define tourism marketing management

... New Marketing Concept,” Marketing Management 3, no. 1 (1994): 8–16. See also Ajay Menon and Anil Menon, “Enviropreneurial Marketing Strategy: The Emergence of Corporate Environmentalism as Marketing ... McKitterick, “What Is the Marketing Management Concept?” The Frontiers of Marketing Thought and Action (Chicago: American Marketing Association, 1957), pp. 71–82; Fred J. Borch, The Marketing Philosophy ... Business Life, The Marketing Concept: Its Meaning to Management, Marketing series, no. 99 (New York: American Management Association, 1957), pp. 3–5; and Robert J. Keith, “The Marketing Revolution,”...

Ngày tải lên: 31/08/2012, 23:38

... biện minh cho marketing? 5. Hãy thảo luận sự phân biệt giữa marketing như là một triết lý và marketing như là một phòng ban chức năng. 6. Những ý nghĩa về tổ chức của việc xem marketing là ... đổi chính bản chất của marketing và buộc các công ty tái xác định vai trò của marketing. Nghĩa của marketing sẽ tiếp tục tiến hóa, và việc thực hành nó cũng vậy. Ví dụ, marketing trực tiếp ... quả, đề nghị marketing sẽ luôn được Chương trình Giảng dạy Kinh tế Fulbright Marketing Địa phương Quản lý Marketing trong thế kỷ 21 Hà Nội, tháng 11/2004 Chương 1: Nhập môn quản lý Marketing...

Ngày tải lên: 26/10/2012, 09:12

... Architecture 4 ENTERPRISE MARKETING MANAGEMENT what are often creative exercises. It’s this discipline that is at the heart of enterprise marketing management (EMM) and the new science of marketing. To begin, ... way to address this gap is enterprise marketing management (EMM). Enterprise because this approach to marketing is simply too important to be left only to marketing. What could be more impor- tant ... making and marketing investments. The term investment (rather than expense) connotes the way that marketing should function. Just as you should think twice 12 ENTERPRISE MARKETING MANAGEMENT ...

Ngày tải lên: 07/02/2013, 09:52

Ngày tải lên: 13/08/2013, 13:59

Ngày tải lên: 15/08/2013, 14:09

Ngày tải lên: 09/09/2013, 16:41

... definition ã ã Competition is best defined by the Competition is best defined by the customer, rather than by the marketing customer, rather than by the marketing manager, as implied in the ... developing a value proposition and appropriate value proposition and appropriate marketing implementation decisions. marketing implementation decisions. – – Allows firms to be proactive and Allows ... Competition: Demand Demand - - Based Methods Based Methods – – Competition can be defined at every Competition can be defined at every level of the hierarchy (Figure 6.1) level of the hierarchy...

Ngày tải lên: 18/10/2013, 04:15

... Selling   Miscellaneous Miscellaneous Mix Elements Mix Elements   Direct marketing forms: Direct marketing forms: – – Telemarketing Telemarketing – – Direct Direct - - mail marketing mail marketing – – Direct sales Direct sales – – Internet Internet   Key ... advertising and direct mail. 9 - 23 Advertising Management Advertising Management   Advertising is a major marketing Advertising is a major marketing communications expense: communications ... stressing a concept called integrated marketing communications (IMC), in marketing communications (IMC), in which the marketing manager does not which the marketing manager does not think of...

Ngày tải lên: 25/10/2013, 02:15

... Efficiency control IV. Strategic control Top management Middle management Marketing controller Line and staff management Marketing controller Top management Marketing auditor To examine whether the ... marketing performance. 34 The marketing audit examines six major marketing components: (1) the macroenvironment and task environment, (2) marketing strategy, (3) marketing organization, (4) marketing systems, (5) marketing ... the company must carry out internal marketing as well as external marketing. External marketing is marketing directed at people outside the company. Internal marketing is the task of hiring, training,...

Ngày tải lên: 13/12/2013, 14:15

... services. 3. Planning marketing programs. To transform marketing strategy into marketing pro- grams, marketing managers must make basic decisions on marketing expenditures, marketing mix, and marketing allocation. ... marketing performance. 34 The marketing audit examines six major marketing components: (1) the macroenvironment and task environment, (2) marketing strategy, (3) marketing organization, (4) marketing systems, (5) marketing ... McKitterick, “What Is the Marketing Management Concept?” The Frontiers of Marketing Thought and Action (Chicago: American Marketing Association, 1957), pp. 71–82; Fred J. Borch, The Marketing Philosophy...

