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Basic marketing management / Douglas J. Dalrymple, Leonard J. Parsons

Main Author Dalrymple, Douglas J. Coauthor Parsons, Leonard J. Publication New York : John Wiley Sons, 1995 Description XII, 457 p. ISBN 0-471-58603-X Abstract This how-to book provides you with the core marketing management concepts that everyone must know to compete in today's business environment. Updated to reflect the current marketplace, the book spotlights hot topics such as electronic commerce, brand equity, database marketing, relationship marketing, business to business marketing, and interfunctional coordination.
 Índice: 1. The Role of Marketing in Organizations and Society; 2. Marketing Strategy; 3. Customer Analysis; 4. Market Segmentation and Product Differentiation; 5. Competitive Analysis and Product Positioning; 6. Product Development and Testing; 7. Brand Management; 8. Services Marketing; 9. Pricing; 10. Selecting Distribution Channels; 11. Personal Selling and Sales Force Management; 12. Direct Marketing; 13. Designing Adverting Programs; 14. Sales Promotion and Public Relations; 15. International Marketing; 16. Marketing Planning. Topical name Marketing
Marketing - Gestão CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IPAM Porto
658.8 DAL 906 Available 906
Total holds: 0

This how-to book provides you with the core marketing management concepts that everyone must know to compete in today's business environment. Updated to reflect the current marketplace, the book spotlights hot topics such as electronic commerce, brand equity, database marketing, relationship marketing, business to business marketing, and interfunctional coordination.

Índice: 1. The Role of Marketing in Organizations and Society; 2. Marketing Strategy; 3. Customer Analysis; 4. Market Segmentation and Product Differentiation; 5. Competitive Analysis and Product Positioning; 6. Product Development and Testing; 7. Brand Management; 8. Services Marketing; 9. Pricing; 10. Selecting Distribution Channels; 11. Personal Selling and Sales Force Management; 12. Direct Marketing; 13. Designing Adverting Programs; 14. Sales Promotion and Public Relations; 15. International Marketing; 16. Marketing Planning.

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