Value-added marketing : marketing management for superior results
著者
書誌事項
Value-added marketing : marketing management for superior results
（McGraw-Hill marketing for professionals）
McGraw-Hill Book Co., c1992
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注記
Includes index
内容説明・目次
内容説明
"Value-added marketing" is a new, proactive approach to marketing which focuses on the real business issues, such as ensuring superior products and services, rather than on an academic search for unfulfilled market niches. This book challenges classical marketing theory and provides a theoretical framework, guidance and management advice for implementation of this new concept. It should be of interest to marketing directors and managers, marketing practitioners, directors looking for a more effective efficient marketing approach and MBA students.
目次
- Marketing - an efficient profession?
- the weakness of classical marketing
- marketing and the world - the interaction
- competition - in a stagnating world market
- attraction and over-satisfaction
- value-added marketing - the new concept
- the value balance
- the role of market research
- implementing value-added marketing
- building tangible values
- old product development
- new product development
- product enhancement in a wider sense
- building intangible values
- branding - the customer buys a product not a brand
- design - the most important part of the communication mix
- sales promotions
- advertising and PR
- the salesman
- pricing
- management implications
- the effects of applying value-added marketing
- final words.
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