The marketing audit handbook : tools, techniques & checklists to exploit your marketing resources
著者
書誌事項
The marketing audit handbook : tools, techniques & checklists to exploit your marketing resources
Kogan Page, c2002
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注記
Disc in pocket attached to inside back cover
Includes bibliographical references and index
内容説明・目次
内容説明
This title offers practical assistance to marketing and sales departments. Aubrey Wilson seeks to guide the reader out of long-term, formal strategies and jargon into a more straightforward analysis of how to get the most from the marketing audit. The handbook includes: a guide to key marketing audit questions and practical solutions; guidance on how to identify no-cost and low-cost marketing and sales techniques; and detailed checklists, backed up with examples and case histories to illustrate application. This text brings together tools, checklists and techniques to enable the reader to put together internal marketing audits that are applicable to any organization. It is accompanied by a free CD-ROM.
目次
- How to use the checklists. List 1 Marketing strategy and planning
- List 2 Product/service range
- List 3 The service element in marketing
- List 4 Company performance
- List 5 Export marketing
- List 6 Marketing information - systems and use
- List 7 Market size and structure
- List 8 Future market
- List 9 The sales force and its management
- List 10 Customer care and support staff's role in marketing
- List 11 Cross-selling and internal marketing
- List 12 The agency system
- List 13 Non-personal promotion - methods and media
- List 14 The distributive system
- List 15 The buying process
- List 16 Analysing lost business
- List 17 Introducing new products/services
- List 18 User industries
- List 19 Key customer marketing
- List 20 Competitive intelligence
- List 21 Physical distribution and packaging
- List 22 Industry contacts
- List 23 Pricing
- List 24 Images and perceptions
- List 25 Quality in marketing
- List 26 Non-differentiated products and commodities
- List 27 Service businesses
- List 28 Product/service financial information.
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