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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.

Tabla de contenidos provista por Syndetics

• The Marketing Concept
• The Essence of Marketing: The Customer First, Last, and Always
• Planning: Using tested Concepts and New Ideas for Marketing Strategy
• The Marketing Environment: Understanding Forces You Can't Always Control
• The International challenge: Going Global with the Flying Pigeon Bicycle Group
• Marketing Knowledge
• Marketing Research and Information: Figuring Out What the Customer Wants
• Profiling Markets and Forecasting Sales: The Art and Science Behind the Numbers
• Understanding Buyer Behavior: Customer on the Couch
• The Tools Of Marketing
• Segmentation, Targeting, Positioning: From Mass Marketing to One-on-One with the Customer
• Product Development: The Business of Innovation
• Product Management: Birth, Death, and Resurrection
• The Nature of Pricing: Making Money and Capturing the Customer
• Place and Time-The Distribution Function: Innovative Guidelines for Profitability
• Promotion: The Many Faces of Marketing
• Afterward
• Chapter Notes
• Glossary
• Resources
• Index

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CHOICE Review

This comprehensive marketing book is an excellent resource for marketing professionals and corporate executives. It is readable and friendly and cites many current examples. Each chapter includes a thorough discussion of strategic options as well as nuts-and-bolts presentations on segmenting the market, product development and management, pricing, place (or distribution), and promotion. Part 1 provides a thorough review of the marketing concept, planning (with interesting information on benchmarking at Xerox), and the marketing environment. Separate chapters cover global marketing strategies, market research and sampling techniques, market profiling and sales forecasting, and buyer behavior. This volume is current and includes information on learning organizations, the natural environment, situational influences on buyers, value pricing, and "elderpreneurs." The book's premise is that marketing should pervade the organization and that companies need to constantly monitor the market and learn from the best. Extensive citations/quotations from scholarly journals and popular business magazines reference major authors in marketing. Graduate; professional. D. Campbell; Sacred Heart University