principles of marketing notes free download

Những nguyên lý tiếp thị (principles of marketing)

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Principles of marketing

... • Flash Cards Go to www.mypearsonmarketinglab.com This page intentionally left blank Principles of Marketing This page intentionally left blank Principles of Marketing 14|E PHILIP GARY Kotler ... blend of skills uniquely suited to writing an introductory marketing text Professor Kotler is one of the world’s leading authorities on marketing Professor Armstrong is an award-winning teacher of ... article in the Journal of Marketing Professor Kotler was named the first recipient of two major awards: the Distinguished Marketing Educator of the Year Award given by the American Marketing Association...

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Customer Service - Principles of Service Marketing and Management - C Lovelock & L Wright

Danh mục: Tiếp thị - Bán hàng

... Underlying such failures is often a lack of understanding of some of the key principles of service marketing and management Technological change affects many other types of services, too, from airfreight ... not-for-profit basis, but forprofit versions of each type of institution also exist CHAPTER ONE WHY STUDY SERVICES? MARKETING SERVICES VERSUS PHYSICAL GOODS The dynamic environment of services ... George, Marketing of Services (Chicago: American Marketing Association, 1981), 186-190 T h e 4Ps classification of marketing decision variables was created by E J e r o m e McCarthy, Basic Marketing: ...

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Tài liệu PRINCIPLES OF INTERNET MARKETING doc

Danh mục: Tin học văn phòng

... Internet Marketing       E -Marketing vs marketing Internet demographics Advantages New contagions of information Impact on Product Mix New innovation paradigm First A Few Facts  E -Marketing ... First A Few Facts  E -Marketing ≠ sales  Marketing plan ≠ e -Marketing plan  Most organizations have no:       Marketing strategy Marketing plan e -Marketing plan Brand advocacy strategy Good ... Baseline Definition of e -Marketing “…identifying, understanding, collaboratively creating, and meeting a segment of human and social needs, wants, desires, wishes digitally.” Adaptation of Philip Kotler’s...

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chen f.f., chang j.p. lecture notes on principles of plasma processing

Danh mục: Vật lý

... Mechanisms of profile evolution 186 Ion bombardment directionality Ion scattering within the feature Deposition rate of passivants Line -of- sight redeposition of products Charging of surfaces ... unpublished notes from short courses offered by the American Vacuum Society or the Symposium on Plasma and Process Induced Damage Lecture notes by such specialists as Prof H.H Sawin of M.I.T are ... Discharges 11 PRINCIPLES OF PLASMA PROCESSING Course Notes: Prof F.F Chen PART A2: INTRODUCTION TO GAS DISCHARGES III GAS DISCHARGE FUNDAMENTALS Collision cross sections and mean free path (Chen,...

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Customer Service Principles of Service Marketing and Management_3 ppt

Danh mục: Quản trị kinh doanh

... such a role Endnotes Robert J Peterson, Sridar Balasubramanian, and Bart J Bronnenberg, "Exploring the Implications of the Internet for Consumer Marketing, " Journal of the Academy of Marketing Sciences ... alternative solution Review of Principles of Market Segmentation ~~ Market segmentation is central to almost any professionally planned and executed marketing' program The concept of segmentation recognizes ... Expectations of Service Source: Adapted from Valarie A Zeithaml, Leonard A Berry, and A Parasuraman, "The Nature and Determinants of Customer Expectations of Service," Journal of the Academy of Marketing...

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Customer Service Principles of Service Marketing and Management_5 pptx

Danh mục: Quản trị kinh doanh

... loss of time and money because of service failures, either a monetary payment or an offer of equivalent service in kind is appropriate This type of recovery strategy may also reduce the risk of ... Handbook of Service Marketing and Management, (Thousand Oaks, CA: Sage Publications, 2000), 299-316 Service Marketing Strategy In Part III of the book, we focus on some key marketing components of ... Conditions of sale/service Notification of changes Documentation Confirmation of reservations Summaries of account activity Receipts and tickets but almost all of them can be classified into one of the...

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Customer Service Principles of Service Marketing and Management_6 pptx

Danh mục: Quản trị kinh doanh

... Colloquy (the Frequency Marketing, Inc quarterly newsletter) 6, no (1998); SWF3 Web site, www.swO.de,January 2001 G Lynn Shostack, "Breaking Free from Product Marketing, " Journal of Marketing, 44 (April ... addressed by offering unsold tickets at deeply discounted prices on the day of the performance Yield Management Service organizations often use the percentage of capacity sold as a measure of operational ... initial steps of service delivery are particularly important, since customers' first impressions can affect their evaluations of quality during later stages of service delivery Perceptions of their...

