The portable MBA in marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
Wiley
1998
|
| Ausgabe: | 2. ed. |
| Schriftenreihe: | The portable MBA series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 497 S. graph. Darst. |
| ISBN: | 0471193674 |
Internformat
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| 245 | 1 | 0 | |a The portable MBA in marketing |c Charles D. Schewe ; Alexander Watson Hiam |
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| 300 | |a XIV, 497 S. |b graph. Darst. | ||
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| 490 | 0 | |a The portable MBA series | |
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Datensatz im Suchindex
| _version_ | 1804128282996637697 |
|---|---|
| adam_text | CONTENTS
Introduction 1
PART ONE REDISCOVERING THE
MARKETING CONCEPT 3
1. The Essence of Marketing
The Customer First, Last, and Always 5
2. Marketing and Strategy
Using Tested Concepts and New Ideas for
Marketing Strategy 23
3. The International Challenge
Planting Your Flag Abroad—and Helping It
Take Root 55
PART TWO ACHIEVING MARKETING INSIGHT 85
4. Marketing Research and Information
The Search for Customer Insight 87
5. Profiling Markets and Forecasting Sales
The Art and Science behind the Numbers 125
6. Understanding Buyer Behavior
Customers on the Couch 162
xiii
XJV Contents 7. Segmentation, Targeting, Positioning
From Mass Marketing to One to One with the Customer 199
PART THREE APPLYING MARKETING TECHNIQUES 241
8. Product Development
The Business of Innovation 243
9. Product Management
Birth, Death, and Sometimes Resurrection 278
10. The Nature of Pricing
Making Money and Capturing the Customer 303
11. The Distribution Function
Innovative Guidelines for Profitability 333
12. Promotion
The Many Faces of Marketing 372
Notes 425
Glossary 449
Resources 475
Index 479
|
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| bvnumber | BV013492672 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.13 |
| callnumber-search | HF5415.13 |
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| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)37695039 (DE-599)BVBBV013492672 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
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| id | DE-604.BV013492672 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:46:46Z |
| institution | BVB |
| isbn | 0471193674 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-009209056 |
| oclc_num | 37695039 |
| open_access_boolean | |
| owner | DE-92 DE-2070s |
| owner_facet | DE-92 DE-2070s |
| physical | XIV, 497 S. graph. Darst. |
| publishDate | 1998 |
| publishDateSearch | 1998 |
| publishDateSort | 1998 |
| publisher | Wiley |
| record_format | marc |
| series2 | The portable MBA series |
| spelling | Schewe, Charles D. Verfasser aut The portable MBA in marketing Charles D. Schewe ; Alexander Watson Hiam 2. ed. New York [u.a.] Wiley 1998 XIV, 497 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier The portable MBA series Marketing - Gestion Marketing Management Management (DE-588)4037278-9 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Management (DE-588)4037278-9 s 1\p DE-604 Hiam, Alexander 1957- Sonstige (DE-588)112829309 oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009209056&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Schewe, Charles D. The portable MBA in marketing Marketing - Gestion Marketing Management Management (DE-588)4037278-9 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037278-9 (DE-588)4037589-4 |
| title | The portable MBA in marketing |
| title_auth | The portable MBA in marketing |
| title_exact_search | The portable MBA in marketing |
| title_full | The portable MBA in marketing Charles D. Schewe ; Alexander Watson Hiam |
| title_fullStr | The portable MBA in marketing Charles D. Schewe ; Alexander Watson Hiam |
| title_full_unstemmed | The portable MBA in marketing Charles D. Schewe ; Alexander Watson Hiam |
| title_short | The portable MBA in marketing |
| title_sort | the portable mba in marketing |
| topic | Marketing - Gestion Marketing Management Management (DE-588)4037278-9 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing - Gestion Marketing Management Management Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009209056&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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