Verfügbarkeit: CIM coursebook: Managing marketing

CIM coursebook: Managing marketing:

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Bibliographische Detailangaben
Hauptverfasser:	Nicholson, Francis (VerfasserIn), Meek, Richard (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Amsterdam [u.a.] Elsevier 2009
Ausgabe:	1. publ.
Schriftenreihe:	The official CIM coursebook Professional diploma in marketing
Schlagworte:	Marketing > Management > Examinations > Study guides Marketingmanagement
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XIII, 269 S. graph. Darst.
ISBN:	9781856177177

Internformat

MARC


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Datensatz im Suchindex

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adam_text	Contents FOREWORD ......................................................................................... ¡χ ABOUT THE AUTHORS ........................................................................xiii Section 1: The Marketing Infrastructure ......................................1 CHAPTER 1 Organisational Structures ..........................................................3 Introduction ...............................................................................3 The importance of organisational structures ...................................4 References ...............................................................................16 Further reading .........................................................................16 CHAPTER 2 Quality Systems and Processes ...............................................17 The importance of quality systems ..............................................18 Quality models ..........................................................................19 PDCA cycle ..............................................................................24 Deming 14 steps .......................................................................26 Further reading .........................................................................27 CHAPTER 3 Measuring, Monitoring and Improving Marketing Performance ...................................................................29 Accounting measures ................................................................31 Productivity measures ................................................................39 Relationship marketing and customer-related measures ................41 Purpose ...................................................................................42 Market segment or niche ............................................................42 Core message ...........................................................................42 Marketing communications ........................................................43 Sales conversion system ............................................................43 Internal measures of performance ...............................................48 Innovation and learning measures of performance ........................50 Performance measures ..............................................................52 Productivity analysis (inputs versus outputs) ................................52 Comparative analysis (changes overtime) ....................................53 Segmental analysis (analysis of markets) .....................................56 vi Contents Innovation audit ........................................................................57 Competitor comparisons and benchmarking .................................60 Reference .................................................................................61 Further reading .........................................................................61 Senior Examiner s Comments - Section One ................................62 Section 2: Managing Marketing Teams ......................................63 CHAPTER 4 Management, Leadership and Establishing Teams ....................65 Management roles .....................................................................66 Leadership and management of teams ........................................68 Leadership characteristics ..........................................................70 Understanding leadership and management styles ........................71 Leadership traits, skills and attitude ...........................................74 Teams ......................................................................................77 Groups versus teams .................................................................79 Creating and developing teams ...................................................79 Another stage? ..........................................................................85 Job analysis and job design ...................................:....................86 Competencies and standards that define a good manager ..............86 Planning teams for effective performance ....................................88 Sourcing and training teams .......................................................90 Induction and training ...............................................................90 Internal recruiting .....................................................................93 Recruiting externally ..................................................................94 Munroe Fraser - 5-point plan ...................................................100 Interviews ...............................................................................101 Do s and don ts for successful selection interviewing: .................106 Summary ...............................................................................106 Further study ..........................................................................107 Bibliography ...........................................................................107 CHAPTER 5 Managing Teams ..................................................................109 Performance management and measurement .............................110 Internal marketing ...................................................................110 Knowledge management and communications ...........................113 Management theories and performance .....................................115 Job enrichment and job enlargement ........................................119 Discrimination ........................................................................119 International culture ................................................................122 Virtual teams ..........................................................................129 Summary ...............................................................................132 Bibliography ...........................................................................133 Contents vii CHAPTER 6 Improving Team Performance ................................................135 Introduction ...........................................................................136 Conflict in organisations ...........................................................136 A four-category perspective of team problems ............................137 Developing the team ................................................................144 Further study ..........................................................................145 Planning for change ................................................................145 Overcoming resistance through internal marketing ......................152 Employee branding ..................................................................159 Summary ...............................................................................169 Bibliography ...........................................................................169 Senior Examiner s Comments - Section Two ...............................171 Section 3: Operational Finances for Marketing .........................173 Introduction .........................................................................173 CHAPTER 7 Managing Marketing Finances ..............................................177 Introduction ...........................................................................178 The manager s role ..................................................................179 The purpose of budgeting ........................................................182 Budget considerations .............................................................184 Setting the marketing budget ...................................................188 Information sources needed for budgeting .................................202 CHAPTER 8 Budgeting and Costs .............................................................211 Negotiating marketing budgets (Syllabus Ref. 3.4).....................212 Cost benefit analysis of marketing .............................................216 Managing costs in marketing ....................................................224 CHAPTER 9 Variance and Monitoring .......................................................235 Budget variance ......................................................................236 Evaluating performance of marketing operations ........................243 Senior Examiner s Comments - Section Three ............................251 FEEDBACK ON ACTIVITIES ................................................................253 INDEX ..............................................................................................255 Don t forget to look at the extra online support at www.marketingonline.co.uk which includes more free mini case studies.
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spelling	Nicholson, Francis Verfasser aut CIM coursebook: Managing marketing ed. by Andrew Sherratt and authored by Francis Nicholson ; Richard Meek Managing marketing 1. publ. Amsterdam [u.a.] Elsevier 2009 XIII, 269 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier The official CIM coursebook Professional diploma in marketing Marketing Management Examinations Study guides Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 s DE-604 Meek, Richard Verfasser aut Sherratt, Andrew Sonstige oth Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018613001&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Nicholson, Francis Meek, Richard CIM coursebook: Managing marketing Marketing Management Examinations Study guides Marketingmanagement (DE-588)4168907-0 gnd
subject_GND	(DE-588)4168907-0
title	CIM coursebook: Managing marketing
title_alt	Managing marketing
title_auth	CIM coursebook: Managing marketing
title_exact_search	CIM coursebook: Managing marketing
title_full	CIM coursebook: Managing marketing ed. by Andrew Sherratt and authored by Francis Nicholson ; Richard Meek
title_fullStr	CIM coursebook: Managing marketing ed. by Andrew Sherratt and authored by Francis Nicholson ; Richard Meek
title_full_unstemmed	CIM coursebook: Managing marketing ed. by Andrew Sherratt and authored by Francis Nicholson ; Richard Meek
title_short	CIM coursebook: Managing marketing
title_sort	cim coursebook managing marketing
topic	Marketing Management Examinations Study guides Marketingmanagement (DE-588)4168907-0 gnd
topic_facet	Marketing Management Examinations Study guides Marketingmanagement
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018613001&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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