Ngày tải lên: 13/12/2013, 14:58

... Efficiency control IV. Strategic control Top management Middle management Marketing controller Line and staff management Marketing controller Top management Marketing auditor To examine whether the ... services. 3. Planning marketing programs. To transform marketing strategy into marketing pro- grams, marketing managers must make basic decisions on marketing expenditures, marketing mix, and marketing allocation. ... McKitterick, “What Is the Marketing Management Concept?” The Frontiers of Marketing Thought and Action (Chicago: American Marketing Association, 1957), pp. 71–82; Fred J. Borch, The Marketing Philosophy...

Ngày tải lên: 18/12/2013, 14:47

... Efficiency control IV. Strategic control Top management Middle management Marketing controller Line and staff management Marketing controller Top management Marketing auditor To examine whether the ... McKitterick, “What Is the Marketing Management Concept?” The Frontiers of Marketing Thought and Action (Chicago: American Marketing Association, 1957), pp. 71–82; Fred J. Borch, The Marketing Philosophy ... Business Life, The Marketing Concept: Its Meaning to Management, Marketing series, no. 99 (New York: American Management Association, 1957), pp. 3–5; and Robert J. Keith, “The Marketing Revolution,”...

Ngày tải lên: 20/12/2013, 18:15

Ngày tải lên: 22/12/2013, 03:15

... contacts. – – More effective than mass More effective than mass marketing. marketing. ã ã Every aspect of the marketing mix can Every aspect of the marketing mix can be customized to appeal to the needs ... market segmentation Benefits of market segmentation – – More efficient than mass marketing. More efficient than mass marketing. ã ã Less money is wasted on low Less money is wasted on low probability ... differently toward the product. differently toward the product. ã ã Different marketing elements (price, etc.) Different marketing elements (price, etc.) can be used to effectively reach different...

Ngày tải lên: 27/01/2014, 02:20

... differences between consumer and industrial marketing. and industrial marketing.   Market segmentation for marketing to Market segmentation for marketing to organizations. organizations.   Understanding ... another organization, it is called is called organizational marketing, organizational marketing, industrial marketing, industrial marketing, and since the and since the Internet boom of the ... successful. successful. 5 - 16 Who Are the Customers? Who Are the Customers?   Marketing Research Implications Marketing Research Implications Data Collection Data Collection ã ã Little primary...

Ngày tải lên: 27/01/2014, 02:20

... the marketing mix the marketing mix Core Strategy Core Strategy 2 - 28 Marketing Strategy Marketing Strategy   Marketing Mix Marketing Mix – – Implementation Implementation of the marketing ... Chapter 2 2 A Strategic A Strategic Marketing Marketing Framework Framework 2 - 37 Product Life Cycle Product Life Cycle Marketing Strategies Marketing Strategies   Introduction Introduction   Growth ... required ã ã Perceptual maps are a useful tool Perceptual maps are a useful tool 2 - 22 Marketing Strategy Marketing Strategy   Quality Quality - - Based Differentiation Based Differentiation – – Development...

Ngày tải lên: 27/01/2014, 02:20

... observe changes in behavior caused by changes in behavior caused by changes in marketing variables or other marketing variables or other factors in the marketplace. factors in the marketplace. ” ” 3 ... purchasing behavior 3 - 2 Key Learning Points Key Learning Points   The scope of marketing research activities The scope of marketing research activities   Where to find secondary sources of Where ... to find secondary sources of information information   Primary sources of marketing research Primary sources of marketing research information information   Developing estimates of market...

Ngày tải lên: 27/01/2014, 02:20

... upon being focused upon 1 - 27 Marketing Manager Marketing Manager ’ ’ s Job s Job   The Marketing Plan The Marketing Plan Written marketing plans: Written marketing plans: ã ã Are easy to ... ultimate responsibility for marketing ultimate responsibility for marketing 1 - 29 Marketing Manager Marketing Manager ’ ’ s Job s Job   The Marketing Plan The Marketing Plan – – Typically ... developed by marketing managers developed by marketing managers 1 - 10 Marketing Philosophies Marketing Philosophies   Sales Sales   Technology Technology   Marketing Marketing   Customer Customer   Little...

Ngày tải lên: 27/01/2014, 02:20