The marketing manual:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford [u.a.]
Butterworth-Heinemann
1998
|
| Ausgabe: | 1. publ. |
| Schriftenreihe: | The Chartered Institute of Marketing/Butterworth-Heinemann marketing series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | VIII, 279 S. |
| ISBN: | 0750636521 |
Internformat
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| 245 | 1 | 0 | |a The marketing manual |c Michael J. Baker |
| 250 | |a 1. publ. | ||
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| 300 | |a VIII, 279 S. | ||
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| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a The Chartered Institute of Marketing/Butterworth-Heinemann marketing series | |
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Datensatz im Suchindex
| _version_ | 1804126334550540288 |
|---|---|
| adam_text | Contents
Preface
1 Strategic marketing planning
Introduction
Strategic marketing planning (SMP)
Objectives
Structure and sequence
Using the book
Summary
Appendix: The Barnstaple Company
2 Problem solving and decision making
Introduction
The concept of corporate strategy and the normative
decision making process
Problem definition
Decision making under uncertainty
Data collection
Diagnostics
Summary
3 Developing a marketing orientation
Introduction
Definitions
Marketing as a philosophy of business
Interpretation
4 Marketing and competitive success
Introduction
Marketing and competitiveness
vi Contents
5 The marketing appreciation 59
Introduction 59
Macroenvironmental analysis 60
Microenvironmental analysis 75
Self analysis 93
Putting it all together 98
6 Where do we want to go? 105
Introduction 105
Strategic options 105
Clarifying the firm s mission 120
Setting corporate objectives 121
Stating assumptions 125
Selecting a core strategy 130
Segmentation, targeting and positioning 133
7 How do I get there? 148
Introduction 148
The marketing mix 148
Product policy 150
Price policy 162
Distribution policy 167
Promotion policy 175
Integrating the marketing mix 181
Developing the marketing plan 184
Summary 186
8 How will I know when I ve arrived? 188
Introduction 188
Project planning 189
Critical path analysis 191
Postscript 196
Appendix A Solutions to exercises 197
Appendix B Extra copies of exercises 224
References 273
Index 277
|
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| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
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| indexdate | 2024-07-09T18:15:48Z |
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| isbn | 0750636521 |
| language | English |
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| physical | VIII, 279 S. |
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| spelling | Baker, Michael John 1935- Verfasser (DE-588)128372443 aut The marketing manual Michael J. Baker 1. publ. Oxford [u.a.] Butterworth-Heinemann 1998 VIII, 279 S. txt rdacontent n rdamedia nc rdacarrier The Chartered Institute of Marketing/Butterworth-Heinemann marketing series Marketing Handbooks, manuals, etc Marketing (DE-588)4037589-4 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Marketing (DE-588)4037589-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007959415&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Baker, Michael John 1935- The marketing manual Marketing Handbooks, manuals, etc Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4123623-3 |
| title | The marketing manual |
| title_auth | The marketing manual |
| title_exact_search | The marketing manual |
| title_full | The marketing manual Michael J. Baker |
| title_fullStr | The marketing manual Michael J. Baker |
| title_full_unstemmed | The marketing manual Michael J. Baker |
| title_short | The marketing manual |
| title_sort | the marketing manual |
| topic | Marketing Handbooks, manuals, etc Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Handbooks, manuals, etc Marketing Lehrbuch |
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