The Busy Manager's Guide To Marketing
Published on 1. November 2009
Book
Paperback/Softback
140 pages
978-1-906884-06-2 (ISBN)
Description
The Busy Manager's Guide to Marketing is a readable, accessible and easy-to-follow book for practising managers with limited time and big ambitions.
More details
Language
English
Place of publication
Oxford
United Kingdom
Target group
College/higher education
Professional and scholarly
Dimensions
Height: 234 mm
Width: 156 mm
ISBN-13
978-1-906884-06-2 (9781906884062)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Person
Bill Donaldson has taught, practised and researched in marketing for over 30 years. One time marketing manager, lecturer, consultant and now Professor, his motivation in writing this book is to emphasise the importance of marketing in adding value for a business and to help managers implement their marketing strategies, plans and programmes more effectively.
Content
The concept of marketing: Introduction, The concept of marketing; The marketing process: The process, The product, Segmentation, The marketing mix, Critical success factors, Marketing information system;Marketing analysis: Marketing audit, Competitor analysis, Customer analysis, Strengths, weaknesses, opportunities and threats analysis; The marketing planning process: Values and mission statement for the business, The key elements in the marketing plan, The
product plan, The pricing plan, The distribution plan, The promotion plan, The marketing plan; Service, quality and
relationships: Customer service, Empowerment, Customer satisfaction, Quality, Business relationships; From local to global:Cultural differences, Globalisation, Agency laws in the European Union, Organising marketing in foreign countries, Foreign marketing, relationships; Final word; Index
product plan, The pricing plan, The distribution plan, The promotion plan, The marketing plan; Service, quality and
relationships: Customer service, Empowerment, Customer satisfaction, Quality, Business relationships; From local to global:Cultural differences, Globalisation, Agency laws in the European Union, Organising marketing in foreign countries, Foreign marketing, relationships; Final word; Index