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The Portable MBA in Marketing
By Alexander Hiam and Charles D. Schewe
Hardback, 1992, 464 pages, good condition

Answers the manager's need for marketing expertise by presenting the facts of an MBA program and the advice of authoritative practitioners. Focuses on methods and ideas which enable readers to manage better by being more customer-oriented, explores ways to out-perform competitors, and anticipates future trends. Amply illustrated with real-life examples plus current case histories.
Table of Contents

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; 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: Customer on the Couch; 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; Afterward; Chapter Notes; Glossary; Resources; Index. Please click here to ask a question
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  • Seller location: North Shore, Auckland, NZ

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