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The portable MBA in marketing

Author: Alexander Hiam; Charles D Schewe
Publisher: New York : J. Wiley, ©1992.
Series: Portable MBA series.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
All managers, and indeed all employees, need to increase their knowledge and expertise. The business environment changes so fast that education has become the key to advancement in business. Which raises some tough questions: To get an MBA or not to get an MBA? Where to find applied training? How to update an MBA or other training? Which are the critical areas for further study? The Portable MBA in Marketing may be
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Additional Physical Format: Online version:
Hiam, Alexander.
Portable MBA in marketing.
New York : J. Wiley, ©1992
(OCoLC)755067272
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Alexander Hiam; Charles D Schewe
ISBN: 047154728X 9780471547280 0471119849 9780471119845
OCLC Number: 24590136
Description: xiv, 464 pages : illustrations ; 26 cm.
Contents: pt. 1. The Marketing Concept. 1. The Essence of Marketing: The Customer First, Last, and Always. 2. Planning: Using Tested Concepts and New Ideas for Marketing Strategy. 3. The Marketing Environment: Understanding Forces You Can't Always Control. 4. The International Challenge: Going Global with the Flying Pigeon Bicycle Group --
pt. 2. Marketing Knowledge. 5. Marketing Research and Information: Figuring Out What the Customer Wants. 6. Profiling Markets and Forecasting Sales: The Art and Science Behind the Numbers. 7. Understanding Buyer Behavior: Customers on the Couch --
pt. 3. The Tools of Marketing. 8. Segmentation, Targeting, Positioning: From Mass Marketing to One-on-One with the Customer. 9. Product Development: The Business of Innovation. 10. Product Management: Birth, Death, and Resurrection. 11. The Nature of Pricing: Making Money and Capturing the Customer. 12. Place and Time--The Distribution Function: Innovative Guidelines for Profitability. 13. Promotion: The Many Faces of Marketing --
Afterword: Corporate Headquarters, Omni, 1998.
Series Title: Portable MBA series.
Responsibility: Alexander Hiam, Charles D. Schewe.
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Abstract:

This self-study guide covers all marketing topics which would be included in an MBA programme. It is especially designed for busy marketing executives who do not have the time to spend on a full-time  Read more...

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