000			02044nam a2200457 4500
999			_c19322 _d19321
003			OSt
005			20231110153544.0
008			230522s1992 nyua b 001 0 eng d
020			_a047154728X
040			_cQCPL
082			_a658.8
100	1		_aHiam, Alexander _eauthor
245	1	4	_aThe portable MBA in marketing _c/ Alexander Hiam, Charles D. Schewe
264		1	_aNew York : _bJohn Wiley & Sons, _c[1992]
300			_axiv, 464 pages : _billustrations
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
490			_aPortable MBA series
504			_aIncludes bibliographical references (pages 451-452) and index.
505	0		_aPart 1. The marketing concept
505	0		_aThe essence of marketing : the customer first, last, and always
505	0		_aPlanning : using tested concepts and new ideas for marketing strategy
505	0		_aThe marketing environment : understanding forces you can't always control
505	0		_aThe international challenge : going global with the flying pigeon bicycle group
505	0		_aPart 2. Marketing knowledge
505	0		_aMarketing research and information : figuring out what the customer wants
505	0		_aProfiling markets and forecasting sales : the art and science behind the numbers
505	0		_aUnderstanding buyer behavior : customers on the couch
505	0		_aPart 3. The tools of marketing
505	0		_aSegmentation, targeting, positioning : from mass marketing to one-on-one with the customer
505	0		_aProduct development : the business of innovation
505	0		_aProduct management : birth, death, and resurrection
505	0		_aThe nature of pricing : making money and capturing the customer
505	0		_aPlace and time—the distribution function : innovative guidelines for profitability
505	0		_aPromotion : the many faces of marketing
650			_aMarketing _xManagement
700	1		_aSchewe, Charles D. _eauthor
942			_2ddc _cBOOK
690			_aBusiness & money