销售商的工具(哈佛商业评论系列)MARKETER'S TOOLKIT
点此进入淘宝搜索页搜索分類: 图书,进口原版书,经管与理财 Business & Investing ,
作者： Business Essentials Harvard 著
出 版 社： Harvard Business School Press
出版时间： 2000-1-1字数：版次： 1页数： 227印刷时间： 2006/02/01开本：印次：纸张： 胶版纸I S B N ： 9781591397625包装： 平装内容简介
Harvard Business Essentials The Reliable Source for Busy Managers The Harvard Business Essentials series is designed to provide comprehensive advice, personal coaching, background information, and guidance on the most relevant topics in business. Drawing on rich content from Harvard Business School Publishing and other sources, these concise guides are carefully crafted to provide a highly practical resource for readers with all levels of experience. To assure quality and accuracy, each volume is closely reviewed by a specialized content adviser from a world class business school. Whether you are a new manager interested in expanding your skills or an experienced executive looking for a personal resource, these solution-oriented books offer reliable answers at your fingertips.
Effective marketing can mean the difference between runaway successes and costly flops. Covering everything from customer programs to ad campaigns to sales promotions, this is every marketer’s hands-on guide to turning opportunities into profits.
作者简介
Patrick Barwise is Professor of Management and marketing at London Business School and the coauthor of Simply Better: Winning and Keeping Customers by Delivering What Matters Most.
目录
Introduction
1 Marketing Strategy
How It Fits with Business StrategF
What Is Strategy?
The Strategy Process
Where Marketing Fits In
Marketing Strategy and Product Life Cycles
Summing Up
2 Creating a Marketing Plan
An Overview
From Strategy to Plan
Implementing Your Plan via the Marketing Mix
Controlling Plan Implementation
Summing Up
3 Market Research
Listen and Learn
Formal Market Research
Two Formal Methods for Analyzing Buyer Preferences
Informal Research Methods: Close Customer Contact
Summing U
4 Market Customization
Segmentation, Targeting, and Positioning
Segmentation
From Segmentation to Targeting
Positioning
Summing Up
5 Competitor Analysis
Understand Your Opponents
Who Are Your Competitors?
Characteristics for Analysis
Porter's Five Forces Framework
Summing Up
6 Branding
Differentiation That Customers Value
Differentiation of Commodity Products and Services
Approaches to Differentiation
Differentiation That Matters
Summing Up
7 The Right Customers
Acquisition, Retention, and Development
Customer Economics
Customer Retention
Customer Development
Summing Up
8 Developing New Products and Services
The Marketer's Role
The Two Types of New Products
Extending Product Lines into New Segments
The New-Product Process
The Marketer's Role
Your New-Product Strategy
……
9 Pricing It Right
10 Integrated Marketing Communications
11 Interactive Marketing
12 Marketing Across Borders
13 The Future of Marketing
Appendix: Useful Implementation Tools
Notes
Glossary
For Further Reading
Index
About the Subject Adviser
About the Writer
