Предпринимательский маркетинг. Как замечать сигналы рынка, мгновенно проверять гипотезы и брать в работу только то, что дает результат - Джеки Мюссри

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299

Операционная прибыль (или доход) – это продажи (или вообще весь доход, называемый выручкой) минус все операционные расходы, состоящие из себестоимости реализованной продукции (COGS); коммерческих, общих и административных затрат (SGA); а также амортизационных отчислений.

300

https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-power-of-pricing.

301

https://www.marketingweek.com/marketers-continue-to-waste-money-as-only-9-of-digital-ads-are-viewed-for-more-than-a-second/?nocache=true&adfesuccess=1.

302

Murphy, C. B. What Is Net Profit Margin? Formula for Calculation and Examples. – Investopedia, October 2021. https://www.investopedia.com/terms/n/net_margin.asp.

303

Hawawini, G., Viallet, C. Finance for Executives: Managing for Value Creation. – Mason, OH: South-Western College Publishing, 1999.

304

https://www.theactuary.com/features/2020/07/08/joining-dots-between-operational-and-non-operational-risk; https://corporatefinanceinstitute.com/resources/knowledge/accounting/non-operating-income/; https://www.accountingtools.com/articles/non-operating-income-definition-and-usage.html#:~:text=Examples%20of%20non%2Doperating%20income%20include%20dividend%20income%2C%20asset%20impairment,losses%20on%20foreign%20exchange%20transactions.

305

https://valcort.com/assets-marketing-assets/.

306

https://www.cbinsights.com/research/report/how-uber-makes-money/.

307

https://www.forbes.com/advisor/investing/roa-return-on-assets/.

308

Hawawini, G., Viallet, C. Finance for Executives: Managing for Value Creation. – Mason, OH: South-Western College Publishing, 1999.

309

https://investor.maersk.com/static-files/b4df47ef— 3977–412b-8e3c-bc2f02bb4a5f.

310

https://bizfluent.com/info-8221377-types-income-statements-marketing-expenses.html.

311

https://www.investopedia.com/ask/answers/041515/how-does-financial-accounting-help-decision-making.asp.

312

https://www.pwc.com/sg/en/publications/assets/epc-transform-family-businesses-201805.pdf.

313

https://www.marketingweek.com/the-top-100-most-valuable-global-brands-2013/; Gupta, S., Reddy, S., Lane, D. Marketing Transformation at Mastercard. – Harvard Business Review Case, 2019; https://www.kantar.com/campaigns/brandz/global.

314

https://cmosurvey.org/wp-content/uploads/2021/08/The_CMO_Survey-Highlights_and_Insights_Report-August_2021.pdf.

315

Там же.

316

https://www2.deloitte.com/us/en/insights/topics/strategy/impact-of-marketing-finance-working-together.html.

317

https://smallbusiness.chron.com/accounting-marketing-work-together-38276.html.

318

https://www.investopedia.com/articles/personal-finance/053015/how-calculate-roi-marketing-campaign.asp.

319

https://www.bigcommerce.com/ecommerce-answers/what-is-cost-per-acquisition-cpa-what-is-benchmark-retailers/.

320

https://hbr.org/2014/12/why-corporate-functions-stumble.

321

https://knowledge.wharton.upenn.edu/article/non-financial-performance-measures-what-works-and-what-doesnt.

322

Naisbitt, J. High Tech High Touch: Technology and Our Accelerated Search for Meaning. – London: Nicholas Brealey Publishing, 1999.

323

https://www.youtube.com/watch?v=D5VN56jQMWM.

324

https://www.androidauthority.com/what-is-google-duplex-869476/.

325

https://blog.google/technology/ai/making-ai-work-for-everyone/.

326

https://www.theguardian.com/technology/2020/feb/05/amazon-workers-protest-unsafe-grueling-conditions-warehouse.

327

https://www.bbc.com/news/business-56641847.

328

https://www.wbur.org/onpoint/2021/07/09/the-prime-effect-amazons-environmental-impact.

329

https://www.bbc.com/news/business-56641847.

330

https://www.wbur.org/onpoint/2021/07/09/the-prime-effect-amazons-environmental-impact.

331

https://cassavabagsaustralia.com.au/.

