000			01752pam a2200241 a 4500
020			_a047154728X _cTZs.5000/-
040			_aMUL _beng _eAACR
082	0	0	_a658.8 HIA
100	1		_aHiam, Alexander.
245	1	4	_aThe portable MBA in marketing / _cAlexander Hiam and Charles D. Schewe.
260			_aNew York : _bJ. Wiley, _cc1992.
300			_axiv, 464 p. : _bill. ; _c26 cm.
440		4	_aThe Portable MBA series
504			_aIncludes bibliographical references (p. 451-452) and index.
505			_apt. 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
650		0	_aMarketing
650		0	_aMarketing concept
650		0	_aMarketing knowledge
650		0	_aStrategic pracing
700	1		_aSchewe, Charles D.,
856	4	2	_ul
942			_cBK
999			_c5987 _d5987