Key marketing skills : a complete action kit of strategies, tools & techniques for marketing success
著者
書誌事項
Key marketing skills : a complete action kit of strategies, tools & techniques for marketing success
Kogan Page, 2000
- : pbk.
大学図書館所蔵 全1件
注記
Includes bibliographical references (p. 405) and index
内容説明・目次
内容説明
This work contains information, advice and guidance on the marketing issues of the moment, including key account management, CRM, and the impact on marketing of the e-revolution. The book and free CD ROM provide an "action kit" for application to any business circumstance, whether it is in a consumer, business to business, industrial or service environment. Using live examples of good and bad marketing practice to provide insights and warnings, the book covers: how to conduct a market audit; developing a marketing strategy; writing a marketing plan; segmenting your market; marketing and the e-revolution; strategies in the marketing mix; customer relationship marketing; delivering value. The free CD ROM offers a ready to use Directional Policy Matrix (DPM), the INSIGHT Marketing Planning template, interactive exercises, case studies and a presentation pack of tools and models.
目次
- What is marketing?
- the marketing model
- the marketing process
- market audit 1 - data
- market audit 2 - analysis
- marketing strategies
- multi-electric case study
- segmentation
- product
- price
- value beyond benefits
- promotion
- branding
- place
- Levi Strauss case study
- relationship marketing and KAM
- writing the marketing plan
- project management
- the future of marketing.
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