332

https://www.npr.org/2022/02/04/1078050740/irma-olguin-why-we-should-bring-tech-economies-to-underdog-cities.

333

https://hbr.org/2019/07/building-the-ai-powered-organization.

334

https://www.collectivecampus.io/blog/10-companies-that-were-too-slow-to-respond-to-change.

335

https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/marketing-technology-what-it-is-and-how-it-should-work.

336

https://www.currentware.com/blog/internet-usage-statistics.

337

https://www.statista.com/statistics/303817/mobile-internet-advertising-revenue-worldwide/.

338

https://www.ama.org/journal-of-marketing-special-issue-new-technologies-in-marketing/.

339

Соцсеть заблокирована в России. – Прим. ред.

340

https://www.digitalmarketing-conference.com/the-impact-of-new-technology-on-marketing/.

341

https://www.mckinsey.com/business-functions/people-and-organizational-performance/our-insights/unlocking-success-in-digital-transformations.

342

https://seths.blog/2012/02/horizontal-marketing-isnt-a-new-idea/.

343

https://www.retaildive.com/ex/mobilecommercedaily/mastercard-unveils-chatbot-platform-for-merchants-and-banks-along-with-wearable-payments.

344

https://www.socxo.com/blog/5-ways-customer-advocacy-will-enhance-content-marketing/.

345

https://blog.usetada.com/win-the-market-with-customer-advocacy.

346

https://www.ibm.com/downloads/cas/EXK4XKX8.

347

https://a-little-insight.com/2021/05/09/hm-are-greenwashing-us-again-can-fast-fashion-ever-be-ethical/.

348

https://www.investopedia.com/terms/g/greenwashing.asp#:~:text=Greenwashing%20is%20the%20process%20of,company’s%20products%20are%20environmentally%20friendly.

349

https://www.bigissue.com/news/environment/hm-greenwashing-is-disguising-the-reality-of-fast-fashion/.

350

https://ritzcarltonleadershipcenter.com/about-us/about-us-foundations-of-our-brand/.

351

The Future of Competition: Co-Creating Unique Value with Customers. – Boston, MA: Harvard Business Review Press, 2004.

352

https://digital.hbs.edu/platform-digit/submission/my-starbucks-idea-crowdsourcing-for-customer-satisfaction-and-innovation/.

353

https://skeepers.io/en/blog/customer-loyalty-increases-starbucks-profits.

354

https://www.forbes.com/sites/forbestechcouncil/2019/01/08/dynamic-pricing-the-secret-weapon-used-by-the-worlds-most-successful-companies/?sh=3eadac2a168b.

355

https://paradigmlife.net/perpetual-wealth-strategy.

356

Kotler, P., Kartajaya, H., Setiawan, I. – Marketing 5.0: Technology for Humanity. – Hoboken, NJ: Wiley, 2021.

357

https://www.techopedia.com/definition/31036/webrooming.

358

https://hbr.org/1992/07/high-performance-marketing-an-interview-with-nikes-phil-knight.

359

https://www.bbc.com/news/entertainment-arts-55839655.

360

https://www.singaporeair.com/en_UK/sg/travel-info/check-in/.

361

https://www.g2.com/categories/compensation-management#:~:text=Compensation%20management%20software%20helps%20organizations,report%20on%20company%20compensation%20data.

362

https://www.paycom.com/resources/blog/paycom-recognized-for-helping-businesses-thrive-in-2020/.

363

https://www.cobizmag.com/the-future-of-work-how-technology-enables-remote-employees/.

364

https://www.careermetis.com/ways-cloud-computing-improve-employee-productivity/.

365

https://www.forbes.com/sites/forbespr/2013/05/20/forbes-insights-survey-reveals-cloud-collaboration-increases-business-productivity-and-advances-global-communication/?sh=295bd24d2a50.

366

https://bernardmarr.com/amazon-using-big-data-to-understand-customers/.

367

https://www.ibm.com/thought-leadership/institute-business-value/report/ar-vr-workplace.

368

https://www.cae.com/news-events/press-releases/cae-healthcare-announces-microsoft-hololens-2-applications-for-emergency-care-ultrasound-and-childbirth-simulators/#:~:text=and%20childbirth%20simulators-,CAE%20Healthcare%20announces%20Microsoft%20HoloLens%202%20applications,care%2C%20ultrasound%20and%20childbirth%20simulators&text=CAE%20Healthcare%20announces%20the%20release,physiology%20into%20its%20patient%20simulators.

