The portable MBA in marketing
Hiam, Alexander
The portable MBA in marketing / Alexander Hiam, Charles D. Schewe - xiv, 464 pages : illustrations - Portable MBA series .
Includes bibliographical references (pages 451-452) and index.
Part 1. The marketing concept The essence of marketing : the customer first, last, and always Planning : using tested concepts and new ideas for marketing strategy The marketing environment : understanding forces you can't always control The international challenge : going global with the flying pigeon bicycle group Part 2. Marketing knowledge Marketing research and information : figuring out what the customer wants Profiling markets and forecasting sales : the art and science behind the numbers Understanding buyer behavior : customers on the couch Part 3. The tools of marketing Segmentation, targeting, positioning : from mass marketing to one-on-one with the customer Product development : the business of innovation Product management : birth, death, and resurrection The nature of pricing : making money and capturing the customer Place and time—the distribution function : innovative guidelines for profitability Promotion : the many faces of marketing
047154728X
Marketing--Management
658.8
The portable MBA in marketing / Alexander Hiam, Charles D. Schewe - xiv, 464 pages : illustrations - Portable MBA series .
Includes bibliographical references (pages 451-452) and index.
Part 1. The marketing concept The essence of marketing : the customer first, last, and always Planning : using tested concepts and new ideas for marketing strategy The marketing environment : understanding forces you can't always control The international challenge : going global with the flying pigeon bicycle group Part 2. Marketing knowledge Marketing research and information : figuring out what the customer wants Profiling markets and forecasting sales : the art and science behind the numbers Understanding buyer behavior : customers on the couch Part 3. The tools of marketing Segmentation, targeting, positioning : from mass marketing to one-on-one with the customer Product development : the business of innovation Product management : birth, death, and resurrection The nature of pricing : making money and capturing the customer Place and time—the distribution function : innovative guidelines for profitability Promotion : the many faces of marketing
047154728X
Marketing--Management
658.8