marketing management
marketing-management.pdf
... New Marketing Concept,” Marketing Management 3, no. 1 (1994): 8–16. Seealso Ajay Menon and Anil Menon, “Enviropreneurial Marketing Strategy: The Emergenceof 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: ItsMeaning to Management, Marketing series, no. 99 (New York: American Management Association, 1957), pp. 3–5; and Robert J. Keith, “The Marketing Revolution,”...
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Nhập Môn Marketing Management
... 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...
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Enterprise Marketing Management - The New Science of Marketing - John Wiley & Sons
... Architecture4ENTERPRISE MARKETING MANAGEMENT what are often creative exercises. It’s this discipline that is at theheart of enterprise marketing management (EMM) and the newscience of marketing. To begin, ... way to address this gap is enterprise marketing management (EMM).Enterprise because this approach to marketing is simply tooimportant to be left only to marketing. What could be more impor-tant ... making and marketing investments. The term investment (rather than expense) connotes theway that marketing should function. Just as you should think twice12ENTERPRISE MARKETING MANAGEMENT ...
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Marketing management 14th edition
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Giáo trình: Marketing Management_ Chapter 06
... strategies Core strategies can be assessed can be assessed by examining by examining marketing marketing communications. communications. The value The value proposition in proposition ... developing a value proposition and appropriate value proposition and appropriate marketing implementation decisions. marketing implementation decisions.––Allows firms to be proactive and Allows ... 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 following manager, as implied in the...
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Giáo trình: Marketing Management_ Chapter 9
... SellingMiscellaneousMiscellaneousMix ElementsMix ElementsDirect marketing forms:Direct marketing forms:––TelemarketingTelemarketing––DirectDirect--mail marketing mail marketing ––Direct salesDirect sales––InternetInternetKey ... advertising and direct mail.9 - 23Advertising 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...
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Tài liệu Marketing Management pptx
... Efficiency controlIV. Strategic controlTop management Middle management Marketing controllerLine and staff management Marketing controllerTop management Marketing auditorTo examine whetherthe ... marketing performance.34The 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 atpeople outside the company. Internal marketing is the task of hiring, training,...
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Marketing Management, Millenium Edition
... 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.34The 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...
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Marketing management
... Efficiency controlIV. Strategic controlTop management Middle management Marketing controllerLine and staff management Marketing controllerTop management Marketing auditorTo examine whetherthe ... 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...
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Tài liệu Marketing Management Millenium Edition doc
... Efficiency controlIV. Strategic controlTop management Middle management Marketing controllerLine and staff management Marketing controllerTop management Marketing auditorTo examine whetherthe ... 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: ItsMeaning to Management, Marketing series, no. 99 (New York: American Management Association, 1957), pp. 3–5; and Robert J. Keith, “The Marketing Revolution,”...
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Tài liệu Giáo trình: Marketing Management_ Chapter 04 ppt
... contacts.––More effective than mass More effective than mass marketing. marketing. ••Every aspect of the marketing mix can Every aspect of the marketing mix can be customized to appeal to the needs ... market segmentationBenefits of market segmentation––More efficient than mass marketing. More efficient than mass marketing. ••Less money is wasted on low Less money is wasted on low probability ... differently toward the product.differently toward the product.••Different marketing elements (price, etc.) Different marketing elements (price, etc.) can be used to effectively reach different...
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Tài liệu Giáo trình: Marketing Management_ Chapter 05 docx
... 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 - 16Who Are the Customers?Who Are the Customers? Marketing Research Implications Marketing Research Implications––Data CollectionData Collection••Little primary...
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Tài liệu Giáo trình: Marketing Management_ Chapter 02 doc
... the marketing mixthe marketing mixCore StrategyCore Strategy2 - 28 Marketing Strategy Marketing Strategy Marketing Mix Marketing Mix––Implementation Implementation of the marketing ... Chapter 22A Strategic A Strategic Marketing Marketing FrameworkFramework2 - 37Product Life Cycle Product Life Cycle Marketing Strategies Marketing StrategiesIntroductionIntroductionGrowth ... required••Perceptual maps are a useful toolPerceptual maps are a useful tool2 - 22 Marketing Strategy Marketing StrategyQualityQuality--Based DifferentiationBased Differentiation––Development...
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Tài liệu Giáo trình: Marketing Management_ Chapter 03 pptx
... 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 behavior3 - 2Key Learning PointsKey Learning PointsThe scope of marketing research activitiesThe scope of marketing research activitiesWhere to find secondary sources of Where ... to find secondary sources of informationinformationPrimary sources of marketing research Primary sources of marketing research informationinformationDeveloping estimates of market...
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Tài liệu Giáo trình: Marketing Management_ Chapter 01 pdf
... upon being focused upon 1 - 27 Marketing Manager Marketing Manager’’s Jobs JobThe Marketing PlanThe Marketing Plan––Written marketing plans:Written marketing plans:••Are easy ... ultimate responsibility for marketing ultimate responsibility for marketing 1 - 29 Marketing Manager Marketing Manager’’s Jobs JobThe Marketing PlanThe Marketing Plan––Typically ... developed by marketing managersdeveloped by marketing managers1 - 10 Marketing Philosophies Marketing PhilosophiesSalesSalesTechnology Technology Marketing MarketingCustomerCustomerLittle...
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