Perspectives on Marketing Management, 1992 (Perspectives on Marketing Management) 〈2〉

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Perspectives on Marketing Management, 1992 (Perspectives on Marketing Management) 〈2〉

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  • 製本 Hardcover:ハードカバー版/ページ数 300 p.
  • 言語 ENG,ENG
  • 商品コード 9780471931836
  • DDC分類 380

基本説明

This series provides an authoritative and topical view of key developments in marketing, drawing on the knowledge and experience of both academics and practitioners from all over the world. The theme of the volume is 'Marketing Strategy and Planning'.

Contents

Strategy concepts and marketing - a synthesis, Gordon Greenley and Nils-Erik Aaby; strategic marketing planning - a state of the art review, Malcolm McDonald; the marketing audit, Barrie James; strategic information management in practice for marketing, John R. Beaumont and Martin Clarke; marketing research in practice - a case history approach, Michael J. Baker; global marketing, James Hamill; the effectiveness of marketing implementation - functional managers' views of practices in their firm, Veronica Wong et al; marketing strategy and the marketing mix in financial services, Christine Ennew and Trevor Watkins; the role of total quality management in the creation of market responsive organizations, Barry Witcher; the role of design and marketing management in the culture of innovation, Andy Lowe and Ross Hunter; women as consumer product managers in France, Georges Panigyrakis and William J. Glynn; the relationship between the characteristics of a product used by management in new product development and those used by the consumer in making a choice, Mia Stockmans; the importance of brand names in industrial markets, Colin Eagan et al; consumers' involvement in brands and product categories, Gil McWilliam; positive aspects of negativity - the case of Perrier, John Driver and Marylyn Collins; a review of customer care and service, Kathryn Stewart.