The Portable MBA in MarketingAnswers the manager's need for marketing expertise by presenting the facts of an MBA program and the advice of authoritative practitioners. Focuses on methods and ideas which enable readers to manage better by being more customer-oriented, explores ways to out-perform competitors, and anticipates future trends. Amply illustrated with real-life examples plus current case histories. |
Contents
Introduction | 1 |
The Essence of Marketing | 11 |
Planning | 22 |
Copyright | |
11 other sections not shown
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advertising American American Express approach behavior Berman brand Business Week buyers Campbell Soup Company cars channel members chapter chips company's competition competitors consumers corporate costs countries create Cuisinart cultural decision demand demographic distribution channel economic environment example Exhibit factors firm focus focused forecast Frito Frito Lay global goals growth Harvard Business Hispanic ideas important income increase industry innovation intermediaries investment Japanese L.L. Bean learning manufacturers market segments market share marketing mix marketing research million new-product offer organization percent personal selling population Porsche position problem Procter & Gamble product development product life cycle product lines profits purchase registered trademark response result retailers sales promotion sampling specific stage strategy sumers survey target techniques tion trade trends U.S. companies United variables Wall Street Journal wholesalers Xerox