Fast Forward MBA in Marketing

Fast Forward MBA in Marketing

Paperback

$12.95

Product Details

ISBN-13: 9780471166160
Publisher: Wiley
Publication date: 02/01/1997
Series: Fast Forward MBA Series , #2
Pages: 288
Product dimensions: 5.28(w) x 10.26(h) x 0.59(d)

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.

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews