Marketing management : analytic exercises for spreadsheets
著者
書誌事項
Marketing management : analytic exercises for spreadsheets
（The Scientific Press series）
Boyd & Fraser, c1993
2nd ed
注記
Includes bibliographic references (p. 225-231) and indexes
内容説明・目次
内容説明
This is a book/template package including Lotus 1-2-3 programs for exercises and cases that expand and elaborate on the concepts of marketing management such as segmentation, positioning, marketing mix strategies, product/business portfolio strategies, diffusion and bidding models, experimentation and dynamic market analysis. One chapter shows how to use Excel to work all the exercises. The student needs to know little more than how to retrieve a file in Lotus or Excel and enter numbers into cells in order to work the problems. There are both exercises (25) and cases (4) in this package with the exercises building on statements or concepts referred to by Kottler, but the text and exercises are independent of Kotler's book and can be used with any text. The text can be used across a whole series of marketing courses, thus exposing the student to a similar set of microcomputer-based exercises at increasing levels of sophistication.
目次
- Using the Exercise Spreadsheets
- The Working of Markets
- Marketing Tactics
- Marketing Plans and Strategies
- Using What We've Learnt
- Cases (4)
- Exercises (25)
- Using the Exercise Spreadsheets in Excel.
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