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Stan

Minimalne ślady używania na okładce. Bez zaznaczeń.

O książce

Why is BASIC MARKETING RESEARCH the best-selling marketing textbook? Because it's written to your perspective as a student. Authors Churchill and Brown know that for a marketing textbook to be effective, students have to be able to understand it. And they've achieved that time and again. This edition is packed with the features that made it a best-seller in the first place, from study tools to updated content to an easy-to-read writing style. Plus, in this volume you'll learn more about how experts gather data and how to use it yourself to turn greater profits.

Spis treści

Part I. Introduction to Marketing Research and Problem Definition.

1. Role of Marketing Research.
2. Gathering Marketing Intelligence.
3. Process of Marketing Research.
4. Problem Formulation.

Part II. Research Design.

5. Types of Research Design and Exploratory Research.
6. Descriptive and Causal Research Designs.

Part III. Data-Collection Methods.

7. Secondary Data.
8. Standardized Marketing Information Services.
9. Collecting Primary Data.
10. Collecting Information by Questionnaire.
11. Collecting Information by Observation.

Part IV. Data Collection Forms.

12. Designing the Questionnaire or Observation Form.
13. Measurement Basics.
14. Measuring Attitudes, Perceptions, and Preferences.

Part V. Sampling and Data Collection.

15. Types of Samples and Simple Random Sampling.
16. Stratified and Cluster Sampling.
17. Sample Size.
18. Collecting the Data: Field Procedures and Nonsampling Errors.

Part VI. Data Analysis.

19. Data Analysis: Preliminary Steps.
20. Data Analysis: Examining Differences.
21. Data Analysis: Investigating Associations.

Part VII. Research Reports.

22. The Written Research Report.
23. The Oral Research Report.

Stan

Niewielkie ślady używania na okładce. Jedno lub dwa zaznaczenia.

O książce

This text combines theory and practice to provide students with the knowledge and skills they need to be effective foodservice managers.

See why dietetics and hospitality management educators use this best-selling text to prepare students to enter the field of foodservice management.

Spis treści

Preface
Acknowledgements
About the Authors

Pt. 1 The Foodservice Systems Model 1

Ch. 1 Systems Approach to a Foodservice Organization 1
Ch. 2 Managing Quality 31
Ch. 3 The Menu 45

Pt. 2 Transformation: Functional Subsystems 83

Ch. 4 Food Product Flow 83
Ch. 5 Procurement 103
Ch. 6 Food Production 185
Ch. 7 Distribution and Service 263
Ch. 8 Safety, Sanitation and Maintenance 285

Pt. 3 Transformation: Management Functions and Linking Processes 357

Ch. 9 Management Principles 357
Ch. 10 Leadership and Organizational Change 411
Ch. 11 Decision Making, Communication, and Balance 447
Ch. 12 Management of Human Resources 481
Ch. 13 Management of Financial Resources 551
Ch. 14 Marketing Foodservice 577

Pt. 4 Outputs of the System 599

Ch. 15 Meals, Satisfaction, and Accountability 599

App. A Sample Specifications for Food Products 661
App. B Resources for Writing Specifications 669
App. C Standards for Food Products 671
Glossary 685
Index 703

Stan

Niewielkie ślady używania na okładce. Zaznaczenia na kilku stronach.

O książce

Offering an effective, highly accessible combination of theory and practice, this thoroughly updated and truly comprehensive text covers the full range of public relations writing and media techniques. It clearly explains major theories and concepts as well as provides basic guidelines, checklists, and "how-to" advice. Abundant, up-to-date examples from actual media practice illustrate the content's real-world application.

Spis treści

Foreword
Preface

Pt. 1 The Basics of Public Relations Writing 1

Ch. 1 Preparing for Writing 3
Ch. 2 Legal and Ethical Considerations 32
Ch. 3 Persuasive Writing 58
Ch. 4 Finding and Generating News 81

Pt. 2 Writing for Mass Media 111

Ch. 5 The News Release 113
Ch. 6 The Feature Story 140
Ch. 7 Photos and Graphics 160
Ch. 8 Radio and Television 187
Ch. 9 Pitch Letters, Advisories, News Conferences and Op-Ed 219
Ch. 10 Media Lists, Mailings and the Internet 250
Ch. 11 The Basics of Media Relations

