The Big Book of Marketing: Lessons and Practices from the World's Greatest Companies
(Sprache: Englisch)
Proven prescriptions from world-classmarketing aces on staying ahead of thecurve in todays fast-paced marketingenvironmentNever has there been a more thorough, authoritativeguide to world-class marketing essentials than "The BigBook of Marketing," It brings...
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Proven prescriptions from world-classmarketing aces on staying ahead of thecurve in todays fast-paced marketingenvironment
Never has there been a more thorough, authoritativeguide to world-class marketing essentials than "The BigBook of Marketing," It brings together the wisdom andhigh-level expertise of marketing professionals fromeighty-six of the worlds greatest companies who sharetheir insights on research, planning, pricing, public relations, advertising, direct marketing, internationalmarketing, and eighteen other areas marketers need tomaster in order to succeed in todays global marketplace.
Klappentext zu „The Big Book of Marketing: Lessons and Practices from the World's Greatest Companies “
"A real world tool for helping develop effectivemarketing strategies and plans." -- Dennis Dunlap, Chief Executive Officer, American Marketing Association"For beginners and professionals in search of answers." -- Stephen Joel Trachtenberg, President Emeritus and University Professor of Public Service, The George Washington University
"A 'must read' for every business major and corporate executive." -- Clarence Brown, former Acting Secretary, U.S. Department of Commerce
The Biggest Companies. The Boldest Campaigns.
THE BEST INSIDER'S GUIDE ON THE MARKET.
The most comprehensive book of its kind, The Big Book of Marketing is the definitive resource for marketing your business in the twenty-first century. Each chapter covers a fundamental aspect of the marketing process, broken down and analyzed by the greatest minds in marketing today. For the first time ever, 110 experts from the world's most successful companies reveal their step-by-step strategies, proven marketing tools, and tricks of the trade-fascinating, exclusive, real-world case studies from an all-star roster of companies, including:
ACNielsen Alcoa American Express Amtrak Antimicrobial Technologies Group APL Logistics Arnold AT&T Atlas Air Bloomingdale's BNSF Boeing Bristol-Myers Squibb Burson-Marsteller BzzAgent Caraustar Cargill Carnival Coldwell Banker Colgate-Palmolive Colonial Pipeline Con-way Costco Dean Foods Discovery Communications Draftfcb DSC Logistics DuPont Edelman ExxonMobil Fabri-Kal FedEx Trade Networks Fleishman-Hillard Ford Frito-Lay GE Greyhound Hair Cuttery Hilton HOLT CAT IBM Ingram Barge Ingram Micro International Paper John Deere Kimberly-Clark Kodak Kraft L.L.Bean Landor Long Island Rail Road Lulu.com Mars MCC McCann McDonald's McKesson Nationals NCR New York Times Nordstrom Ogilvy Action OHL 1-800Flowers.com Overseas Shipholding Group Owens Illinois P & G Papa John's Paramount Pictures Patagonia PepsiCo Pfizer Porter Novelli RAPP Ritz-Carlton Safeway Saks Fifth Avenue Sara
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Lee SC Johnson Sealed Air Sears Silgan Skyhook Snap-on Tools Southwest Sports and Leisure ResearchGroup Staples Stoner Supervalu Synovate Tanimura & Antle TBWA Tenet Healthcare Texas Instruments 3M ToysRUs Trader Joe's Tupperware Under Armour United Airlines United Stationers Verizon VISA Weyerhaeuser Wilson Sporting Goods Wunderman Xerox Y&R Zappos.com
No matter what business you're in--from retail and manufacturing to service and nonprofit-- The Big Book of Marketing offers the most practical, hands-on advice you'll ever find . . . from the best in the business.
Anthony G. Bennett taught marketing at Georgetown University. With three decades of experience in the field, he has held a variety of key marketing positions at Fortune 500 companies, including AT&T and others. He resides in McLean, Virginia.
No matter what business you're in--from retail and manufacturing to service and nonprofit-- The Big Book of Marketing offers the most practical, hands-on advice you'll ever find . . . from the best in the business.
Anthony G. Bennett taught marketing at Georgetown University. With three decades of experience in the field, he has held a variety of key marketing positions at Fortune 500 companies, including AT&T and others. He resides in McLean, Virginia.
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Inhaltsverzeichnis zu „The Big Book of Marketing: Lessons and Practices from the World's Greatest Companies “
1. Marketing Introduction 2. Marketing Planning
3. Marketing Research
4. Consumer Purchasing Behavior
5. Organizational Purchasing Behavior
6. Demand Promotion Management
7. Selling and Sales Management
8. Advertising
9. Public Relations
10. Promotional Marketing
11. Direct Marketing
12. Product Management
13. Product Packaging
14. Product Pricing
15. Product Quality
16. Supply Chain Management
17. Wholesaling
18. Warehousing
19. Transportation
20. Retailing
21. Legal/Ethics/Social Responsibility
22. Environment
23. International Case Study
24. Financing the Marketing Plan
Bibliographische Angaben
- Autor: Anthony G. Bennett
- 2010, 464 Seiten, Maße: 18,8 x 23,5 cm, Kartoniert (TB), Englisch
- Ed. by Anthony G. Bennett
- Herausgegeben: Anthony G. Bennett
- Verlag: McGraw-Hill Professional
- ISBN-10: 0071621253
- ISBN-13: 9780071621250
Sprache:
Englisch
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