The Portable MBA in Marketing

2. Revised Auflage 1998
ISBN: 978-0-471-19367-8
Verlag: Wiley

Buch, Englisch, 498 Seiten, Format (B × H): 183 mm x 260 mm, Gewicht: 1157 g

Reihe: The Portable MBA Series

Der schnellste Weg, Ihre Produkte und Ideen zu vermarkten! Einer der Bestseller der 'Portable MBA'-Reihe, jetzt in vollständig überarbeiteter und aktualisierter Neuauflage, hilft Ihnen beim Planen und Entscheiden. Fesselnd und gut verständlich geschrieben - in dem Stil, der diese Reihe so erfolgreich macht!

Autoren/Hrsg.

Schewe, Charles D

Hiam, Alexander

Fachgebiete

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

Inhaltsverzeichnis

REDISCOVERING THE MARKETING CONCEPT.

The Essence of Marketing: The Customer First, Last, and Always.

Marketing and Strategy: Using Tested Concepts and New Ideas for Marketing Strategy.

The International Challenge: Planting Your Flag Abroad-and Helping It Take Root.

ACHIEVING MARKETING INSIGHT.

Marketing Research and Information: The Search for Customer Insight.

Profiling Markets and Forecasting Sales: The Art and Science Behind the Numbers.

Understanding Buyer Behavior: Customers on the Couch.

Segmentation, Targeting, Positioning: From Mass Marketing to One-to-One with the Customer.

APPLYING MARKETING TECHNIQUES.

Product Development: The Business of Innovation.

Product Management: Birth, Death, and Sometimes Resurrection.

The Nature of Pricing: Making Money and Capturing the Customer.

The Distribution Function: Innovative Guidelines for Profitability.

Promotiom: The Many Faces of Marketing.

Notes.

Glossary.

Resources.

Index.

Über Autor(innen)

CHARLES D. SCHEWE, PhD, advises clients including Kellogg, IBM, RJR Nabisco, Coca-Cola, and Procter & Gamble on strategic planning, marketing research, and how to appeal to America's aging marketplace. He is a principal at Lifestage Matrix Marketing and a full professor at the University of Massachusetts at Amherst. He has authored ten books and more than fifty articles on marketing.

ALEXANDER HIAM has worked as a marketing manager and currently provides consulting, training, and research services to clients such as General Motors, Whirlpool, and The Vermont Country Store. He is the author of a dozen books, including Marketing for Dummies, The Vest-Pocket Marketer, and The Entrepreneur's Complete Sourcebook.