The Portable MBA in Marketing (Portable MBA (Wiley))

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.Alexander Hiam is the author of 'The Portable MBA in Marketing (Portable MBA (Wiley))', published 1995 under ISBN 9780471119845 and ISBN 0471119849.