Marketing for the Nonmarketing Executive: An Integrated Resource Management Guide for the 21st Century

ISBN-13: 9781574442861 / Angielski / Twarda / 2000 / 248 str.

Norton Paley

Opis

This one-stop source is for anyone who needs comprehensive, yet hands-on information about marketing management and competitive strategy in the internet age. The nonmarketing executive or manager will understand the various components of marketing, its effect on the whole organization, how to communicate and develop a better rapport with marketing professionals, and how to participate effectively in marketing decisions.

Spis treści

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

O autorze

Norton Paley