Catálogo bibliográfico
Bibliographic catalog
Item type | Current location | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|
Book | Biblioteca IPAM Porto | 658.8 KOT 3386 | Available | 3386 |
This book highlights the most recent trends and developments in global marketing with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on marketing in the 21st Century that introduces the new ideas, tools and practices companies will need to successfully operate in the New Millenium. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force. For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing along with the opportunities and needs of the marketplace in the years ahead.
Índice: 1- Marketing in the twenty-first century; 2- Building customer satisfaction, value, and retention; 3- Winning markets: market-oriented strategic planning; 4- Gathering information and measuring market demand; 5- Scanning the marketing environment; 6- Analyzing consumer markets and business buying behavior; 7- Analyzing business markets and business buying behavior; 8- Dealing with the competition; 9- Identifying market segments and selecting target markets; 10- Positioning the market offering through the product life cycle; 11- Developing new market offerings; 12- Designing global market offerings; 13- Managing product lines and brands; 14- Designing and managing services; 15- Designing pricing strategies and programs; 16- Managing marketing channels; 17- Managing retailing, wholesaling, and market logistics; 18- Managing integrated marketing communications; 19- Managing advertising, sales promotion, and public relations; 20- Managing the sales force; 21- Managing direct and on-line marketing; 22- Managing the total marketing effort
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