Pt. 3 Writing for Other Media 297

Ch. 12 Newsletters and Magazines 299
Ch. 13 Leaflets and Brochures 320
Ch. 14 Public Relations Advertising 340
Ch. 15 Letters, Direct Mail and Reports 363
Ch. 16 Speakers and Speeches 384
Ch. 17 Audiovisual Aids 405

Pt. 4 Managing Programs and Campaigns 421

Ch. 18 Meetings and Events 423
Ch. 19 Program Planning 445
Ch. 20 Program Evaluation 463

A Glossary for Public Relations Writers 483
Index 487

Stan książki

Widoczne ślady używania. Wewnątrz zaznaczenia na kilkunastu stronach.

O książce

Tekst omawia najpopularniejsze teorie wyjaśniające zachowania
konsumentów i pokazuje potrzebę rozumiania zachowania konsumentów w formułowaniu strategii marketingowej. Podręcznik skupia się nie tylko na zachowaniach amerykańskich konsumentów. Pokazuje style konsumpcji z różnych stron świata i omawia różnice kulturowe. Podręcznik pokazuje także wpływ Internetu na zachowania konsumentów. Książka skierowana
zarówno do studentów, jak i osób zawodowo zajmujących się marketingiem.

Polskie tłumaczenie tego tytułu jest oparte na wydaniu szóstym.

Spis treści

Ch. 1 Consumers rule 4
Ch. 2 Perception 46
Ch. 3 Learning and memory 82
Ch. 4 Motivation and values 116
Ch. 5 The self 154
Ch. 6 Personality and lifestyles 194
Ch. 7 Attitudes 232
Ch. 8 Attitude change and interactive communications 264
Ch. 9 Individual decision making 302
Ch. 10 Buying and disposing 340
Ch. 11 Group influence and opinion leadership 378
Ch. 12 Organizational and household decision making 414
Ch. 13 Income and social class 450
Ch. 14 Ethnic, racial, and religious subcultures 482
Ch. 15 Age subcultures 510
Ch. 16 Cultural influences on consumer behavior 540
Ch. 17 The creation and diffusion of global consumer culture 568

Stan

Niewielkie ślady używania na okładce. Wewnątrz bez zaznaczeń. 5 płyt CD z materiałami dodatkowymi (m.in. audio chapter reviews).

O książce

Popularny podrecznik akademicki, opisujący wszystkie aspekty marketingu.

Spis treści

PART ONE: DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES.

1. Customer-Driven Marketing.
2. Strategic Planning and the Marketing Process.
3. The Marketing Environment, Ethics, and Social Responsibility.
4. Global Dimensions of Marketing.

PART TWO: MANAGING TECHNOLOGY AND INFORMATION TO ACHIEVE MARKETING SUCCESS.

5. E-Commerce: Electronic Marketing and the Internet for Dot.com and Brick-and-Mortar Marketers.
6. Relationship Marketing and Customer Relationship Management (CRM).
7. Marketing Research, Decision-Support Systems, and Sales Forecasting.

PART THREE: MARKET SEGMENTATION AND CUSTOMER BEHAVIOR.

8. Market Segmentation, Targeting and Positioning.
9. Consumer Behavior.
10. Business-to-Business (B2B) Marketing.

PART FOUR: PRODUCT STRATEGY.

11. Product Strategies.
12. Category and Brand Management, Product Identification, and New-Product Planning.

PART FIVE: PRICING STRATEGY.

13. Price Determination.
14. Managing the Pricing Function.

PART SIX: DISTRIBUTION STRATEGY.

15. Marketing Channels, Logistics, and Supply Chain Management.
16. Direct Marketing and Marketing Resellers: Retailers and Wholesalers.

PART SEVEN: PROMOTIONAL STRATEGY.

17. Integrated Marketing Communications.
18. Advertising, Sales Promotion, and Public Relations.
19. Personal Selling and Sales-Force Management.

Appendix A: Developing a Marketing Plan.
Appendix B: Financial Analysis in Marketing.

Stan

Minimalne ślady używania na okładce. Wewątrz bez zaznaczeń.

