地赢利。他们能够透过复杂的商业现象找到那些企业运营中的核心要素,并且让公司的每一个人,不仅仅是管理人员,都能够理解这些核心要素。你也许会说,这些CEO完全是为了自己的利益,如果每个人都了解公司业务的运作本质,那么公司和CEO就会更为成功。但实际上,并非只有CEO个人从中受益,每个人都会感到公司运作的这些基本要素与他们的工作更加息息相关,并从中获得更大的满足感。此外,当公司实现赢利性增长的时候,销售和利润逐年增长,每个人都有更多的职业发展机会,同时赚更多的钱。 若静下心来思考,其实经商很简单。企业活动中的一些普遍规律既适用于街头小贩,也同样适用于经营一家《财富》500强的大企业。成功的商业领袖了解这些规律,他们拥有我称之为“商业智慧”的东西:他们知道如何让一个个体户或者一家大型企业实现赢利。每个人都可以学习有关现金净流入、利润率、周转率、资产收益率、业务增长和顾客等方面的基本知识,并且可以培养自己的商业智慧。这看起来很复杂,实则不然。再想想那些最好的老师,例如化学老师,一旦让学生了解到原子都是由质子、电子和中子组成的,他们就具备了解决任何化学问题的基础。我想告诉读者的是:企业活动遵循同样的规律,一旦掌握了那些基本规律,你就学会了任何企业运作的基本知识。 写作本书的目的是希望读者能够从我的经历中受益,本书的思想来自于我长期不懈地观察那些最成功的商业领袖如何思考和行动。在本书中,我们将会看到这些成功人士怎样运用一些共同的商业智慧,让他们的公司和员工成为世界级的赢家。诚然,每个企业都不相同,但是,一旦掌握了企业活动中最核心的原理,你就拥有了一幅理解自己企业运作的框架图。 最好的CEO和个体户的思路是一样的。他们都了解企业的现金状况,也了解哪些业务赚钱,哪些不赚钱。他们懂得把货物不断从货架上卖掉(存货周转率)的重要性,也同样了解自己的顾客。本书阐述的是企业活动的基本元素如何在运营管理中发挥作用。花几个小时阅读本书,你将会开启一段崭新的商业智慧旅程。 拉姆·查兰 得克萨斯州,达拉斯 2001年1月
神奇的蝌蚪/(美)史蒂文·凯洛格(Steven Kellogg)文
作者: 图;彭懿,杨玲玲译
出版社:贵州人民出版社,2009
简介:《大师史蒂文.凯洛格幻想系列(套装全6册)》内容简介:《神奇的蝌蚪》 今天是路易斯的生日,麦卡利斯特叔叔给他带来了一个非常特别的礼物——一只从苏格兰带来的蝌蚪!他给蝌蚪起了一个名字叫阿方斯,他盼望阿方斯快点变成一只青蛙,可是不久之后,他就明白过来了,阿方斯不是一只普通的蝌蚪。阿方斯一开始住在瓶子里,后来搬到了水池里,然后搬到浴缸里,最后搬到了游泳池里…… 《哟嗬!宾可》 宾可小主人的家庭作业是,认识不同的鸟和哺乳动物。她和她的妈妈带着她们的大丹犬宾可和猫罗斯,到树林中走一走。在那里他们见到了一群狩猎学院的人在寻找狐狸。当猎人们把罗斯当成狐狸追赶时,疯狂就开始了。宾可是如何从热气球上跳下来“帮忙”的呢? 《吉米的蟒蛇》 梅吉的妈妈把正在冬眠的宠物蟒蛇披在身上当装饰,去参加园艺俱乐部的聚会。没想到蟒蛇突然醒来,把聚会搞得一团糟。梅吉的妈妈也因此被园艺俱乐部开除。不过,这只惹事的大蟒蛇却因为救了桃树小姐的小狗,与小狗成了形影不离的朋友。 《我可以留下它吗?》 一个寂寞的小男孩不断地把各种动物带回家,并问他的妈妈,他是否可以留下这个动物。每次都遭到妈妈的拒绝。最后,他带回来一个刚搬来他家附近住的小男孩…… 《我要比马丁大》 一个小男孩不想被他的哥哥马丁看扁,因此他想尽一切办法,使自己长得更快,整天幻想超过他爱发号施令的哥哥。他希望有一天他可以跟哥哥,还有哥哥的伙伴一起玩。 《谁跟在我后面》 一天,罗伯特放学回家,他发现被一只河马跟踪,第二天上学,河马又跟他到了学校,下午放学的路上,他发现有四只河马跟在后面,接下来的几天里,跟他回家的河马越来越多,一直到四十三只河马挤在罗伯特家的草坪上。罗伯特的爸爸找来了女巫斯奎吉太太帮忙,罗伯特得到一粒魔法药丸,在他吞下药丸的第二天一早,河马就纷纷离开了他家。可是,好景不长,又有新的动物跟踪他了……
简介:'Advance Praise Eye opener! Shifted my thinking about China and India's global impact' - Philip Kotler, Ph D S. C. Johnson, Distinguished Professor of International Marketing Marketing Department, Kellogg School of Management Northwestern University Prof. 'Jagdish Sheth does it again. He distills the implications of the growth of China and India through a wide ranging and thoughtful interpretation in "Chindia Rising" and its implications to global growth, prosperity, security and culture. A must read for all managers, politicians and security experts' - C.K. Prahalad Paul and Ruth McCracken, Distinguished University Professor, Ross School of Business The University of Michigan. 'Business leaders in East and West will surely read with interest Jagdish Sheth's thought provoking assessment of how the rise of China and India (Chindia) will prove to be an enormous boon to the worldwide economy. With his profound insight into global business trends, Prof. Sheth shows how Chindia's rise will not only stimulate the mature economies of the West but will also help birth economies in Asia, Africa, and Latin America' - Azim Premji, Chairman and Managing Director Wipro, Ltd. 'The rise of China and India will have a profound effect on businesses in the developed as well as the developing world. Any businessman who wants to be ready to benefit from these dramatic changes should read Dr Sheth's insightful book' - Patrick J. McGovern, Founder and Chairman International Data Group. 'With detailed analyses of companies, economic trends, and historical patterns, the noted business management scholar, Prof. Sheth convincingly suggests that the rise of China and India as 21st century global powers can be as beneficial to the world as was the rise of the US in the early 20th century. This is a useful source for not only business leaders but anyone interested in this tectonic shift that is underway in the world today' - Dr Vishakha N. Desai, President Asia Society. 