Using personal computers in marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Manchester u.a.
NCC Blackwell
1990
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 175 S. zahlr. graph. Darst. |
| ISBN: | 0850127955 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Page
Acknowledgements
Introduction
1 PCS in Marketing: Background 1
Introduction 1
Computers in Marketing: the Current Position 1
A Way Forward for Marketers 3
Introduction to Personal Computer Systems 5
Communications 13
Summary 15
2 Internal Marketing Information 17
Introduction 17
Customer Databases 17
Product Databases 25
Summary 35
3 Market Intelligence 37
Introduction 37
On line Databases 37
Market Intelligence System 55
Summary 64
4 Market Research 65
Introduction 65
The Market Research Process 65
Commissioning Market Research 66
In house Market Research 68
Summary 79
5 Forecasting 81
Introduction 81
Single Moving Averages 81
Exponentially Weighted Moving Averages 84
Linear Moving Averages 87
Seasonal Trends 90
Linear Trend Model 92
Market Saturation 98
Summary 102
6 Marketing Strategy 103
Introduction 103
The Marketing Audit Where are we now? 103
Expected Performance Where are we going? 107
Corporate Objectives Where do we want to be? 110
Evaluating Alternative Strategies How can we
get there? Ill
Summary 115
7 New Product Development 117
Introduction 117
The New Product Development Process 117
Project Management 124
Summary 128
8 The Marketing Plan 131
Introduction 131
Elements of the Marketing Plan 132
Information Sources for Marketing Plan 134
Producing the Plan 136
Summary 140
9 Marketing Management and Control 141
Introduction 141
Specifying a Marketing Control System 141
Monitoring Key Performance Statistics 142
Monitoring Action Programmes 150
Summary 153
10 Other PC Applications in Marketing 155
Introduction 155
Other Marketing Applications 155
General Management Applications 163
Summary 170
Index 171
|
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| id | DE-604.BV006082699 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T16:39:58Z |
| institution | BVB |
| isbn | 0850127955 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-003840013 |
| oclc_num | 20757555 |
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| physical | 175 S. zahlr. graph. Darst. |
| publishDate | 1990 |
| publishDateSearch | 1990 |
| publishDateSort | 1990 |
| publisher | NCC Blackwell |
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| spelling | Morris, Susan Verfasser aut Using personal computers in marketing Manchester u.a. NCC Blackwell 1990 175 S. zahlr. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Datenverarbeitung Marketing Data processing Microcomputers Datenverarbeitung (DE-588)4011152-0 gnd rswk-swf Personal Computer (DE-588)4115533-6 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Datenverarbeitung (DE-588)4011152-0 s DE-604 Personal Computer (DE-588)4115533-6 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003840013&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Morris, Susan Using personal computers in marketing Datenverarbeitung Marketing Data processing Microcomputers Datenverarbeitung (DE-588)4011152-0 gnd Personal Computer (DE-588)4115533-6 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4011152-0 (DE-588)4115533-6 (DE-588)4037589-4 |
| title | Using personal computers in marketing |
| title_auth | Using personal computers in marketing |
| title_exact_search | Using personal computers in marketing |
| title_full | Using personal computers in marketing |
| title_fullStr | Using personal computers in marketing |
| title_full_unstemmed | Using personal computers in marketing |
| title_short | Using personal computers in marketing |
| title_sort | using personal computers in marketing |
| topic | Datenverarbeitung Marketing Data processing Microcomputers Datenverarbeitung (DE-588)4011152-0 gnd Personal Computer (DE-588)4115533-6 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Datenverarbeitung Marketing Data processing Microcomputers Personal Computer Marketing |
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