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

Main Author Hiam, Alexander Coauthor Schewe, Charles D. Publication New York : John Wiley & Sons, 1992 Description XIV, 464 p. ISBN 0-471-11984-9 Abstract Answers 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.
 Índice: 1- The essence of marketing; 2- Planning; 3- The marketing environment; 4- The international challenge; 5- Marketing research and information; 6- Profiling markets and forecasting sales; 7- Understanding buyer behavior; 8- Segmentation, targeting, positioning; 9- Product development; 10- Product management; 11- The nature of pricing; 12- Place and time - the distribution function; 13- Promotion Topical name Marketing
Marketing - Gestão
Casos práticos CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IPAM Porto
658.8 HIA 1489 Depósito 1489
Total holds: 0

Answers 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.

Índice: 1- The essence of marketing; 2- Planning; 3- The marketing environment; 4- The international challenge; 5- Marketing research and information; 6- Profiling markets and forecasting sales; 7- Understanding buyer behavior; 8- Segmentation, targeting, positioning; 9- Product development; 10- Product management; 11- The nature of pricing; 12- Place and time - the distribution function; 13- Promotion

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