Marketing for the Nonmarketing Executive

An Integrated Resource Management Guide for the 21st Century
1. Auflage 2000
ISBN: 978-1-57444-286-1
Verlag: Taylor & Francis Inc

Buch, Englisch, 248 Seiten, Format (B × H): 164 mm x 243 mm, Gewicht: 513 g

What does a marketing-driven company stand for in the Internet age? As a nonmarketing executive, why should you give any attention to the subject? How would internalizing the fine points of the subject contribute to your effectiveness on the job? In the era of flat or e-business organizational structures, many executives and entrepreneurs suddenly discover they need to know more about marketing than they ever expected. If this sounds like you, Marketing for the Nonmarketing Executive: An Integrated Resource Management Guide for the 21st Century is the ideal resource.
This reference gives you comprehensive yet hands-on information about marketing management and competitive strategy in the Internet age. You will understand the various components of marketing, how they affect the entire organization, how to communicate and develop a better rapport with marketing professionals, and, more importantly, how to actively and effectively participate in marketing decisions. Marketing for the Nonmarketing Executive: An Integrated Resource Management Guide for the 21st Century teaches you how to think like a marketing strategist.

Zielgruppe

Professional and Professional Practice & Development

Autoren/Hrsg.

Paley, Norton

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

The Marketing-Driven Company in the Internet Age. The World of Markets. Marketing Strategy for the 21ST Century. Market Intelligence: The Cornerstone of Marketing Strategy. New Products: The Lifeline to Survival and Growth. Customer Relationship Management: Integrating Customer-Driven Marketing with the Internet Age. Supply Chain Management: A New Era in Logistics and Distribution. Marketing Communications: Your Link to the Outside World. Strategic Marketing Planning: How to Develop Business-Building Strategies and Action Plans. Wrap-Up.

Über Autor(innen)

Norton Paley