'Jag Sheth has produced a thought provoking treatise on contemporary events involving China and India, which will have a major impact in the foreseeable future. India and China are the key players in globalization, that is changing the face of Asia, while transforming trade and commerce in the rest of the world. Sheth propounds an extremely well reasoned point of view of these developments, which will appeal to a wide cross section of readers around the world' - Ashok Ganguly Chairman, Firstsource Solutions & ABP Group. 'While there have been many paens sung to the phenomenal rise of Chindia (and BRIC's), by relating this rise contextually to US and European Economic and Commercial history, Jagdish Sheth has done us all a favor. This book not only makes it easier for us contextually, but also gives us insights into the huge challenges and exciting opportunities for the world. Finally, how Chindia affects the world will depend upon the qualities of the institutions they build. These will reflect their society, culture, aspirations and impact they wish to have on the world. This book gives us the first insights into some of the thinking in that direction' - Gautam Thapar, Chairman and CEO Avantha Group. 'Many articles and books have been written in the recent past on China and India, and their economic models and future. I find Prof. Jagdish Sheth's book "Chindia Rising" as a brilliant analysis of not only how China and India will occupy the prime position as two great economies in the future, but how they are different from economies that became success stories. Indeed in the 19th and 20th Century, Europe and U.S. were the main players, and later Japan and Korea, each followed a model based on their culture, resources, and markets. Both India and China are operating in a new environment, where capital is not scarce, entrepreneurship is a winner, globalization and communications is a reality for future growth, and we have abundance of bright human resources and huge domestic markets. These observations, and particularly the analysis of the differences between Western economies and Chindia, with enumerable examples, reads like a well researched case study; and certainly makes Prof. Sheth's book a 'Must Read' for all professional managers, entrepreneurs, economists, policy makers, and public at large. I thoroughly enjoyed reading the manuscript, and am grateful to Prof. Sheth for honoring me by sending me the manuscript before publication of this future best seller' - Suman Sinha, Chairman Bata India Ltd. '"Chindia Rising" is a visionary work encompassing multiplicity of dimensions of the unprecedented impact and influence of the two great nations, India and China, on the world's industrial, business and also political future of few hundred years. The book is destined to become a milestone and extensively studied by scholars, influencers of the international industrial scene and general public. Dr Sheth reminds the global business community of the fundamental significance of the economic rise of China and India. With his typical acuity, he sees beyond the temporary dislocations caused by outsourcing or trade imbalances and discovers a future of worldwide economic growth, job creation, and expanding opportunity. I strongly recommend this book to scholars, students, international business leaders and general readers' - Dr KRS Murthy CEO and Vice Chairman of the Board SUNrgi--Power of 1000 Suns. 