The Fast Forward MBA in Marketing
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- Wiley
More About This Title The Fast Forward MBA in Marketing
English
DALLAS MURPHY is a freelance writer who specializes in business topics.
English
Partial table of contents:
PRODUCT.
Product Life Cycle.
Product Development.
Product Introduction.
Growth.
Maturity and Decline.
Brands.
PRICE.
Cost-Based Pricing Strategies.
Competition-Based Pricing.
Pricing and the Product Life Cycle.
PLACE.
Distribution Channels.
Vertical Marketing Systems (VMS).
Channel Design.
Legal Factors.
Physical Distribution.
PROMOTION.
The Battle for Consumers' Minds.
Personal Selling.
Public Relations.
Cost and the Promotional Mix.
Direct Marketing.
CUSTOMERS.
Market Research.
The Research Project.
Marketing and People.
ACTION MARKETING.
Segmentation.
Bases for Segmentation.
Segmentation as a Process.
Market Targeting.
Steps Toward Developing a Positioning Strategy.
Appendix.
Notes.
Glossary.
Index.
PRODUCT.
Product Life Cycle.
Product Development.
Product Introduction.
Growth.
Maturity and Decline.
Brands.
PRICE.
Cost-Based Pricing Strategies.
Competition-Based Pricing.
Pricing and the Product Life Cycle.
PLACE.
Distribution Channels.
Vertical Marketing Systems (VMS).
Channel Design.
Legal Factors.
Physical Distribution.
PROMOTION.
The Battle for Consumers' Minds.
Personal Selling.
Public Relations.
Cost and the Promotional Mix.
Direct Marketing.
CUSTOMERS.
Market Research.
The Research Project.
Marketing and People.
ACTION MARKETING.
Segmentation.
Bases for Segmentation.
Segmentation as a Process.
Market Targeting.
Steps Toward Developing a Positioning Strategy.
Appendix.
Notes.
Glossary.
Index.
