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The big book of marketing : lessons and best practices from the world's greatest companies

Author: Anthony G Bennett
Publisher: New York : McGraw-Hill, ©2010.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
"The most comprehensive and authoritative guide of its kind, The Big Book of Marketing offers a practical, real-world approach that other marketing books lack." "Marketing experts from 86 of the world's most successful companies weigh in to provide you with expert guidance on all the essentials and best practices critical to developing and managing a world-class marketing campaign." "Nowhere else will you find such  Read more...
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Details

Genre/Form: Case studies
fallstudier
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Anthony G Bennett
ISBN: 9780071621250 0071621253 9780071067645 0071067647
OCLC Number: 490809642
Description: xv, 464 pages : illustrations ; 24 cm
Contents: Marketing overview --
Organizational responsibility --
Strategic planning --
Branding --
Marketing research --
Consumer purchasing behavior --
Organizational purchasing behavior --
Marketing communications management --
Sales --
Advertising --
Public relations --
Promotional marketing --
Direct marketing --
Brand ambassadors --
Product management --
Product development --
Product packaging --
Product pricing --
Product quality --
Supply chain management --
Wholesaling --
Warehousing --
Transportation --
Store retailing --
Internet retailing.
Responsibility: edited by Anthony G. Bennett.

Abstract:

World-class marketing practitioners share their expertise on all aspects of marketing, providing a real world perspective on essential information all marketing executives, business owners,  Read more...

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