Auditing markets, products, and marketing plans:
Gespeichert in:
1. Verfasser: | |
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Format: | Buch |
Sprache: | English |
Veröffentlicht: |
Lincolnwood, Ill.
NTC Business Books
2000
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Schriftenreihe: | AMA marketing toolbox
|
Schlagworte: | |
Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis |
Beschreibung: | XII, 193 S. graph. Darst. |
ISBN: | 0658001337 |
Internformat
MARC
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Datensatz im Suchindex
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adam_text | Contents
Preface v
Introduction vii
Unit 1 Identifying the Primary Marketplace 1
Market Definition (by Industry Type) 1
Market Size Determination 19
Market Share and Penetration Measurement 22
Key Market Factor Assessment 24
Identification of Marketing Industry Standards 29
Identifying Secondary Target Markets 35
Customer Profiling 36
Competitor Analysis 50
Regulatory and Cultural Concerns 59
Additional Market Audit Applications 62
Comparing Your Market Audit Findings with Other
Published Data 63
Unit 2 Defining the Product Line Value 65
Product and Income Source Profiling 65
Product and Customer Management Review 66
Portfolio and life Cycle Management 69
Sales Performance Evaluation 79
Analyzing Product Sales Patterns 83
Financial Profitability Measurement 87
Production Capacity Determination 91
Legal Concerns 95
New Product Thinking and Planning Analysis 97
Service Support Assessment 102
Unit 3 Evaluating the Effectiveness of Marketing
Actions 103
The Marketing Management Concept 103
Marketing Performance Measurement 104
Business Expansion and Growth Performance 110
Marketing Organizational Performance 111
Technology and Information Management 118
Marketing Strategy—Thinking and Planning Performance 121
Marketing Mix Performance 122
Marketing Implementation Success 173
Marketing Budget and Financial Impact Performance 180
Marketing Controls Performance 185
Unit 4 Preparing for the Analysis and Planning
Phases 189
Organizing the Audit Data 189
Preparing for the Analysis 190
Preparing for Strategic and Tactical Marketing Plans 192
|
adam_txt |
Contents
Preface v
Introduction vii
Unit 1 Identifying the Primary Marketplace 1
Market Definition (by Industry Type) 1
Market Size Determination 19
Market Share and Penetration Measurement 22
Key Market Factor Assessment 24
Identification of Marketing Industry Standards 29
Identifying Secondary Target Markets 35
Customer Profiling 36
Competitor Analysis 50
Regulatory and Cultural Concerns 59
Additional Market Audit Applications 62
Comparing Your Market Audit Findings with Other
Published Data 63
Unit 2 Defining the Product Line Value 65
Product and Income Source Profiling 65
Product and Customer Management Review 66
Portfolio and life Cycle Management 69
Sales Performance Evaluation 79
Analyzing Product Sales Patterns 83
Financial Profitability Measurement 87
Production Capacity Determination 91
Legal Concerns 95
New Product Thinking and Planning Analysis 97
Service Support Assessment 102
Unit 3 Evaluating the Effectiveness of Marketing
Actions 103
The Marketing Management Concept 103
Marketing Performance Measurement 104
Business Expansion and Growth Performance 110
Marketing Organizational Performance 111
Technology and Information Management 118
Marketing Strategy—Thinking and Planning Performance 121
Marketing Mix Performance 122
Marketing Implementation Success 173
Marketing Budget and Financial Impact Performance 180
Marketing Controls Performance 185
Unit 4 Preparing for the Analysis and Planning
Phases 189
Organizing the Audit Data 189
Preparing for the Analysis 190
Preparing for Strategic and Tactical Marketing Plans 192 |
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discipline_str_mv | Wirtschaftswissenschaften |
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institution | BVB |
isbn | 0658001337 |
language | English |
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physical | XII, 193 S. graph. Darst. |
publishDate | 2000 |
publishDateSearch | 2000 |
publishDateSort | 2000 |
publisher | NTC Business Books |
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series2 | AMA marketing toolbox |
spelling | Parmerlee, David Verfasser aut Auditing markets, products, and marketing plans David Parmerlee Lincolnwood, Ill. NTC Business Books 2000 XII, 193 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier AMA marketing toolbox Auditing gtt Marketing gtt Marketing audits Internes Kontrollsystem (DE-588)4125994-4 gnd rswk-swf Marktforschung (DE-588)4037630-8 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Marktforschung (DE-588)4037630-8 s Internes Kontrollsystem (DE-588)4125994-4 s DE-604 http://digitool.hbz-nrw.de:1801/webclient/DeliveryManager?application=DIGITOOL-3&owner=resourcediscovery&custom_att_2=simple_viewer&user=GUEST&pid=1561138 Auditing markets, products, and marketing plans Inhaltsverzeichnis HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015630699&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
spellingShingle | Parmerlee, David Auditing markets, products, and marketing plans Auditing gtt Marketing gtt Marketing audits Internes Kontrollsystem (DE-588)4125994-4 gnd Marktforschung (DE-588)4037630-8 gnd Marketing (DE-588)4037589-4 gnd |
subject_GND | (DE-588)4125994-4 (DE-588)4037630-8 (DE-588)4037589-4 |
title | Auditing markets, products, and marketing plans |
title_auth | Auditing markets, products, and marketing plans |
title_exact_search | Auditing markets, products, and marketing plans |
title_exact_search_txtP | Auditing markets, products, and marketing plans |
title_full | Auditing markets, products, and marketing plans David Parmerlee |
title_fullStr | Auditing markets, products, and marketing plans David Parmerlee |
title_full_unstemmed | Auditing markets, products, and marketing plans David Parmerlee |
title_short | Auditing markets, products, and marketing plans |
title_sort | auditing markets products and marketing plans |
topic | Auditing gtt Marketing gtt Marketing audits Internes Kontrollsystem (DE-588)4125994-4 gnd Marktforschung (DE-588)4037630-8 gnd Marketing (DE-588)4037589-4 gnd |
topic_facet | Auditing Marketing Marketing audits Internes Kontrollsystem Marktforschung |
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Inhaltsverzeichnis