The Busy Manager's Guide to Marketing

Donaldson, Bill

Goodfellow Publishers Limited（2009/11発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 140 p.
• 言語 ENG
• 商品コード 9781906884062
• DDC分類 658.8

Full Description

The Busy Manager's Guide to Marketing is a readable, accessible and easy-to-follow book for practising managers with limited time and big ambitions.

Contents

The concept of marketing: Introduction, The concept of marketing; The marketing process: The process, The product, Segmentation, The marketing mix, Critical success factors, Marketing information system;Marketing analysis: Marketing audit, Competitor analysis, Customer analysis, Strengths, weaknesses, opportunities and threats analysis; The marketing planning process: Values and mission statement for the business, The key elements in the marketing plan, The
product plan, The pricing plan, The distribution plan, The promotion plan, The marketing plan; Service, quality and
relationships: Customer service, Empowerment, Customer satisfaction, Quality, Business relationships; From local to global:Cultural differences, Globalisation, Agency laws in the European Union, Organising marketing in foreign countries, Foreign marketing, relationships; Final word; Index