Catálogo bibliográfico
Bibliographic catalog
Item type | Current location | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|
Book | Biblioteca IPAM Porto | 658.8 HIA 1489 | Depósito | 1489 |
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.
Índice: 1- The essence of marketing; 2- Planning; 3- The marketing environment; 4- The international challenge; 5- Marketing research and information; 6- Profiling markets and forecasting sales; 7- Understanding buyer behavior; 8- Segmentation, targeting, positioning; 9- Product development; 10- Product management; 11- The nature of pricing; 12- Place and time - the distribution function; 13- Promotion
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