Marketing for the nonmarketing executive : an integrated resource management guide for the 21st century / Norton Paley.
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| Online Access: |
Full Text (via Taylor & Francis) |
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| Main Author: | |
| Format: | eBook |
| Language: | English |
| Published: |
Boca Raton, Fla. :
St. Lucie Press,
©2001.
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| Series: | Library of executive excellence.
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| Subjects: |
Table of Contents:
- THE MARKETING-DRIVEN COMPANY IN THE INTERNET AGE; Marketing Successes; The Evolution of Marketing; Cross-Functional Teams; Relationship Marketing; Looking Ahead; Best Practices; Cases; THE WORLD OF MARKETS; Market and Product Segments; Locating a Viable Segment; Evaluating a Market Segment; Best Practices; Cases; MARKETING STRATEGY FOR THE 21ST.
- CENTURY; Marketing Mix; External Forces; Strategy: The Key to Successful Business Practice; Best Practices; Cases; MARKET INTELLIGENCE: THE CORNERSTONE OF MARKETING STRATEGY; Data Warehousing for Effective Decision Making; The World Wide Web and the Information Revolution; Developing a Market Intelligence System; Strategy Applications; Market Intelligence Techniques; Image Research; Best Practices; Cases; NEW PRODUCTS: THE LIFELINE TO SURVIVAL AND GROWTH; New Products/Services; New product Development; Positioning; Product Life Cycle; Product Mix; Product Audit; Pricing Your Product; Best Practices; Cases; CUSTOMER RELATIONSHIP MANAGEMENT: INTEGRATING CUSTOMER-DRIVEN MARKETING WITH THE INTERNET AGE; Customer Relationship Management; Patterns of Customer Behavior; How Customers Adopt a New Product; Best Practices; Cases; SUPPLY CHAIN MANAGEMENT: A NEW ERA IN LOGISTICS AND DISTRIBUTION; The New Role of the.
- Intermediary; Choosing Channels of Distribution; Channel Control; Best Practices; Cases; MARKETING COMMUNICATIONS: YOUR LINK TO THE OUTSIDE WORLD; Branding; Image; Advertising; Sales Promotion; Marketing Over the Internet; Best Practices; Cases; STRATEGIC MARKETING PLANNING: HOW TO DEVELOP BUSINESS-BUILDING STRATEGIES AND ACTION PLANS; Critical Issues Impacting the Strategic Marketing Plan; Outcomes of the Strategic Marketing Plan; Developing Your Strategic Marketing Plan; Developing Your Tactical Marketing Plan; Sales Forecasting; Best Practices; Case; WRAP-UP; Rules of Strategy; Benchmarking for Success.