369

https://www.nytimes.com/2020/03/18/business/customization-personalized-products.html.

370

https://3duniverse.org/2020/10/26/how-3d-printing-can-reduce-time-and-cost-during-product-development/.

371

https://www.techrepublic.com/article/3-ways-robots-can-support-human-workers/.

372

https://www.theverge.com/2020/2/27/21155254/automation-robots-unemployment-jobs-vs-human-google-amazon.

373

https://www.oracle.com/internet-of-things/what-is-iot/.

374

https://www.forbes.com/insights-inteliot/connecting-tomorrow/iot-improving-quality-of-life/#4add0b2717a5.

375

https://www.machinemetrics.com/blog/industrial-iot-reduces-costs.

376

https://medium.datadriveninvestor.com/how-manufacturers-use-iot-to-improve-operational-efficiency-2c9192cc9725.

377

https://ati.ec.europa.eu/sites/default/files/2020–07/Industry%204.0%20in%20Aeronautics%20%20IoT%20Applications%20%28v1%29.pdf.

378

Соцсеть принадлежит компании Meta, признана в России экстремистской и заблокирована. – Прим. ред.

379

Соцсеть заблокирована в России. – Прим. ред.

380

https://www.icas.com/news/10-companies-using-big-data.

381

https://digitalmarketinginstitute.com/blog/chatbots-cx-how-6-brands-use-them-effectively.

382

https://www.iotworldtoday.com/2021/02/24/how-iot-devices-can-enhance-the-connected-customer-experience/.

383

https://www.babycenter.com/.

384

https://www.forbes.com/sites/forbesagencycouncil/2020/09/04/10-industries-likely-to-benefit-from-arvr-marketing/?sh=f0461522ed2a.

385

https://www.kaspersky.com/resource-center/definitions/what-is-facial-recognition.

386

https://www.americanbanker.com/news/facial-recognition-tech-is-catching-on-with-banks.

387

Там же.

388

https://www.meetbunch.com/terms/high-touch-support; https://www.providesupport.com/blog/faq-page-customer-self-service-choose-questions-cover/; https://www.forbes.com/sites/theyec/2020/11/12/four-easy-ways-to-increase-customer-loyalty/?sh=3b3edc1e55a1.

389

https://hbr.org/2007/02/understanding-customer-experience; https://www.forbes.com/sites/blakemorgan/2019/09/24/50-stats-that-prove-the-value-of-customer-experience/?sh=1484d99f4ef2.

390

https://www.seventhgeneration.com/values/mission.

391

https://www.symbiosis.dk/en/.

392

https://www.forbes.com/sites/justcapital/2018/04/20/these-5-companies-are-leading-the-charge-on-recycling/?sh=7a1727d423ec.

393

https://www.unilever.com/reuse-refill-rethink-plastic/.

394

https://www.ucsusa.org/resources/benefits-renewable-energy-use.

395

https://theconversation.com/what-is-the-social-cost-of-carbon-2-energy-experts-explain-after-court-ruling-blocks-bidens-changes-176255.

396

https://www.emg-csr.com/sdg-4–8-shell/.

397

https://digitalmarketinginstitute.com/blog/corporate-16-brands-doing-corporate-social-responsibility-successfully.

398

https://www.cnbc.com/2021/02/18/why-an-emboldened-walmart-is-looking-to-beyond-retail-for-future-growth.html; https://www.tradegecko.com/blog/supply-chain-management/incredibly-successful-supply-chain-management-walmart#:~:text=Walmart’s%20supply%20chain%20management%20strategy,competitive%20pricing%20for%20the%20consumer; https://querysprout.com/walmarts-competitive-advantages/; https://www.thestrategywatch.com/competitive-advantages-wal-mart/.

399

https://corporate.walmart.com/purpose/sustainability.

400

Shih, W. C., Chien, C., Shih, C., Chang, J. The TSMC Way: Meeting Customer Needs at Taiwan Semiconductor Manufacturing Co. – Harvard Business School Case, 2009.