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Customer Service Principles of Service Marketing and Management_7 doc

Danh mục: Quản trị kinh doanh

... placing 90 percent of the American population within 15 minutes of an Enterprise office Its largest offices are limited to a maximum of 300 vehicles—in sharp contrast to some of its competitors, ... Impact of Physical Surroundings on Customers and Employees," Journal of Marketing 56 (April 1992): 57—71 16 Louis Fabien, "Making Promises: The Power of Engagement," Journal of Services Marketing ... messages delivered through mass media are often reinforced by direct marketing tools like mailings, telemarketing, faxes, or email Direct marketing, which offers the potential to send personalized...

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Customer Service Principles of Service Marketing and Management_8 doc

Danh mục: Quản trị kinh doanh

... two clusters of hotels in the vicinity of the shopping district and convention center: a relatively luxurious group of three, and a second group of two offering a moderate level of luxury After ... travelers, but offers a broad array of services Service-focused firms offer a narrow range of services to a fairly broad market Thus, Capital Prestige Travel specializes in the narrow field of discount ... offer broadband Internet access Many banks sell insurance products in the h o p e of increasing the n u m b e r of profitable relationships w i t h existing customers American Express, too, offers...

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Customer Service Principles of Service Marketing and Management_9 pptx

Danh mục: Quản trị kinh doanh

... Parasuraman, "The Nature and Determinants of Customer Expectations of Service," Journal of the Academy of Marketing Science 21, no (1993): 1-12 satisfaction-profit chain: a strategic framework that ... "Atmospherics as a Marketing Tool," Journal of Retailing, 49, no (1973): 48-64 Mary Jo Bitner, "Servicescapes: The Impact of Physical Surroundings on Customers and Employees,"_/o(jm

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Customer Service Principles of Service Marketing and Management_2 docx

Danh mục: Quản trị kinh doanh

... such a role Endnotes Robert J Peterson, Sridar Balasubramanian, and Bart J Bronnenberg, "Exploring the Implications of the Internet for Consumer Marketing, " Journal of the Academy of Marketing Sciences ... alternative solution Review of Principles of Market Segmentation ~~ Market segmentation is central to almost any professionally planned and executed marketing' program The concept of segmentation recognizes ... Expectations of Service Source: Adapted from Valarie A Zeithaml, Leonard A Berry, and A Parasuraman, "The Nature and Determinants of Customer Expectations of Service," Journal of the Academy of Marketing...

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Customer Service Principles of Service Marketing and Management_3 pdf

Danh mục: Quản trị kinh doanh

... addresses of current customers enables the organization to make effective use of direct mail (including e-mail), telemarketing, and personal sales calls—all highly targeted methods of marketing ... purchasers of industrial goods Research by Coviello, Brodie, and M u n r o suggests that there are three distinct categories of relationship marketing: database marketing, interaction marketing, ... Realizing the Full Profit Potential of a Customer Relationship How much is a loyal customer worth in terms of profits? In a classic study, Reichheld and Sasser analyzed the profit per customer in...

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Customer Service Principles of Service Marketing and Management_5 docx

Danh mục: Quản trị kinh doanh

... Colloquy (the Frequency Marketing, Inc quarterly newsletter) 6, no (1998); SWF3 Web site, www.swO.de,January 2001 G Lynn Shostack, "Breaking Free from Product Marketing, " Journal of Marketing, 44 (April ... addressed by offering unsold tickets at deeply discounted prices on the day of the performance Yield Management Service organizations often use the percentage of capacity sold as a measure of operational ... initial steps of service delivery are particularly important, since customers' first impressions can affect their evaluations of quality during later stages of service delivery Perceptions of their...

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Customer Service Principles of Service Marketing and Management_6 doc

Danh mục: Quản trị kinh doanh

... placing 90 percent of the American population within 15 minutes of an Enterprise office Its largest offices are limited to a maximum of 300 vehicles—in sharp contrast to some of its competitors, ... Impact of Physical Surroundings on Customers and Employees," Journal of Marketing 56 (April 1992): 57—71 16 Louis Fabien, "Making Promises: The Power of Engagement," Journal of Services Marketing ... messages delivered through mass media are often reinforced by direct marketing tools like mailings, telemarketing, faxes, or email Direct marketing, which offers the potential to send personalized...

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