商品簡介
McDonald (marketing, Cranfield School of Management, UK) and Meldrum, a marketing, leadership development, and coaching consultant who formerly taught marketing at Cranfield School of Management, supply general managers, marketers, and students with a guide to 60 topics related to marketing. They encompass the basics of marketing, including market orientation, customer retention strategies, and ethics; types, such as for capital goods, trade, and consumer, industrial, service, and high-tech products, as well as relationship and international and global marketing; internet, social media, and mobile marketing, and using databases; customers, including buying behavior and market segmentation; and information and research, auditing a market, SWOT (strengths, weaknesses, opportunities, and threats) analysis, competitor analysis, and various matrices. Others cover management, such as branding, the product life cycle, diffusion of innovation, new products, pricing, advertising, public relations, sponsorship, sales, account management, channel strategy, and multi-channel integration; and planning and control, including forecasting sales, international product planning, organizational structure, budgeting, legal issues, due diligence, and metrics. No bibliography is provided. Annotation c2013 Book News, Inc., Portland, OR (booknews.com)
