Dartnell's Marketing Manager's Handbook
Sidney J. Levy, George R. Frerichs, Howard L. Gordon
Dartnell Corporation, Oct 1, 1997 - Business & Economics - 1432 pages
Regardless of your marketing management experience level, Dartnell's completely revised Marketing Manager's Handbook will guide you to create and executive winning marketing strategies.
-- Contribution from 150 marketing experts on virtually every aspect of marketing. This handbook is the most comprehensive and practical guide available today about marketing management and how it's used.
-- Organized into nine sections, this handbook is a comprehensive reference tool that offers a wonderful range of information and assistance to anyone who would better use contemporary marketing techniques to build their their business or their organization into all that it can possibly be. Whether you're looking for ways to organize your marketing staff, reward your employees, or determine sales rep's performance and job attitudes -- you will have at hand some of the best advice and ideas from experts in marketing management. If you're trying to: reach customers by market segmentation, determine customer wants and needs, develop an effective customer service strategy, go green, achieve brand dominance through customer learning, or determine strategic pricing -- you will learn to get the most out of each.
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A. C. Nielsen activities advertising analysis approach areas behavior brand buyers buying cannibalism channels client communication company's competitive competitors concept conjoint analysis consumer corporate costs customer service database marketing decision distribution effective employees ethical evaluation example executives Exhibit factors firm firm's franchise franchisor function goals groups Harvard Business Review identify implementation important increase individual industrial innovation interviews Journal of Marketing manufacturer market planning market segments market share marketing manager marketing mix marketing programs marketing research marketing strategy measures needs objectives offer organization panel percent personal computers potential practice problem product or service professional profit promotion purchase relationship response result retail role sales force sales performance sample satisfaction selection selling social marketing specific summary judgment target telephone tion variables yield management