Managing marketing linkages: text, cases, and readings
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | Undetermined |
| Veröffentlicht: |
Upper Saddle River, NJ
Prentice Hall
1996
|
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | X, 403 S. graph. Darst. |
| ISBN: | 013234923X |
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Datensatz im Suchindex
| _version_ | 1804144625510776832 |
|---|---|
| adam_text | Contents
About the Author vii
Preface ix
Introduction 1
Parti BUSINESS-TO-BUSINESS MARKETS 11
Industrial Marketing: Managing New Requirements 13
Case 1 Becton Dickinson Division: Marketing
Organization 38
Case 2 IBM: Assistant General Manager of
Marketing (A) 60
Case 3 IBM: Assistant General Manager of Marketing (B) 82
Part II CONSUMER GOODS MARKETS 113
Coordinating Sales and Marketing in Consumer Goods
Firms 115
Case 4 Pepsi-Cola Fountain Beverage Division: Marketing
Organization 138
Case 5 Packaged Products Company: Handy-Pak
Introduction 159
Case 6 MEM Company, Inc.: English Leather 183
Part III SERVICE MARKETS 215
Once More: How Do You Improve Customer
Service? 217
Case 7 MCI Vision (A) 231
Case 8 American Mobile Satellite Corporation 261
Case 9 Dendrite International 291
Part IV BUILDING AND MAINTAINING CUSTOMER
RELATIONSHIPS 317
Teamwork for Today s Selling 319
Case 10 Astra/Merck Group 329
Case 11 Hewlett Packard Imaging Systems Division:
Sonos 100 C/F Introduction 355
Case 12 Becton Dickinson and Company:
Multidivisional Marketing Programs 378
|
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| isbn | 013234923X |
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| spelling | Cespedes, Frank V. Verfasser aut Managing marketing linkages text, cases, and readings Frank V. Cespedes Upper Saddle River, NJ Prentice Hall 1996 X, 403 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021756991&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Cespedes, Frank V. Managing marketing linkages text, cases, and readings |
| title | Managing marketing linkages text, cases, and readings |
| title_auth | Managing marketing linkages text, cases, and readings |
| title_exact_search | Managing marketing linkages text, cases, and readings |
| title_full | Managing marketing linkages text, cases, and readings Frank V. Cespedes |
| title_fullStr | Managing marketing linkages text, cases, and readings Frank V. Cespedes |
| title_full_unstemmed | Managing marketing linkages text, cases, and readings Frank V. Cespedes |
| title_short | Managing marketing linkages |
| title_sort | managing marketing linkages text cases and readings |
| title_sub | text, cases, and readings |
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