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Stan

Niewielkie ślady używania na okładce. Wewnątrz jedno lub dwa zaznaczenia.

O książce

Wprowadzenie do marketingu napisane przez dwóch nabardziej poczytnych autorów z tej dziedziny. Książka w prosty i atrakcyjny sposób przedstawia podstawy teoretyczne marketingu, ilustrując je licznymi case'ami. Książka przedstawia jak marketing wpływa na działanie organizacji oraz przedstawia wpływ marketinu na pozostałe działy firmy: księgowość, R&D, HR, IT. Książka prezentuje marketing jako sztukę budowania wartości dla nabywców oraz pokazuje jakie korzyści może uzyskiwać firma od swoich klientów dzięki sprawnej komunikacji. Książka jest świetnym źródłem informacji i narzędziem dla wszystkich zatrudnionych w działach marketingu lub sprzedaży, szczególnie w firmach międzynarodowych.

Spis treści

I. UNDERSTANDING MARKETING AND THE MARKETING MANAGEMENTPROCESS.

1. Marketing in a Changing World: Creating CustomerValue and Satisfaction.
2. Strategic Planning and the Marketing Process.

II. ASSESSING OPPORTUNITIES IN A DYNAMIC MARKETING ENVIRONMENT.

3. Marketing in the Internet Age.
4. The Marketing Environment.
5. Managing Marketing Information.
6. Consumer and Business Buyer Behavior.

III. DEVELOPING MARKETING STRATEGY AND THE MARKETINGMIX.

7. Market Segmentation, Targeting, and Positioningfor Competitive Advantage.
8. Product and Services Strategies.
9. New-Product Development and Life-Cycle Strategies.
10. Pricing Considerations and Strategies.
11. Distribution Channels and Logistics Management.
12. Retailing and Wholesaling.
13. Integrated Marketing Communication: Advertising,Sales Promotion, and Public Relations.
14. Integrated Marketing Communication: Personal Sellingand Direct Marketing.

IV. EXTENDING MARKETING.

15. Global Marketing.
16. Marketing and Society: Social Responsibility andMarketing Ethics.
Cases.
Appendix 1. Marketing Arithmetic.
Appendix 2. Careers in Marketing.
Glossary.
Author Index.
Company Index.
Subject Index.

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

his easy-to-read book emphasizes how to use basic economic theory and where to apply it to international economic issues. It empowers readers to understand the international economics they will encounter in business publications such as the Wall Street Journal, and to use international economics to make business decisions. The first half of the book covers international trade, factor movements, and trade and economic development; the final ten chapters on international finance can be divided into at least three parts: national income accounting and exchange rate determination; purchasing power parity and the real exchange rate; and open economy macroeconomics. A useful reference for government officials dealing with international trade and finance issues, and for private citizens who want to learn more about the effect of international economics on business in the 21st century.

Spis treści

1. Introduction: An Overview of the World Economy.
2. Why Countries Trade.
3. Factor Endowments and the Commodity Composition of Trade.
4. Intraindustry Trade.
5. International Factor Movements.
6. Tariffs.
7. Nontariff Distortions to Trade.
8. International Trade Policy.
9. Regional Economic Agreements.
10. International Trade and Economic Growth.
11. National Income Accounting and the Balance of Payments.
12.International Transactions and Financial Markets.
13. Exchange Rates and Their Determination: A Basic Model.
14. Money, Interest Rates, and the Exchange Rate.
15. Price Levels and the Exchange Rate in the Long Run.
16. Output and the Exchange Rate in the Short Run.
17. Macroeconomic Policy and Floating Exchange Rates.
18. Fixed Exchange Rates and Currency Unions.
19. International Monetary Arrangements.
20. Capital Flows and the Developing Countries.

Stan

Minimalne ślady używania na okładce. Bez zaznaczeń.

Spis treści

1. Introduction to OM
2. Competitiveness and Operations Strategy
3. New Product Development
3S. Project Management
4. Information Technology and OM
5. Processes in Manufacturing and Services
5S. Financial Analysis in OM
6 Process Measurement and Analysis
7. Quality Management
7S. Statistical Quality Control Methods
8. Facility Location and Capacity Planning
9. Facility Layout
10. Forecasting
11. Human Resource Issues in OM
11S. Work Performance Measurement
12. Waiting Line Management
12S. Queuing Theory
13. Scheduling
14. Supply Chain Management
15. Just-In-Time Systems
16. Aggregate Planning
17. Inventory Systems for Independent Demand
18. Inventory Systems for Dependent Demand

Stan

Minimalne ślady używania na okładce. Bez zaznaczeń

O książce

Drawing from thousands of international entries, this beautifully produced annual collection exhibits 300 color ads representing the year's best work. Advertising Annual 2003 is an essential resource for everyone from account managers to art directors. For easy reference, this exquisitely produced volume is arranged by trade category, from entertainment and communications to transportation and special events

Stan

Minimalne ślady używania na okładce. Wewnątrz kilka pieczątek, bez zaznaczeń.

Spis treści

CONTENTS
Acknowledgment
Our World of Organizations

PART I. ON MANAGEMENT

1. The Manager's Job
2. Crafting Strategy
3. Planning on the Left Side, Managing on the Right
4. Coupling Analysis and Intuition in Management
5. Training Managers, Not MBAs

PART II. ON ORGANIZATIONS

6. Deriving Configurations
7. The Entrepreneurial Organization
8. The Machine Organization
9. The Diversified Organization
10. The Professional Organization
11. The Innovative Organization
12. Ideology and the Missionary Organization
13. Politics and the Political Organization
14. Beyond Configuration

PART III. ON OUR SOCIETY OF ORGANIZATIONS

15. Who Should Control the Corporation?
16. A Note on That Dirty Word "Efficiency"
17. Society Has Become Unmanageable as a Result of

Management
Notes
For Further Detail
Credits and Acknowledgments
Index

Stan

Minimalne ślady używania na okładce. Bez zaznaczeń.

O książce

This proven, consistent text provides thorough treatment of e-commerce, emerging markets, new technologies and hot marketing trends. All concepts and topics are discussed with the goal of helping the reader adapt to, and strategically plan for, changes in the marketing environment. This edition retains trademark early coverage of strategy and an overall strategic focus, with increased emphasis on critical thinking skills in marketing, global and relationship marketing.

Spis treści

INTRODUCTION.

1. The Nature of Marketing.
2. Marketing Management: Strategy and Ethical Behavior.
3. Environmental Forces in an E-commerce World: The Macroenvironment.
4. The Microenvironment in an Era of Global Business.

PART I: ANALYSIS OF MARKET AND BUYER BEHAVIOR.

5. Information Technology and Research Management.
6. Consumer Behavior.
7. Business Markets and Organizational Buying.
8. Market Segmentation, Targeting, and Positioning Strategies.

PART II: PRODUCT STRATEGY FOR GLOBAL COMPETITION.

9. The Elements of Products.
10. Strategies for New Products and Product Life Cycle.
11. Strategies for Services and Relationship Marketing.

PART III: DISTRIBUTION STRATEGY.

12. The Nature of Distribution.
13. Retailing, Direct Marketing, and Wholesaling.
14. Supply Chain and Physical Distribution Management.

PART IV: INTEGRATED MARKETING COMMUNICATIONS.

15. Integrated Marketing Communications.
16. Advertising in an e-commerce World.
17. Personal Selling and Sales Management.
18. Sales Promotion, Publicity, and Public Relations.

PART V: PRICING STRATEGY.

19. Introduction to Pricing Concepts.
20. Pricing Strategy and Tactics.

APPENDICES.
A: Internet Insights Into Marketing Careers.
B: The Business Plan.
C: Marketing Audit.
D: Organizing the Marketing Function.

Stan

Minimalne ślady używania na obwolucie. Bez zaznaczeń. Jedna lub dwie pieczątki i autograf autora.

Spis treści

Intro: Enter the Lollipop 1

1 Punk Capitalism From D.I.Y. to Downloading Sneakers 9
2 The Tao of Pirates Sea Forts, Patent Trolls, and Why We Need Piracy 33
3 We Invented the Remix Cut-'n'-Paste Culture Creates Some New Common Ground 68
4 The Art of War Street Art, Branding, and the Battle for Public Space 103
5 Boundaries Disco Nuns, the Death of the Record Industry, and Our Open-Source Future 134
6 Real Talk How Hip-Hop Makes Billions and Could Bring About World Peace 172
7 Ethernomics Pillow Fights, Happy Slaps, and Other Memes That Leave a Mark 202

Outro: The Pirate's Dilemma: Changing the Game Theory 231
Acknowledgments 241
Notes 245

Index 269