'The Chindia phenomena is at its nascent stage. The world hasn't seen anything like it. The book comes at an appropriate time and evaluates the subject holistically. The large domestic market, the huge, young and growing population, the realization of the future imperatives by the respective governments, the compulsions of multinationals and the rise of private enterprise all are working in favor of China and India. The book will enable both governments and enterprises to think about the challenges of becoming a dominant global force, employability of the youth, issues preventing the rural-urban divide, sustainability, collaborative energy, security, patents and IPR issues. Every citizen of the world must read it' - Rajeev Karwal, Founder Director MILAGROW. 'What indeed jumps out is the new first generation companies emerging from China and India who are now global players. The sheer scale of Brownian movement of entrepreneurs in both the countries is moving the two global economies to operate globally; reading "Chindia Rising" is like reading a business thriller' - Sudhir Sethi, Founding Chairman & Managing Director IDG Ventures India Bangalore, India. 'So appropriate is the name of this book, "Chindia Rising". I have focused and worked within the Indian and Chinese business communities for three decades, and I have personally seen the growth and the positioning of 'Chindia' to accelerate far beyond the expectations of the global community. Dr Sheth continues to identify trends in the global economic landscape and so astutely explains how those trends impact our daily lives. I predict that this book will become a best seller and will continue the significant success that Dr Sheth has had within the global economic spectrum. Dr Sheth so clearly explains this trend of "Chindia Rising" that a reader can grasp the enormity of this trend while reading his book' - Kenneth A. Cutshaw, Honorary Consul of India Business Executive and Global Attorney.
作者: (美)艾丽丝·M. 泰伯特(Alice M. Tybout),(美)蒂姆·卡尔金斯(Tim Calkins)编;刘凤瑜译
出版社:人民邮电出版社,2006
简介:本书共分为四个部分。前三个部分是有关品牌开发原理的理论部分,从品牌的概念、战略和执行的角度论述了品牌定位、品牌设计、品牌内涵、品牌的竞争战略、品牌的延伸战略、品牌的组合战略以及如何通过有效的广告打造品牌,如何进行关系品牌开发,如何在商务市场上、服务市场上和技术市场上执行品牌战略,如何创建一个品牌驱动的组织,如何测量品牌的价值等。第四部分介绍了世界知名企业的高层管理者是如何看待品牌开发的,用管理者们自己在品牌开发实践方面的亲身体会向读者展现了打造公司品牌的一幅幅生动的画面。 本书既适合MBA、EMBA、研究生和高校教师阅读,也适合企业管理者、企业策划人员和管理咨询人员阅读。
Library Lil 莉儿的图书馆 ISBN9780140568370
作者: Suzanne Williams 著, Steven Kellogg 绘
出版社:Penguin 2001-5-1
简介: From the day she was born, Lil had a book in her hand . . . so it's no surprise when she grows up to become a librarian herself. She even manages to turn the people of Chesterville-who are couch potatoes-into readers. But then Bust-'em-up Bill roars into town with his motorcycle gang. Just mention reading to him and you're toast. Has Lil finally met her match? This original tall tale by a real-life librarian, combined with Steven Kellogg's trademark humor, is better than any TV show! "A librarian's favorite fantasy . . . The silliness of both story and pictures are perfectly matched . . . A winner for storytimes anywhere." -School Library Journal, starred review "This love story about books is enough to make anyone wish for a permanent TV blackout!" -Children's Literature



















