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The Fast Forward MBA in Marketing (Fast Forward MBA Series)

The Fast Forward MBA in Marketing (Fast Forward MBA Series) Cover

 

Synopses & Reviews

Publisher Comments:

Your fastest route to a whole new level of marketing prowess!

When those big marketing decisions loom and success hangs in the balance, you need reliable, authoritative information immediately-not tomorrow, not next week, NOW! With The Fast Forward MBA in Marketing as your constant companion, you've got it!

In this resource you'll find clear, concise coverage of the complete range of essential marketing topics in a format designed especially for people who need answers quickly. You'll also find cutting-edge ideas from highly regarded thinkers and doers and the world's best MBA programs. This indispensable guide brings you:

* Essential marketing concepts-product, price, place, and promotion

* A rapid-fire overview of marketing innovations, technological breakthroughs, and important trends of the past decade

* The latest methods and suggestions for solving your toughest marketing problems

* Cutting-edge articles from Marketing Tools magazine that illustrate how successful entrepreneurs and businesses employ these concepts in the real world

* Multiple access points -index, cross-references, and icons - that lead you quickly to the answers you need

* A convenient format with short, lively entries that tell you what you need to know without bogging you down in theory

Whether you're a hard-driving entrepreneur, a busy marketing specialist or manager, or a recent graduate eager to make your way in the business world, The Fast Forward MBA in Marketing puts the knowledge you need where you need it most -right in the palm of your hand.

Synopsis:

A guide to marketing products and ideas. Drawn from the world's best MBA programmes, business thinkers, and innovative practitioners, this guide covers the essential ideas needed to make major decisions and plan big moves.

Description:

Includes bibliographical references (p. 245-247) and index.

About the Author

DALLAS MURPHY is a freelance writer who specializes in business topics.

Table of Contents

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 Details

ISBN:
9780471166160
With:
Schewe, Charles
Author:
Schewe, Charles
Author:
Hiam, Alexander
Author:
Murphy, Dallas
Publisher:
Wiley
Location:
New York :
Subject:
Marketing - General
Subject:
Marketing
Subject:
Handbooks, manuals, etc.
Subject:
Advertising & Promotion
Subject:
Sales
Subject:
Marketing -- Handbooks, manuals, etc.
Subject:
Portable MBA / Fast Forward MBA
Copyright:
Series:
The Fast forward MBA series
Series Volume:
2
Publication Date:
19970403
Binding:
Paperback
Language:
English
Illustrations:
Yes
Pages:
288
Dimensions:
10.30x5.28x.66 in. .85 lbs.

Related Subjects

Business » Marketing

The Fast Forward MBA in Marketing (Fast Forward MBA Series)
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$ In Stock
Product details 288 pages John Wiley & Sons - English 9780471166160 Reviews:
"Synopsis" by , A guide to marketing products and ideas. Drawn from the world's best MBA programmes, business thinkers, and innovative practitioners, this guide covers the essential ideas needed to make major decisions and plan big moves.
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