Wiley Marketing Concepts Every Manager Needs to Know 1 doc

... Philip. Marketing insights from A to Z : 80 concepts every manager needs to know / Philip Kotler. p. cm. ISBN 0-4 71- 26867-4 1. Marketing. I. Title. HF5 415 .K6 312 7 2003 658.8—dc 21 2002 014 903 Printed ... 12 8 Organization 13 0 Outsourcing 13 1 Performance Measurement 13 3 Positioning 13 5 Price 13 8 Products 14 0 Profits 14 2 Public Relations 14 5 Quality 14...

Ngày tải lên: 15/08/2013, 14:09

... Philip. Marketing insights from A to Z : 80 concepts every manager needs to know / Philip Kotler. p. cm. ISBN 0-4 71- 26867-4 1. Marketing. I. Title. HF5 415 .K6 312 7 2003 658.8—dc 21 2002 014 903 Printed ... 86 International Marketing 87 Internet and E-Business 91 Leadership 94 Loyalty 97 Management 99 Marketing Assets and Resources 10 1 Marketing Department Inter...

Ngày tải lên: 13/12/2013, 14:59

... Philip. Marketing insights from A to Z : 80 concepts every manager needs to know / Philip Kotler. p. cm. ISBN 0-4 71- 26867-4 1. Marketing. I. Title. HF5 415 .K6 312 7 2003 658.8—dc 21 2002 014 903 Printed ... Relations 14 5 Quality 14 7 Recession Marketing 14 9 Relationship Marketing 15 1 Retailers and Vendors 15 4 Sales Force 15 7 Sales Promotion 16 0 Segmentat...

Ngày tải lên: 25/12/2013, 05:18

... Determine project objectives  At least 1 for each team member  Frequent reminders of what trying to accomplish 1 10 PRINCIPLES EVERY MANAGER NEEDS TO KNOW ABOUT PROJECT MAMAGEMENT 8 Principle ... twists, and turns will come. You have to enjoy the challenge and feel confident I your ability to stay the ride through to the end. Like the turtle, project managers ma...

Ngày tải lên: 25/02/2014, 01:20

... Philip. Marketing insights from A to Z : 80 concepts every manager needs to know / Philip Kotler. p. cm. ISBN 0-4 71- 26867-4 1. Marketing. I. Title. HF5 415 .K6 312 7 2003 658.8—dc 21 2002 014 903 Printed ... Development 12 6 Opportunity 12 8 Organization 13 0 Outsourcing 13 1 Performance Measurement 13 3 Positioning 13 5 Price 13 8 Products 14 0 Profits 14 2 Publ...

Ngày tải lên: 21/06/2014, 10:20

... admonished his people: “DYB: Destroy your 16 Marketing Insights from A to Z usiness -to- Business Marketing 15 Most marketing is business -to- business (B2B) marketing even though textbooks and business ... measures including cus- tomer perceived value, customer satisfaction, customer share of wallet, customer retention, and customer advocacy. 14 Marketing Insights from A to...

Ngày tải lên: 21/06/2014, 10:20

... competitors. Some customers are profitable but tough. They can be a bless- ing. If you can figure out how to satisfy your toughest customers, it will be easy to satisfy the rest. Pay attention to customer ... technology to learning more about each customer and being able to respond to them one -to- one. Others don’t see it as a technology issue but rather a humane issue: 34 Marketi...

Ngày tải lên: 21/06/2014, 10:20

... stock three times a day in re- sponse to orders from individual store managers of what they expect to sell in the next few hours. 7-Eleven not only trains its store operators to capture customer ... for known fu- ture dates. Still another form is marketing process automation, where a company has codified its marketing processes that its product, brand, and segment managers need to...

Ngày tải lên: 21/06/2014, 10:20

... housewife, intending to buy Heinz tomato ketchup in a store, finding it to be out of stock, will walk out of the store to buy it elsewhere.” That some people will be exceptionally loyal to some brands ... Does the strategy seem adequate to deliver the stated goals? Marketing Plans 11 3 arketing Mix 10 8 Marketing mix describes the set of tools that management can use to influe...

Ngày tải lên: 21/06/2014, 10:20

... Percentage of new customers to average number of cus- tomers. • Percentage of lost customers to average number of cus- tomers. • Percentage of win-back customers to average number of customers. • Percentage ... competitors. Johnson & Johnson prefers to prioritize its goals: Its first re- sponsibility is to its customers, its second to its employees, its third to its community...

Ngày tải lên: 21/06/2014, 10:20