TY  - BOOK
AU  - Hiam,Alexander
AU  - Schewe,Charles D.
TI  - The portable MBA in marketing
SN  - 047154728X 
U1  - 658.8 HIA 
PY  - 1992///
CY  - New York
PB  - J. Wiley
KW  - Marketing
KW  - Marketing concept
KW  - Marketing knowledge
KW  - Strategic pracing
N1  - 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
UR  - l
ER  -