TY  - BOOK
AU  - Hiam,Alexander
AU  - Schewe,Charles D.
TI  - The portable MBA in marketing
T2  - Portable MBA series
SN  - 047154728X
U1  - 658.8 
PY  - 1992///]
CY  - New York
PB  - John Wiley & Sons
KW  - Marketing
KW  - Management
N1  - 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
ER  -