Portable Mba in Marketing

THE MARKETING CONCEPT. The Essence of Marketing: The Customer First, Last, and Always. Planning: Using tested Concepts and New Ideas for Marketing Strategy. The Marketing Environment: Understanding Forces You Can2t Always Control. The International challenge: Going Global with the Flying Pigeon Bicycle Group. MARKETING KNOWLEDGE. Marketing Research and Information: Figuring Out What the Customer Wants. Profiling Markets and Forecasting Sales: The Art and Science Behind the Numbers. Understanding Buyer Behavior: Customer on the Couch. THE TOOLS OF MARKETING. Segmentation, Targeting, Positioning: From Mass Marketing to One-on-One with the Customer. Product Development: The Business of Innovation. Product Management: Birth, Death, and Resurrection. The Nature of Pricing: Making Money and Capturing the Customer. Place and Time-The Distribution Function: Innovative Guidelines for Profitability. Promotion: The Many Faces of Marketing. Afterward. Chapter Notes. Glossary. Resources. Index.Hiam, Alexander is the author of 'Portable Mba in Marketing' with ISBN 9780471547280 and ISBN 047154728X.