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销售与市场营销 销售产品的25个诀窍 英文PDF|Epub|txt|kindle电子书版本网盘下载
- （美）迈克尔·A.卡明斯（Michael A.Kamins）著；陈荣译注 著
- 出版社： 北京：北京大学出版社
- ISBN：7301045379
- 出版时间：2000
- 标注页数：103页
- 文件大小：3MB
- 文件页数：105页
- 主题词：企业管理
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图书目录
KEY 1 The need to understand the complexity of marketing9
KEY 2 Positioning and why it is important in guiding marketing strategy13
KEY 3 Why the job of the marketing manager is key to the success of the firm17
KEY 4 Understanding why knowledge of the marketing environment contributes to a firm's success20
KEY 5 Managing demand states24
KEY 6 Why a lack of marketing research means"flying blind"28
KEY 7 A guide for the marketing manager's involvement in the research process32
KEY 8 The importance of understanding the consumer:Part 136
KEY 9 The importance of understanding the consumer:Part 239
KEY 10 Why selling to the entire market may not be a good idea43
KEY 11 How to generate repeat purchases47
KEY 12 Establishing a brand name is a key strategic advantage50
KEY 13 The inherent advantage of the pioneer brand53
KEY 14 How can the follower brand compete?56
KEY 15 Can new products give new life to companies?59
KEY 16 Issues relating to effective product strategy63
KEY 17 Pricing could be tricky.What should I charge?66
KEY 18 Effective ways to promote your product69
KEY 19 Advertising as a promotional tool72
KEY 20 Distribution as an effective component of marketing strategy75
KEY 21 How to effectively integrate the 4 P's of marketing78
KEY 22 International marketing as a potential focus of the company81
KEY 23 Case Study:A marketing success story84
KEY 24 Case Study:A marketing challenge87
KEY 25 Future directions of marketing strategies89