Portable MBA in Marketing

ISBN-10: 0471193674

ISBN-13: 9780471193678

Edition: 2nd 1998 (Revised)

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This guide aims to cover every essential idea needed to take major decisions and plan moves in marketing, and draws from an international range of MBA programmes, business thinkers and practitioners.
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Book details

List price: $80.00
Edition: 2nd
Copyright year: 1998
Publisher: John Wiley & Sons, Incorporated
Publication date: 4/20/1998
Binding: Hardcover
Pages: 512
Size: 7.50" wide x 10.25" long x 1.50" tall
Weight: 2.442
Language: English

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.

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
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