The portable MBA in marketing / Alexander Hiam and Charles D. Schewe.

By:

Hiam, Alexander

Contributor(s):

Schewe, Charles D

Material type: Text

TextSeries: The Portable MBA seriesPublication details: New York : J. Wiley, c1992.Description: xiv, 464 p. : ill. ; 26 cmISBN:

047154728X

Subject(s):

DDC classification:

658.8 HIA

Online resources:

Click here to access online

Contents:

pt. 1. The Marketing Concept. 1. The Essence of Marketing: The Customer First, Last, and Always. 2. Planning: Using Tested Concepts and New Ideas for Marketing Strategy. 3. The Marketing Environment: Understanding Forces You Can't Always Control. 4. The International Challenge: Going Global with the Flying Pigeon Bicycle Group pt. 2. Marketing Knowledge. 5. Marketing Research and Information: Figuring Out What the Customer Wants. 6. Profiling Markets and Forecasting Sales: The Art and Science Behind the Numbers. 7. Understanding Buyer Behavior: Customers on the Couch pt. 3. The Tools of Marketing. 8. Segmentation, Targeting, Positioning: From Mass Marketing to One-on-One with the Customer. 9. Product Development: The Business of Innovation. 10. Product Management: Birth, Death, and Resurrection. 11. The Nature of Pricing: Making Money and Capturing the Customer. 12. Place and Time The Distribution Function: Innovative Guidelines for Profitability. 13. Promotion: The Many Faces of Marketing Afterword: Corporate Headquarters, Omni, 1998

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Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Barcode
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	658.8 HIA (Browse shelf(Opens below))	1	Available	0042285

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Includes bibliographical references (p. 451-452) and index.

pt. 1. The Marketing Concept. 1. The Essence of Marketing: The Customer First, Last, and Always. 2. Planning: Using Tested Concepts and New Ideas for Marketing Strategy. 3. The Marketing Environment: Understanding Forces You Can't Always Control. 4. The International Challenge: Going Global with the Flying Pigeon Bicycle Group
pt. 2. Marketing Knowledge. 5. Marketing Research and Information: Figuring Out What the Customer Wants. 6. Profiling Markets and Forecasting Sales: The Art and Science Behind the Numbers. 7. Understanding Buyer Behavior: Customers on the Couch
pt. 3. The Tools of Marketing. 8. Segmentation, Targeting, Positioning: From Mass Marketing to One-on-One with the Customer. 9. Product Development: The Business of Innovation. 10. Product Management: Birth, Death, and Resurrection. 11. The Nature of Pricing: Making Money and Capturing the Customer. 12. Place and Time
The Distribution Function: Innovative Guidelines for Profitability. 13. Promotion: The Many Faces of Marketing
Afterword: Corporate Headquarters, Omni, 1998

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