The portable MBA in marketing / Alexander Hiam and Charles D. Schewe.

By:

Hiam, Alexander

Contributor(s):

Schewe, Charles D

Material type: Text

TextSeries: The Portable MBA seriesPublication details: New York : J. Wiley, c1992.Description: xiv, 464 p. : ill. ; 26 cmISBN:

047154728X

Subject(s):

DDC classification:

658.8 HIA

Online resources:

Click here to access online

Contents:

pt. 1. The Marketing Concept. 1. The Essence of Marketing: The Customer First, Last, and Always. 2. Planning: Using Tested Concepts and New Ideas for Marketing Strategy. 3. The Marketing Environment: Understanding Forces You Can't Always Control. 4. The International Challenge: Going Global with the Flying Pigeon Bicycle Group pt. 2. Marketing Knowledge. 5. Marketing Research and Information: Figuring Out What the Customer Wants. 6. Profiling Markets and Forecasting Sales: The Art and Science Behind the Numbers. 7. Understanding Buyer Behavior: Customers on the Couch pt. 3. The Tools of Marketing. 8. Segmentation, Targeting, Positioning: From Mass Marketing to One-on-One with the Customer. 9. Product Development: The Business of Innovation. 10. Product Management: Birth, Death, and Resurrection. 11. The Nature of Pricing: Making Money and Capturing the Customer. 12. Place and Time The Distribution Function: Innovative Guidelines for Profitability. 13. Promotion: The Many Faces of Marketing Afterword: Corporate Headquarters, Omni, 1998

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Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	658.8 HIA (Browse shelf(Opens below))	1	Available		0042285

Total holds: 0

Includes bibliographical references (p. 451-452) and index.

pt. 1. The Marketing Concept. 1. The Essence of Marketing: The Customer First, Last, and Always. 2. Planning: Using Tested Concepts and New Ideas for Marketing Strategy. 3. The Marketing Environment: Understanding Forces You Can't Always Control. 4. The International Challenge: Going Global with the Flying Pigeon Bicycle Group
pt. 2. Marketing Knowledge. 5. Marketing Research and Information: Figuring Out What the Customer Wants. 6. Profiling Markets and Forecasting Sales: The Art and Science Behind the Numbers. 7. Understanding Buyer Behavior: Customers on the Couch
pt. 3. The Tools of Marketing. 8. Segmentation, Targeting, Positioning: From Mass Marketing to One-on-One with the Customer. 9. Product Development: The Business of Innovation. 10. Product Management: Birth, Death, and Resurrection. 11. The Nature of Pricing: Making Money and Capturing the Customer. 12. Place and Time
The Distribution Function: Innovative Guidelines for Profitability. 13. Promotion: The Many Faces of Marketing
Afterword: Corporate Headquarters, Omni, 1998

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