MARKETER'S TOOLKIT

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  • 商品编码(ISBN)    9781591397625
  • 发行范围   公开发行
  • 开本   32开
  • 影印版本   原版
  • 页数   240
  • 印刷时间   2006-01-01
  • 包装   平装
  • 出次   1
  •   0.415
  • 出版商国别   US
  •   19
  • 首版时间   2006-01-01
  • 印张   7.5
  • 印次   1
  • 正文语种   
  • 更多参数>>

编辑推荐

  In today's competitive, customer-driven world, marketing is everyone's job-whether you work in manufacturing or sales,management or engineering. This hands-on guide covers theessential topics and tools every business person needs to under-stand and utilize in order to win and keep customers. By explor-ing fundamental concepts like aligning business and marketing strategy and cutting-edge ideas in the areas of branding, differ-entiation, pricing, and Internet marketing, Marketer's Toolkit showsreaders how to:

   Target high-potential customer segments

   Size up competitors

   Allocate marketing resources wisely

   Develop and execute effective marketing plans

内容推荐

  The Harvard Business Essentials series is designed to provide com-prehensive advice, personal coaching, background information, and guidance on the most relevant topics in business. Drawing on rich content from Harvard Business School Publishing and other sources,these concise guides are carefully crafted to provide a highly practi-cal resource for readers with all levels of experience, and will prove especially valuable for the new manager. To assure quality and accu-racy, each volume is closely reviewed by a specialized content adviser from a world-class business school. Whether you are a new manager seeking to expand your skills or a seasoned professional looking to broaden your knowledge base, these solution-oriented books put re-liable answers at your fingertips.

目录

   Introduction

   Marketing Strategy

   How It Fits with Business Strategy

    What Is Strategy?

    The Strategy Process

    Where Marketing Fits In

    Marketing Strategy and Product Life Cycles

    Summing Up

   Creating a Marketing Plan

   An Overview

    From Strategy to Plan

    Implementing Your Plan via the Marketing Mix

    Controlling Plan Implementation

    Summing Up

5 Market Research

   Listen and Learn

    Formal Market Research

    Two Formal Methods for Analyzing

      Buyer Preferences

    Informal Research Methods: Close Customer Contact

    Summing Up

4 Market Customization

   Segmentation, Targeting, and Positioning

    Segmentation

    From Segmentation to Targeting

    Positioning

    Summing Up

5 Competitor Analysis

   Understand Your Opponents

    Who Are Your Competitors?

    Characteristics for Analysis

    Porter's Five Forces Framework

    Summing Up

6 Branding

   Differentiation That Customers Value

    Differentiation of Commodity

      Products and Services

    Approaches to Differentiation

    Differentiation That Matters

    Summing Up

7 The Right Customers

  Acquisition, Retention, and Development

    Customer Economics

    Customer Retention

    Customer Development

    Summing Up

8 Developing New Products and Services

   The Marketer's Role

    The Two Types of New Products

    Extending Product Lines into New Segments

    The New-Product Process

    The Marketer's Role

    Your New-Product Strategy

      Beyond New

      Summing Up

  9 Pricing It Right

    Strategies, Applications, and Pitfalls

      Cost-Plus Pricing

      Price Skimming

      Penetration Pricing

      Exploiting the Experience Curve

      Prestige Pricing

      Bait and Hook Pricing

      Price Promotions

      Customer-Perceived Value: The Ultimate Arbiter of Price

      Pricing and the Product Life Cycle

      Sunmming Up

10 Integrated Marketing Communications

    Creativity, Consistency, and Effective Resource Allocation

      The Goal of Marketing Communications

      Communication Vehicles

     Putting It All Together

     The Management Challenge

     Summing Up

11 Interactive Marketing

    New Channel, New Challenge

     Growing Online Sales

     E-mail Marketing

     Web-Based Merchandising

     Summing Up

12 Marketing Across Borders

   It's a Big, Big World

     Product Decisions

     Promotion

     Place (or Distribution)

     Price

     Controlling Global Marketing Decisions

     Summing Up

15 The Future of Marketing

   Tomorrow's Challenges

     Today's Buyers Have More Information

     Delivering on the Promise

     Cutting Through the Clutter

     Market Fragmentation

     Measurement and Accountability

     The Ethics of Marketing

     Summing Up

   Appendix: Useful Implementation Tools

   Notes

   Glossary

   For Further Reading

   Index

   About the Subject Adviser

   About the Writer

编辑推荐
内容推荐
目录
普通信息
商品编码(ISBN) 9781591397625
出版时间 2006-01-01
出版社 HBS
发行范围 公开发行
开本 32开
影印版本 原版
页数 240
印刷时间 2006-01-01
包装 平装
出次 1
0.415
出版商国别 US
19
首版时间 2006-01-01
印张 7.5
印次 1
正文语种
出地 美国
媒质 图书
156
用纸 普通纸
是否注音
235
读者对象 研究人员,普通成人
是否套装 单册
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