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!
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!
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.
Inhaltsangabe
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.
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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