The marketing audit handbook: tools, techniques & checklists to exploit your marketing resources
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London
Kogan Page
2002
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | IX, 294 S. Ill. 1 CD-ROM (4 3/4 in.) |
| ISBN: | 0749437359 |
Staff View
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Record in the Search Index
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| adam_text | Preface v,7
The marketing audit 1
How to use the checklists 7
List 1 Marketing strategy and planning 13
List 2 Product/service range 25
List 3 The service element in marketing 31
List 4 Company performance 41
List 5 Export marketing 51
List 6 Marketing information: systems and use 69
List 7 Market size and structure 79
List 8 Future market 85
List 9 The salesforce and its management 91
List 10 Customer care and support staff s role in marketing 111
List 11 Cross selling and internal marketing 117
List 12 The agency system 125
List 13 Non personal promotion: methods and media 133
List 14 The distributive system 149
List 15 The buying process 159
List 16 Analysing lost business 169
List 17 Introducing new products/services 175
List 18 User industries 189
vi I Contents
List 19 Key customer marketing 199
List 20 Competitive intelligence 207
List 21 Physical distribution and packaging 223
List 22 Industry contacts 229
List 23 Pricing 233
List 24 Images and perceptions 243
List 25 Quality in marketing 251
List 26 Non differentiated products and commodities 259
List 27 Service businesses 267
List 28 Product/service financial information 275
Conclusion 283
Index 285
|
| adam_txt |
Preface v,7
The marketing audit 1
How to use the checklists 7
List 1 Marketing strategy and planning 13
List 2 Product/service range 25
List 3 The service element in marketing 31
List 4 Company performance 41
List 5 Export marketing 51
List 6 Marketing information: systems and use 69
List 7 Market size and structure 79
List 8 Future market 85
List 9 The salesforce and its management 91
List 10 Customer care and support staff's role in marketing 111
List 11 Cross selling and internal marketing 117
List 12 The agency system 125
List 13 Non personal promotion: methods and media 133
List 14 The distributive system 149
List 15 The buying process 159
List 16 Analysing lost business 169
List 17 Introducing new products/services 175
List 18 User industries 189
vi I Contents
List 19 Key customer marketing 199
List 20 Competitive intelligence 207
List 21 Physical distribution and packaging 223
List 22 Industry contacts 229
List 23 Pricing 233
List 24 Images and perceptions 243
List 25 Quality in marketing 251
List 26 Non differentiated products and commodities 259
List 27 Service businesses 267
List 28 Product/service financial information 275
Conclusion 283
Index 285 |
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| discipline | Wirtschaftswissenschaften |
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| index_date | 2024-07-02T17:22:43Z |
| indexdate | 2024-07-09T20:57:03Z |
| institution | BVB |
| isbn | 0749437359 |
| language | English |
| lccn | 2004301591 |
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| spelling | Wilson, Aubrey Verfasser aut The marketing audit handbook tools, techniques & checklists to exploit your marketing resources Aubrey Wilson London Kogan Page 2002 IX, 294 S. Ill. 1 CD-ROM (4 3/4 in.) txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index aMarketing audits aMarketing Marketing (DE-588)4037589-4 gnd rswk-swf 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=015621278&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Wilson, Aubrey The marketing audit handbook tools, techniques & checklists to exploit your marketing resources aMarketing audits aMarketing Marketing (DE-588)4037589-4 gnd |
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| title | The marketing audit handbook tools, techniques & checklists to exploit your marketing resources |
| title_auth | The marketing audit handbook tools, techniques & checklists to exploit your marketing resources |
| title_exact_search | The marketing audit handbook tools, techniques & checklists to exploit your marketing resources |
| title_exact_search_txtP | The marketing audit handbook tools, techniques & checklists to exploit your marketing resources |
| title_full | The marketing audit handbook tools, techniques & checklists to exploit your marketing resources Aubrey Wilson |
| title_fullStr | The marketing audit handbook tools, techniques & checklists to exploit your marketing resources Aubrey Wilson |
| title_full_unstemmed | The marketing audit handbook tools, techniques & checklists to exploit your marketing resources Aubrey Wilson |
| title_short | The marketing audit handbook |
| title_sort | the marketing audit handbook tools techniques checklists to exploit your marketing resources |
| title_sub | tools, techniques & checklists to exploit your marketing resources |
| topic | aMarketing audits aMarketing Marketing (DE-588)4037589-4 gnd |
| topic_facet | aMarketing audits aMarketing Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015621278&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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