O książce

Konsekwencje zapaści finansowej z 2008 roku coraz bardziej dają się we znaki, afirmy, branże i całe rynki albo jeszcze z trudem walczą o przetrwanie, albo już poległy w walce. I nic nie wskazuje na to, aby w najbliższym czasie miał nastąpić koniec tych turbulencji.

W książce Chaos. Zarządzanie i marketing w erze turbulencji znani stratedzy gospodarczy, Philip Kotler i John Caslione, przedstawiają intrygującą choć niepokojącą tezę, że burzliwe czasy nie są żadną aberracją, lecz stanowią nowe oblicze normalności. Obecna zapaść gospodarcza należy do elementów niestabilnej epoki turbulencji, w której globalizacja i technologia całemu światu dają ogromne szanse, ale także stwarzają gigantyczne ryzyko. Ten świat rozciera na miazgę nieprzygotowanych, a wynagradza zapobiegliwych, czyli te dziarskie firmy, które potrafiły przewidzieć potencjalne zagrożenia i szybko na nie zareagować. Praktyczna, interesująca i aktualna książka Chaos. Zarządzanie i marketing w erze turbulencji stanowi nieodzowny przewodnik dla wszystkich liderów, którzy teraz chcą przetrwać burze gospodarcze, a w przyszłości prosperować pomimo nieuniknionych zawirowań.

Spis treści

Preface VII

Introduction 1

1 THE WORLD HAS ENTERED A NEW ECONOMIC STAGE:

FROM NORMALITY TO TURBULENCE 5

What Is Market Turbulence? 12

Factors that Can Cause Chaos 18

Conclusion 41

2 MANAGEMENT’S WRONG RESPONSES TO TURBULENCE

NOW BECOME DANGEROUS 45

Resource Allocation Decisions that

Undermine Core Strategy and Culture 51

Across-the-Board Spending Cuts versus

Focused and Measured Actions 53

Quick Fixes to Preserve Cash Flow,

Putting Key Stakeholders at Risk 56

Reducing Marketing, Brand, and

New Product Development Expenses 57

Declining Sales and Price Discounting 60

Decoupling from Customers by

Reducing Sales-Related Expenses 62

Cutting Back on Training and Development

Expenses in Economic Crises 63

Undervaluing Suppliers and Distributors 64

Conclusion 69

3 THE CHAOTICS MODEL: MANAGING VULNERABILITY AND OPPORTUNITY 71

Constructing an Early-Warning System (EWS) 81

Construction of Key Scenarios 89

Scenario and Strategy Selection 98

Conclusion 102

4 DESIGNING MANAGEMENT SYSTEMS FOR RESILIENCE 103

The Chaotics Management System108

Finance and Information Technology 112

Manufacturing/Operations 122

Purchasing/Procurement 129

Human Resources 134

Conclusion 138

5 DESIGNING MARKETING SYSTEMS FOR RESILIENCE 141

Common Marketing Reactions to Crises 145

Strategic Marketing Responses to Crises 150

Operational Issues Facing the Marketing Department 157

Operational Issues Facing the Sales Department 162

Conclusion 166

6 THRIVING IN THE AGE OF TURBULENCE:

ACHIEVING BUSINESS ENTERPRISE SUSTAINABILITY 169

Business Enterprise Sustainability 172

Conclusion 190

Notes 193

Index 205

Stan

Niewielkie ślady używania na okładce. Wewnątrz kilka zaznaczeń.

Spis treści

Part I. Introduction.

1. Consumer Behavior and Consumer Research.
2. How Consumer Analysis Affects Business Strategy

Part II. Consumer Decision Making.

3. The Consumer Decision Process.
4. Pre-Purchase Processes: Need Recognition, Search and Evaluation.
5. Purchase.
6. Post-Purchase Processes: Consumption and Evaluation

Part III. Individual Determinants of Consumer Behavior.

7. Demographics, Psychographics, and Personality.
8. Consumer Motivation.
9. Consumer Knowledge.
10. Consumer Intentions, Attitudes, Beliefs and Feelings

Part IV. Environmental Influences on Consumer Behavior.

11. Culture, Ethnicity and Social Class.
12. Family and Household Influences.
13. Group and Personal Influence

Part V. Influencing Consumer Behavior.

14. Making Contact.
15. Shaping Consumers Opinions.
16. Helping Consumers to Remember.